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Future of Japan's Mobile Internet under IMT-2000:
Business Models and an Open Environment

Part One: The Need to Focus on IMT-2000

1.1 Opening New Territories via IMT-2000
a. Growth Scenario for IMT-2000
b. Balancing Future Promise with Cool Views of the Present
c. Tendency Toward Broadband Convergence

Part Two: Current Status And Future Outlook of Mobile Internet Business in Japan

2.1Strengths of IMT-2000 and Timing of Service Launch in Japan
a. Approved Domestic Operators for IMT-2000 and Rollout Schedule
b. Related Technologies Supporting the Business Model

2.2 Trends in IMT-2000 Business Models
a. Current Status of Mobile Commerce and Future Development
b. The IMT-2000 Business Model
c. Full-Scale Takeoff of the Content Distribution Business
d. Current Status of Portal Sites
e. Picturing the Business Model
f. Remaining Hurdles

2.3 Marketing Activities under IMT-2000
a. Developing Marketing Activities under the IMT-2000 System
b. Location-based Marketing
c. Personal Marketing Using User-Attribute Information
d. Developing Mobile Internet-oriented Advertising Business

2. 4 Combining IMT-2000 with digital broadcasting and intelligent home appliances
a. Digital Broadcasting and Intelligent Home Appliances
b. How Japan will use IMT-2000 and Bluetooth to Link Different Industries
c. Expansion of Business and Enterprise Applications
d. Use of B2B and M2M
e. Challenges to Adoption of IMT-2000 in Public Sectors
f. Bridging the Digital Divide via IMT-2000

Part Three: Transition to an Open System

3.1 Standardization and Specifications: Supporting Technologies and Impact on Content
a. Status of Specifications used in Japan's Content Production
b. Content Description Language
c. Different Content Description Languages and Image Formats of the Carriers
d. Mobile Java Formats of Respective Carriers
e. Security Specifications
f. Challenges and Government Intervention

3. 2 Openness to ISP and Portal Sites
a. Assuring Openness to Other Portal Sites
b. Establishing Rules on Information Handling and Developing Business Models
c. Providing for User IDs
d. Collection of Marketing Information
e. Establishing an Environment Open to Many Players
f. Evolution of Mobile Handsets into "Personal Terminals"
g. UIM Lock and Sales System for Mobile Terminals
h. Telecommunication Carriers' Entry into Content Businesses and Other Areas
i. Entry by Other Operators into the Platform Business

3.3 The Road Ahead: Shifting toward a Strategy of "Openness"
a. Internet Service Providers in Japan and the Wireless Internet
b. Present State of Openness
c. Clarifying and Unbundling Internet Connection Fees
d. Structure of the Gateway
e. Schedule for Moving towards Openness
f. Issues Raised by Connecting ISPs and Other Enterprises
g. IMT-2000 Summary

Index of Charts and Tables

Figure 1-1 Spread of the Mobile Internet
Figure 1-2 Strengths of IMT-2000 as a Telecommunication Service
Figure 1-3 Wireless Systems for Next-Generation Mobile Communications
Figure 1-4 Scheduled Timing for Implemention of IMT-2000 in Japan
Figure 2-1 Size of Mobile Commerce Markets
Figure 2-2 Example of EC Sites for Mobile Internet in Japan
Figure 2-3 Picture of Financial Services under IMT-2000
Figure 2-4 Trends in i-mode "Official" and "Unofficial" Content Sites
Figure 2-5 Business Model for Music Transmission under IMT-2000
Figure 2-6 Business Model for Game Transmission under IMT-2000
Figure 2-7 Collaboration between IMT-2000 and other Media/Networks
Figure 2-8 Expected B2E business model under the IMT-2000 system
Figure 2-9 Expected M2M business model under the IMT-2000 system
Figure 2-10 Mobile terminals Currently Deployed in Public and Education Sectors
Figure 2-11 IMT-2000 Business Models in in Public and Education Sectors
Figure 3-1 IMT-2000-leveraged Marketing Methods
Figure 3-2 Projected Growth of Mobile Internet Advertisement Expenditure
Figure 4-1 Difference in Content Description Language between Telecommunications carriers
Figure 4-2 Difference in Still Image Format between Telecommunications carriers
Figure 4-3 Difference in Mobile Java between Telecommunications carriers
Figure 5-1 Various Services Evolving on Mobile Internet
Figure 5-2 The Network Structure of Mobile Internet
Figure 5-3 Unbundling of Internet Connection Fees
Figure 5-4 Image of Connection to Access Circuit in IMT-2000
Figure 5.5 Working Plan for the Evaluation System
Figure 5.6 Content Fee Collection on Mobile Internet
Figure 6.1 Entry of Communication Carriers into Content Services
Figure 6.2 Change in Business Structures with Introduction of MVNO

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