10-06-2017, 07:07 AM
Japanese mobile telephone market.
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Characterize the Japanese mobile telephone market.
The Japanese mobile market has shown a remarkable growth in the last decade, with more than 106.2 million 3G subscribers and 4.4 million 2G as of December 2009. The 3G diffusion rate accounts for 90%, followed by that of Korea and this implies the market is almost saturated. Another remarkable transformation is found in its usage: data communication exceeded voice services. Consumers use more often mobile phone as wireless devices not only for transmitting and receiving information via e-mail, SNS, blog, or search engines but also for executing transactions to purchase good at stores or reserve trains and airplanes than for traditional communications. In this sense, Japanese 3G mobile phone has entered a new era first in the world.
Three major carriers, NTTdocomo, au, and Softbank, have been dominating the market since the advent of the Internet in mobile phone in 1999. As of March 2010, the total number of subscribers amounted to 112.18 million, of which docomo alone holds 50.00 percent market share. In contrast, au and Softbank holds 28.41 and 19.50 percent market share, respectively.
While the number of fixed phone has remained steady since 1996, mobile phone subscribers have been increasing rapidly. Therefore, the mobile phone market has reached to the saturation stage, and the growth rate of subscribers has been slowing down. Moreover, the recent development is found in the fact that data communications exceeds traditional voice communication, and being the first phenomenon in the world. Japanese consumers tend to use more mobile phone as a device to connect to the Internet in order to download various contents such as games (currently social games attract interests of younger generations), digital TV, movies, and music as well as use value added services such as shopping at convenience stores and reservation of trains and airplanes. Now small handsets can even view HPs built for PC access and tend to be devices for mobile computing.
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