Paradigm Shift of User Behavior &
Effects of Mass Media to Mobile Content
CYIBRD Co., Ltd
Strategic Technology Planning Dept.
Akinori SHIBUYA
shibuya@cybird.co.jp
March 5th 2004
March 5th 2004
ITU Future Mobile Workshop @Seoul
Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.
Five points of my presentation
• Mobile contents market is fragmented.
• Users choose only what they want.
• Famous branded contents can be survived.
• Young generation uses mobile simultaneously.
• Bridging mobile with mass media is a key driver for
content business.
March 5th 2004
ITU Future Mobile Workshop @Seoul
Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.
Five points of my presentation
• Mobile contents market is fragmented.
• Users choose only what they want.
• Branded contents can be survived.
• Young generation uses mobile simultaneously.
• Bridging mobile with mass media is a key driver for
content business.
March 5th 2004
ITU Future Mobile Workshop @Seoul
Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.
Paradigm Shifts in Japanese Mobile Market
Entertainment contents business will be saturated.
Contents providers will step down the position of the mobile market driver.
1993~
Paradigm
Shifts
1999~
2004~
Network
IT
Life
Infrastructure
Era
Infrastructure
Era
Infrastructure
Era
Ubiquitous Utilities
Operator’s
Actions
Voice
Mobility
Multimedia
Mobile Internet
Barcode reader
IrDA, RF-ID…
Consumers’
Demands
Demand of
Demand of
Demand of
Connectivity
Entertainment
Convenient
Saturated
Rise and
Fall
Enhancing
Enhancing
Saturated
Saturated
Enhancing
Reference to a presentation of Takeshi Natsuno @NTT DoCoMo Inc. with modifications by Shibuya.
March 5th 2004
ITU Future Mobile Workshop @Seoul
Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.
Market Fragmentation causes …
Potential content market is huge,
but it’s fragmented.
Users get bored with general contents.
1999
2004
Killing Time Usage
Users walk around
the operator’s menu
for killing time
without a purpose.
March 5th 2004
Purposeful Usage
Users go directly
content what they
want through the
menu as a path.
ITU Future Mobile Workshop @Seoul
Users choose
Only what they want.
But niche market is insufficient
for business.
Only famously and strongly
branded contents can be survived.
Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.
[Ref.] Value Chain
Fragmented market requires powers of content and Marketing,
So relative value of content providers is shrinking.
Introductory period
Maturation period
How Users know.
How to deliver
Relative value of Content provider
What Users want.
How adapt to mobile
Content
Source
Mobile
Adaptation
Providing
Role of
Content
Holders
Role of
Content Providers
March 5th 2004
ITU Future Mobile Workshop @Seoul
Marketing
Content
Source
Role of
Content
Holders
Mobile
Adaptation
Providing
Marketing
Role of
Content Providers
Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.
[Ref.] Developing Cost Increasing
The more advanced technologies are installed,
the higher content development requires cost.
~\500 (=$5)
Monthly unit price
~\300 (=$3)
Only major game developers take
risks in this fragmented market.
Cost for development
Almost the same capability of TV console
game in 1980s, so its development is
complicated and requires huge expense.
2001
2002
2003
2004
30k
200k
100k
400k
Ex) Java capability @ NTT DoCoMo
Application size : 10k
Memory size : 5k
March 5th 2004
ITU Future Mobile Workshop @Seoul
10k
100k
Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.
• Mobile contents market is fragmented.
• Users choose only what they want.
• Branded contents can be survived.
• Young generation uses mobile simultaneously.
• Bridging mobile with mass media is a key driver for
content business.
March 5th 2004
ITU Future Mobile Workshop @Seoul
Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.
When user contact Media?
Female 12-19 YRS (Weekday)
Mobile Internet is the second media following TV Media.
Female 20-29 YRS (Weekday)
Data source: “Mobile Marketing” Sendenkaigi, June 2003
March 5th 2004
ITU Future Mobile Workshop @Seoul
Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.
Even during watching TV...
More then 30% of young generation uses mobile internet
even during watching TV.
Q Do you E-MAIL during watching TV?
Q Do you WEB-BROWSING during watching TV?
Male Total
Male Total
12-19 YRS
12-19 YRS
20-29 YRS
20-29 YRS
30-39 YRS
30-39 YRS
40-69 YRS
40-69 YRS
Female Total
Female Total
12-19 YRS
12-19 YRS
20-29 YRS
20-29 YRS
30-39 YRS
30-39 YRS
40-69 YRS
40-69 YRS
0
YES
20
40
60
80
Almost YES
100
0
20
40
60
80
100
Data source:
Video Research Ltd. (2002 July)
N=766
March 5th 2004
ITU Future Mobile Workshop @Seoul
Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.
Marketing Model “AIDMA”
Media bridging is a market driver for mobile contents!
Attention
Interest
Radio
TV
X
No more spam e-mail.
Magazines
Desire
News Papers
Memory
Action
March 5th 2004
ITU Future Mobile Workshop @Seoul
?
Mobile
Phone
Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.
OnePush™ for Digital TV
TV Program + Data
Broadcast
Station
Infrared or
Bluetooth
1
Digital TV Tuner
3
Handset
2
Commercial
Client Site
OnePush™
Center
OnePush: CYBIRD & Imagica DC21 Patent Pending.
March 5th 2004
ITU Future Mobile Workshop @Seoul
Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.
Thank you!
For more information
shibuya@cybird.co.jp
www.cybird.co.jp/english/
March 5th 2004
ITU Future Mobile Workshop @Seoul
Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.