Mobile Phone Musings  
Mr. Takashi Yamanaka, Deputy Managing Director, Mobile Research Institute, NTT DoCoMo

As the former Executive Director of the i-mode business division of NTT DoCoMo, and one-time CEO of the DoCoMo AOL joint venture, Mr. Takashi Yamanaka is a true veteran of the mobile phone industry. In his current role as Deputy Managing Director of NTT DoCoMo’s Mobile Research Institute, Mr. Yamanaka plays the role of thought leader, focusing on how to envision the mobile society. His research and analysis of trends and opportunities in the mobile phone industry are not only insightful but practical, given his decades-long career in networking in Japan. We recently had the opportunity to hear his words of wisdom at a Japan Society panel discussion entitled “Digital Networks in Asia: Trends and Opportunities”. Mr. Yamanaka’s presentation entitled “Competition in 3G Services in Japan”, was followed by extensive questioning which brought forth several unique analyses relevant to mobile phone usage both in Japan and worldwide. This month’s Bridge Builder features key highlights from Mr.Yamanaka’s comments.

Mr. Yamanaka’s speech began by outlining some of the more important developments in the 3G mobile phone business, namely the introduction of flat rate data service instead of the traditional pay per packet business model. The flat rate for data is expected to be a welcome feature for by high-end users, especially those with 3G. au started its flat rate service in November of 2003 while DoCoMo followed suit only recently (June 2004). Mr. Yamanaka then focused on the unique features of Japan’s market. Of interest is the fact that while most users send/receive messages using the Internet, many of them do not have clear recognition that they are connected to the Internet through their mobile phone. Also of importance is how much of a content platform services such as i-mode have become: DoCoMo currently has 4,118 i-mode menu sites.

But it was Mr. Yamanaka’s comments on the differences in mobile phone usage between the US, Europe, and Japan that really caught the audience’s attention. For example, when talking about the way mobile phones are actually used, he emphasized that there are major differences. Americans use mobile phones primarily for voice calls while the Japanese use a mix of voice, data, and messaging. Americans use their mobile phones by holding the phone to their ears like an ordinary phone. The Japanese meanwhile treat the mobile as an information access device and hold the phone screen out in front of them for viewing. Europeans are apparently somewhere in the middle of these extremes.

One highly active discussion of the evening centered on mobile phone design, and phone etiquette. Mr. Yamanaka pointed out that Japanese users do not use headsets or ear microphones in order to use their phones because it is considering confusing to others. Others in the audience and panel added that it is generally considered rude to use mobile phones on trains and in public places. As a result, many Japanese, especially those on trains, use the messaging and information retrieval features of the mobile phones. All of these cultural nuances have an effect on design making the Japanese mobile phone look different than those in other countries. But Mr. Yamanaka commented that a global universal design, acceptable to all cultures, may one day be possible with the right US-Japan cooperative efforts. Imagine a day when one phone can finally be sold worldwide- that kind of ubiquity would truly bring us close to the mobile society Mr. Yamanaka is researching.

For more information on the Japan Society, please visit them on the web at www.usajapan.org  .

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