"Japan and South Korea have been hotbeds of mobile
innovation, in terms of services, content, handsets and pricing. Being the
first markets in the world to launch 3G services, they have unmatched
experience of what it takes to achieve business success and drive ARPU. The
rapid pace of innovation has led to some major mistakes, too. We identify
the most important lessons from these influential markets to identify the
big opportunities and threats for others."
Product overview
Japan and South Korea have unrivalled track records of continuous
technical and service innovations. They have been ahead of the rest of the
world in introducing new handset and service capabilities. They were the
first markets to launch 3G services and are currently the only markets to
have achieved mainstream adoption of 3G, with over one-third of customers in
both markets subscribing to 3G services. However, in the race to offer new
services, operators in these markets have failed to understand the full
commercial implications of their actions - meaning that innovation has not
always translated into strong revenue growth.
Lessons from the Japanese and South Korean Mobile Markets examines the
most important lessons from these leading markets that can help guide the
strategies, service roadmaps and pricing approaches of operators outside
Japan and South Korea. The report identifies opportunities and threats faced
by mobile operators and provides clear actions that operators can take to
seize the opportunities and minimise the threats.