DoCoMo has plans to introduce flat-rate billing options for all types of mobile data services by the end of 2008 according to this article from the Asahi Shimbun. DoCoMo has already introduced a flat-rate system for i-mode and subscribers for their flat-rate portal access service has exceeded 10 million. However, details of the planned total flat-rate billing options have yet to be decided.
Symbian announced their 20 millionth handset sales milestone in Japan with a rather surprising Jekyl-and-Hyde campaign. First off, they ran a Fortune-500-style blitz – dubbed J20 – complete with CEO webcast and predictable press release – so far, so OK. If that was all they did, we’d certainly join in the chorus to congratulate them on a job well done. When any non-domestic entrant achieves 20 million sales of anything, much less ultra-cool Symbian smartphone installations, WWJ offers our heartfelt congratulations and more power to them.
However, at the same time global HQ launched an akward attempt at what seems to be a viral ad. campaign – called BooHooForYou – with a dedicated website and anime themed video posted on YouTube. Since BHFY provides full English text and subtitles in the animation, the obvious target audience for this little stunt are folks outside Japan. The Japanese audio and English subtitles combined give viewers the distinct impression the site was made in Japan to poke fun at (lagging) European and American mobile markets.
Anyone who understands how Japan’s business and wider civil culture operates will tell you that remaining humble – especially when you otherwise have strong reason to brag loudly in public – is not only expected and practiced, but to do the opposite is highly insulting. Thus Symbian’s BHFY comes across as at least culturally inappropriate and at worst directly insulting.
WWJ editors have lived in Japan for several (many?) years, and we’ve watched closely to see how mobile industry players here build, market and protect their reputations and brand images; we can confirm that video comes across as far too condescending, childish and downright tragic in the way it portrays the Japanese as openly gloating “boo hoo for you.” (Subscribers login for the full rant.)
Emobile launched its so-called “Mobile Broadband” services, 16-months after the ministry awarded their new license, at an opening ceremony held at Bic Camera’s Yurakucho store in Tokyo this weekend. The company put two debut models on sale: its keyboard-equipped EM ONE terminal by Sharp (details here), which allows users to connect at HSDPA speed and view 1Seg digital tv broadcasting, and a card-type model for laptop computers.
To list an upcoming event – or secure a Japan mobile industry speaker – Contact Us with details.
Our current mobile industry event calendar is Here.
It’s been a rather hectic few weeks here, as mentioned at the end of our latest WWJ Newsletter, so we thought a chocolate covered bundle of tidbits would be in order today. With 3GSM running this week in Barcelona, on top of the usual post January speed cycle, we’ve clipped over a dozen highlights together for a sweetheart ‘Valentines Eve’ post chalk full of wireless news goodies collected over the last little while, just for you after the jump.
By now everyone who can read knows that the big news in wireless this week was the announcement for “Steve’s Amazing New Device”. We’ve had several queries for comment over the last couple of days and reluctantly have decided to offer a few thoughts on his so-called ‘future of mobile handsets’. One might be forgiven for asking “what does this development have to do with Japan” but it was actually the LA Times who started it. Also related, the early rumors swirling in May last year – which were quickly denied – that we would see SoftBank Mobile roll-out Apple Computer Inc.’s new gear here in 2006. If Jobs & Co. actually plan to hit their 10 million sales target, or just 1% of the global share, then a 3G enabled unit for advanced markets like Japan has to be part of their 2007 roadmap.
So, what do we think. After the rough ride WWJ gave RIM got for their market entry Blackberry device, you shouldn’t expect any glowing Mac fan boy type ravings from us. However, there certainly is one definite and positive aspect to this whole discussion.. Awareness. Before getting into specific pro’s and cons of the device itself – as described at launch – for just a moment lets consider the obvious impact on the general marketplace. The very nature of this high-profile move into mobile computing will, as they say, simply have to raise all boats. As more people are exposed to the possibilities of consuming content and services in the wireless arena, better product offerings will no doubt follow. That being said, HTC’s smartphone (video here), running Windows mobile with a full qwerty sliding keyboard and touch screen entry (pointer included), has been available from both DoCoMo and SoftBank in Japan since mid-2006. So it’s somewhat difficult to understand the ‘revolutionary design’ aspect as things already seem well underway.
There are several issues (beyond the no 3rd party apps) at first blush; for starters a touch screen as the ‘only’ input feature – can you say finger grease – seems to ignore the common reality of text messaging. It should be quite interesting to see how they have designed the UI for those big dumb fingers to type e-mail. Battery power will be another major challenge with that nice big screen, especially since it will be running a cpu hungry mobile version of OSX. As most readers should recall the locked-down battery saga with the early iPods, clearly their rev. 1 model of this handset might well be disappointing in that area after 12 months of routine daily usage as well.
It’s an easy prediction that it will be one of the Top Stories in 2007 and we are looking forward to
follow the product and it’s market evolution. The company has taken a very public step into this new space and considering the past success of their mobile music product offerings it should help to breath some fresh air into the telecom industry.
