Apple’s iPhone: Japan will love it, Japan will buy it
Although I started out as somewhat of a skeptic about the iPhone, mainly in reaction to the blanket news coverage it has been receiving, reflecting on the situation I now consider that the iPhone has what it takes to be big in Japan; indeed to become the very first foreign mobile phone (Sony-Ericsson doesn’t countas foreign!) to be a success in Japan’s rather insular market. There are, however, a small number of additions and modifications that I propose Apple must make to the hardware, software, and design before they can consider selling it in Japan.
iPhone: Japan’s carriers
Looking at the market image of the three big mobile phone carriers, namely NTT DoCoMo, au by KDDI, and SoftBank, the most natural fit would be au, as according to many surveys they have the strongest image for being on the leading edge and for supporting music playback on their phones. However, if a bidding war starts, SoftBank may be prepared to lay the most cash on the table as they are most desparate for customers, and with Cameron Diaz and Bradd Pitt pushing an American image of talking on the phone for SoftBank, SoftBank’s president Masayoshi Son may see the iPhone as a natural extension of his brand. Therefore, I predict there will be a SoftBank iPhone on the shelves early next year.
iPhone: Japan needs 3G
It needs it in the US and in Europe too, so no more needs to be said about it. All Japanese carriers have stopped making new 2G models, so the iPhone must have 3G speeds to avoid being labeled as outdated.
iPhone: Japan needs a worse browser
Safari has been getting rave reviews in the USA, but the Japanese have been browsing for years in the walled garden of made-for-mobile web sites authored in C-HTML, Compact-HTML. There are too many existing services that are already designed for mobile phones for Apple to ignore, so they need to provide a downgraded browser that can support these sorts of sites without any fancy zooming or panning, just scrolling up and down.
iPhone: Japan needs emoji
Nearly three in four Japanese currently sprinkle some or all of their email with small colourful dingbat-like icons built into the phones from all of the major providers. The current methods of selecting these characters seriously needs a usability make-over that people look to Apple to implement, but without smilies, the average Japanese cell phone email would look naked and dull.
iPhone: Japan needs a retro keyboard
The biggest thing that the English-language iPhone seems to have got wrong is the keyboard. With Japanese, this style of keyboard will be even more problematic, and with many people as familiar, if not more familiar, with mobile-phone style keyboards as with traditional QWERTY ones, Apple should accept that as with the browser issues above, the older and more familiar methods of input need to be supported too. As with emoji above, I’m looking to Apple to sprinkle its magic pixie dust over the UI and the input prediction methods, but the underlying paradigm should be the standard 10-key method.
iPhone: Japan needs a strap hook
Almost everyone in Japan hangs some sort of mascot character on their phones, so without a mounting point for these straps, the iPhone will look very bare indeed. It’s just a very small thing, but it’s important and shows to potential consumers that Apple cares about Japan and Japanese sensibilities.
iPhone: Japan has it all already
A common theme running through various articles on the impending failure of the iPhone to penetrate the Japanese market is that all the features exist already in cell phones available in Japan today. While this point is indeed true and the raw feature set of the iPhone has little that is revoultionary, one need only look to Nintendo’s Wii and DS, which on paper are rather limited, or even in fact the iPod, which entered a Japanese market already crowded with offering from both domestic and overseas manufactures, yet still swempt them all away mostly on the strength of brand image and slickly integrated product. I believe the iPhone can help Apple make history repeat itself.
iPhone: Japan doesn’t need…
A recent survey showed that two requirements high in potential purchasers’ minds were One Seg digital terrestrial television and RFID-based electronic cash solutions. However, other surveys have shown that despite the fact that most new models support one or both of these features, the actual percentage of users accessing these features is rather limited. With YouTube support, One Seg television becomes less important, and many more people use traditional card-based electronic cash systems than use mobile phone-embedded FeliCa IC card chips.
Conclusion
Next year we will see a SoftBank Apple iPhone which while it may not replicate the roaring success of the iPhone in the USA or of the iPod in Japan, it will make a definite impact and change the face of the Japanese cell phone market. Up until now there has been perhaps just too cosy a relationship between the carriers and the manufacturers which while not stifling innovation, excluding physical design issues it has not encouraged manufacturers to be bold or different. Even if the iPhone itself never manages to gain a significant market share, its mere presence on the Japanese market can only benefit consumers.
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Apple’s iPhone: Japan will love it, Japan will buy it said,
July 18, 2007 @ 13:10
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University Update - Apple iPhone - Apple’s iPhone: Japan will love it, Japan will buy it said,
July 18, 2007 @ 13:55
[…] Link to Article apple iphone Apple’s iPhone: Japan will love it, Japan will buy it » Posted […]
Ken Aston said,
July 18, 2007 @ 14:09
>I predict there will be a SoftBank iPhone
Softbank own’s a large share of Yahoo! Japan and is in business with Yahoo! US. They are big competitors of Google. With the evolving relationship between Apple and Google, and Eric Schmidt on the board of Apple, my prediction is it won’t be a Softbank iPhone. What do you think?
BTW, thanks for the great insights on Japan, please keep posting!
Durf said,
July 18, 2007 @ 16:21
Yahoo Japan is doing business with Apple already. I don’t see any reason to deny the possibility of a Softbank deal based on Yahoo’s position here.
http://www.apple.com/jp/itunes/yahoomusic/
看 ， 那 个 人 在 飞 ！ » iPhone在日本的前途问题（偶尔严肃一点） said,
July 18, 2007 @ 19:40
[…] 看到一篇简单的关于iPhone在日本的前景分析，干脆转载一下算了。其实一直想写一下iPhone的，但是一个是没什么有趣的写法和点，而且我虽然觉得它挺好的，但的确不太需要它。现在我看到再喜欢的手机，也不会觉得哎呀我要买来用，最多只是会想啊如果手上这台坏掉的话就用你来替代吧！ […]
Apple’s iPhone: Japan will love it, Japan will buy it said,
July 18, 2007 @ 23:35
Apple’s iPhone: Japan will love it, Japan will buy it…
Great post. Thanks! I’ll add a link to your post….
Jon said,
July 18, 2007 @ 23:47
What about the iphone batter issue I have heard about? Apple has kind of hidden the fact that replacing the iphone battery is very inconvenient and fairly expensive. I don’t think alot of people realize that you have to send your phone to Apple for battery replacement, the batter is not cheap, you will be without your phone for a while and, although they offer a loaner, you have to pay for the loaner as well.
jim said,
July 19, 2007 @ 02:03
i’ve got an iphone and what a lot of people who don’t actually own one fail to grasp is the overwhelming superiority of being able to side-load your content from a pc as opposed to downloading it over the air. itunes trumps any carrier’s network in the world - including japan. while you can of course watch tv on a phone in japan, it isn’t as high quality and trouble free as a video ipod…functionality which is in the iphone. you can download songs in japan but you can’t synch your ENTIRE MP3 music library for free. in short, apple is doing an end run around the carriers’ broken content delivery model…just like they did to the music industry. even in japan where the model is less broken, apple will still have a strong play to make.
Ken Y-N said,
July 19, 2007 @ 10:53
jim, you’ve got a good point. au’s LISMO project, which allows music to be shared between mobiles and desktops, which is about the closest to an iTunes/iPhone as you get in Japan, is hobbled by needing Check-In/Check-Out of contents, little support for own contents, and other problems arising from over-restrictive DRM implementation.
Jon, good point about the battery, but the iPhone does seem to have a long life compared to Japanese phones, but it’s early days. Look at this survey:
http://whatjapanthinks.com/2007/06/16/mobile-phones-and-batteries-2007-version/
Only 25% of people change dead batteries, most just buy a new phone! However, with a price tag of $500 (55,000 or more yen?) will people be less keen to abandon their iPhone?
Ken said,
July 23, 2007 @ 02:38
As far as I know, Apple and Softbank have already set up a working relationship to explore bringing the iPhone to Japan.
Durf said,
July 23, 2007 @ 19:04
@ Jim: “while you can of course watch tv on a phone in japan, it isn’t as high quality and trouble free as a video ipod…”
But it’s real TV, in real time. If you’re on the train on the way home and you’re missing your favorite show, a one-seg Japanese handset lets you watch it right then and there; your iPhone option is to go home, hope your computer was set up properly to capture the show, do your iPod encoding, and then load the content onto the phone.
A lot of comments like yours, and “TV isn’t so important when you can watch YouTube,” and so on ignore the fact that the one-seg function is totally different from the content-viewing models available to iPhone users. It’s not about the Internet. It’s about freely broadcast TV.
Ken Y-N said,
July 23, 2007 @ 19:07
Durf, thanks for the comments!
In addition, YouTube may work in the States where there is almost always a free WiFi connection somewhere, but in Japan you’re much more limited for connections to leech off.
Golden Swamp » Blog Archive » Carnival of the Mobilists #83 said,
July 24, 2007 @ 02:23
[…] What Japan Thinks Ken Y-N, who blogs on “research Japanese facts and figures through translated opinion polls and surveys” takes eight looks at different reasons why: Apple’s iPhone: Japan will love it, Japan will buy it […]
Golden Swamp » Blog Archive » Test said,
July 24, 2007 @ 02:52
[…] positives about the Apple iPhone pitch, and explores this “revolutionizing branding.” What Japan Thinks Ken Y-N, who blogs on “research Japanese facts and figures through translated opinion polls and […]
Taptology - Taptu’s Mobile Chemistry Blog » Blog Archive » Carnival of the Mobilists #83 said,
July 27, 2007 @ 18:14
[…] Ken Y-N takes a look at how Apple could improve the iPhone to meet the needs of the Japanese market. […]
TMSJ » “iPhone” and “Aiphone” in Japan : Markenrecherchen Japan, Trademark Searches Japan,Apple,iPhone,Japan,Marken,trademarks said,
September 26, 2007 @ 15:49
[…] taking into account Apple’s success in Japan in recent years, Steve Jobs will certainly have a strong incentive to plunge into the art of Japanese negotiation […]
TMSJ » “iPhone” und “Aiphone” in Japan : Markenrecherchen Japan, Trademark Searches Japan,Apple,iPhone,Japan,Marken,trademarks said,
September 26, 2007 @ 16:10
[…] Apples Beliebtheit in Japan in den letzten Jahren kontinuierlich gestiegen ist, dürfte Steve Jobs ein starkes Interesse daran haben, sich vertieft mit der Kunst der japanischen Verhandlungstechnik zu […]
Sunday Reading: What Japan Thinks on the iPhone and Japan : Japan Economy News & Blog said,
December 2, 2007 @ 23:15
[…] Over at What Japan Thinks, Ken Y-N has put together a thoughtful post exploring some of the factors surrounding the iPhone’s potential release in Japan. I agree with Ken that it will be a success in Japan (though we don’t know what Apple would […]
Shawn said,
December 16, 2007 @ 23:22
i definitely think the iphone will be a softbank, simply due to what each of the carriers already offers. Softbank seems to be the most friendly to selling foreign made cell phones, such as nokia and Samsung, and many different models as well, so now all the need is an American brand to match the American actors in there commercials.
The iphone does need to step up it’s feature content and adjust it, but it will sell based on looks. It’s beautiful compared to the brickish phones sold here. Besides Japanese seem to love the ipod, i see so many everyday on the trains, so i think that the iphone would be a natural evolution.
GNU said,
December 22, 2007 @ 22:25
I hope Apple will add SUICA/PASMO/you name it electronic card system to the 3G iPhone in Japan. It will be big here, iPhone’s usability rox!
Chris said,
December 29, 2007 @ 12:24
I think you have pretty much nailed it.
I have been using the iPod Touch keyboard.. and in Japanese.. well it is awful, but then again that could be my terrible Japanese (but I do get that impression from the Apple Store employees… typing in Japanese is no fun on the Touch).
Emoji is a must, as well as
but I wouldn’t be surprised if Apple just does it Apples way.. you want it.. you get what we give you… No Emoji, no felica, no hook strap attachment, no one seg etc…
If however I am wrong and they do release a J. model.. it will be the iphone to own all iphones.
I hope that is the case.
Apple’s iPhone in Japan: latest consumer research results » 世論 What Japan Thinks said,
January 17, 2008 @ 00:02
[…] you want to read more on the iPhone in Japan, please view my article on why Apple’s iPhone will succeed in Japan, or catch up on all past articles on the […]
歩龍 said,
February 7, 2008 @ 20:03
I’m looking forward to the iPhone arriving here, shouldn’t be too long now…
Nice article, thanks. Very well put together & I agree with most of it.
Regarding the browser I doubt very much Apple will provide an alternative & I don’t think its needed either. Safari should display the older mobile sites just as well.
Kboard input could be improved, but I don’t think a 10/12 key is the way. This device is more of a PDA than a traditional phone, so a regular kb is best. If you use a Japanese computer you still have to type YOUBI in English & then select the kanji, there’s little difference other than a slightly unfamiliar interface, but thats true from PC to Mac & for different mobiles anyway.
oh & a place to hang your dice/shisa/hello kitty? - Yeah, ok, if you want. Apples design is a lot better off without it in my opinion. Again, think PDA here rather than mobile phone. It’s more likely to be in your briefcase or suit pocket than in your school backpack.
Ken Y-N said,
February 7, 2008 @ 23:23
Hi 歩龍, thanks! One problem I’ve noticed accessing iMode sites from the PC is that the screen width is all to pot. I think they need some sort of compatibility/emulation mode like Opera has to switch to a fixed-sized width and font.
My argument about the 10/12 key (and the strap hook too) is based around the fact that PDAs are a rare beast indeed in Japan; I don’t think relying on people to upgrade their EMobiles or Palms is going to bring many customers. They will instead be selling to the people spending 50,000 yen plus 10,000 yen per month on a 905i, and these people are used to typing YA-YU-YO A-I-U HA-HI-BI, or indeed YA-YU-YO then down arrow to select from the completion hints.
computer said,
March 20, 2008 @ 20:47
i think iphone will sell and i WILL buy it
voice of reason said,
March 22, 2008 @ 08:30
the main proble the iphone has being send from the US to place it was ordered is that the phones use different technoloy and if the iphone were to change it would mean an new international model
Chris said,
March 25, 2008 @ 11:41
I have been using the iPod Touch email since it was patched… and typing in J. is nasty.
All the staff at the local Apple store agree … they hate it….
it may initially sell well.. but I can imagine punters switching back after playing with it for a few months…
Ken Y-N said,
March 25, 2008 @ 12:37
Chris, this weekend I played with an iPod Touch for the first time, and yes, that keyboard is awful! I have small fingers, but in portrait mode my error rate was very high, and the bar along the top with the predictive plus henkan options just didn’t work for me.
I really believe the most important feature Apple need to add is a retro keypad kana mode, followed very closely by emoji emoticons.
I must check Japanese blogs to see what they are saying about the Touch’s input.
The Apple iPhone: Successes and Challenges for the Mobile Industry » 世論 What Japan Thinks said,
April 2, 2008 @ 23:26
[…] This survey teaches a lot about the American consumer’s relationship with their iPhone, but it also serves to highlight the differences between them and the Japanese consumer. With the tiny Japanese smartphone market, and given the usage patterns reported in this survey, the iPhone as is will be a hard sell in the Japanese market and Apple can expect to sell it in the thousands or tens of thousands, not their hoped-for millions, if it is launched as-is without the essential additional functionality. […]
bob said,
May 14, 2008 @ 09:52
Japanese phones used to be the envy of the world, but the big players have spent the past 5 years falling over each other trying to attract customers, and didn’t pay any attention to what is on the inside of the phones, and put all their energy into the outside. Today’s phone is nothing but a repackaged versions of the same phone that was around 5 years ago. Meanwhile the rest of the world moved forward.
I disagree that Japanese need a strap or a lot of the other things people deem as “missing”. The iphone won’t appeal to everybody. Your average Harajuku teenybopper would never give up her pink, diamond studded, fuffed-out clamshell for an iPhone. But there are plenty of people who will go for the sleek design and UI and wouldn’t dream about attaching anything to it. And they will embrace the UI and work with it. After all, isn’t that what the iPhone is all about. Moving forward in the way we interact with technology and opening the doors for new and exciting things in the future. It think we’ve only seen the beginning of what is to come, and if Japanese decide not to embrace the iPhone or similar technologies, they’ll be left behind and miss out on what the future has in store. They’ve already got some catching up to do.
Christopher Billich said,
June 4, 2008 @ 16:23
Seems like Softbank Mobile beat DoCoMo to it:
http://www.infinita.co.jp/en/cast/billich/2008/06/3g_iphone_to_launch_on_softban.html
Ken Y-N said,
June 4, 2008 @ 17:06
Christopher, I realised something must be afoot as I have had a minor explosion of searches for “softbank iphone” and other variants.
Just to gloat, I was predicting that all along; I wonder if they’ll have a retro-browser for keitai sites? They’re doing a retro numeric keyboard in the new iPhone firmware, according to some screenshots I saw.
macnmm said,
June 5, 2008 @ 09:36
I just bought a KDDI au phone, and the reasons were
1) waterproof
3G speeds allow for net access on the train with little waiting
2) Has navigation and GPS programs for walking and driving
3) Can find other phones with GPS and put them on a map
4) 2-touch typing and ATOK ime predictive input
5) one-seg TV
6) cute characters animate in screen saver and menu screens
7) runs Adobe Flash and downloadable programs
9) FeLiCa touch-buying and message sending
10) IR data transfer to other phones
11) music service lets me hum first few bars of song I want to find
12) OCR engine allows me to take snapshot of Japanese text and look up in dictionary or put in email
13) 5.1 MP camera with image stabilization and sharpening
14) strap to yank out of pocket when it rings, or hold when running to train
15) up to 32 GB of storage in microSD
16) If I get phone call while watching TV, it automatically starts taping the show so I can watch it in tape-delay mode without missing a thing when I hang up
17) I can answer the phone after the voicemail has picked up and can screen calls
There is more, of course.
The thing iPhone has that no phone in Japan has yet is a far superior web browsing experience. That alone might help it win. However, just because text web is sucky doesn’t mean there isn’t a lot of infrastructure built up around it that keep people locked in. Speed while using the iPhone on the 3G network better be as fast as its text-based cousins, or no one will switch.
macnmm said,
June 5, 2008 @ 09:40
Oh! I forgot the main thing I was going to say –
I got an au phone because even though SoftBank is the cheapest carrier and pretty much the “hippest” in terms of its young customer base, the coverage is TERRIBLE. People I talked to who have SoftBank told me to watch out and that they can’t get service from their own homes in the ‘burbs.
au has the best phones, and is popular among foreigners and all the designers I know. Apple should have tried harder to partner with them. Ah, well.
Ken Y-N said,
June 5, 2008 @ 10:05
macnmm, sounds nice! Mind telling me which model and how much as I’m considering jumping ship from DoCoMo (or is that docomo now) as they are flogging all their phones for 50,000 yen a go. I like the sound of the auto-recording of shows, although I still worry about battery life when it comes to One Seg.
I think the stuff about SoftBank/Borderphone coverage is a relic from when they were Vodaphone/J-Phone, as apparently in the last couple of years they have heavily upgraded their network.
macnmm said,
June 5, 2008 @ 13:22
Yeah mine was free with a two year contract. Check them out — au.kddi.com
Durf.org said,
June 5, 2008 @ 14:08
SoftBank iPhone: confirmed…
I was just pointed to this SoftBank press release from today. I quote:
SOFTBANK MOBILE Corp. today announced it has signed an agreement with Apple® to bring the iPhone™ to Japan later this year.
(Seriously, that’s the entire press release; yo…
Durf said,
June 5, 2008 @ 14:11
Do you have a link to the 10-key screenies you say you saw? Would like to see some more visual info on this thing.
I’m a DoCoMoPerson now too, and the new models are pricy but you get lower monthly rates over the year or two of your plan if you play along, according to the calculations I’ve seen. I was worried for a bit because DoCoMo announced its first wifi-ready model complete with an additional ¥1,000 per month fee for connecting to NTT services via 802.11 . . . I saw it as a hint of impending iPhone surcharges and a sign of doom. Now the only doom I face is deciding whether to jump ship and pay the MNP fee to get a SoftBank iPhone instead.
» Blog Archive » Apple seals iPhone deal with Softbank said,
June 5, 2008 @ 17:20
[…] to the What Japan Thinks blog: “While the [Japanese iPhone] may not replicate the roaring success of the iPhone in the USA […]
Ken Y-N said,
June 7, 2008 @ 23:36
Hi Durf, here’s where I saw the 10-key screenshots:
http://forums.macrumors.com/showthread.php?t=479920
It looks quite nice, although I’m not sure how well taking サカア as input and matching anything from サシスセソザジズゼゾ・カキクケコガギグゲゴ・アイウエオ will work. The list of conversions isn’t even sorted by frequency of use, although it is of course beta.
Christopher Billich said,
June 9, 2008 @ 15:57
@macnmm
Absolutely agree that there are tons of cool features in Japanese phones that the iPhone 2.0 will not have, and also agree that at the same time superior browsing experience may actually matter more to people than all those nifty bells and whistles.
Regarding Apple partnering with au for the iPhone, that has always been out of the question, simply because the iPhone is a device on the GSM/GPRS/W-CDMA network standard evolution path. Making it run it on au’s network would have required producing a CDMA1x/EV-DO version of it, which would in no way make sense in terms of scale since only less than 15% of the world’s mobile subscribers are on CDMA1x operators.
Durf said,
June 9, 2008 @ 16:12
Oog, those screenshots look atrocious from the perspective of actually inputting text. Why would they not license whatever text input methods SoftBank uses and port them to the iPhone OS? To do otherwise would be to reinvent the wheel.
Hugo said,
June 14, 2008 @ 21:50
The iphone does not have to bring it all what is mention up there in the list, and if you really miss it you can buy it soon at the app store. the missing retro keyboard, emoji might be already included. It has a chance to be an other portable playstation, but this this time from apple. Mickey can also show on iphone, since Japan loves Mickey and Steve has a strong stand in Disney. Music, Movie, Video, GPS, and more. Forget about TV you might get an add-on from a third party. The strap is the biggest set back - but even there you can find a quick solution, get a case. LoL
All over iphone has a chance to make it in Japan, might not make it big, but it has a chance to stay for a time and who knows in a year from now. The iphone is cheep enough to be fine as a new toy until the next new gadget is out, but by that time Steve got his sales and Softbank got its new customers and all foreigners there iphone…. LoL
punky said,
July 7, 2008 @ 18:12
softbank will release iphones this coming july at omotesando..
Mark said,
August 1, 2008 @ 16:08
HARD FOR ME TO BUY THIS:
Here are some reasons why:
1. No IC CARD SYSTEM:
I currently have SUICA and EDY on my keitai and it’s just super convenient and great. Pay for taxis, trains, convenient stores, bus transportation, gas, and a whole slew of other things!
For me, if IPhone doesn’t have it, it will be hard for me to rationalize the switch.
2. No 1seg TV
My current phone has it. Sure, Iphone has YouTube and other stuff, but it’s nice sometimes just to watch Japanese Television.
For me, this isn’t so important, but it’s a nice thing to have that many Japanese phones have now-a-days, and with the typical long commutes to work in Japan, this is just one of the things to keep you occupied (for the Japanese Salaryman or anyone Japanese for that matter).
3. No Memory Expansion/Removable Media
Current phone has it.
It would be nice to have something like MicroSD cards for the IPhone, at least to provide some more memory expansion, and ease of removale if one so wishes.
4. No Kaomoji (Facemarks for Text Messaging)
Most everyone I know loves to use this in their messages. The ability to do this in mails is extremely popular in Japan. Young people are especially keen on this.
If IPhone doesn’t have a comparible system, this will certainly be a limiting factor.
5. Poor Camera Quality
2.0 mp? Pfft. Many phones now in Japan are around 3.0 or moving rapidly to 5.0 in quality. To me there’s not point in carrying around and using a 2.0mp camera on the IPhone, especially when there are 5.0 models commonly around now. That’s just me, however I think the more and more camera quality inreases in phones, the more and more 2.0 is going to stick out as a weak point.
These are the primary reasons for me. Sure, there are great things about the IPhone, yet for the Japanese Market, I don’t have so much confidence. I’ll go look at the IPhone, though I really doubt I’m going to bite.. I’ll probably wait for a new model and hope Apple becomes more ‘Market Sensative’.
Kevin said,
August 9, 2008 @ 01:20
The fact of the matter is that the iPhone is little more than a slick PDA, so it takes more than geek-impressing features to make the rest of us adopt it. While tech people like me love to see web pages bounce around and zoom, for everyone else they want to know what they really get to make it worth the bulk, expense, contract terms, etc.
And the answer for most people is ‘I don’t really get that much to make it worth it’. So the niche market will continue, as it has since iPaq, Palm, XDA, days.
Courtenay Inchbald said,
September 4, 2008 @ 08:13
Do you think the Japanese will like the BatRest, a credit card sized folding iPhone stand?