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M-Commerce and Wallet Phones: Leading Edge Developments from Japan

In this report we highlight the market dynamics behind the dramatic growth in Mobile Commerce revenues in Japan.

We explore three major developments in the Japanese m-commerce market which demonstrate why m-payment is significantly more advanced in Japan than elsewhere. We analyse the success of mobile shopping sites in Japan and reveal the factors which have contributed to their success. We also highlight the tremendous scope for continued market expansion arising from two recent industry developments:

• The introduction of the 'cross operator' industry standard FeliCa platform and the Edy mobile payment solution
• The introduction of the KDDI AU shopping service enabling m-payment via the mobile phone bill.

Price: EUR 2,500.00 / GBP 2,000.00

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1
Overview
1
2
Introduction
2
3
Mobile Commerce
3
3.1
General usage statistics
3
3.1.1
Drivers for mobile commerce
6
3.2
Mobile commerce players
7
3.2.1
Most popular services information
7
3.2.2
Girlswalker.com
8
3.2.3
"Chibi Gather" group shopping site
9
3.2.4
Internet portals and shopping malls
10
4
Edy: prepaid e-money using contactless IC chip technology
11
4.1
Introduction
11
4.1.1
The FeliCa platform
11
4.1.2
Shareholders and interests in the FeliCa universe
11
4.2
Making Edy a win-win-win offer
12
4.2.1
Edy main features
12
4.2.2
The Edy ecosystem
12
4.2.3
Value for the Bitwallet consortium
12
4.2.4
Value for business customers
13
4.2.5
Value for users
13
4.3
Case Illustration: am/pm convenience stores
13
4.3.1
Edy as a value-added proposition to customers
13
4.3.2
Improved CRM
14
4.4
Mobile Operators Positioning
16
4.5
Competition with Suica
17
4.5.1
Presentation of Suica
17
4.5.2
Positioning and competitive advantages
19
4.6
Conclusion
19
5
KDDI's "EZ Premium" billing & "AU Shopping" mobile mall
20
5.1
Introduction
20
5.2
Service description
20
5.3
Stores line-up
21
5.4
Conclusion
23
6
Summary
24
6.1
The new status of a mobile
24
6.2
Operator positioning: exploiting core strengths
24
6.3
Significant Potential But Largely Undelivered
25