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Future Insight: Mobile Commerce in Japan
This document provides an overview of mobile commerce in Japan. It notes that over 90% of Japanese use their mobile phones to access the mobile web on a daily basis. Operators in Japan control handset makers and SIM-lock all phones, helping drive uniform experiences. They also share significant revenue with content providers. As a result, Japan has seen rapid growth in mobile commerce, reaching over $9 billion in transaction value in 2011, with over 60% of mobile internet users making purchases on their phones. Common purchases include fashion, books/media, and cosmetics. Nearly two-thirds of mobile shoppers prefer paying with cash on delivery. The widespread adoption of 3G and rich messaging services have helped drive this mobile commerce transformation
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Future Insight: Mobile Commerce in Japan
- 1. Future Insight: Mobile Commerce inJapan Mobile Copenhagen 2009 June 16, 2009 Christopher Billich
- 3. What I willtalk about in the next 30 minutes
- 4. Why the MobileWeb is huge in Japan Some interesting Statistics Mobile Shopping via Browser Mobile Shopping via NFC
- 5. What I won’ttalk about
- 6.
- 7. I work fora company called
- 9.
- 10. somewhere around here nasa.gov
- 11. The Shameless Advertising Part which works for companies like
- 12.
- 13. The Shameless Advertising Part Who all want to know One Thing:
- 14. The Shameless Advertising Part “How can we apply what already works in Japan in our mobile market?”
- 15. “Wheel” [(h)w ēl] circularobject rotating on an axle need not reinvent
- 16. Why look foranswers in Japan?
- 17. “It’s when a technology becomes normal,then ubiquitous, and finally so pervasive it’s invisible, that the really profound changes happen [...].”
- 18.
- 19. 9 in 10use the Mobile Web
- 20. ...and they useit lots Mobile Web Usage Frequency, 16-24 year-old users “At least daily”: 90% “More than an hour daily”: 61% 24% 22% 15% 16% 13% 4% 3% >3 hrs 2-3 hrs 1-2 hrs 30 min-1 hr Daily, <30 min Less than daily I don’t Source: Infinita, April 2008
- 21.
- 22.
- 23.
- 24.
- 25.
- 26. Revenue share favoring content providers istockphoto.com
- 27. Content Provider RevenueShare 30-50% Carrier X 70% Android 70% iPhone 70% Nokia 90%
- 28. 0 ,- - ¥ Messaging is (almost) free istockphoto.com
- 29. ...yet extremely rich: 10,000 characters Mobile PC Multiple Links Emoticons Attachments
- 30. Almost everyoneon 3G 4 in 5 of them on 3G
- 31. 40% of mobiledata users on data flat rate plans istockphoto.com
- 32. The Low Entry Barrier GymMembership Pricing Model
- 33. The Secret Sauce Keydifferences to other markets Same cost for Flat rate data User Experience Level >90% 3G on- and off- with “free” penetration deck access messaging Operators Operators Operator-Handset Maker control All handsets pay handset Relationship Level handset SIM-locked makers makers Operator Operator Business Model Email, not revenue (Open) Level SMS share favors standards CPs Regulatory/Government Competition on network technologies Level No spectrum license costs
- 34. Market Volume 3.06 Mobile Commerce and Auctions (US$ billion) 1.79 Auctions Transactions Services Goods 6.23 1.85 1.55 1.34 1.30 1.23 3.39 1.11 9.17 1.12 2.71 0.89 1.93 1.65 4.44 2.58 3.29 1.54 2005 2006 2007 2008 2011 Source: Mobile Content Forum (2005-2007), Infinita (2008 est.; 2011 est.)
- 35. Mobile Commerce UserBehavior Usage and Usage Intention Active Usage Very interested Interested 4% Undecided Not really interested Definitely not interested 29% Don’t know 34% 1% 4% 17% 11% Source: impress R&D, 2008 (Mobile Internet Users, N=3,178)
- 36. Mobile Commerce UserBehavior Usage by Demographic Male Users Female Users No Yes 62 64 64 64 63 71 71 69 74 79 82 91 92 38 36 36 36 37 29 30 31 26 21 18 9 8 Total 10s 20ies 30ies 40ies 50ies 60ies 10s 20ies 30ies 40ies 50ies 60ies Source: impress R&D, 2008 (Mobile Internet Users, N=3,178), in %
- 37. Mobile Commerce UserBehavior Preference Criteria Trustworthiness 63.1 Ease of purchase 60.3 Loading speed 59.9 Convenience 54.8 Ease of reaching products page 49.4 Ease of comparing products 41.0 Degree of information detail 33.3 Quality of product search 27.9 Design 22.8 Ease of registration 22.4 Source: IMJ Mobile, 2008 (Active Mobile Shopping Users, N=312), in%, multiple answers
- 38. Mobile Commerce UserBehavior Payment Preferences Cash on Delivery 65.0 Credit Card 49.4 Pay at Convenience Store 36.1 Bank Transfer 22.6 Postal Transfer 20.5 via Mobile Phone Bill 6.3 Source: impress R&D, 2006 (Active Mobile Shopping Users, N=795), in%, multiple answers
- 39. Mobile Commerce UserBehavior Product Categories Fashion 39.5 Books, Magazines 35.7 CD, DVD 30.3 Cosmetics 22.4 Foods 20.6 Travel, Accomodation 14.8 Furniture, Design Goods 13.7 Health Goods 13.4 PC-related 12.4 Games 11.4 Source: impress R&D, 2008 (Active Mobile Shopping Users, N=927) in%, multiple answers
- 40. Mobile Commerce UserBehavior Spend per Year (in US$) up to 29 30-49 50-99 5% 1% 12% 100-299 9% 300-499 500-999 1,000-2,999 3,000-4,999 11% 15% 5,000+ 24% 20% Source: impress R&D, 2008 (Active Mobile Shopping Users, N=927)
- 41. Mobile Commerce UserBehavior Usage Frequency Not at all Once a year 2-4 times/yr. 10% 5-9 times/yr. 2% 16% 10-19 times/yr. More than 20 times 8% Don’t know 11% 17% 37% Source: impress R&D, 2008 (Active Mobile Users, N=927)
- 42. Mobile Commerce UserBehavior Average Spend per Year by Reference Group (in US$) 2007 2008 411 205 89 103 77 81 Mobile Users Mobile Data Users Mobile Shoppers Sources: impress R&D, 2008/2007; Mobile Content Forum 2007; Infinita 2008 (est.); includes Auctions
- 43.
- 44.
- 45.
- 46. Shopping for Labor OtetsudaiNetworks
- 47. Luxury Goods meetManga on Mobile Louie Vuitton
- 48. Love Soap andRunway Shows Girlswalker/Tokyo Girls Collection
- 50. Mobile TV withBuilt-in Shopping 1seg
- 51. Mobile NFC Enabled: 73% Usage: 18% Source: impress R&D, September 2008 Base: All Respondents, N= 3,178 (2008)
- 52.
- 53.
- 54.
- 57.
- 58.
- 59. Glued to thescreen 24/7.
- 60. The second-best screen tobe glued to:
- 61. Check out www.infinita.tv (it’scompletely free)
- 62.