What's different about the Japanese mobile market is that innovation is moving toward business models and marketing tactics instead of technical features and functions.
"The explosion of non-official mobile content Web sites is causing the sun to set on the i-mode business model of a dominant mobile carrier selling incremental content and services to its user base," says John du Pre Gauntt, eMarketer senior analyst and the author of the new Japan Wireless: Marketing to a Mobile Society report. "Flat-rate pricing for 3G services and a broadening of the scope of industries with a strong interest in mobile services means that mobile marketing and advertising has become all the more important in Japan."
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