Crazy for Keitai : Mobile ubiquity in Japan

Transcription

1 Crazy for Keitai : Mobile ubiquity in Japan Lara Srivastava, Strategy and Policy Unit (ITU) Lecture delivered at Michigan State University (East Lansing, Michigan) 24 March 2006 Note: The views expressed in this presentation are those of the author and do not necessarily reflect the opinions of the ITU or its membership. Lara Srivastava can be contacted at lara.srivastava@itu.int

2 Background 2

3 Why Japan? 3 Tech-savvy population Popularity of consumer electronics on the whole, and particularly the mobile phone Mobile phones as ubiquitous & indispensable fashion statements One of the first countries to launch IMT- 2000/3G Nation with cheapest broadband access in the world (Source: ITU) Government implementing a number of strategy initiatives geared specifically towards the further development of a ubiquitous network society

4 3G or IMT-2000 Keitai Japan's 3G/IMT-2000 subscribers by technology (millions) W-CDMA CDMA x Source: MIC Dec- 01 Mar- 02 Jun- 02 Sep- 02 Dec- 02 Mar- 03 Jun- 03 Sep- 03 Dec- 03 Mar- 04 Jun- 04 Sep- 04 Dec- 04

5 5 Japan Korea (Rep.) Argentina China Japan as a leader in mobility 87.0% Mobile Singaporesubscribers, 25.3% top 10, 2004, Taiwan m illions 24.4% Italy China 22.4% Canada 21.7% United States Austria 20.2% Japan 91.5 Netherlands 19.3% Finland Russia 17.9% 74.4 Australia Germany 14.8% 71.3 Germany Brazil 13.8% 65.6 Switzerland 13.2% Italy 62.8 France 12.5% United Kingdom 61.1 United States 12.1% Source: MIC, 3G Mobile New ZealandIn d ia12.0% 47.3 France France11.7% 44.6 Portugal 11.1% 9.3% United States 8.9% Hong Kong 8.7% Germany 8.5% Spain 8.3% Belgium 1.2% Denmark 1.1% United Kingdom Source: ITU MIC 33.0% 30.9% 89.5% Mobile Internet Subscribers as % of Mobile Subscribers

6 3G WCDMA subscribers 6

7 The Keitai Context 7 Success of mobile Internet Operator-led mobile sector Revenue-sharing for content Early introduction of IMT-2000/3G services, including e.g. video services Recent introduction of flat-rate 3G billing Ubiquitous network society Active governmental programmes and policy

8 Mobile as Internet access method Mobile Internet Usage in Japan ( ) Unable to access the Internet via mobile phone Internet can be accessed via mobile phone, but don't use it Can and do access Internet via mobile phone 33.5% 21.7% 22.3% 14.8% 22.0% 16.9% 20.6% 35.1% 47.1%

9 Mobile internet is everywhere 9

10 Patterns of use 10

11 Mobile: not only for on the move Location when using mobile browser (2002) 63.2% 31.7% Location when making mobile calls (2002) 23.9% 21.1% 46.2% 12.7% 9.4% 38.3% At home In transit (train, bus) Workplace or school Station or bus stop Public place (e.g. shop) In transit (in a car) 33.7% 30.4% 23.8% 11.7% 11 At home Workplace or school Public place (e.g. shop) Station or bus stop In transit (in In transit a car) (train, bus)

12 Content accessed through near ubiquitous mobiles vs. PCs Mobile Content (2003) Types of Content Accessed from Cell Phones (2003) Ring tones Wallpapers 43.4% 84.0% Music Video games 21.9% 20.2% PC Content (2003) Types of Internet Content Accessed from PCs (2003) Softw are 28.0% News/weather 13.9% Music 21.3% Visuals 7.3% Visuals 19.7% Paid newsletters 3.8% Video Games 12.4% Software 2.4% New s/forecasts 10.0% Online Books 0.4% Screensavers 7.0% Other 4.3% Ring tones 6.7% Paid new sletters 5.3% Online Books 4.3% 12 Source: MIC Other 4.0%

13 The role of age and gender 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Internet Access Method (PC or Mobile Phone) Mobile phone only Both PC and Mobile Phone PC only teens twnties thirties forties fifties sixties teens twenties thirties forties fifties sixties 13 Male Female Source: NRI

14 New devices for anytime anywhere access 14

15 New applications and services 15 IMT-2000 or 3G Audio and video LBS (ima-doko) Mobile gaming Multimedia home In-vehicular applications Vending/ticketing Digital Wallets Top reasons for using the Mobile Internet in Japan (2003) Music Wallpapers etc.. New s/weather Info search Quiz, questionnair digital video 16.1% 10.9% 10.0% 26.4% 32.9% 50.1% 74.3% Source: MIC

16 Keitai Device Evolution DoCoMo SO504iC With Felica card for payment/transport TU-KA TS41 First sonic speaker handset with bone conduction technology DoCoMo SH2101V PDA-style terminal with detachable pen-sized handset 16 Vodafone V601N With built-in TV tuner

17 Enter: mobile digital wallets 17 Since March 2005, service by NTT DoCoMo, integrating using contactless smart chip, FeliCa (widely used for public transport) Services include: Cash withdrawal at ATMs Shopping at kiosks, vending machines Tickets for transport (air, rail ) Ticketing for concerts, cinemas and theatres Member s card of sports clubs and shops Key/ID to unlock automatic doors of home and companies online shopping

18 But ubiquity also means access for all segments of the population 18 Great demand for simple mobile handset for those not wishing/needing to use Internet or cameras TU-KA, KDDI s 2G arm, released this simple handset (Tu-Ka S) in Nov Tu-Ka S has no LCD display or users manual, and has been a smash hit for users over 60!

19 New network developments 19

20 So what s next in Japan Japan is aiming for a ubiquitous network society, that is to say a society in which there is anytime, anywhere access, for anyone and anything Since 2003, MIC has been working closely with industry and academia to stimulate the development of ubiquitous networks The current focus is on three technologies: Microchip network technology 2. Ubiquitous network identification and agent technology 3. Ubiquitous network control and management technology

21 in more detail: 21 Microchip network technology: Network technology enabling cooperation and control of large volume of microchips, in an environment where all devices are attached to the network Ubiquitous network identification & agent technology Identification and agent technology that, with the use of a contactless card, makes it possible to identify the individual instantly. That individual should then be able to use any terminal, anywhere. This terminal is to have the same configuration as the individual s own terminal Ubiquitous network control & management technology Technology to manage and control the network, allowing the user to connect to the network anywhere, at anytime and providing the optimal communication service environment, based on the user s particular situation at a given time

22 The three-part approach Microchip network technology Through high-functionality microchips, a variety objects can be freely connected to the network. Ubiquitous network authentication and agent technology Through simply holding a no-touch card, any terminal can be instantly configured as your own. Ubiquitous network control and management technology Wherever you are and whenever you like, you can enjoy the same communication services and diversity of content as in the office. Microchips Books Documents Welfare, elderly, care e-money IC card Identification information Regardless of the terminal type, anything and anywhere can be configured as your own terminal. office Variety of largevolume information Clothes Brand goods Chips attached to various objects Parcels Securities, stamps and vouchers To own settings Ubiquitous Network Please configure Identification Server Ubiquitous network to which it is possible to unconsciously connect anywhere, anytime and with anything. It is essential to develop complex management technology. Able to get the same information as in the office wherever you are Control connectivity of 10 billion chips Confirmed identity! Send configuration information Variety of largescale information 22 Source: MIC

23 The path to ubiquitous networks The increase in the scale of network connections over time 23 ITU-T NGN Forum s6_01, Murakami, July 2003

24 Usage From E-Japan to U-Japan Solution - oriented 7 leading areas Computerization e-commerce, e- government Solution -oriented u-japan e-japanⅡ Usage e-japan Infrastructure The challenge of controversial issues Ubiquitous network utility evolution Source: MIC (Japan) Narrowband Broadband Ubiquitous network Infrastructure

25 25 Highlights: Chips and Codes RFID In Roppongi Hills trial read or shop? Sushi à la RFID RFID tracking and transport Mobile digital wallets The DoCoMo 2D Code With this, mobile can read data from a simple code Eventually hyperlinks will be included A first step to the T-Engine Forum s Ubiquitous Communicator?

26 Japan s Concept of the Ubiquitous Network Society Ubiquitous Network Society Ubiquitous Everyone and Everything Connected to Networks Universal Useroriented Unique 26 4U = For You

27 4U: Consumer protection and etiquette 27

28 User concerns relating to ubiquitous communications User concerns relating to their use of ubiquitous network services (2003) Fraud and unscrupulous methods of business Leaks and improper use of personal information in the possession of businesses Improper access to and use of personal information 62.7% 59.7% 58.2% Increasing complexity of services and devices 49.2% Infection by computer viruses etc Possibility of being monitored by 3rd parties including family Excessive reliance on ICT devices Decline in thinking abilities and reading/writing skills 37.8% 37.5% 35.7% 34.7% Weakening of personal relationships 24.7% None in particular 7.7% Other 2.3% 28 No reponse 1.2% Source: MIC

29 addressed by Japan s Charter for Ubiquitous Network Society Establish a charter summarizing the basic principles and shared understandings for the ubiquitous network society Ubiquitous Network Society Charter (Draft) Preamble Latent potential of ICT and its role in future society Ubiquitous network society definitions, objectives and significance Balance between free and diverse information distribution, and safe and secure information distribution Positioning of the Charter Free and diverse information distribution Information access & dissemination rights Information diversity Promotion of information technology in business and society Balance Safe and secure information distribution Privacy Information security Intellectual property rights 29 Information literacy Information ethics Support Construction of new social infrastructure Balance between the real society and the cyber society Systems for local and international coordination and cooperation

30 Protecting Data and Consumers Camera phones and privacy Sounds Enhanced personal ID functions Accessories Data protection and privacy MPHPT study groups National legislation 30 Guidelines DoCoMo F505i With fingerprint sensor

31 Privacy: the case of spam in Japan 2001 spam to mobiles increased dramatically Self-regulation by mobile operators Administrative guidance by government to implement new measures 2002 Two Laws were enacted Legislation of Anti-spam Law & Amendment of Commercial Transactions Act (For PC spam as well as Mobile spam) 2003 Spread of Domain-Designation Service (to Block PC spam) spam sent from mobiles increased Self-regulation by mobile operators ( and then it decreased) 31

32 Device International Telecommunication Union Spam: Mobiles vs PCs Sent to mobiles 90% Sent to PCs 10% Sent from mobiles 50% Type of spam Sent from PCs 50%( ) Due to disguised sender's name, the real rate is suspected to be higher. Advertisements of matchmaking (dating) sites 90% Others( ) 10% porno, drugs, software, etc. 32 Source: Survey by Japan Computer Communications Association, 2003 fiscal year

33 Japan s Law on Regulation of Transmission of Specified Opt-out Transmission Transmission of of specified specified electronic electronic mail mail to to a a person person who who has has indicated indicated he/she he/she does does not not want want to to receive receive such such mail mail is is prohibited. prohibited. Labeling Obligations Obligations of of labeling labeling for for senders senders of of specified specified electronic electronic mail mail 1 Identification Identification as as Specified Specified electronic electronic mail(label mail(label 未承諾広告 未承諾広告 ) ) 2 Sender s Sender s Name/address Name/address 3 Sender s Sender s Address Address 4 Opt-out Opt-out Address Address Penalty Administrative Administrative Orders Orders by by Minister Minister to to uphold uphold the the law law Fines Fines up up to to 500, ,000 yen yen ($5,000) ($5,000) assessed assessed on on failure failure to to observe observe Administrative Administrative Orders Orders Others Prohibition Prohibition of of mail mail transmission transmission utilizing utilizing any any program program that that generates generates random random fictitious fictitious e- e- mail mail addresses addresses Telecommunications Telecommunications carriers carriers are are authorized authorized not not to to provide provide volume volume transmission transmission services services if 33 if the the s s include include random random fictitious fictitious addresses. addresses.

34 RFID Privacy Protection Guideline (June 2004) 1. Objective 2. Range 3. Existence and Appearance 4. Consumer s choice 5. Information provision as society s benefit 6. Use of information data base 7. Restriction of information collection and use 8. Secure the information accuracy 9. Establish information manager 10. Provide information and explanation to 34 consumers RFID tag s smooth acceptance in society, respect consumer s right Rules that business operators should observe when a RFID tag remains on the purchased items Notify consumers of RFID tag s existence with the commercial items (place, recorded information) Notify that consumers are able to choose their personal information not to be read (entirely or partially). Explain the society s benefit and harm caused by consumers refusal to provide information Privacy protection law will be enforced in case that it is easy to put the information in RFID tag into database and specify particular individuals, Try to notify the person the objective of information usage when a consumer s personal information is recorded into RFID tag. When it is used for other than primary objectives, try to gain agreement of the consumer. In case of recording personal information into RFID tag, keep the information (1) accurate with no obsoleteness, (2) revise the information with request from the consumer, and (3) prevent falsification of information. Establishment of information manager is necessary for proper information management. Business operators and government agencies provide information and explanation to consumers to gain fair understanding.

35 Mobile etiquette in Japan A time and a place? Industry self-regulation Restaurants JR Railway Shinkansen Individuals Awareness Etiquette 35

36 Discussion 36

37 Discussion Points How does the Japanese experience with mobile phones differ from your (your country s) experience? What do you see as the main factors of Japan s success? What can other countries learn from this experience? Are the same success factors applicable in other countries? 37