subject: Why not Japan made iPhone: penetration handset operators [print this page] Why not Japan made iPhone: penetration handset operators
Coastal town near Tokyo Makuhari, extremely bright autumn sun is still here come the hotel occupied by the electronics industry around the world elite.
This is the tip of Japan recently held IT and Electronics Show (CEATEC), the largest integrated electronics exhibition in Japan has been the development of the Japanese electronics industry benchmark.
An exhibition center in the vast, you can always find a robot to sing karaoke OK, do not wear glasses, 3D TV, dual-screen laptop computers and other new stuff.
However, the international standard of the exhibition looks more and more like a Japanese local manufacturers, "See Me," the feast in a huge exhibition center, Sony, Panasonic, NEC, Sharp, Toshiba, Mitsubishi, Hitachi, Fujitsu Japanese manufacturers come up with a lot of new products, but IT manufacturers from Europe and America, there is little in this show of Great booth.
This seems to be Japan's telecom market over the past 10 years the portrait, in this closed market, Nokia, Samsung, Motorola, so foreign companies have been unable to do anything big, mobile phone manufacturers in Japan, a joint attack, has been tepid.
Bu Guo, caring person and has a hint of smell from different Japanese manufacturers of the good old days are over,laptop battery, because Apple come.
Changed by the Japanese mobile phone market iPhone
And reporters sat on a restaurant in Tokyo, 36-year-old advertising producer, Ryohei Tsukamoto, pulled out his iPhone, the top filled with a myriad of applications, including Japanese manga, Zombies, card games, football
We soon found a common topic, Ryohei Tsukamoto will be enraptured to talk about their experiences using the iPhone, those dazzling techniques based on touch-screen, so accustomed to seeing the small variety of new electronic products in Japan ordinary Japanese people can resist.
In Japan, iPhone is the speed at which occupy the younger generation of his trouser pocket, Ryohei Tsukamoto told reporters, iPhone4 first day in Japan, hundreds of thousands of Apple fans queued overnight at one now, if you want to buy iPhone4 in Japan at least 2 weeks in advance reservation, not necessarily sport of arrival.
In Tokyo's most famous street in Akihabara electronics, Apple's advertising account for the most significant position. In fact, Apple's products are always placed the most prominent position in the store, and at a faster rate sales. There was once a Sony, Panasonic, NEC, Sharp, Toshiba's paradise, and now, compared to Apple's lively, these local brands in Japan is gradually becoming popular.
Look at the Japanese market sales data, iphone for several months in a row got into the throne of Japan's mobile phone sales champion, which makes Apple's co-operator in Japan, Softbank (softbank) grin.
Mobile phone sales in Japan in August chart, the new Xperia smartphone only iPhone4 and models into the sale of two series of the top 10, others are older phone models. In the smart phone sales in, iPhone4 the 32G version and the 16G version of the two models accounted for 71.1% of the share, much higher than the second Sony Ericsson Xperia 15.8%, indicating that the iPhone 4 ultra-high popularity in the Japanese market.
Just two years ago, iphone in Japan is still not popular, laptop battery,when the famous Chinese telecom industry expert Xiang Ligang had written an article entitled "Why the Japanese do not have iphone" comment, point out the best in the world's 3G networkdeveloped country, iphone embarrassed fact.
"But the situation is indeed the recent changes." 10 22, Xiang Li Gang admitted in the interview, iphone through continuous improvement in the later, is highly favored by Japanese consumers and changing the pattern of this market.
Why does Japan make no iPhone?
iPhone selling in Japan, no doubt has a "crying wolf" the heavy impact of the general.
Closed in this unique market, Nokia, Samsung, Motorola, so foreign manufacturers have been unable to do anything big, mobile phone manufacturers in Japan, a joint attack, has been tepid.
But now, Apple's iPhone is on the door of Japanese firms lose ground, for this once brilliant electronic power, it is not the taste.
So, what bound the Japanese manufacturers in the pace of innovation in the field of smart phones? Almost all the interviewed people in the industry that the Japanese operators and handset manufacturers the unique relationship between, should bear the main responsibility for this situation.
"The Japanese mobile phone market is characterized by the largest carriers in very deep level mobile phone manufacturers, this depth can not even describe the depth of customization." Nomura Research Institute (Shanghai) Consulting Co., Ltd. Liu Yu, director of communications strategy analysis. Year and from Japan, China both Liu Yu, the Japanese telecom market has a profound insight.
That the Japanese mobile communications market, is the first mention of Japan's largest operator NTT DOCOMO i-mode model created in this mode, telecom operators to enhance the mobile phone industry chain of control, and dominate the mobile phone in Japan research and development.
In this mode, i-mode handsets are custom orders NTT DoCoMo, DoCoMo mobile phones and the main function of the business with very tight, which is its end strategic success.
And other countries, operators have a significant difference, several major operators in Japan, the terminal sector, the number of personnel is very large, but also very high quality of personnel, where the Japanese mobile phone R & D focus on the best talent.
"In this context, a Japanese mobile phone operators to control R & D ability is very strong." Nomura Research Institute said Liu Yu, a powerful Japanese operators have to direct to the mobile phone manufacturers to provide a specification sheet, whichThere are various parts of the specification contains the requirements of the appearance and effect diagram, in accordance with the manufacturers to go to production, which means that many mobile phone manufacturers in Japan have been reduced to the role on behalf of business.
At the same time, the Japanese mobile phone is very weak social retail channel, most consumers buy mobile phone operator's business through the Office of purchase, consumers in Japan are in the form of free access through the mobile phone package, so in Japan, through the bare the way the form of sales of mobile phones has been very rare.
The rise of the iphone and Android camp, the Japanese mobile phone makers soon realized that a serious problem: the lack of autonomy of the Japanese mobile phone operating system manufacturers.
"This is inherent in the Japanese mobile phone manufacturers develop long-term habits are inseparable." Liu Yu pointed out that Japanese mobile phone manufacturers has been stressed in a specific module on a technology-based development, and few people to provide complete solutions , which is the operating system.
During a press interview in Japan found that the current mainstream of several mobile phone manufacturers in Japan, almost all of the layout of the focus on the Android system.
"This is because the open nature of Android features, enabling Japanese firms according to their user populations, and in the underlying operating agreement based on the Android stack a number of secondary development." Liu Yu analysis, so Android in Japan fast becoming the major manufacturers standard.
China's missed opportunity
In the world electronics market was an influential Japanese electronics manufacturers in the entire mobile phone sales in overseas markets, you can use the "retreat" to describe.
To the Chinese market, for example, Japanese mobile phone manufacturers in the emerging markets of the world's most important series of missed opportunities.
"We have hard to list the top ten mobile phone sales in China to see the name of the Japanese mobile phone manufacturers." Liuqi Cheng, senior telecommunications industry analyst said.
China Mobile launched in the early TD business, is in need of finding a number of strong with the launch of TD mobile phone manufacturers, but not willing to respond to a Japanese company. "Some Japanese manufacturers that this is the Chinese government introduced a standard, so reluctant to join." Xiang Ligang, senior analyst with the telecommunications industry think.
In contrast, South Korea's Samsung to be much more flexible in this regard, due to the strong support of China Mobile's TD business in this market, acer532h battery
, Samsung now tasted the full benefits. "This detail can be seen from the Japanese mobile phone manufacturers is not flexible enough." Xiang Ligang think.
At present, China has the world's mobile phone population rate of the first countries, with the outstanding performance of this emerging market, Samsung has firmly secured the world's top three mobile phone manufacturers the throne, and to get a rich return, compared to Japanese the performance of manufacturers in China, it appears quite bleak.
Xiang Ligang example talking about the majority of the Japanese management system vendors in China are still relatively stiff, and sometimes do a little advertising, are also approved by the Japanese headquarters, and the localization team is not enough, especially important in domestic R & D , and there is still much room for improvement, most Japanese manufacturers for the application of local Chinese consumers are still not done enough.
Although 3G phones have been developed in Japan for many years, but started in the Chinese 3G market, the Japanese manufacturers are suddenly confronted with the iphone such a powerful competitor, whether the new models with Android back to life in the overseas market, is still hard to say.
"I'm not optimistic about Japan's Android smart phone's performance in overseas markets." Liu Yu think, first of all most of the Japanese mobile phone manufacturers in the concept of overseas markets do not pay attention to it, but will still be the focus of pressure in the Japanese domestic market.
The leading operator in Japan, long-term development mode, the mobile phone manufacturers a lot of R & D capability is weakened, and in the overseas market, the competitiveness of Japanese cell phone manufacturers have been Nokia, Samsung, Apple is far behind.
While Japanese manufacturers have a smart phone in force, "if you do not change the operators control the height of the mobile phone manufacturers system, I think it is difficult to Japanese manufacturers." Liuqi Cheng said.
The development of mobile Internet in Japan Inspiration
Japan's mobile Internet, was ahead of the world, to become the world seek to emulate.
October 2001, Japan's largest telecom operator NTT DoCoMo (referred to as the "DoCoMo") opened the world's first commercial WCDMA 3G network.
In 2002, Japan's second largest mobile operator KDDI's 3G CDMA2000 license obtained. In 2005, Softbank Mobile to obtain 3G licenses. Japanese 3G market, "third world" pattern formed. The proportion of 3G users in Japan highest in the world, more than 80%.
In the developed 3G network, the Japanese telecom operators and handset manufacturers to develop a large number of applications based on the Japanese domestic market, including video telephony, mobile TV, mobile video transmission service, music delivery service, mobile wallet, bar code readers and so on.
After this, the Japanese mobile Internet market, China, Korea and other countries to emulate the object.
However, in the iPhone and Android camp after a strong rise, Japan's leading position in mobile Internet, are being rapidly beyond.
"Japan is first with the mobile Internet market, have a broadband Internet market, and that this is just the opposite." Nomura Research Institute Liu Yu pointed out that, based on this background, Japan's mobile phone features are emphasized, that is how mobile Internet applications.
Japan has long been the Internet PC and mobile phone synchronization, such as checking email, mobile phones and PC experience is very similar, but not like what China has to move to PC Internet phone.
Xiang Li Gang pointed out the 3G network development in the world a very strange phenomenon: Most mobile Internet users do not need such a high quality 3G network, send and receive email, update blog, publish such a simple microblogging application, the use of 2G network has been enough.
"There is no 3G network based on several real applications to strong to let me buy a cell phone for this application, or access to 3G networks." Xiang Ligang pointed out that, compared to the first consumer mobile Internet experience or from the terminal.
In this context, iPhone such a powerful mobile devices appeared, let Japanese companies dwarfs, by contrast, Japanese manufacturers have not come up with so far is worth mentioning how much power terminals.
Rise and fall of the Japanese mobile Internet, China is emerging on the mobile Internet market has an important revelation.
Speaking from the development path, China Mobile, China Unicom and other mobile operators in the early years of learning Japanese model has obvious traces. China Mobile's Mobile Wallet, and the SP mode of cooperation, customized mobile phones and other services, either directly or indirectly learned from Japan.
However, Apple's app store model in the rapid rise of China's mobile operators began to turn to learn this new model, and have launched their own software store.
"China Mobile's SP mode, is learning Japanese i-mode model, but this model relative to the Apple app store too complex, and now bigger and no vitality." Liuqi Cheng pointed out that in Japan, this mode in turn of the mobile phone manufacturers, mobile phone manufacturers has led to lack of innovation.
In the mobile Internet era, users need more applications, "one operator alone do not work, need to open up the platform for more people to join in development." Liuqi Cheng concluded.
However, the current model has begun to determine the decline in Japan is still too early.
Yu Liu, Nomura Research Institute said that although Japan is now in the mobile terminal is slightly behind, but the Japanese mobile Internet world will still play an important role in promoting development.
"Japanese companies a large number of nationals of Japan-based application development, should be the international market to be learned." Liu Yu pointed out that at this point, the Japanese mobile Internet is still in the development of the world make an important contribution.
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