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

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

Gartner: 45 million handsets shipped in Japan in 2005

According to Gartner, Japanese carriers sold 11.7 million handsets in 4Q 2005, while the year 2005 total handset shipments reached 45 million terminals. The demand for music playback feature by youngsters drove the handset replacement purchases.

Among the top Japanese handset makers mentioned by Gartner were Sony Ericsson (5th place), Panasonic (8), NEC (9) and Sanyo (10). Apart from Sony Ericsson, a joint venture between Sony and Swedish Ericsson, Japan’s domestic makers did not expand their market shares, failing to address the market needs or finding niche markets. The fragmentation of the domestic market also did not help improve the situation, because standalone Japanese makers lack the economies of scale to compete with the world leaders.

Source: Gartner press release (pdf, Japanese)

Eco handset - a real differentiator for NEC

It looks like the handset maker NEC together with Unitika company successfully completed their project on developing eco-friendly bio-plastic, which is 90% bioplant-based. The newly developed renewable plastic will be used for the body of the N701iECO handset model, to be sold by NTT DoCoMo in coming weeks.

Besides its nature-friendly characteristics the newly developed bio-plastic is raved for its high heat resistance and ruggedness, as the companies integrated fibers of Deccan hemp plant into the polyactic acid base, making it perfect for handset molding.

The move to use the eco-friendly material instead of traditional petroleum-derived plastic for handset molding is going to benefit NEC in a long-term as the company will have a head-start in developing alternative nature-friendly materials for handsets, a process that, as it can be easily predicted, will accelerate in future. Before rivals copy the technology, NEC should use its advancement to differentiate its products not only domestically but on a global scale too, as the marketing of eco-friendly handset has a huge potential for mass-market appeal.

Music phone from NEC holds up to 1,000 songs

In Japan, Vodafone prepares for the spring launch of the 804N, a music phone from NEC. The 804N will be the first model manufactured by NEC for Vodafone with a dual WCDMA/ GSM 900/1800/1900 bands support. GSM support means you can take this phone abroad and use it with the Vodafone service over there.

But the main feature of this phone is its remarkable storage capacity – 450MB of internal memory plus up to 512MB of expandable memory (microSD card slot). All this memory is needed for music playback (non-secure AAC and secure MP3 file formats). The handset has dedicated buttons to play, fast-forward, and rewind music. The retail price with the carrier’s subsidies is expected to be around 15,000 yen ($127).

Here are some additional specs of this phone:

• Size: 48mm x 93mm x 23mm
• Weight: 115g
• Main display: 2.2 inch QVGA screen
• Talk time: 180 minutes (WCDMA)/ 260 minutes (GSM)
• Stand by time: over 250 hours
• Connectivity: Bluetooth, USB
• Camera: 2.0MP CMOS
• Applications: V Appli (Mega Appli)/ QR-code scanner/ Chaku Uta Full/ Vodafone Live! CAST/ TV Call/ Vodafone Live! BB

NEC chip: 50 hours of non-stop audio playback on cellphone

Credit: watch.impress.co.jp
NEC Electronics began shipping samples of its new audio processor for mobile handsets the "μPD99910" for JPY1,500 ($13).

The good thing about this chip is that it enables non-stopable song playback for 50 hours, according to the company. No doubts, the longer playback capability of the handset will be a great differentiator for cellphone manufacturers. However, at the price of $13, the "μPD99910" will significantly add to the final price of mobile phone.

NEC plans to start the mass production of the "μPD99910" in April 2006 with an output capacity of 400,000 chips per month.

Vendor's site: NEC Electronics