MNO Mobile Music Opportunities: Japan Case Study
2005.10.21   |   15 pages   |   New Services & Technologies

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The Mobile Music market in Japan is worth over €1 billion in content revenues alone and an estimated further €1 billion in transport revenues for mobile carriers. Ringtones account for the majority of this market but as this market segment matures, further impetus for growth has been provided by real tunes, full song downloads and ringback tone services.

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.

Keywords: ringtones, japan, downloads, song, full, ringback, music, practice, best,

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

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