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MNO Mobile Music Opportunities: Japan Case Study

In the current report we illustrate why and how mobile music services have been so successful in Japan. We provide case illustrations of best market development practices, exploring the phenomenal success of KDDI in particular. Since taking a lead in the delivery of mobile music services in the Japanese market, KDDI has been punching twice its weight in terms of new connections. We also draw conclusions regarding the steps operators in other countries will need to take to emulate the success achieved in Japan.

Price: EUR 2,500.00 / GBP 2,000.00

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1
Overview
1
2
Japanese Music Market
2
2.1
Some Characteristics
2
2.2
Illegal Copying
3
2.3
File Sharing
3
2.4
Online Music
4
3
Mobile Music Services
5
3.1
Terminology
5
3.2
Market Size
5
3.2.1
Ring Tones, Real Tunes & Full Song Downloads
5
3.2.2
Ringback Tones
6
3.2.3
Full Song Downloads
7
3.3
Value Chain and Business Models
7
3.3.1
Organizing Content on the Portal
9
3.4
Key market growth enablers
10
3.4.1
Marketing
10
3.4.2
Handsets
10
3.4.3
User interface and education
10
4
Success stories
11
4.1
Operators: the KDDI case
11
4.1.1
Presentation
11
4.1.2
Impact of music on market and brand positioning
11
4.1.3
Ongoing strategy
11
4.2
Record Industry: the Label Mobile case
12
4.2.1
Company introduction
12
4.2.2
Competition
12
4.3
Content providers: the Dwango case
13
4.3.1
Company introduction
13
4.3.2
Brand building and strategy
13
4.3.3
Current situation
13
5
Conclusions
14
5.1
Market differences
14
5.2
Operators Key Assets: Trust and Convenience
14