The document discusses data pricing models in Japan's mobile market. It shows that 40% of mobile users in Japan are on flat-rate data plans, and the number of 3G and 3.5G users has grown significantly between 2005-2011. Mobile operators in Japan have adopted pricing models similar to gym memberships, with low monthly fees but unlimited data to attract more customers. However, average revenue per user from data is still lower than from voice, showing room for growth in monetizing mobile data.

1. Infinita.TV Episode 7
The Answer, Part 4:
All You Can Eat -- The crucial details of data pricing

2. 0 ,- -
¥ Messaging is
(almost) free
istockphoto.com

3. 40% of mobile data users
on data flat rate plans
istockphoto.com

4. Mobile Subscriber Base Japan
in millions
120 Mobile Users
Mobile Data Users
89%
3G Users
90 86% 3G Flat Rate Users
3.5G Users
60
37%
30
0
2005 2006 2007 2008 2009 2010 2011
Source: Telecommunications Carriers Association of Japan (2005-2008), Infinita (2009-2011)

5. The
Low Entry Barrier
Gym Membership
Pricing Model
Source: au KDDI

6. Average Return per User (ARPU)
Data vs.Voice Revenues by Operator
Data ARPU in ¥
7,000 Voice ARPU in ¥
6,000
2,200 2,130
5,000 1,360 2,220
2,390
4,000
3,000
1,790
2,000 4,160 4,130 4,150
3,340 3,650
1,000 1,790
0 NTT FY2007
DoCoMo au KDDI
FY Softbank NTT DoCoMo
FY2007 au KDDI Softbank
FY 2007 FY 2008