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Addressing Untapped Segments in Mature Mobile Markets - Case Studies from Japan/ Korea

The current report examines a range of products and services developed by operators in Japan and South Korea in a bid to reach previously under-penetrated, yet sizeable, niche segments. Our analysis of these markets highlights how operators have been particularly resourceful in developing and marketing:

• Location based services combined with segment specific handset designs to reach both extremes of the age pyramid - the very young and senior citizens.
• Female segment offers combining appropriately styled handsets with fashion conscious content services.
• Designer Phones showcasing operators' ability to anticipate and lead demand for handsets and services among the fashion elite in these markets.
• Larger screen devices with features designed to meet the growing needs of bloggers (whose membership extends to over 5 million in Japan today).
• Services targeting the cinema fanatic - including real-time ticket reservation and billing services with associated membership discounts.
• Mobile banking services in Korea where low mobile transaction costs lead to a dramatic growth in the number of mobile banking customers initially on the network of LG Telecom (the pioneer of this service) and later on the networks of KTF and SKT.

Price: EUR 2,500.00 / GBP 2,000.00

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Table of Contents

1
Overview
1
2
Introduction
2
2.1
Mobile Phones and Demographics
2
2.2
Is Nobody Left Behind?
2
2.2.1
Japan
2
2.2.2
South Korea
2
3
Reaching the 'Kids' Market
4
3.1
Market Size and Attitude Towards Mobile Phones
4
3.2
Carriers' Offers
7
3.3
GPS Location and Security Service Offers
10
3.3.1
Secom Offer
10
3.4
NTT DoCoMo 'Kids Phone' Offer in Detail
12
3.5
KDDI  'Junior Mobile' Detailed Offer
14
3.5.1
Handsets and Specific Services
14
3.6
Willcom's Offer
16
3.6.1
About Willcom
16
3.6.2
Safety-Oriented 'Anshinda Phone'
16
3.6.3
Toy-like 'Papipo' by Bandai
17
3.6.4
Willcom Nico WS005IN
18
3.6.5
Willcom PHS Positioning Service
19
3.7
Talking to Kids (and Their Parents)
21
3.7.1
TV Campaigns
21
3.7.2
AU Junior Mobile Campaign Flash Site
23
3.7.3
AU by KDDI Children's Mobile Class
24
3.8
Kids Phone in South Korea: i-Kids Service
24
4
Selling to Seniors
26
4.1
Simple Phones for Seniors
26
4.2
The Tu-Ka S Case
28
4.3
Talking to Seniors: TV Campaigns
30
4.4
Phone with Features for the Disabled
32
4.4.1
Japan
32
4.4.2
South Korea
32
5
Targeting Female Users
33
5.1
Female Users Can Type Too
33
5.2
NTT DoCoMo's Female Designer Phone
33
5.3
Vodafone's  STNY Samantha Thavasa
35
6
Targeting the 'In' Crowd
36
6.1
The Case of KDDI
36
6.1.1
Designer Phones
36
6.1.2
KDDI's 'Design Studio' Showroom
38
6.2
Willcom's 'Blogging Phone'
40
6.2.1
Talking to Bloggers
40
6.2.2
Three Targets with One Handset
41
7
Other Initiatives
42
7.1
Introduction
42
7.2
Service for Movie-Goers 'Cizle'
42
7.3
Game Phones
43
7.3.1
N-Gage Second Coming
43
7.3.2
What Went Wrong with Game Phones?
45
7.4
BankOn by LG Telecom
46
7.4.1
Overview
46
7.4.2
Result
48
7.5
Teen Bell by LG Telecom
48
8
Key Learnings
50
8.1
Beware of Macro Figures
50
8.2
Talking to Users
50
8.2.1
Kids
50
8.2.2
Seniors
50
8.2.3
Females, Gamers, and the 'In' Crowd
51