Go East! – The mobile phone phenomenon in Japan
“Go West, Young Man!” was the motto of nineteenth-century America and the watchword of Manifest Destiny, most commonly attributed to the New York newspaper editor Horace Greeley. No such manifest destiny is easily foretold for Ireland during these economically inclement times. But if we truly see innovative content and information technology as core to our economic future (and survival), then the motto we should adopt is: ‘Go East.” Or to be more specific, go to Japan and see what is happening there.
|
If you carefully review the successful adoption of technology and content in Japan over the last two decades - a country avowedly more technically progressive then us - there is a good chance that you could potentially spot the next big thing. |
Japan has championed a phenomenal range of content applications that have gone on to similar success in the West, often under other guises. Of all technologies pioneered by the Japanese – and there are many from games consoles to robots – the most culturally significant is Keitai (pronounced k-tie). This is the Japanese term for “mobile phone”, a term which has achieved huge cultural importance in Japan, especially among youth, as a way to describe not only the phones and corresponding services, but the entire culture of users and their habits.
The Keitai culture is a specific ‘technoculture’ which has arguably had profound cultural effects on Japanese society. The adoption of this technology – and the accompanying content – has had a transformative effect on the way the Japanese socialise and communicate. Many of the content applications popularised over the last two decades in Japan, have preceded their Western equivalents by a number of years. Thus there is a great opportunity for those canny enough in the mobile content space in Ireland to examine the Japanese market and get a fix on what might work in the West.
The mid-1990s was a defining period for mobile phone technology in Japan. Until then, the mobile phone (or keitai) was a luxury item owned by senior business people. In 1996, however, the costs of ownership were greatly reduced and quickly adopted by a youth demographic.
|
Previously, personal pagers were a preferred method of communication among Japanese youth. With the ability to transmit text made available on phones, the Keitai became a much more technically-advanced and reasonably priced alternative to pagers. |
|
Thus text messaging became an immediate phenomenon in Japan.
In Europe, progress was much slower with the first commercial deployment of a Short Message Service (SMS) by Aldiscon (now Acision) with Telia in Sweden in 1993. It wasn’t until 2000 that SMS really took hold when the average number of messages reached 35 per user per month.
|
In Japan, the texting was less about communicating or co-ordinating social life, but rather more about creating a playful and emotional connectedness among friends. In a sense the traditional Japanese reserve was broken down by this technology and this is one of the major symptoms of the cultural transformation. Advertising at the time honed in on the “playful" element of mobile communications distinguishing it from the previous utilitarian view of the technology as a purely business-based application. |
|
The concept of “play” (or asboi) in Japan has long been seen as the perfect environment for social communication and engagement, outside of the more emotionally restrained business or familial environments. In a sense, the socialising around ‘play’ and sport is the Japanese equivalent of the socialising that takes place in the Irish pub. According to a Japanese proverb, “In one match ten years of friendship are earned”
The first embodiment of this was the personalisation and customization of the medium – through accessorising the owner’s handset with hand straps, mini-dolls, funny antennae and stickers.
|
Mobile phones in Japan suddenly became a fashion statement. The early adoption of ring tones (chakumero) also played into the stark tendency among the Japanese to anthropomorphosise technology – as illustrated by the “Tamagotchi” craze. Although the trend was originally led by teens, the demand for accessories became a cross-demographic phenomenon. |
|
Interestingly, the uptake of keitai was the mirror opposite to the trajectory of the economy. As Japan drifted into recession in the 1990s, the society as a whole seemed to find solace in the youth-orientated and counter-cultural practices that developed around the Keitai. Psychologists in Japan have attributed the popularity of youthful consumer play products across Japan (a phenomenon across a number of media including gaming and graphic manga novels) to the psychological merits of relieving loneliness and stress during a time of economic uncertainty. Again, this is noteworthy in context to what consumer needs may be in the short term in the West as we suffer the first significant economic downturn in a generation.
Japan’s uptake of mobile internet also pre-dates its entrance here in the West by quite some time and, to some extent, it has been much more successful in Japan then here. One reason was due to the fact that the Japanese mobile carriers controlled the whole value chain (i.e. including the handset manufacturers) unlike Europe where the handset manufacturers like Nokia and Samsung had much more autonomy. The control of the value chain allowed Japanese mobile carriers to create “walled gardens” – like the i-mode platform – which in turn allowed them to educate their customers and develop a sustainable business model quickly.
|
NTT-DoCoMO’s mobile internet service – i-mode - debuted in February 1999 and was an instant and resounding success. While the technological and business models were key to its success, the role of content and the marketing of the service as a ‘digital concierge’ were also central to its remarkable uptake. The ‘I’ in i-mode (again predating the use of ‘I’ by the equally successful Apple iPod brand) signalled the centrality and individuality of keitai ownership. |
|
Technology as a “lifestyle enabler” was a potent image backed up by a user-friendly and platform-specific interface. The same cannot be said for the disastrous and poorly marketed Wireless Application Protocol (WAP) that was introduced in the West at the same time. Its failure held back the uptake of mobile internet in the West significantly, meaning that operators relied heavily still on voice and SMS text as their main source of revenue. By 2002, 79% of i-mode content was for fun applications in the entertainment space – from ringtones to screensavers.
|
Another phenomenon was the growth of monthly magazines introducing new keitai models, price comparisons and lists of ‘time killing’ content to be downloaded. In effect, there were entire magazines dedicated to all the content you might expect to see at the back pages of lad’s magazines such as Loaded and Nuts except aimed at a much wider demographic. These “guidebooks” to content fuelled demand and helped energise innovation as content providers fought to distinguish themselves in a rapidly competitive market. |
|
Again, unlike in the West, there was a much clearer understanding of the unique characteristics of mobile technology in regards to applications: namely, that the technology could be personal and time/location specific. In 1999, two revolutionary applications surfaced. The first was a fishing game called Tsuribaka Kibun (In the mood for silly fishing) which allowed players to virtually fish in certain locations. When the fish “bites”, the user’s phone vibrates and the user had to handle the controls to successfully handle the fish. The game became so popular among executives that the originating company, Dwango, created a mobile internet fishing community around it. Again, the sense of play in a stifling urban environment was key to it success.
The second application that emerged in 1999, Imahima (literally meaning “Are you free now?”) allowed users to share their current personal status (location, activity, mood) with other subscribers.
|
Anyone familiar with Twitter – the hugely successful micro-blogging application – will note the precedent that Imahima set. I am unaware if Twitter was familiar with Imahima but it again forcefully confirms how Japan is constantly ‘ahead of the curve’ in terms of killer content applications. |
|
i-mode also introduced the concept of emoji (or pictograms) – cute icons such as smiley faces that enhanced the mobile texting experience. Japanese youth had already used text symbols on their pagers to construct cute faces or iconography. In fact the bestselling pager in 1995 was one that allowed you send a cute “heart mark”.
 Emoji icons |
Again, a similar phenomenon was seen in the West with SMS messaging and followed by the introduction of “emoticons” on the various PC instant messaging platforms. This need to communicate emotion and feeling shows how the technology is constantly being pushed to convey a sense of connection beyond just the informational. |
Even as far back as 1997, an email software platform called PostPets allowed cute animated characters to send and deliver mail messages – an instant hit among Japanese school girls. In 2000, the same application was created for the mobile platform. According to Kazuhiko Hachiya, inventor of PostPets software “Postpets make everything about e-mail emotionally interactive.” Again, the Japanese anticipated the success of virtual worlds and social networks aimed at children and teams.
|
The avatar concept of having a preferred animated representation of yourself is a phenomenon that has been well-established in Japan and something we are only seeing traction with in the West in the last few years. |
|
As Japan now transitions into fourth generation mobile technology (since 2006), we can get a glimpse of what is in store for us in the West: enhanced visual and sound applications such as 3D video games, music on demand, television and book and manga reading with special effects. Already video calling and gaming is standard in Japan. But what is central to the negotiation of technology and society in Japan is the clear need for an emotional connection with the technology, content and applications of the mobile phone. The i-mode concept of a “digital concierge’ is fast becoming a ‘digital friend’. Whereas in the West, when we talk about Personal Digital Assistants (PDA), we immediately are using the language of business. What needs to happen is an engagement with youth culture – perhaps through personalisation or open source – that will stimulate innovation.
The centrality of the mobile in Japanese life was illustrated by a recent marketing campaign by Japanese snack company, Tohata (the Japanese equivalent of Tayto) in October 2007. When they were releasing two new flavours of crisps, they took advantage of the fact that Japanese youth now spend an average of 2 hours per day interacting with mobile content. Different bar codes were put on to two flavours of crisp bags and users were encouraged to scan these in to their phone. When they did, depending on which crisps they chose, they became part of a virtual war game with battles taking place at specific times and locations. Users were encouraged to recruit soldiers through a pyramid selling scheme which awarded you more points for recruiting people. War reports were sent out on a daily basis giving players real-time feedback on the status of their soldiers and the war. It was, of course, a massive success for the brand which saw purchases of their brand soar.
If innovative companies in Ireland can translate this kind of innovation and novelty to their content applications, it is likely we will see the same sort of response emerge among youth demographics. When that cross over and skews older, maybe we finally will have a real mobile internet that is not trying to replicate the PC on the mobile phone.
News
Lunchtime Seminars @ The Digital Hub - 27/04/09 - 30/04/09
The Digital Hub is organising a number of seminars to be held at lunchtime in The Digital Hub from Monday 27th to Thursday 30th of April 2009. Each seminar is free of charge; however you must register by 23/04/09, indicating which seminar you wish to attend, as places are limited.
Monday 27th of April: Raising Investment - The Legal Process
•Colm Rafferty of Maples and Calder
Tuesday 28th of April: Safeguarding Your Business in the Current Climate
•Lisa Holt & Paul McClatchie of Careers Register
Wednesday 29th of April: Presenting the IBM approach to the WinWin sales model
•Dave Morrissey of WinWin Selling
Thursday 30th of April: Canada's Digital Media Sector
•Aslin Unlusoy (Ms.), Trade Commissioner and Vice Consul, Canadian
Further information: http://www.thedigitalhub.com/article.php?id=243
Event: Get Motivated and Get Marketing! - 29/04/09
Attention start-ups! This free event will give attendees the chance to learn more about marketing their company. Speakers on the day will give tips on marketing on a budget, email campaigns and online marketing methods, such as Facebook and Twitter.
Date: 29th April 2009
Time: 10.00am-1pm,
Venue: Digital Exchange, Crane Street, The Digital Hub, Dublin 8.
Registration & further information:
email info@merrionbd.ie
www.ingage.ie/merrionbd/invitation/invitation.html
Recruitment – The Digital Hub
From time to time some of the digital media companies located in The Digital Hub's enterprise cluster may advertise details of job vacancies they wish to fill. Please check our recruitment page for updates.
For a full listing of companies located in The Digital Hub please view our online directory.
Rewards for Referrals! – The Digital Hub’s Referral Programme
Know a digital media start up looking for incubation space, an entrepreneur looking for a hot desk or a company looking to relocate to a Dublin City centre location? Why not refer them to us?
If your referral meets our criteria and signs on the dotted line we will reward your recommendation with a €250 AllGifts.ie voucher to spend as you wish.
Terms & Conditions apply:
• Referred client must sign 12 month contract (in receipt of deposit) prior to being a valid referral
• Not applicable if client has already been in contact with DHDA directly or via Enterprise Ireland or IDA for example
• Referrals must be emailed to locate@thedigitalhub.com with ‘referral’ in subject line
• Valid until 31 August 2009
• Not applicable for Virtual Office Space
Email your referral to locate@thedigitalhub.com with ‘referral’ in subject line
Zerogrey partner with Belstaff on International e-Commerce website
The iconic brand, Belstaff have asked Zerogrey to look after the construction, launch and management of its first and only online shop. The combined efforts of both companies have given birth to an e-commerce site where Belstaff fans can find the company's latest products, purchase vintage items and order original replicas of items from some recent Hollywood productions.
www.shop.belstaff.com
Zerogrey E-Commerce, located in The Digital Hub, is a European leader in e-Commerce outsourcing having built and managed online stores for a large number of brands with continuity in sales from its inception in 1999. They have produced electronic commerce stores based on state-of-the-art technology and the best international practices for brands such as Diadora, Martini, Bacardi, Barilla, Enervit, Sparco, Maserati and more.
www.zerogrey.com
Digital Hub FM – broadcasting Fridays on FM94.3 or www.digitalhubfm.com
Digital Hub FM has returned to the airwaves and is broadcasting each Friday from 8am to 12 Midnight on 94.3 FM, under a new temporary license from the Broadcasting Commission. The station features a unique mix of local and community news, discussion, arts, history and culture combined with specialist and niche music shows, from jazz to show band to world to urban.
Award-winning Irish broadcaster Joe Harrington, Programme Director of East Coast FM, is delivering a series of coaching and mentoring sessions to the producers and presenters of Digital Hub FM. Expect this to result in even more enjoyable Friday listening on FM 94.3.
You can also listen to Digital Hub FM on www.digitalhubfm.com. This exciting new website features pages for each of the shows, combined with details of what’s coming up each week. You can also join the Digital Hub FM online community, communicate directly with your favourite radio show hosts and put a face to the voices of the station. Check out the station schedule and listen in on www.digitalhubfm.com.
Events
16th April: Creating Profitable Online Services
Location: IPA, Lansdowne Road, Dublin 4.
Time: 9.30am-1pm
Price: €145 (members) & €210
The IIA and Front present a half day course on how to design online services and businesses that succeed! This course will show how a clear corporate strategy, a commitment to great user experiences and a sensible revenue model can help all companies be successful online.
More info: events@iia.ie
Tel: 087 292 3333
http://www.iia.ie/events/event/207/creating-relevant-and-profitable-online-services/
22nd April: Business Blogging - Join The Conversation
Location: Dublin City Centre, Dublin.
Time: 8am-9.30am
Price: €25 (members) & €45
This breakfast briefing for business owners & communication managers will present the findings from the IIA's Social Media Working Group's recent analysis and research into the business benefits and potential risks associated with blogging in Ireland
More info: events@iia.ie
Tel: 087 292 3333
http://www.iia.ie/events/event/205/business-blogging-join-the-conversation/
20th August: epicenter 2009
Location: Trinity College Dublin, Dublin 2.
Time: 09:00
Price: From €159.00
The Irish software show, epicenter 2009, is a week-long international conference on your doorstep! It includes IrishDev.com's Irish Web, OSS (http://iotc.firstport.ie) Microsoft & Java (http://ijtc.firstport.ie) Technologies Conference plus more!
Conference - It's 30 tracks & 180 sessions of top content covering software & web technologies from design, architecture, testing & deployment
Exhibition & Training - Come & see who's who & what's what at the free to attend exhibition or get instructor led training at the onsite training campus.
More info: epicenter@IrishDev.com
Tel: +353 93 60406
http://epicenter.IrishDev.com
12th November: 4th Annual Data Protection Practical Compliance Conference
Location: Radisson SAS Royal Hotel, Golden Lane, Dublin 8.
Time: 9-5pm
Price: TBC
Keynote Speaker: Billy Hawkes, Data Protection Commissioner
This 2009 data protection conference is specifically designed to deliver the latest thinking regarding the rapidly expanding fields of data protection compliance, privacy, security and information technology. "The topics presented at the Conference cover the major issues facing all Irish organisations in the coming year" The event may be used for 5.5 hours professional development requirements. There will be plenty of opportunity for questions and a chance to network with other professionals. There is a Drinks & Canapés Reception at 5pm.
More info:
Tel: +353 (0)1 657 1479
F: +353 (0)1 633 5853
http://www.pdp.ie/conference/