Abstract
Guideline
Mobile market consist of the following four factors:
- 1. Players who provide mobile services,
- 2. Mobile users,
- 3. Related regulations,
- 4. Mobile technologies.
The purpose of this report is to recognize and analyze user needs and to
indicate the future direction of the market. As for research and analysis
methods, a survey was conducted via internet, targeting users who are
registered as a monitoring customer of Livedoor in Japan (January 2008). ROA
Group conducted independent analysis based on the survey results.
Analysis Process & Method
The following explains the process flow of this report.
- Overall analysis on Japan' s mobile market
- Identifying major events of the mobile carriers.
- Extraction of current trends
- Finding out popular services or others which will influence the market.
- User survey on key topics
- Studying usage styles by conducting a survey (targeting users who are
registered as monitoring customers of Livedoor Japan).
- Analysis and segmentation on ACD with independent tools
- ROA Group adds its perspective and analysis to the survey results,
segment users and classifies user needs.
- Implication
- Predicting the future direction of market, considering user needs,
players' strategies and market trends.
Analysis Tool
Mobile Services and Functions Category
By categorizing convergence services, specific analysis tools are obtained for
identifying user needs.
Segmentation based on Mobile Service Usage Styles
Based on the service usage styles, users are divided into the following 4
groups. By analyzing the characteristics and styles of each group, we can
predict their service usage in the future.
ACD Analysis Tool
- Category Classification
- For an objective analysis on services and handset functions, the report
categorizes them first with independent methods of ROA Group and then
conducts analysis on relations between them and future trends.
- Segmentation
- Users are divided into groups, following their specific usage styles.
ROA Group analyzes characteristics and styles of each segment. This method
helps identifying marketing targets when establishing business strategies.
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