ICT Standardization Policy and
Digital Signage in Japan
Hideo Fuseda
Director of Standardization Division
Ministry of Internal Affairs and Communications
Table of Contents
1.
2.
3.
4.
Current state of ICT in Japan
Digital Signage Market
ICT Standardization Policy
Digital Signage’s Role in the Great
East Japan Earthquake (March 2011)
1. Current state of ICT in Japan
Japan’s ICT industry’s contribution to economic growth
 The ICT industry accounts for approximately 10% of the market for all industries (¥87.7
trillion)
 Overall economic contribution of the Internet is approximately 4% of GDP
 ICT industry contributed to GDP growth in the past 10 years
Japan’s ICT industry’s share of nominal domestic
production
ICT
industry
¥87.7 trillion
10.0%
Other industries
¥528.0 trillion
60.0%
Nominal market
size of all
industries (2009)
¥879.7 trillion
GDP contribution of Internet (%)
Electrical equipment (not
including ICT devices)
¥24.1 trillion 2.7%
Transport equipment
¥42.9 trillion 4.9%
Construction (not including
construction of ICT facilities)
¥55.3 trillion 6.3%
Wholesale
¥49.3 trillion 5.6%
Retail
¥32.9 trillion 3.7%
Transport
¥35.7 trillion 4.1%
Iron and steel
¥23.8 trillion 2.7%
(Source: White paper on Information and Communication in Japan)
(Source：Mckinsey, “Internet matters: The net‘s sweeping
impact on growth, jobs, and prosperity” (2011, May))
Penetration of ICT equipment
 Household penetration of mobile phones and PCs are approx. 90%, 80%, respectively
 TVs with an internet connection have reached approx. 30%, and tablets 10%
Ownership rate of ICT Equipment (Households)
Ownership rate (%)
100
94.4
92.2
87.6
90
78.5
78.2
78.2
71.7
77.5
67.7
50.8
50.5
53.9
52.9
50
40
41.4
30.6
30
34.2
20
16.0
10.3
10
FAX
50.4
85.9
9.0
55.4
53.5
YE00
平成12年末
（ｎ＝4,278）
2.3
YE01
平成13年末
（ｎ＝3,845）
33.8
11.1
3.3(PDA)
3.0(TV)3.2)
3.8(PDA)
YE02
平成14年末
（ｎ＝3,673）
* Mobile Phone / PHS includes PDAs after YE 09
57.1
47.6(ETC)
46.9(Car navigation)
43.8(FAX)
Mobile phone capable 43.0(One-Seg mobile)
49.5
48.0
45.9
42.2
33.1
3.2
YE03
平成15年末
（ｎ＝3,354）
10.2
5.4(TV)
4.5 4.9
YE04
平成16年末
（ｎ＝3,695）
14.3
11.1
7.5
4.1
2.7
YE05
平成17年末
（ｎ＝3,982）
10.7
8.8
6.0
3.4
2.6
YE06
平成18年末
（ｎ＝4,999）
Fixed Phone
51.4
34.0
17.3
11.0
Mobile phone / PHS(*)
83.4 PC
50.0
22.9
12.0
93.2
87.2
26.5
19.1
15.2
11.7
segment broadcast)
27.3
25.9
22.0
20.8
23.2
5.5
2.9
3.0
26.8 Home-use game
23.3
17.0
15.2
4.3
YE07
平成19年末
（ｎ＝3,640）
TV set capable of
connecting to the
internet
36.2 of receiving one-
Car-mounted ETC
17.5
4.1
YE99
平成11年末
（ｎ＝3,657）
33.5
23.8
11.6
0
85.0
Car navigation system
37.7
90.9
91.2
85.8
45.7
40.4
96.3
80.8
80.5
58.0
60
95.6
90.1
90.0
80
70
91.3
90.7
95.0
90.7
7.6
ＰＤＡ
YE08
平成20年末
（ｎ＝4,515）
YE09
平成21年末
（ｎ＝4,547）
console capable of
connecting to the
internet
Mobile player capable of
automatically recording
content from a PC
9.7 Smartphone
7.2 Tablet
Other intelligent
appliances capable of
connecting to the
YE10
平成22年末
internet
（ｎ＝22,271）
3.5
(Source :unofficial translation of ’ Communications Usage Trend Survey’ , MIC, 2010)
２．Digital Signage Market
Digital Signage Market ( JAPAN )
 Japan’s market is expected to reach 980 billion Yen by 2015
 Particularly, the contribution of advertising & related market is expected to
expand
Market forecast of Digital Signage (Japan)
(Source: Mitsubishi research Institute)
Digital Signage Market ( Global )
Market forecast of Digital Signage (Global)
(Source:Mitsubishi Research Institute)
Market Share(Global)
2009
2014
(Source:YANO Research Institute)
３．ICT Standardization Policy
Study framework for ICT Standardization Strategies in Japan
Government of Japan
Ministry of Internal Affairs and Communications
（MIC）
Information and Communications Council
ICT Standardization
policy
Contribute to
ITU
Five main areas in Contents and Media Sector
（４）Digital Signage
（１） Smart Grid
（Home network）
The mechanism to
connect consumer
electronics and meters to
networks, and to achieve
control of each apparatus
in order to conserve
energy within the home.
（２） Cloud Computing
The mechanism to allow
each user to use the
functionality of a large
computer center anytime,
anywhere, using a small
terminal.
（３）3D
（Souce：METI）
Large computer
Network
The mechanism to allow a
stereoscopic (3D) video to be able to
be viewed with a home television
through broadcasts/communication
in addition to such package media as
motion pictures and Blu-ray media.
The mechanism to create digital
images of flyers and advertisements
for distribution via networks, according
to the attributes of predicted passers,
upon large screens at street corners
and train stations.
In emergencies, timely disaster
information would also be distributed.
（５）Next Generation Browser
＜Web and TV＞
The mechanism for achieving the
same functionality as a personal
computer with a home television
in order to allow display of
images and videos which are
upon the Internet.
＜ Vertical writing ＞
The mechanism for
displaying vertical
writing in a networktype browser.
4． Digital Signage’s Role in the
Great East Japan Earthquake
Natural Disasters
Japan frequently experiences natural disasters, such as earthquakes,
typhoons, and heavy rains.
Distribution of Earthquakes (1990-2000)
(Source: Japan Meteorological Agency)
The Great East Japan Earthquake
(11 March, 2011)
Sendai
Fukushima
Tokyo
(Source: Japan Meteorological Agency)
ICT in the Aftermath of the Great East Japan Earthquake
With regards to telecommunications, up to one million landlines went out of service in the
NTT East region, while up to 29,000 cellular / PHS base stations (operated by 5 carriers)
stopped transmitting/receiving (number of base stations in the Tohoku and Kanto regions is
approximately 137,500)
Telecommunications damage resulting from the Great East Japan Earthquake
Fixed-line telecommunications
Mobile telecommunications
Damage
Damage
A total of approx. 1.9 million lines were damaged.
All carriers had restored service by April except for
in certain areas.
(Max. number of damaged lines)
(10,000 lines)
NTT East
(landline
phones)
Up to 29,000 base stations stopped
transmitting/receiving
All carriers had restored service by April (except in some
NTT DoCoMo, KDDI and Softbank Mobile service areas)
(Max. number of out-of-service base stations)
(Base stations)
NTT East KDDI
(FTTH) (landline
phones)
Softbank Telecom
(landline phones)
DoCoMo
KDDI
Softbank E-Mobile Willcom
Mobile
(Source: White paper on Information and Communication in Japan)
ICT in the Aftermath of the Great East Japan Earthquake
With regards to congestion, restrictions up to 70% - 95% in scope were imposed on
mobile telephone calls. Packets faced much milder congestion, with only a
temporary 30% restriction imposed by NTT DoCoMo and none by other carriers.
Telecommunications congestion resulting from the Great East Japan Earthquake
Fixed-line telecommunications
Mobile telecommunications
Congestion
Congestion
Congestion
All carriers imposed up to 80%-90% restrictions on
landlines.
Restrictions up to 70% - 95% in scope were imposed on
mobile telephone calls by all carriers (*).
Packets faced much milder congestion, with no restrictions
or relatively minor restrictions.
(Max. transmission restrictions values)
NTT East
Softbank
Telecom
DoCoMo
(voice)
(Max. transmission restrictions values)
DoCoMo
(packet)
au
(voice)
Softbank Softbank
Au
(packet) (voice)
(packet)
(Source: White paper on Information and Communication in Japan)
ICT in the Aftermath of the Great East Japan Earthquake
Television was perceived as an important source of information on the disaster (in
the Kanto region).
Media and information sources perceived as important providers of disaster information
(Kanto) (multiple answers)
TV (NHK)
TV (Commercial broadcasters)
Internet portal sites
Newspapers
Local or central government
information on the Net
Newspapers’ websites
Online social media
Commercial radio
NHK radio
NHK information on the Net
Information from commercial
broadcasters on the Net
Information from universities and
research institutions on the Net
None of the above
*Based on a survey of Internet users aged 20-59 residing in the Kanto region, conducted on March 19-20, 2011 by the Nomura Research Institute
*The "Internet" category includes accessing of the Internet by mobile phone
*"Internet portal sites" includes Yahoo!, Google, etc., but does not include the websites of newspapers, broadcasters, etc.
*"Internet social media" includes Twitter, mixi, Facebook, etc.
(Source: White paper on Information and Communication in Japan)
Digital Signage at the time of disaster
Digital Signage played an important role in providing information
on the Great East Japan Earthquake
People gathering around the
digital signage
(Source: Mitsubishi Estate)