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Research and Markets: imode in Europe



Feb 19, 2003 (M2 PRESSWIRE via COMTEX) -- European mobile operators must learn from and adopt the aspects of the i-mode business model. They must address the specific billing needs of the pre-paid segment and offer designated mobile content services to it.

Content genres will resemble the Japanese mix and the entertainment and communication aspect of phones need to be emphasized. The necessity of implementing both i-mode and WAP browsers into European handsets will increase their pricing and detract from some of i-mode`s appeal - simplicity. The major challenge for KPN and Docomo will be to co-operate and create the close partnerships with handset manufacturers and content providers that represent the foundation of i-mode`s success in its home market. This brief examines the potential for i-mode in Europe in the face of the service`s European launch through KPN Mobile in March 2002. The question is whether the phenomenal success i-mode has enjoyed in Japan with over 30 million users can be replicated in Europe, and what this could mean for Europe`s struggling telecoms industry. We evaluate i-mode`s transferability as a business model, giving special focus to the mobile environment, competitive forces and cultural differences at play in the region.

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Outline of the brief

Four key things you need to know about i-mode in Europe

i-mode - the success story sofar

Product segmentation enables targeted content and price differentiation

The service offering

Entertainment and communication appeals to all ages, not just the young

Always-on connection with color content

Low initial consumer pricing with pay-per-packet and premium charge add-on

The future: targeting the corporate audience and premium pricing for 3G FOMA i-motion services

The i-mode business model

Content provision - diversity of content is the killer

Unofficial i-mode sites - the promise of satisfying every avenue of taste

Speaking the content providers` language

Handsets are an integral piece of the content delivery puzzle

And the business environment?

Summary i-mode success factors:

i-mode in Europe

Docomo chose its partner carefully

KPN Mobile

The launch details

THE FUTURE DECODED

The business model is transferable and consumers will join in

however differing market dynamics will pose hurdles

High handset prices due to dual mode browser technology

Co-operation and co-ordination with a partner impinges on flexibility

Lack of economies of scale

Competition will be tough

How to tackle the low-revenue pre-paid market?

Value chain fragmentation - operators, handset manufacturers, content providers; all holding their own

Will i-mode`s competitive advantage last in Europe?

APPENDIX

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REPORT DATA SUMMARY:

imode in Europe Publisher Name: Datamonitor Date Published: 2/4/2002 Category: Internet & E-Commerce, Telecommunications & Networks URL: www.researchandmarkets.com/reports/745

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