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