DoCoMo-Google partnership: i-mode on Google steroids

In January, Google Japan and NTT DoCoMo announced their intention to work together to bring Google search, AdWords advertising platform and other Google apps to DoCoMo’s i-mode phone users. While Google already has relationships with KDDI au, the deal with DoCoMo goes beyond a simplistic inclusion of Google search box on the top page of i-mode portal. DoCoMo is about to stop playing a gatekeeper role as its users will search and browse beyond the operator’s own portal. So what are the changes that Google brings to DoCoMo i-mode?

Search results are fetched from three sources
Google search engine indexes three web domains for results: 1) i-mode sites approved by DoCoMo; 2) non-official i-mode sites; and 3) generic Internet websites. Before, users couldn’t perform searches that included non-official and Internet websites from i-mode portal.

Search results are grouped by three types
The way search results are displayed on i-mode portal is also will be changed to reflect the addition of non-official i-mode sites and Internet websites. Based on the source, Google and DoCoMo will group the search results accordingly.

Google keyword-based ads are integrated into search results
A big win for Google is the decision to integrate its AdWords advertising platform into i-mode portal. Now, keyword-relevant text ads marked with a [PR] sign will be placed in up to three locations across the page with search results with a total number of ads not exceeding four. No word about the revenue-sharing model between Google and DoCoMo though.

Display ads to compliment text ads
While details are not clear, there are some reports that Google AdWords platform will also be used to serve display ads such as banners across a bunch of DoCoMo’s services including i-mode portal, Message F (free), G-guide and others. DoCoMo’s D2Communications ad agency will work with Google on implementation of this new mobile marketing structure.

More Google apps to be preinstalled on DoCoMo handsets
Two companies agreed to preinstall a set of Google apps on DoCoMo handsets in near future. The first app to be preinstalled is Google Maps. The Fujitsu F905i and NEC N905i handset already spot Google Maps. All future handset models will be equipped with Google Maps, according to DoCoMo. Having started with the integration of Google Maps, the companies also plan to make Gmail, Picasa, YouTube and Google Calendar optimized for i-mode usage. The idea is to enable all kinds of mashups between these apps and search results like having a link from search results page to Google Maps for example.

Google to become a default page for DoCoMo Full Browser
It was decided that DoCoMo’s all future handsets with a full browser installed will have Google’s top page as a start page by default.

DoCoMo’s Android plans
It seems that DoCoMo wanted to ensure both the i-mode services and Android working seamlessly on its handsets when it joined Google’s led OHA initiative. We can expect i-mode handsets optimized for Google services rather than a complete shift to one platform – Android. Thus, DoCoMo’s handsets based on Symbian MOAP and Linux MOAP platforms will be optimized for Android experience, while some new Linux-based Android handsets will be optimized for i-mode service.

Related articles on Google's mobile strategy in Japan:

• Mobile Google localization primer: emoji and mobile Gmail
• Google Japan intros new single portal for domestic mobile operators
• Google befriends with KDDI, plans global expansion from within Japan?

NTT DoCoMo’s top ten selling phone models

GfK, a market research company, published ranks of top selling mobile phones with each operator in Japan during the last week of November. This post will cover NTT DoCoMo. As DoCoMo starts rolling 905 series phones, devices from the 904 series line-up occupied the top positions due to discounts and general popularity of one-seg phones. Fujitsu’s one-seg F904i model ranked first for the second week in a row followed with another one-seg model the 704i by Sharp (see table below for the rest).

NTT DoCoMo Top Ten
1 (1)	Fujitsu F904i
2 (3)	Sharp SH704i
3 (4)	Panasonic P904i
4 (2)	Sharp SH904i
5 (5)	Fujitsu Raku-Raku4 F883iES
6 (6)	Fujitsu Raku-Raku3 F882iES
7 (9)	NEC N704iμ
8 (8)	NEC N904i
9 (10)	Mitsubishi D904i
10 (7)	Sharp SH903iTV

Source: GfK via ITMedia

Sharp is still undisputed handset leader in Japan: 1Q07 data

Sharp continues to hold its dominant position in Japan’s handset market through four consecutive quarters, increasing its market share to 22.6% in 1Q07 from 21.2% in 4Q06, reports IDC. Strong sales of Raku-Raku series phones are worth mentioning among other 1Q07 highlights as they helped Fujitsu get in the top five handset vendors.

Overall, handset shipments increased by 3% from last year, reaching the five-year record of 14.39 million handsets. National carriers’ flourishing spring handset collections targeting at various segments with ultra-thin and easy-to-use models and improvements in service and pricing contributed to this rather unusual burst in handset sales.

Source: IDC Japan

Fujitsu F704i is not afraid to plunge into water

Fujitsu's water-resistant F704i phone is scheduled to hit DoCoMo shops' shelves on July 20. This is a slight modification of the F703i model released in Spring. The main change is the inclusion of a global WCDMA/GSM support to bring piece of mind to Japanese users when they accidently drop their handsets into water abroad.

Phone Specs
Model:	F704i
Carrier:	NTT DoCoMo
Maker:	Fujitsu
Bands:	FOMA/WCDMA/GSM
Form factor:	clamshell
Color variations:	Magenta, White, Golden, Black
Weight:	109g
Dimensions:	100 x 48 x 17.9mm
Main display:	2.2inch, 262K color TFT LCD 240x320
Standby:	420 hours
Talk time:	145min
Platform / OS:	Symbian
Memory:	21.5MB (for music)
Memory card:	microSD
GPS / Location:	No
Bluetooth:	No
Infrared:	Yes
USB:	Yes
Wi-Fi:	No
Camera:	1.3MP (main)/ 1.1MP (sub)
Video calling:	Yes
TV tuner:	No
Music player:	Napster (WMA/AAC)
Browser:	Full Web
Water resistance:	IPX5/IPX7
Mobile Wallet:	Toruka, DCMX, FeliCa
Barcode reader:	JAN/QR/NW7/CODE39
Pust2Talk:	No

State of the art: Fujitsu waterproof F703i handset

Engineers at Fujitsu worked three years to advance the water resistant technology in cellphones. The idea of waterproof handset is not new to Japanese market as Sony Ericsson was first to offer the SO902iWP handset to DoCoMo users last year while Casio shipped the G'zOne TYPE-R for KDDI au. However, while the predecessors of the F703i were rugged devices designed for the use in rogue conditions, Fujitsu made a waterproof handset that looks like a regular cellphone. The main target of the F703i is women who might use the phone in places where the water can easily get inside the phone and damage it. The F703i is graded to be IPX7 compatible (capable of being underwater for 30 minutes at 1 meter depth), which makes the phone suited for use in bath, shower or kitchen.

Besides the water resistant feature, the F703i spots quite a fancy look and employs a so called floating illumination with three LEDs placed across the front panel. Application-wise, the F703i has a built-in MP3 player compatible with Napster to Go music streaming service and FeliCa-based mobile-wallet. DoCoMo sells the F703i at JPY16,400 ($135).

Phone Specs:
Model	Fujitsu F703i
Carrier	NTT DoCoMo
Form factor	clamshell
Color variations	snow white, blossom pink, lamp black
Weight	109 g
Dimensions	48X100X18mm
Main display	Type: LCD (color TFT); Colors: 262,144; Size: QVGA 2.2inches (240X320)
Battery life	145min (talk); 80min (video call); 300-420 hours (standby)
Battery type	unknown
Platform / OS:	Symbian
Memory	unknown
Memory card slot	microSD
GPS / Location	No
Bluetooth	No
Infrared	Yes
USB	Yes
Wi-Fi	No
Camera	1.3MP (main); VGA (internal)
Video calling	Yes
One-seg TV	No
Music player	WMA/AAC compatible
WAP / Web browser	unknown
Push-To-Talk	No
Mobile Wallet	i-mode FeliCa
Barcode	JAN, QR, NW7, CODE39
Biometric authentication	unknown

Best selling phone in Tokyo area: Fujitsu F882iES

K-tai Watch routinely published a table of best-selling NTT DoCoMo's phones in Tokyo metropolitan area for the 10/5~10/11 time period. The king of the hill was the golden color FOMA Raku-Raku 3 phone also known as Fujitsu F882iES offered by NTT DoCoMo. What is interesting is that Raku-Raku series models target at older users by simplifying handset features and keeping "bells and whistles" away. For example, Raku-Raku phones spot bigger keys with easy-to-see numbers, the on-screen font size is also made larger, while menu is simplified for easy navigation. The F882iES also comes in pink and black, but the golden is this time favorite. During the last update it was third in the ranks and now it is on the top. I'll see how long it will hold to this sweet position. The F882iES was followed by two color variations of the same model by Panasonic: the P902i in silver and black. The fifth place was also occupied by the P902i - this time in white color variation. The white N701i by NEC was placed fourth.

Source: ITC Network via K-tai Watch

Japanese handset makers markedly contribute to global smartphone shipments

The Asia-Pacific region claimed 46% of smart mobile device shipments worldwide in Q1 2006, according to Canalys. Overall, the global shipments of smart mobile devices increased 55% from 1Q 2005. Japanese handset makers played an important role in the increased shipments of smartphones, making Symbian OS global share in smart mobile devices to reach new high of 69%.

“In addition to the shipment increases made by Nokia and RIM, Japanese vendors such as Mitsubishi and Sharp have achieved very high volumes of their new Symbian-based FOMA smart phones in Q1, catapulting them into the global top five. With increased shipments from Fujitsu, and a new device from Sony Ericsson, Symbian is enjoying not only significant Japanese market success, but also seeing record global market share,” said Canalys senior analyst and research manager Rachel Lashford.

Japan's wireless market week wrap-up

DoCoMo postpones launch of Nokia handset
NTT DoCoMo has delayed indefinitely the launch of a 3G phone from Nokia, saying the handset had software glitches. The phone, which is Nokia's first 3G model for DoCoMo, was scheduled to go on sale today.

DoCoMo achieves 2.5Gbps packet transmission
NTT DoCoMo announced that it achieved 2.5Gbps packet transmission in the downlink while moving at 20km/h.

Two new Symbian OS handsets announcement
With the launch of two Symbian OS handsets from Fujitsu (FOMA F702iD) and Sharp (FOMA SH702iD), the total number of Symbian handsets shipped in Japan increased to 24.

iPod in Japan faces stiffer competition from mobile phones
While Apple's iPod is enjoying 51.3% share of the domestic digital-music player market and iTunes online music store leads in song downloads, Japan's carriers and handset makers are plotting a counterstrike to topple Apple by shipping music phones with improved battery life and song higher-quality compression format and launching user-friendly online music stores. Apple's weakness in Japan is the lack of tie-ups with domestic labels, thus Aplle can offer a limited number of songs by Japanese pop-stars.