1. 1 JAPANESE - EUROPEAN Mobile Phone Usage Are we so different? Market research based on focus group in Paris and Tokyo Nov 2004 © 2004 Walter Adamson & Pascal Lorne www.i-cf.org

2. 2 Focus group Organized in November 2004 Womens and Mens Average 20-33 years old

3. 3 Some differences exist Japanese monthly bills are 10% higher Japanese change their mobile more often

4. 4 The “time table” effect Japan : a lot of city railway Europe : more suburb => Usage in the train is more developed in Japan => Time tables is very Japanese usage

5. 5 SMS versus Email Japan : Email Europe : SMS Women are strong user

6. 6 But we are all the same! Portability is a key issue for customers who want to change carriers: Telephone number Email address Trend-setters are driven by image, not by technology: What makes the difference is the design and look of the mobile and the image of the carrier Video conf call (3G) is perceived as something cool, but nobody really uses it

7. 7 Preferred Games Women : Puzzles & Tetris Men : Action games In general : simple games

8. 8 Preferred screensavers Family (girlfriend – boyfriend) Pets House / garden / trees Premium screensavers => teenagers

9. 9 Preferred ringtones Silent / vibrating mode Preset Ringtone Latest hits Premium ringtones => teenagers

10. 10 Preferred content is same Adults : are ready to pay for emergency services »Train, weather, sports events »Logos, ringtones, games ok if embeded or offered but difficult to pay for it Teenagers : logos, ringtones and games

11. 11 Mobile is very intimate Both Japanese and European refused to show their emails and picture folders; People with very old handsets were very attached to their old handset's style and design. Nobody mentioned sex content, but in both countries they are the most successfull sites!!!

12. 12 Questions ?