eMobile and eAccess

(Report, pdf-file)

Approx. 79 pages, including approx. 21 Figures and 13 Photographs and 9 tables, pdf-format, 2 Mbyte (specifics subject to change as updated versions are made)

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eMobile (part of eAccess) is Japan’s fifth mobile phone service provider. eMobile started commercial service on March 31, 2007 providing high-speed 3G (wCDMA-HSDPA, 7.2 Mbps) data services and voice services. eMobile’s network today covers about 85% of Japan’s populated areas. In it’s first 18 months of service this "New Age" mobile operator achieved remarkable success. This report documents eMobile’s success story, and analyses the strategies which led eMobile to success.
At the end of 2012, eMobile/eAccess has been acquired by Softbank.

Table of Contents:

  • Executive Summary, Agenda (List of Contents)
  • Japan’s telecom landscape – eMobile and eAccess’ battle ground
    The target market landscape
    Japan’s mobile phone companies 2008/2009
    Japan’s mobile market continues to grow – no slowdown (figure showing Japan’s mobile subscription market growth 1999 – 2010)
    Net annual growth of mobile subscription numbers (figures showing total growth of mobile subscriptions per month 1998-2009)
  • eAccess and eMobile
    Dr. Sachio Semmoto
    Company structure (with information on ownership percentages and capital investments)
    Share holder overview for eAccess (top ten share holders listed with capital investments and percentage of voting rights)
  • eMobile
    time line
    finance overview (finance: equity, loans, leasing and total)
    shareholder overview for eMobile (top five shareholders with percentage of voting rights)
    overview of bank loans and total amount, and loan partners
    leasing total amount, and leasing partners
    market shares and subscriber growth
    absolute subscriber numbers (2007 – 2009)
    absolute subscriber numbers and market shares for Willcom and eMobile (2007 – 2009)
    market shares compared to DoCoMo, KDDI, SoftBank, Willcom
    month-by-month subscriber growth and differential growth (growth in market share) (2007 – 2009)
    prepay user numbers (2009)
    strategy and positioning
    what motivates users to change over to eMobile, value proposition for different user segments
    fee comparison – data market positioning (data fees compared to DoCoMo, KDDI, SoftBank and Willcom)
    competitive analysis – data market
    position in Japan’s 3G market
    main competitors for eAccess and eMobile
    MVNO business
    network and base stations
    advanced base stations
    Manufacturers / vendors of base stations for eMobile by geographical region (including map showing regional deployment of base stations by manufacturer)
    How many base station does eMobile have? (figure showing absolute numbers of eMobile 3G HSDPA base stations for 2006 – 2009)
    base station pricing
    terminals and handsets
    Terminal strategy
    The 100 YEN (US$ 1) laptop, EM-ONE terminal, channel and distribution for terminals
    Autumn 2008 model lineup
    HTC touch diamond
    Mobile TV
  • eAccess: fixed line broad band business (ADSL) and ISP
    Japan’s broadband markets
    eAccess market position
    ACCA merger
    Internet access in Japan – mobile vs fixed line
    fixed internet access
    broad band access
    broad band access pricing compared to selected other countries
  • AOL Japan
  • Summary
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