mobile kaizen in japan · 2009. 7. 9. · is co-founder of tokyo's wireless watch japan ()...

9/16/2003 1© Mobile Economy GmbH 2003

Join our new MOBILE ECONOMY Seminar:

Mobile Kaizen in JapanAn in-depth study of the continuous improvements powering Japan's

Mobile Economy Triangle of networks, devices, and services

Plus Special: Mobile Marketing in Tokyo

© Wireless Watch Japan 2001-03. All Rights Reserved.

Sponsored by:

Featuring:

Daniel Scuka: Co-founder WIRELESS WATCH JAPAN & Guest Consultant @ MOBILE ECONOMY

Jan Michael Hess: Co-founder & CEO of MOBILE ECONOMY & Editor-in-Chief of mobiliser.org


Table of Contents

Executive Summary of "Mobile Kaizen in Japan"

Dates & Local Partners

The Mobile Economy Triangle – Interaction of Networks, Devices & Services

Benefits for Seminar Participants

Agenda Overview

Details of Morning Sessions - Mobile Network Operators & Handset Manufacturers

Details of Afternoon Sessions - Content Providers & Mobile Marketing in Tokyo

Daniel Scuka – Background

Jan Michael Hess – Background

Pricing, Contact & Registration


Executive Summary of "Mobile Kaizen in Japan"

A 1-day seminar highlighting the continuous improvements animating

Japan's Mobile Economy Triangle of networks, devices & services

Plus Special: Mobile Marketing in Tokyo

For the first time in Europe, Berlin-based consulting firm MOBILE ECONOMY features the

leading expert on mobile Japan – Daniel Scuka. Daniel Scuka, consultant & journalist,

is co-founder of Tokyo's WIRELESS WATCH JAPAN (www.wirelesswatch.jp) media

project and has been studying the Mobile Economy Triangle in Japan since 1999.

Japan – with over 65 million mobile Internet users (July 2003) and the only market

where three different 3G network standards are competing for already over 10

million 3G customers – continues to be the world's leading mobile test bed.

A new seminar, Mobile Kaizen in Japan, is a unique opportunity to draw business

intelligence from this pace-setting market and help your organization compete.

1-day seminar (09:00 – 20:00) in English with 30 participants (max.)

Dates: Düsseldorf – 14.10.03, Köln – 15.10.03, Hamburg – 16.10.03, München –

28.10.03, Stuttgart – 30.10.03, Frankfurt – 04.11.03 & Berlin – 06.11.03

€ 400,- registration fee (50% discount for start ups)


Dates & Local Partners

Dates: City: Local Partner & Host:

14.10.03 Düsseldorf www.schoen-company.com

15.10.03 Köln www.antwerpes.de

16.10.03 Hamburg www.dpa-info.com

28.10.03 München www.cartagena-capital.com

www.gotobavaria.org

30.10.03 Stuttgart www.21torr.com

04.11.03 Frankfurt www.atkon.de

06.11.03 Berlin www.fokus.fraunhofer.de


Interaction in the Mobile Economy Triangle

Success factors: utility, usability & pricing

Fit services to networks and devices!

BSC

BTS

MS

BTS

MS

Networks

Content & Services

Devices

Cost of data < price of data

Standardise revenue sharing!

New ARPU-driving features

Innovate, don't imitate!


Benefits for Seminar Participants

The best mobile intelligence from Japan money can buy

Meet Daniel Scuka – a leading expert on the Japanese Mobile Economy

Interpretation and recommendations for the European market by Jan Michael Hess

Secrets of Japan's mobile success through in-depth case studies (some failures, too!)

Review first-hand video coverage on the business (leaders) of wireless in Japan

Receive all seminar presentations via electronic handouts after the workshop

Save on travel costs as the seminar comes close to you

Fresh ideas and motivation for you and your colleagues

Interact and network during sushi lunch and cocktail reception


Agenda Overview

09:00 – 09:15: Introduction of Presenters, Participants & Mobile Kaizen Concept

09:15 – 09:30: Live from Japan (almost) – Video Interviews with Wireless Leaders in Japan

09:30 – 11:00: Mobile Network Operators – The 3G Race of the Big Three

11:00 – 11:30: Coffee Break & Networking

11:30 – 13:00: Keitai Power – ARPU-Boosting Handset Features Making Users Happy

13:00 – 14:00: Sushi Lunch Break & Networking

14:00 – 14:30: Live from Japan (almost) – Video Interviews with Wireless Leaders in Japan

14:30 – 16:00: Content & Service Providers – Success Stories & Case Studies

16:00 – 16:30: Coffee Break & Networking

16:30 – 18:00: Special Focus: Mobile Marketing in Tokyo

18:00 – 18:30: Summary, Strategy Recommendations & Closing

18:30 – 20:00: Cocktails & Networking


Session Details – Mobile Network Operators

09:30 – 11:00: The 3G Race of the Big Three

History of Japan's mobile Internet services

Current business statistics of NTT DoCoMo vs. KDDI vs. Vodafone/J-Phone

(pre-/postpaid subscribers, voice/data ARPU, handset subsidies, revenue sharing, …)

i-mode vs. au vs. Vodafone Live/J-Sky – Comparison of the 3 operator portals

3G Race of the Big Three - Three live, 3G networks with competing standards

(DoCoMo's proprietary W-CDMA, KDDI's CDMA2000 1x & Vodafone's UMTS-compatible W-CDMA)

Birth of true 2G – 3G roaming (GSM <–> W-CDMA)

Analysis of the marketing strategies of each Mobile Network Operator (MNO)

DoCoMo's plans for launching 10-Mbps HSPDA (High Speed Packet Data Access)

Can DoCoMo's FOMA (Freedom of Multimedia Access) be saved?

Special: Impact of WLAN in Japan


Session Details – Keitai Power

11:30 – 13:00: ARPU-Boosting Handset Features Making Users Happy

Analysis of the (changing) cooperation between operators and handset manufacturers

Overview of the latest terminal features in Japan (megapixel-class cameras, enhanced

Java, audio, 3D gaming, Flash, Felica-based e-wallet, …)

Review of activities of foreign players including Nokia and Motorola

NEC's strategy to conquer the world W-CDMA market

Profiles of handset technology providers: HI Corp. (3D graphics engine), Access (phone

browser), Office Noa/Nancy Codec (mobile video), Omron (face recognition), JG Telnet (personal

tracking), bitWallet (e-wallet services), Mobilecast (wide-area content delivery), Yamaha (mobile

music) & Zentek (phone emulators)

Special: TV Phones and mobile videoconferencing


Session Details – Content & Service Providers

14:30 – 16:00: Case Studies of Successful Content & Hot Applications

Which content sells and which applications are hot?

How Mobile Network Operators (MNOs) enable Content Providers (CP)

Official vs. unofficial content market

Java market review

Profiles of content providers: Imahima (location-based dating), Navitime (personal navigation

based on hybrid localisation with cell-based and GPS data), BeTrend (Java marketing), G-mode

(Java games), Dwango (Java games), KokoSecom (physical security), Index (content aggregator),

Gigaflops (Java applications), K Laboratory (Java & BREW) & Net Village (Java mail)

Special: What Japan has and Europe doesn't - some ideas for new mobile services


Session Details – Mobile Marketing in Tokyo

16:30 – 18:00: Talking to Customers on Their Small Screens

Marketing & advertising as a leading revenue source on the unofficial mobile Web

Mobile Marketing permission communities of MNOs

Case Study D2 Communications (Joint venture between ad agency and MNO)

Customer acquisition strategies of Content Providers on the unofficial mobile Web

Case Studies of successful Mobile Marketing campaigns: Tsutaya (Video rental chain - email

marketing), GEO (Video rental chain - Java marketing), Sony (Electronics manufacturer - multiple

strategies), Kirin (Beverage maker - mobile and PC Web integration) & others

Special: Viral Marketing through mobile email magazines


Daniel Scuka - Background

41 years old; 17 years’ experience as an engineer, journalist, researcher, editor, and

consultant; based in Tokyo 1994 - 2003

"Mobile" since 1999; currently Guest Consultant @ MOBILE ECONOMY

B.Sc (Math & Physics) from Royal Military College of Canada, 1986

Co-founder, host & managing editor of WIRELESS WATCH JAPAN media project

(www.wirelesswatch.jp, 2001 - 2003)

Consulted on Japan's mobile Internet industry for several European telcos

Taught MBA-level Mobile Marketing Course at International University of Japan, Niigata,

Spring 2003

Co-authored "i-mode Developer's Guide” (Addison-Wesley, 2002)

Frequent guest speaker and moderator

Languages: English (native), French & Japanese (work level), German (basic)


Jan Michael Hess - Background

32 years old; 8 years' experience as consultant, journalist, project leader, and director

"Mobile" since 2000; currently CEO of MOBILE ECONOMY & Editor-in-Chief of mobiliser.org

Dipl.-Kaufmann from University of Mannheim, 1996

Co-founder of MOBILE ECONOMY and mobiliser.org in 2000

Participant of the 32nd Human Resources Training Programme of the

EU-Japan Centre for Industiral Cooperation in Tokyo in June 2002

Conducted Mobile Economy Workshops for Debitel, Penton Media and

the MBE Programme of University of St. Gallen

Co-authored first German "Mobile Usability Report" (www.businessvillage.de, 2001)

Frequent guest speaker and moderator

Languages: German (native), English & Spanish (fluent), French (work level)


Pricing, Contact & Registration

Registration Fee: € 400,- per person incl. sushi lunch, drinks & handouts

Discount for Start Ups: 50% (decision case by case)

Press: 2 journalists per seminar will get free access

Contact & Registration:

Jan Michael Hess, CEO

Mobile Economy GmbH, Ahornallee 20, 14050 Berlin

Web: www.mobileeconomy.de (Registration form can be downloaded here!)

Email: [email protected]

Phone: +49.30.30107488

Fax: +49.30.30100789

Mobile: +49.178.3126098

Mobile Economy GmbH (HRB 78519, Amtsgericht Charlottenburg, Geschäftsführer Jan Michael Hess)

mobile kaizen in japan · 2009. 7. 9. · is co-founder of tokyo's wireless watch japan ()...

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