In today's e-Japan, doing communications mobile is a way of life.

In today's e-Japan, doing communications mobile is a way of life.

Jeorge S. Hurtarte - Auburn University of 24

APRIL 24, 2006 JEORGE S. HURTARTE, AUBURN UNIVERSITY

In today's e-Japan, doing communications mobile is away of life. By Jeorge S. Hurtarte, Auburn University.

My wife, who was born and raised in California and is now in her mid forties(she might scold me for revealing her age!), had been resisting the idea ofusing mobile phones for anything else but making phone calls. She hadadamantly refused the idea of using her cell phone for things like sending textmessages or browsing the Internet. Well, that was her position on mobiletechnology until we lived in Japan for four months in 2005! There, she foundherself in a totally different world. All her new friends used their mobilephones for everything else but making frequent phone calls! She had enteredthe world of doing non-voice communications mobile! Needless to say, by thetime we left Japan my wife had become an expert at mobile email, E MOJI1,and multi media messaging.

Japan is the world’s leading nation in the implementation of 3G (thirdgeneration) wireless mobile communications, and in my quest for learningabout the latest in mobile technology I decided that living in Japan for a fewmonths would give me a very good perspective into the future of wirelessmobile communications. Little I knew that even my wife would become aconvert, but not for long because the very same day that we returned back tothe United States she went back to her old habits. The reason? She said tome: “no body uses cell phone email in the States, much less E MOJI mail andall my friends just call me on the cell phone to talk. I just do not need it all ofthose nice things here.” Well, a year later she still uses her cell phone forvoice calls only. Period. Clearly, the two very different cultures andattitudes towards mobile communications must be the reason behind my wife’schange in behavior.

A ride in Tokyo's Metro trains is all about doing [non-voice] communicationsmobile

Riding Tokyo’s Metro trains quickly reveals a culture of doing non-voicecommunications mobile. Voice calls are not allowed inside the trains as it isconsidered non-polite to the other passengers. So what do people do duringthe one-way 30- or 45-minute commuting ride from Chiba or Yokohama toTokyo and back? You guessed it. People use their mobile phones for sendingemails to their friends or family, browsing the Internet, listening to their built-in FM radios or recorded music, watching video clips, playing games, planningtheir walking route with their GPS enabled phones, doing real time text

1 E MOJI is a set of color icons that express one’s feelings (for example, a broken or happy heart, etc).Read later in the article.



messaging, etc, etc. With the established 3G infrastructure, Japan being thefirst country to implement it, Japanese citizens can quickly and convenientlybrowse the Internet to obtain information about train schedules, transit times,maps, movie theaters, restaurants, and even pay for their train ride or forgoods at the local convenience stores! All of these thanks to the “always-on”high speed wireless mobile data services.

A ride in Tokyo's Metro trains is all about doing non-voice communicationsmobile.

Paying with your phone at a convenient store 2

2 http://www.edy.jp/index.html

http://www.edy.jp/index.html



Paying for a train ride with your phone 3

A recent article by Arjen van Blokland published in Japan.com said 4:

“Nowadays, Japanese schools tend to be a lot quieter - because students don'thave time to talk anymore. They prefer instead to spend their free timesending and reading emails or browsing the Web during breaks. And since thevery start of the mobile Internet in Japan, high-school girls have been thedriving force behind new mobile communication trends.

Mobile mail and chatting is usually text-based mixed with smileys and "kao-moji" (face characters) -- like (;_;) (to express sadness) or m(__)m (to expresshumbleness) - and carrier proprietary pictorgraphs ("e-moji"). Kao-moji and e-moji are usually pre-installed on mobile phones.

In the GSM world, youths often use an abbreviated language to reduce the timeand effort to type an SMS message. Japanese girls, however, now prefer tocommunicate amongst each other using special characters that require moretime to input. These characters are called "gyaru-moji" (gyaru is the slang wordfor girl). The words made from gyaru-moji are a mixture of Japanese syllables,numbers, mathematical symbols and Greek characters. It's like a secret codeused by teenagers; at first glance, the code resembles hieroglyphics.”

This culture of doing [non-voice] communications mobile has been in themaking for at least five years. Japan has put all the pieces together to make ithappen.

3 http://www.sony.net/Products/felica/csy/jre.html4 http://www.japan.com/technology/phones.php

http://www.sony.net/Products/felica/csy/jre.html

http://www.japan.com/technology/phones.php



The Pieces

Four are the pieces needed to create a culture of doing [non-voice]communications mobile, and they are:

1. The Vision

2. The High Speed Mobile Wireless Infrastructure

3. The Phones.

4. The Services

Here is a quick look at each of these pieces.

The Vision

On January 22, 2001, The Prime Minister and His Cabinet released the followingstatement to the Japanese people:

“Japan must take revolutionary yet realistic actions promptly in order to createa "knowledge-emergent society," where everyone can actively utilize IT andfully enjoy its benefits. We will strive to establish an environment where theprivate sector, based on market forces, can exert its full potential and makeJapan the world's most advanced IT nation within five years.” 5

With such a bold statement, Japan recognized that it had been followingbehind in creating such an “information and knowledge” based society whocould bring the country to the next level of value-added services.

The e-Japan strategy further stated that “in order for Japan to continue itseconomic prosperity and raise the quality of life, it is vital to promptlyestablish a new national infrastructure, including legal frameworks andinformation infrastructures, suitable for a new society.”

The e-Japan Vision had as its primary goals:

1. To have all people information literate and able to exchange a wealth ofknowledge and information.

2. To have ongoing reform towards a diverse and efficient economicstructure based on the principle of competition.

5 http://www.kantei.go.jp/foreign/it/network/0122summary.html

http://www.kantei.go.jp/foreign/it/network/0122summary.html



3. To actively contribute to the development of a "knowledge-emergentsociety" on a global scale.

In order to achieve such vision objectives, the e-Japan strategy set forth thefollowing information technology targets:

a) Establish one of the world's most advanced Internet networks within fiveyears, and enable all the people who need it to have ultra high-speedaccess networks (30-100Mbps as a standard) at affordable rates.

b) Enable all the people to have constant access to the Internet atextremely low rates within one year through the use of fixed-line,wireless and other kinds of networks.

c) Promote the shift to the Internet networks equipped with IPv6 (thelatest IP version release at the time).

Japan thus launched the implementation of the necessary institutional reformsand measures quickly and steadfastly, and established a national strategy,which was to be shared with the nation's citizens. The government set up toestablish an infrastructure that functions according to market forces, so thatthe private sector would engage in various creative activities through free andfair competition.

e-Japan was thus born on January 22, 2001, and with it, a quick restructuringof the mobile wireless infrastructure, its services, its phones, and a masstransformation of how the Japanese people would use mobile technology.

The High Speed Mobile Wireless Infrastructure

The e-Japan initiative had as one of its goals to “establish one of the world'smost advanced Internet networks within five years, and enable all the peoplewho need it to have ultra high-speed access networks” using fixed-line andwireless networks. Well, Japan has done just that. In the wireless mobileindustry, Japan was the first country in the world to install the latest thirdgeneration (3G) wireless network infrastructure.

There are two upgrade paths towards the 3G infrastructure (a third one isalready developing in China), and they are called the “W-CDMA” and the“cdma2000” technology paths. CDMA stands for “code division multipleaccess” and is a technology that allows for a more efficient use of the wirelessspectrum. CDMA consistently provides better capacity for voice and datacommunications than other commercial mobile technologies, allowing moresubscribers to connect at any given time, and it is the common platform onwhich 3G technologies are built. It was developed by a U.S. company calledQualcomm. Both 3G upgrade paths use CDMA technology.



What is important about these two 3G upgrade technologies is that it allows forthe evolution to faster and faster mobile data communications, from the old 2Gspeeds of 9,600 bits per second (bps) to maximum peak data rates of(depending on its implementation):

• 160 kbps (theoretical limit) for GPRS (General Packet RadioService), a 2.5G GSM technology

• 384 to 480 Kbps for EDGE (Enhanced Data Rates for GSMEvolution), a 2.75G W-CDMA technology

• 2.4 to 3.1 Mbps for EVDO (Evolution Data Optimized), a 3Gcdma2000 technology

• 1 to 14 Mbps based on different modulation and error-correctingmethods for HSDPA (High Speed Downlink Packet Access), a 3.5GW-CDMA technology.

In reality, the actual data rates that can be achieved today are less than theadvertised “maximum peak” rates indicated above. For example, when I wasin Japan I had a KDD AU’s 2.4Mbps EVDO laptop card (pictured below) and theaverage rate that I got was about 410 kbps, with a maximum observed datarate of 552 Kbps. I had absolutely no problem using this card all over Tokyoand I loved it as it provided me with near-broadband wireless connectivity nomatter where I was. And just to give another example, I also tested the F901iCphone, (with EDGE technology) from NTT DoCoMo and I was able to get anaverage of 230 kbps and a maximum of 270 kbps. Currently, most HSDPAdeployments provide less than 1 Mbps and are in fact comparable to currentgeneration EVDO phones.



Clearly, an evolution to faster and faster data rates will allow users todownload graphics and movie files much quicker, thus avoiding the frustrationof having to wait for a Web page to download the requested information.

One implication of having a very fast mobile data network, as it is the case inJapan today, is that new phones and services need to be invented to make useof this faster data pipe. Thus, innovation of phones and data services hasbecome one of e-Japan’s by-products; but this “by-product” was, however,recognized as one of the e-Japan’s vision points when its leaders stated “that it[Japan] had been following behind in creating such an “information andknowledge” based society who could bring the country to the next level ofvalue-added services.”

Let us now take a look at what innovation has brought to the mobile phonesand data services in Japan.

The Phones

The Japanese people have access to hundreds of phone models with veryadvance features, many of which clearly encourage doing non-voicecommunications mobile.



Thanks to their 3G wireless infrastructure all newer phones are “always-on” inthe sense that as long as they are powered up, they are always connected tothe high speed Internet. Thus, email messages can be receivedinstantaneously and there is no need to log in to any e-mail service provideraccount. In addition, access to the Internet is also always on and people canbrowse the Internet at their convenience.

Just a quick look at NTT DcCoMo’s phone line up can provide a good insight ofthe various feature trends in Japanese phones, which include larger LCDdisplays, IR information exchange bar code readers, built-in FM radios, Mojiicons, etc). Let us take a look at some of these phones next by visiting NTTDoCoMo’s Web site at http://www.nttdocomo.co.jp/english/product/ . Someof their phones are pictured here.6

A Large Selection for All

Fashionable Phones

6 FOMA is NTT DoCoMo’s 3G line up of phones.

http://www.nttdocomo.co.jp/english/product/



TV Phones

Music Porter Phones



GPS Phone

In addition to being able to show you your current location, some phones allowyou to send an automated mail indicating current location simply by pressingand holding down the transmission key. This feature uses GPS to help you keepfamily and friends informed of your whereabouts and reassure them of yoursafety in one easy step.

Credit Card / Money Phones

Most of the newer models are now equipped with the FeliCa technology, whichallows users to pay at convenience stores or at the train stations with their



phones. All phone payments are deducted from the phone owner’s creditcard or bank accounts associated with the phone’s telephone number. Moreon this financial service is explained later in this article.

Kids Phones

A phone line for Kids?! You bet ya! 7 You can be certain that Japan’s nextgeneration will be doing even more non voice communications mobile!

“Kid’s keitai” is a child-friendly phone (Model # SA800i). It has easy-to-usefunctions for children. For example:

7 http://www.nttdocomo.co.jp/product/kids_phone/sa800i/index.html

http://www.nttdocomo.co.jp/product/kids_phone/sa800i/index.html



• “Choku-den” (direct call) enables the child to place a call or send emailjust by pressing a button.

• “Kid’s i-menu” is tailored for child users• “Imadoco search” subscribers can also receive emails containing the

child’s location when the phone’s alarm is activated.• “Battery lock” to prevent the removal of the battery with a special

screw. The child’s location is notified when the phone is turned off.

The Services

The fourth piece needed to create a culture of doing non-voicecommunications mobile is related to the services that the telephone carriersprovide to its subscribers. These services and the phone features indicatedabove go hand-on-hand.

Let us take a look into Japanese mobile services and content, which includemobile TV, GPS location services, FeliCa financial services, etc. by browsingNTT DoCoMo’s Website at http://www.nttdocomo.co.jp/english/service/.Some of these services are listed below are reprinted directly from the DoCoMoWebsite.

NTT DoCoMo Services 8

i-mode

i-mode is a mobile Internet service that has caused a revolution in bothbusiness and private lifestyles in Japan. 45 million subscribers have beenattracted to this service since its start in February 1999 and currently morethan 95,000 Internet sites are providing a variety of contents.

i-mode Related Services

The highly convenient functions offered by i-mode are enriching people’slifestyles by crossing the conventional boundaries of mobile phone functions.Just some of the services that are now available with i-mode include: gameplaying, video viewing and convenient access to the latest news and weatherforecasts.

i-mode mail

Send and receive long mail with peace of mind when using FOMA. You cantransmit mail of up to 10,000 alphanumeric characters - 10,000 bytes. Enjoylong mail without worrying about counting characters (which, by the way, is a

8 http://www.nttdocomo.com/services/index.html

http://www.nttdocomo.co.jp/english/service/

http://www.nttdocomo.com/services/index.html



disadvantage of the SMS system which limits the number of characters to besent). In Japan, most people use mobile email instead of SMS messages.

Make your message more interesting by adding pictograms, also called E MOJIcharacters. The number of pictograms registered varies depending on model.

E MOJI icons add emotion to the email messages.

Deco-mail

Deco-mail is a service that allows the user to decorate i-mode mails bychanging their background and/or font color, and by attaching to them imagesand even animations, on top of the traditional melodies.

i-area: Location Based Service



This is DoCoMo's location information service. The i-area service enables theuser to check the weather forecast, traffic and store information and otherconvenient information for local areas as well as the map information to theuser's current location.

i-motion: Dynamic Video Content

This feature refers to video distribution programs for i-mode mobile phoneterminals and the contents. The high-speed packet communication of FOMAentertains you with the latest movie theater information and details of thesports highlights available in video.

i-motion mail

This service transfers video captured with an i-motion compatible mobilephone via e-mail. It features a transmission speed of up to15 frames/sec, thuspermitting smooth motion video to be enjoyed with a mobile phone.

i-shot: Digital Camera Capability

A function that supports transfer of still images captured with an i-modecompatible phone. The images may also be sent to mobile phones of othercarriers and PCs.

i-channel

This service distributes the latest news, weather forecasts and otherinformation to i-channel compatible i-mode phones. The information isdisplayed on a standby screen without any special operation and users canaccess to more detailed information with a press of a button.

Osaifu-Keitai "Osaifu-Keitai" (mobile phones with wallet functions) service.

A mobile phone may now offer more functions than just a phone. It can be yourwallet, credit card, ID card or a key to your home. Evolving from theconvergence of i-mode technology and contactless IC card technology, theOsaifu-Keitai” service enables the integration of such services in your mobilephone. The i-mode capability is thus rapidly expanding from thecommunications field to now provide significant life style enhancements.



PushTalk

PushTalk enables up to 5 people (including the caller) to participate in a singlecall. Calls between PushTalk compatible handsets can be made straight awayas no application is necessary.

Videophone

Videophone lets you convey your feelings like you're there in person.Videophone conveys the nuance of what you want to say better than withwords only. Sharing moments in real time as they happen is one of the manyways to use Videophone.

Bar Code Reader

Capture URLs and Personal Data in an Instant. Users simply let the phone'scamera capture and read the Bar code (QR Code) to obtain all sorts ofinformation. This provides one-touch access to sites found with Bar codesprinted in magazines, on posters, and other advertisements, without the hassleof entering URLs. Users can also display and register phone numbers and mailaddresses from name cards.



Infrared Communication

Infrared communications is used for exchanging various data and using yourphone as a remote control. The infrared communication function enablesmobile phones to exchange data, and to swap pictures taken with other mobilephones. Plus, it can also turn your phone into a remote control for homeappliances such as TVs, etc.

Data Services

Again, thanks to the high speed 3G infrastructure, you phone can be used as ahigh speed modem and thus can connect your laptop to the internet at speedsin excess of 500Kbps using the latest EVDO or HSDPA technologies.



A laptop connected to an EVDO card allows Web browsing at speeds in excessof 500 kbps.

Putting all the Pieces Together

Japan has put all the pieces together for creating a culture of doingcommunications mobile. It first created the vision with the e-Japan strategyas discussed earlier. Then it went on to implement the world’s first 3Gwireless network infrastructure. Next Japan introduced innovative mobilephones and services that would make use of the new and faster 3G wirelessinfrastructure. It is expected that during 2006 the transition from 2G to 3G willbe largely completed in Japan, and upgrades to the next 3.5G stage with 3Mbit/s data rates is underway.

During the five-year e-Japan project of 2001-2006, three were the wirelesscarriers that took the lead in its implementation:

• NTT DoCoMo with a W-CDMA 3G wireless network infrastructurelaunched in October 2001. NTT DoCoMo was the first wireless carrier tointroduce the “always-on” data services capability with its i-modefeature, and the first one to introduce financial services to the mobilephone with its FeliCa technology. NTT DoCoMo’s market share in 3Gservices by was 49% by March 31, 2006. 9

9 http://www.tca.or.jp/eng/database/daisu/yymm/0603matu.html as of March 31, 2006.

http://www.tca.or.jp/eng/database/daisu/yymm/0603matu.html



• KDDI AU 10 with a cdma2000 3G wireless network infrastructure launchedin April 2002. KDDI AU was the first one to introduce the fastest dataservice in Japan in November 2003 using EVDO technology at 2.4 Mbpspeak rates (the effective data rate is about 500 kbps). KDDI AU’s marketshare in 3G services was 45% by March 31, 2006.

• Vodafone (J-Phone before being acquired by Vodafone) with a W-CDMA3G wireless network infrastructure launched in December 2002.Vodafone’s 3G market share was 6% by March 31, 2006.

Following a period of growth that was unrivaled worldwide, the Japanesemobile phone market was about to enter a mature phase in the latter half of1990. However, NTT DoCoMo then began to develop an innovative mobileInternet platform with the aim of promoting a further evolution in mobilecommunications. The i-mode service was launched in 1999 attractingoverwhelming support from mobile phone users. i-mode not only created a newprofitability in the mature mobile phone market, but it also redefined mobilecommunications for the new age by providing users with an incomparableservice.

The following Figure shows the evolution of i-mode related services asintroduced by NTT DoCoMo. The number of i-mode services topped 45 millionin February 2006. The innovative i-mode FeliCa service, which providesfinancial services to the mobile phone, was launched in October 2003 and hadover 10 million subscribers as of January 2006.

10 AU is KDDI’s brand name for its mobile phone and services.



A rapid adoption of 3G mobile phones and services has taken place in Japanduring the last five years. The mobile phone penetration stands at over 72% ofa total population of about 127 million people. Of these roughly 91 millionmobile phones, about 48 million are 3G phones like DoCoMo’s FOMA phone lineup. NTT DoCoMo’s FOMA mobile phone line up reached about 40% of all ofDoCoMo’s mobile phones by the end of 2005.



Japan’s mobile phone statistics as of March 31, 2006: 11

3G Japan Subscribers

Japan’s leadership in putting all the pieces together is further validated byDoCoMo’s announcement in June of 2005 that it was already testing 4G wirelessnetworks, which would provide down link data speeds of about 1 Gbps. 12

With all the pieces in place which include a top-down IT vision (e-Japan), astate-of-the-art 3G wireless infrastructure, and innovative mobile phones and

11 http://www.tca.or.jp/eng/database/daisu/yymm/0603matu.html as of March 31, 2006.12 http://www.nttdocomo.com/pr/2005/000672.html


http://www.nttdocomo.com/pr/2005/000672.html



services, the Japanese people are well equipped to continue leading oninnovative mobile communications services to the world – the vision set forthby the e-Japan initiative. But assuming that leadership role has also created aculture in Japan where most people communications are non-voice. Japan’scurrent generation of people is doing data communications mobile instead ofvoice communications as is the case in other countries like the U.S. Clearly,this culture is hungry for new mobile marketing experience because it is theirway of life.

What are the lessons to learn from the e-Japan wireless mobilecommunications experience? Can such experience be replicated elsewhere inthe world?

Some Conclusions

It's not all about the technology. It's the culture.

NTT DoCoMo’s Kids phone line up is a perfect example of the mobilecommunications culture that has taken place in Japan. With the currentpeople generation already being mobile phone data communications literate,what can be expected of the new generation who will be -at five or six years ofage- using a Kid’s phone for location and email communications with his/herparents or siblings?

Compare the e-Japan situation to what has been happening in the U.S. andCanada during the e-Japan period of 2001-2006. The mobile phonepenetration in both the U.S. and Canada has lagged that of Japan’s and stoodat 55% and 42% respectively in 2003 versus 70% in Japan. 13

13 http://www.economist.com/printedition/displayStory.cfm?Story_ID=4351974

http://www.economist.com/printedition/displayStory.cfm?Story_ID=4351974



Most U.S. citizens in the U.S. (my wife being no exception!) still use mobilephones strictly for voice communications. Teenagers in the U.S. have becomefond of SMS (short messaging system) text messages but few use the emailmessages of the always-on feature of 3G networks (now being deployed in theU.S.). Wireless data technologies like EVDO (available from Verizon Wirelessand Sprint Nextel) and HSDPA (available from Cingular) are barely finding itsway to corporations employees via handheld “executive” devices like theBlackberry and Palm phones. Just to illustrate the current situation, I wasrecently sitting at a round table discussion with other industry professionals,and one of them adamantly stated that she would not use her phone for emailmessages, absolutely not! Also, last week while writing this article, Ipurposely look around at a local gathering place to see how many young adultswere using their phones and for what purpose. To no surprise to me was thefact that all of them were using their phones strictly for voice calls and not foremail or browsing the Internet! And this is the current 18-22 year oldgeneration.

What is it going to take to convert the U.S. people to doing non-voicecommunications mobile like it is already being done in Japan? A culture changedriven by new market forces, and this may take one or two more generations inthe U.S.

Managers can learn that while an entire country may need one or moregenerations to convert to doing non-voice communications mobile, thisconversion will be much faster for a small scale undertaking, say a localgeographic market (say New York or Boston), or an age or ethnic groupmarkets. This point can be illustrated with one simple but hopefully familiarexample. At any given corporation, the employees typically follow the“habits” of their leaders. Those leaders who insist in mobile data



communications will indeed produce such a culture within the corporation theylead. There are corporations in which the top leader, the CEO, insists on doingdata communication mobile, provides his people with the necessary phones(e.g., a Blackberry, etc), and [almost] instantly answers his email messagessent to his or her mobile phone. The result is that very quickly the rest of theemployees (even the “old timers” who are not used to this technology) pick upthe new habit in order to make the boss happy. The converse is also true.There are corporations in which their CEO and/or other top management willnot foster doing data communications mobile and the result is obviously adifferent culture as compared to the first case.

Thus, local markets for doing data communications mobile can be developedand/or encouraged. For example, the recent legislation for hands free mobilevoice calls in the North Eastern states is fostering a culture of “hands free”voice communications and as a result newer and better hands free devices andservices are developed for these markets (e.g., Bluetooth earpieces, voicerecognition number dialing, etc). Can such legislations from the top as done inthe hands free calls and e-Japan examples encourage a culture of doingcommunications mobile? Perhaps and above examples indicate yes. However,these “legislations” can also be market forces that encourage a new culture ofdoing data communications mobile. Take for example the case of the ATMs(automated teller machines). The ATM has become a way of life for mostpeople in the U.S. What encouraged most people to eventually use? It wasnot a government issued legislation but rather innovative services, piece ofmind, convenient locations, and ease of use that eventually “convinced”people to use it. We now have a culture of ATM users in the U.S., do we not?

In summary, the lessons learned from the e-Japan experience can besummarized as follows:

• Create a vision for your market (e.g., the e-Japan vision wouldeventually make Japan one of the top three world nations in value-added services).

• Give your people the tools that they need to implement the vision (e-Japan quickly implemented the first 3G Mobile Wireless infrastructure inthe world).

• Let them innovate! (e-Japan has brought new phones and new serviceslike i-mode and FeliCa financial services).

So what are visions required for each the U.S. local markets (e.g., geographic,ethnic or age groups markets) that will turn each of these markets into aculture of doing non-voice communications mobile? What are the tools (thatis, wireless devices and technology) needed to implement those local visions?Will managers allow for an environment that will foster innovation? These are



the multi-million dollar questions that managers in general, and marketers andtechnologists in particular need to answer.

References

http://www.edy.jp/index.htmlhttp://www.sony.net/Products/felica/csy/jre.htmlhttp://www.japan.com/technology/phones.phphttp://www.kantei.go.jp/foreign/it/network/0122summary.htmlhttp://www.nttdocomo.co.jp/english/product/http://www.nttdocomo.co.jp/english/service/http://www.tca.or.jp/eng/database/daisu/yymm/0603matu.html as of March 31, 2006http://www.nttdocomo.com/pr/2005/000672.htmlhttp://www.economist.com/printedition/displayStory.cfm?Story_ID=4351974

http://www.edy.jp/index.html

http://www.sony.net/Products/felica/csy/jre.html

http://www.japan.com/technology/phones.php

http://www.kantei.go.jp/foreign/it/network/0122summary.html

http://www.nttdocomo.co.jp/english/product/

http://www.nttdocomo.co.jp/english/service/


http://www.nttdocomo.com/pr/2005/000672.html

http://www.economist.com/printedition/displayStory.cfm?Story_ID=4351974

In today's e-Japan, doing communications mobile is a way of life.

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