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Impact of Camera Phones on the Mobile Business:
Lessons from Japan
Table of Contents
0. Introduction: Camera Phones are Coming to World Mobile Markets
1. Report Focus and Organization
2. Executive Summary
3. Background: the Camera Phone in Japan
a. Operators and Wireless Industry
b. Background of Camera-Phones
c. Rollout History of Camera-Phones by Japan's Major Operators
d. Japan's Digital Camera Legacy
e. Overview of Japanese Camera-Phone Suppliers
4. Market Size and Adoption Trends
a. Example: Camera-Phone Market Size and Potential in Japan
b. Camera Phone Services in Europe and US Markets
5. Camera-Phone Features
a. Primary Features of Product
b. Future Trends
6. Camera Phone Services
a. Still Image Camera Services by Operators
i. Service type
ii. Formatting and Interoperability Issues
b. Motion Image (Movie Camera Services by Operators
i. The 'Nancy' Video Codec
ii. MP4 Download and Streaming Technologies
7. Marketing the Camera Phone: Operator Strategies
a. Relevant Multimedia Messaging Techniques Used by Operators
b. Target Market
c. Marketing Strategies by Operator
d. Advertising to Drive Usage
e. Customer Retention Through Content Services
f. Market Response and Sales
g. Operator Camera-Phone Adoption Trends to Date
h. Operator Rollout Plans versus Results
8. Business Model
a. Operational Costs and Handset Pricing Points
b. Data Packet Rates in Japan
c. Affect on Average Revenue Per User (ARPU)
d. Operator costs/Benefits
e. User costs/Benefits
9. Usage Patterns and User Behavior
a. User Motivation As Perceived By Operators
b. User Motivation As Stated By Consumers
c. User Frequency
10. Conclusions
APPENDIX: Mobile Media Japan / Kikakuya, Inc. Camera Phone Survey
APPENDIX: Selected Company Contact Information
Tables Featured in this Report
TABLE 0. Selected Worldwide Deployment of Camera Phones Outside Japan
TABLE 1: Leading Mobile Operators in Japan
TABLE 2: Sample of Camera Features Produced by Japan's Handset Manufacturers
TABLE 3: Japan's still-Camera-Phone Market
TABLE 4: Japan's Movie Camera-Phone Market
TABLE 5: NTT DoCoMo nd J-Phone Sample Data Rates and Fees
TABLE 6: KDDI Packet One Data Rates and Fees
TABLE 7: Sample Third-Party NTT DoCoMo i-Mode i-Shot Services
TABLE 8: Subscriber Conversion to Camera-Phones: J-Phone
TABLE 9: Subscriber Conversion to Camera-Phones: KDDI
TABLE 10: Subscriber Conversion to Camera-Phones: NTT DoCoMo
Inserts Featured in this Report
INSERT 1: Growth of Camera-Phones in Japan: 2002-2006
INSERT 2: J-Phone's JD-06 Graphica
INSERT 3: J-Phone's JS-09
INSERT 4: Ownership of Camera-Phones (Aggregate)
INSERT 5: Ownership of Camera-Phones (By Age Group)
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