Mobile payments in Japan

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approx. 201 pages, 44 Figures, 106 Photos, 7 Tables, pdf-format, 5.7 Mbyte (specifics subject to change as updated versions are made)

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Summary

Electronic money (e-money) and mobile payments started in Japan 1999 – about 10 years ago, and are growing exponentially. Both mobile payments and e-money are substantial parts of Japan’s economy today, and a substantial part of payment transactions and money in circulation are e-money including mobile phone based e-money.
This report includes a large number of statistics and usage data and projections out for growth expected for the next years. The report explains case studies and business models, which are successful in Japan and which can also be applied to other markets elsewhere in the world. The present report gives a comprehensive overview of the variety of mobile payment services in operation in Japan, explains in detail how several proven mobile payment systems work, and explains the trends for mobile payments, transactions and mobile credit. The report describes the fundamental shift of paradigm occuring in the wireless communication industry and driven from Japan. This report includes descriptions of the newest electronic money systems, including SUICA, PASMO, Nanaco, VISA-Touch, WAON and more.
 

Table of Contents:

  • Executive Summary: Mobile Payment and keitai credit – disruptive innovation
  • Mobile payments and keitai credit
    Market dynamics
    The competitive landscape for e-money, mobile payments, and keitai credit in Japan (chart)
    Prepaid ecash
    Postpaid keitai credit
    Wallet phones create a new layer in the credit business landscape (incl chart)
  • Mobile payments and keitai credit as disruptive innovation
  • Mobile payments as aew business models for the mobile communications industry
    Why are new business models needed for mobile communications?
  • DoCoMo’s invstment in credit card companies: building new business models
    DoCoMos investment in credit card companies
    Credit card payments are a much bigger market than mobile communications (graphic comparing Japans mobile communications market with Japans credit card payment market since 1990 with projection to 2010)
    Japans credit card payment and cash advance market (pie chart showing market shares of credit card companies)
    DoCoMos investment in credit card companies: implications
    Overview of DoCoMos recent strategic investments beyond the wireless communications field
  • DoCoMo’s new iD credit brand
    Overview
    iD – trends and significance
    iD POS terminal including usage estimations
    POS terminal for iD
    ATM in convenience store with iD and Edy/Felica terminal
    Felia reader for bank ATM
  • DoCoMo’s strategy
    iD – strategy
  • DCMX Credit Card brand
    Overview
    branding strategy and introduction campaign
    trends and risks
    DCMX on the i-mode menu
  • KDDI The Card
    Overview
    KDDI The Card and Quicpay
    KDDI money program
  • SoftBank Card
    Overview
  • QuicPay and the mobile payment promotion forum
    QuicPay Overview
    The mobile payment promotion forum: overview, purpose and history, list of stearing committee member companies, list of founding members, list of companies
    considering to join
    QuicPay prototype (2004)
    QuicPay demonstration (2005) purchasing music online
    QuicPay market introduction campaign and marketing message
  • SmartPlus and Visa-Touch
    SmartPlus Overview
    Visa Touch Overview and usage numbers
  • e-money in Japan
    Japan’s major e-cash systems
    Why electronic cash?
    National introduction of ecash
    Ecash is private business in Japan
    Requirements for electronic cash
    Legal situation and legal basis of ecash in Japan
    Ecash replacing coins in Japan, overview of coin circulation in Japan
  • EDY Electronic Cash
    What does the name Edy mean?
    Edy overview
    Edy timeline and history
    Edy in FeliCa wallet phones: demonstration of basic functions – checking the balance, paying
    Cash register (POS) with Edy reader/writer
    Edy charger: loading cash into Edy
    Usage statistics: number of Edy cards issued (2001-2005, with projection to 2010)
    Usage statistics: number of Edy transactions per month (2001-2005, with projection to 2010)
    Usage statistics: number of Edy transactions per card and per month (2001-2005, with projection to 2010)
  • Rakuten Edy KK (formerly BitWallet KK)
    Company outline
    Shareholders and equity ratios
  • Electronic cash at retailers – Seven-Eleven: Nanaco
    Outline
    JAVA application version for mobile phones and mobile payment
    main menu of electronic money JAVA application
    Comparing card and mobile phone version for electronic money
    Marketing message at introduction
    POS
    Customer relationship management (CRM)
    Nanaco: main characteristics
  • Electronic cash at retailers – Aeon Group: WAON
    Outline
    Marketing WAON
    Kids’ WAON
    Why does AEON issue WAON
  • Tokyo-Mitsubishi mobile banking and link to Edy
    Mobile banking and transactions
    Tokyo-Mitsubishi mobile banking, with demonstrations of content and basic functionalities and user experience
    Edy and mobile banking, with demonstrations of content and basic functionalities and user experience: transfering cash from the bank account to Edy on the mobile phone
    Edy and mobile banking: viewing the transaction record (user experience)
    Mobile consumer banking and ecash
  • i-Mode and mobile FeliCa wallet phone examples
    AM/PM convenience stores
    Payment with Edy and wallet phone at the point of sale (POS)
    Customer relationship management with FeliCa wallet phones
    Customer Club experience via FelIca wallet phone (mobile CRM)
    Ticket Pia
    Electronic mobile event tickets
  • Edy and mobile Felica wallet phone partner: All Nippon Airlines ANA
    Customer relationship management (CRM) and mileage club for Edy and wallet phones
    JAL – Japan Airlines
  • FeliCa and Mifare
    Overview and system description
    Felica chip and NFC antenna
    Felica and Mifare (example: London’s Oyster card)
    SONY and NXP joint venture
  • FeliCa Wallet phones: What are wallet phones and why
    How many wallet phones are there in Japan? (graphics for DoCoMo wallet phones, and all operators, data for 2004-2007 with projection to 2011)
    Wallet phone system overview
    Overview
    Example: P506iC (introduced on July 10, 2004)
    i-Mode Felica transaction partners
    Why wallet phones, what are wallet phones
    DoCoMo i-Mode Felica wallet phone description
    Schematic overview of the i-Mode Felica System
    Why wallet phone
    Trends of mobile communications, phases of development
    Mobile phone – stages of development
    Implications for the mobile carrier
  • Business models and the FeliCa/mobile FeliCa ecosystem
    Overview
    Business models and the FeliCa/mobile FeliCa ecosystem
    Graphical view of the ecosystem, including a schematic presentation of revenues for DoCoMo and the key players
  • Japan’s mobile internet as a platform for mobile payments
    Mobile payments today in Japan
    The i-Mode Ecosystem
    Mobile internet penetrates Japan (graphics showing mobile internet subscriber numbers for 1999-2005)
    Todays 3G i-Mode in a nutshell: users pay for content
  • M-commerce, mobile payments and mobile transactions
    Japans mobile internet supports a range of m-commerce and m-transactions
    Mobile mail order, e-commerce and m-commerce (market size estimations: 1998-2010)
  • Payment for mobile content: mobile music
    Overview of mobile music market
  • Mail order via mobile internet: Online purchasing, mobile shopping malls
    Online purchases by mobile phone
    Examples of most effective mobile commerce
    Commerce features unique to mobile phones
    M-commerce: shopping by mobile phone
    Examples of mobile phone online bookstores
    Examples of mobile phone online music stores
    Mobile shopping mall
    Event tickets by mobile phone, example of leading mobile store
    Selling flowers by mobil phone
  • Mobile auctions
    Overview
    AU auctions via mobile phone
    AU auctions
  • DoCoMos Auction strategy: strategic investment in online and mobile auctions
    Overview
  • KDDI/AU’s mcommerce initiatives
    Overview
    AU shopping and auction menu
    AU shopping
    Au auctions via mobile phone
    AU records and EZ music store
    AU style
  • Phones as train tickets: SUICA
    Overview
    Mobile SUICA
    SUICA users: (graphics for 2001-2007 with projections to 2008,
    number of SUICA cards, number of monthly train passes vs prepaid fare cards, number of combined SUICA and credit cards)
    SUICA as ecash in competition to Edy
  • Reserving and paying with mobile phone for train travel: example – ExpressCard
    Overview of the ExpressCard
    Table of key data, market size, usage characteristics, and sales volume estimation
    ExpressCard mobile selling system description
    Seat reservation and purchase via PC internet site
    Seat reservation and purchase via mobile phone, screen image of top menu
    Mobile reservation, and purchase site, login screen image and description
    Researvation and purchase sequence, screen images
    Paper ticket issue of tickets purchased by mobile phone
    Estimation of market size
  • Comparing mobile transport payment in London and Tokyo: why does it take Transport for London at least 10 years to reinvent the mobile payment wheel?
    Comparing Oyster and Suica
  • Reserving and paying with mobile phone for train travel: example – Odakyu romance car club
    Overview of the Odakyu romance car club
    Mobile reservation, and purchase site, login screen image and description
    Researvation and purchase sequence, screen images
    Summary
  • PASMO
    Overview: PASMO
    Marketing
  • Bar codes and QR codes to pay bills
    QR codes for paying bills at a convenience store
    Paying bills by mobile phone
    Mobile bill paying system
  • DoCoMo coin
    Overview of DoCoMo coin system
  • Summary: Mobile payment, e-money and keitai credit
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