Wired Broadband has reached 27 million, 60% of Japanese households. 10 million enjoy Fiber 100 Mbps. 30% of blogs in the world are written by Japanese. Japanese mobile has reached 100 million, almost 80% penetration. Young people wake up by Ke-tai* alarm. Business people sometimes forget their wallet, but can’t forget Ke-tai with Mobile Wallet (e-railway pass and e-money). Not only Mobile Wallet, but also a lot of personal & business information in. Some husbands who forgot their Ke-tai at home, make a call to the operator in order to stop all functions of the Ke-tai. A lot of personal information in! Ke-tai is a device people don’t want to share even with the family although 50% home PC in Japan are shared. People buy a Coca-Cola with a vending machine by Mobile Wallet. Business people access news site via Ke-tai. Young people read blog on Social Networking Service on the Ke-tai display. Business people download games and young people download music onto the Ke-tai. Mobile data flat rate plans have saved the young people who used to need skipping lunch to pay Ke-tai bills. About 25~30% of Ke-tai users subscribe mobile data flat rate plans. 35% of mobile data flat rate users receive more than 10 emails every day. Crazy young girls spend 4 hours a day for mail. In the late trains, business people watch Mobile TV (Free, One-Seg, terrestrial digital broadcasting for mobile devices) by the side of sleeping people who got drunk. Young girls at home enjoy Mobile Messaging by 10:00 pm, read Mobile Comic/Book around 11:00 pm, then 12:00 am they start Mobile Shopping on the bed.

* Note: Ke-tai is mobile phones in Japanese.

Written by Atsuhiko Ohkita, Nippon Ericsson