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9/16/2003 1© Mobile Economy GmbH 2003
Join our new MOBILE ECONOMY Seminar:
Mobile Kaizen in JapanAn in-depth study of the continuous improvements powering Japan's
Mobile Economy Triangle of networks, devices, and services
Plus Special: Mobile Marketing in Tokyo
© Wireless Watch Japan 2001-03. All Rights Reserved.
Sponsored by:
Featuring:
Daniel Scuka: Co-founder WIRELESS WATCH JAPAN & Guest Consultant @ MOBILE ECONOMY
Jan Michael Hess: Co-founder & CEO of MOBILE ECONOMY & Editor-in-Chief of mobiliser.org
9/16/2003 2© Mobile Economy GmbH 2003
Table of Contents
Executive Summary of "Mobile Kaizen in Japan"
Dates & Local Partners
The Mobile Economy Triangle – Interaction of Networks, Devices & Services
Benefits for Seminar Participants
Agenda Overview
Details of Morning Sessions - Mobile Network Operators & Handset Manufacturers
Details of Afternoon Sessions - Content Providers & Mobile Marketing in Tokyo
Daniel Scuka – Background
Jan Michael Hess – Background
Pricing, Contact & Registration
9/16/2003 3© Mobile Economy GmbH 2003
Executive Summary of "Mobile Kaizen in Japan"
A 1-day seminar highlighting the continuous improvements animating
Japan's Mobile Economy Triangle of networks, devices & services
Plus Special: Mobile Marketing in Tokyo
For the first time in Europe, Berlin-based consulting firm MOBILE ECONOMY features the
leading expert on mobile Japan – Daniel Scuka. Daniel Scuka, consultant & journalist,
is co-founder of Tokyo's WIRELESS WATCH JAPAN (www.wirelesswatch.jp) media
project and has been studying the Mobile Economy Triangle in Japan since 1999.
Japan – with over 65 million mobile Internet users (July 2003) and the only market
where three different 3G network standards are competing for already over 10
million 3G customers – continues to be the world's leading mobile test bed.
A new seminar, Mobile Kaizen in Japan, is a unique opportunity to draw business
intelligence from this pace-setting market and help your organization compete.
1-day seminar (09:00 – 20:00) in English with 30 participants (max.)
Dates: Düsseldorf – 14.10.03, Köln – 15.10.03, Hamburg – 16.10.03, München –
28.10.03, Stuttgart – 30.10.03, Frankfurt – 04.11.03 & Berlin – 06.11.03
€ 400,- registration fee (50% discount for start ups)
9/16/2003 4© Mobile Economy GmbH 2003
Dates & Local Partners
Dates: City: Local Partner & Host:
14.10.03 Düsseldorf www.schoen-company.com
15.10.03 Köln www.antwerpes.de
16.10.03 Hamburg www.dpa-info.com
28.10.03 München www.cartagena-capital.com
www.gotobavaria.org
30.10.03 Stuttgart www.21torr.com
04.11.03 Frankfurt www.atkon.de
06.11.03 Berlin www.fokus.fraunhofer.de
9/16/2003 5© Mobile Economy GmbH 2003
Interaction in the Mobile Economy Triangle
Success factors: utility, usability & pricing
Fit services to networks and devices!
BSC
BTS
MS
BTS
MS
Networks
Content & Services
Devices
Cost of data < price of data
Standardise revenue sharing!
New ARPU-driving features
Innovate, don't imitate!
9/16/2003 6© Mobile Economy GmbH 2003
Benefits for Seminar Participants
The best mobile intelligence from Japan money can buy
Meet Daniel Scuka – a leading expert on the Japanese Mobile Economy
Interpretation and recommendations for the European market by Jan Michael Hess
Secrets of Japan's mobile success through in-depth case studies (some failures, too!)
Review first-hand video coverage on the business (leaders) of wireless in Japan
Receive all seminar presentations via electronic handouts after the workshop
Save on travel costs as the seminar comes close to you
Fresh ideas and motivation for you and your colleagues
Interact and network during sushi lunch and cocktail reception
9/16/2003 7© Mobile Economy GmbH 2003
Agenda Overview
09:00 – 09:15: Introduction of Presenters, Participants & Mobile Kaizen Concept
09:15 – 09:30: Live from Japan (almost) – Video Interviews with Wireless Leaders in Japan
09:30 – 11:00: Mobile Network Operators – The 3G Race of the Big Three
11:00 – 11:30: Coffee Break & Networking
11:30 – 13:00: Keitai Power – ARPU-Boosting Handset Features Making Users Happy
13:00 – 14:00: Sushi Lunch Break & Networking
14:00 – 14:30: Live from Japan (almost) – Video Interviews with Wireless Leaders in Japan
14:30 – 16:00: Content & Service Providers – Success Stories & Case Studies
16:00 – 16:30: Coffee Break & Networking
16:30 – 18:00: Special Focus: Mobile Marketing in Tokyo
18:00 – 18:30: Summary, Strategy Recommendations & Closing
18:30 – 20:00: Cocktails & Networking
9/16/2003 8© Mobile Economy GmbH 2003
Session Details – Mobile Network Operators
09:30 – 11:00: The 3G Race of the Big Three
History of Japan's mobile Internet services
Current business statistics of NTT DoCoMo vs. KDDI vs. Vodafone/J-Phone
(pre-/postpaid subscribers, voice/data ARPU, handset subsidies, revenue sharing, …)
i-mode vs. au vs. Vodafone Live/J-Sky – Comparison of the 3 operator portals
3G Race of the Big Three - Three live, 3G networks with competing standards
(DoCoMo's proprietary W-CDMA, KDDI's CDMA2000 1x & Vodafone's UMTS-compatible W-CDMA)
Birth of true 2G – 3G roaming (GSM <–> W-CDMA)
Analysis of the marketing strategies of each Mobile Network Operator (MNO)
DoCoMo's plans for launching 10-Mbps HSPDA (High Speed Packet Data Access)
Can DoCoMo's FOMA (Freedom of Multimedia Access) be saved?
Special: Impact of WLAN in Japan
9/16/2003 9© Mobile Economy GmbH 2003
Session Details – Keitai Power
11:30 – 13:00: ARPU-Boosting Handset Features Making Users Happy
Analysis of the (changing) cooperation between operators and handset manufacturers
Overview of the latest terminal features in Japan (megapixel-class cameras, enhanced
Java, audio, 3D gaming, Flash, Felica-based e-wallet, …)
Review of activities of foreign players including Nokia and Motorola
NEC's strategy to conquer the world W-CDMA market
Profiles of handset technology providers: HI Corp. (3D graphics engine), Access (phone
browser), Office Noa/Nancy Codec (mobile video), Omron (face recognition), JG Telnet (personal
tracking), bitWallet (e-wallet services), Mobilecast (wide-area content delivery), Yamaha (mobile
music) & Zentek (phone emulators)
Special: TV Phones and mobile videoconferencing
9/16/2003 10© Mobile Economy GmbH 2003
Session Details – Content & Service Providers
14:30 – 16:00: Case Studies of Successful Content & Hot Applications
Which content sells and which applications are hot?
How Mobile Network Operators (MNOs) enable Content Providers (CP)
Official vs. unofficial content market
Java market review
Profiles of content providers: Imahima (location-based dating), Navitime (personal navigation
based on hybrid localisation with cell-based and GPS data), BeTrend (Java marketing), G-mode
(Java games), Dwango (Java games), KokoSecom (physical security), Index (content aggregator),
Gigaflops (Java applications), K Laboratory (Java & BREW) & Net Village (Java mail)
Special: What Japan has and Europe doesn't - some ideas for new mobile services
9/16/2003 11© Mobile Economy GmbH 2003
Session Details – Mobile Marketing in Tokyo
16:30 – 18:00: Talking to Customers on Their Small Screens
Marketing & advertising as a leading revenue source on the unofficial mobile Web
Mobile Marketing permission communities of MNOs
Case Study D2 Communications (Joint venture between ad agency and MNO)
Customer acquisition strategies of Content Providers on the unofficial mobile Web
Case Studies of successful Mobile Marketing campaigns: Tsutaya (Video rental chain - email
marketing), GEO (Video rental chain - Java marketing), Sony (Electronics manufacturer - multiple
strategies), Kirin (Beverage maker - mobile and PC Web integration) & others
Special: Viral Marketing through mobile email magazines
9/16/2003 12© Mobile Economy GmbH 2003
Daniel Scuka - Background
41 years old; 17 years’ experience as an engineer, journalist, researcher, editor, and
consultant; based in Tokyo 1994 - 2003
"Mobile" since 1999; currently Guest Consultant @ MOBILE ECONOMY
B.Sc (Math & Physics) from Royal Military College of Canada, 1986
Co-founder, host & managing editor of WIRELESS WATCH JAPAN media project
(www.wirelesswatch.jp, 2001 - 2003)
Consulted on Japan's mobile Internet industry for several European telcos
Taught MBA-level Mobile Marketing Course at International University of Japan, Niigata,
Spring 2003
Co-authored "i-mode Developer's Guide” (Addison-Wesley, 2002)
Frequent guest speaker and moderator
Languages: English (native), French & Japanese (work level), German (basic)
9/16/2003 13© Mobile Economy GmbH 2003
Jan Michael Hess - Background
32 years old; 8 years' experience as consultant, journalist, project leader, and director
"Mobile" since 2000; currently CEO of MOBILE ECONOMY & Editor-in-Chief of mobiliser.org
Dipl.-Kaufmann from University of Mannheim, 1996
Co-founder of MOBILE ECONOMY and mobiliser.org in 2000
Participant of the 32nd Human Resources Training Programme of the
EU-Japan Centre for Industiral Cooperation in Tokyo in June 2002
Conducted Mobile Economy Workshops for Debitel, Penton Media and
the MBE Programme of University of St. Gallen
Co-authored first German "Mobile Usability Report" (www.businessvillage.de, 2001)
Frequent guest speaker and moderator
Languages: German (native), English & Spanish (fluent), French (work level)
9/16/2003 14© Mobile Economy GmbH 2003
Pricing, Contact & Registration
Registration Fee: € 400,- per person incl. sushi lunch, drinks & handouts
Discount for Start Ups: 50% (decision case by case)
Press: 2 journalists per seminar will get free access
Contact & Registration:
Jan Michael Hess, CEO
Mobile Economy GmbH, Ahornallee 20, 14050 Berlin
Web: www.mobileeconomy.de (Registration form can be downloaded here!)
Email: [email protected]
Phone: +49.30.30107488
Fax: +49.30.30100789
Mobile: +49.178.3126098
Mobile Economy GmbH (HRB 78519, Amtsgericht Charlottenburg, Geschäftsführer Jan Michael Hess)