So what are the real keys to the success of mobile in Japan?

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2 So what are the real keys to the success of mobile in Japan?

3 The real value proposition This unique combination of a keyboard, display panel and voice connection in All Pockets That truly has combined power Anywhere - Anytime - Anyone Think about the impact that each of these legacy tools had. However.. In Japan we see >>

4 Good Tools Perform Much Better With Great Models!

5 Operators: Total Subscribers, Data Plans and 3G Contracts Total Subscribers: 54.7M Total Subscribers: 30.9M Total Subscribers: 20.8M i-mode Subscribers: 48.5M EZ Web Subscribers: 26.2M Yahoo! Subscribers: 16.5M 3G Subscribers: 49.9M 3G Subscribers: 30.6M 3G Subscribers: 19.2M Total Subscriber Base: M Total Data Subscribers M Total 3G Contracts M Estimated 3G vs. 3.5G 60/40 Estimated Flat-Rate Data Subs +50% Pure Data ARPU - 40% Source: Telecommunications Carriers Association

6 The Japanese Mobile Ecosystem

7 The Japanese Mobile Ecosystem

8 Subscribers, Data Plans, Revenues and Networks Three Japanese operators still have slightly higher combined data ARPU compared to US despite ½ the Subscriber base AND that is pure data as messaging here is essentially free!

9 Japan Mobile: Key Metrics on Average User Behavior The mobile functions and services used on a daily basis - results below - via the annual survey conducted by CIAJ.

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11 Bandai Namco :: 86 Mobile Game Sites 38 DoCoMo, 15 au, 33 SoftBank Sega :: 86 Mobile Game Sites 30 DoCoMo, 15 au, 22 SoftBank Square Enix :: 44 Mobile Games Sites 15 DoCoMo, 14 au, 15 SoftBank Taito :: 76 Mobile Game Sites 12 DoCoMo, 34 au, 22 SoftBank Hudson Soft :: 44 Mobile Game Sites 16 DoCoMo, 19 au, 9 SoftBank

12 Annual Sales of Mobile Games :: in Billions of Yen

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14 TV Asahi has joined forces with Artificial Life to pilot a so-called interactive mobile participation television program, titled Hoshi-ichi Owarairyoku Test, the concept of this show, loosely translated, is a search for the planets (or at least Japans) funniest entertainer. Legions of mobile users will be represented on-screen, live in real time as custom 3D avatars on a system that can scale to animate 100,000 concurrent identities participate in the televised contest.

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17 Otetsudai Networks is a mobile staffing service that connects employers and workers for random, short-term temping tasks using text message and GPS. Launched on all three carriers spring of Founders state "By crossing location-based GPS with ebay's business model, you can sell labor as a resource, and are adding other location-based services around this model. For example, a restaurant is short-staffed and needs an extra hand washing dishes in an hour. The manager logs onto Otetsudai Networks via his mobile phone, fills out a simple criteria form and hits "send." The system instantly dispatches hundreds of text messages to potential workers within reasonable distance to arrive at said location at said hour to alert them of the opening. Within minutes, responses will arrive with potential employee information; qualifications, ratings, sometimes even a photo and a personal message expressing interest. If the candidate doesn't fit the bill, the manager can turn them down. If he finds someone suitable, he hits "hire." The employer pays Location Value a finder's fee equivalent to 50 percent of the job's expected salary by credit card.

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21 Dai Nippon Screen Electronic Wave Publishing

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24 Launched by all mobile operators April 1st 2006 the NHK developed ISDB-T standard transmit national broadcasters free-to-air programs so each channel is divided into 13 segments. HDTV broadcast signal occupies 12 segments, leaving the remaining one segment for mobile receivers. Thus mobile service reception was code-named 1seg. The Broadcast Markup Language (BML) service allows additional information linked to on-air programs, such as information on athletes and celebrities, recipes, shopping and can provide local emergency alert information as well. According to JEITA, August 2008, 81 million units shipped and we estimate over 50% current total penetration rate.

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27 Anytime Everywhere! Ubiquitous in Japan since 2003 QR Codes Drive Users (.) Simply Point, Click and Go With meta-data in real time

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30 Keyword Search Text Box Since increasingly people are used to using search as the best discovery tool because these campaigns work on all legacy media channels.. It s QR rev.2

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37 The Strategic Intent for mobile is obvious An Always On, Personal and Portable device.. Great!

38 However, Tactical Approach will always be most important

39 Thank-you! Lawrence Cosh-Ishii Representative Director Mobikyo K.K. E: W: M: G:

40 Since 2001, we publish Wireless Watch Japan, organize Mobile Monday Tokyo events, operate Mobile Intelligence guided tours and provide custom reporting and consulting services on retainer for international clients. Based in Tokyo, our core business is the production and dissemination of media content, and market intelligence targeted at global companies. The founding directors are deeply connected with, respected by, and committed to, Japan's wireless community.