The document summarizes population demographics and smartphone penetration rates in Japan, reporting that the population is 127 million with 38 million smartphones by 2012 and 27 million by April 2014. It also outlines a "CAP funnel" moving from 120 million people to 38 million to 28 million and provides breakdowns of that 28 million by age, gender, and business status. The document also briefly mentions iOS market share and release dates for iPhone models in Japan.

2. JP-Market

3. Population Demographics(2012)
38MM/127MM

4. Smartphone Penetration (April,2014)
27MM/38MM

5. CAP Funnel
120MM >> 38MM >>28MM

6. CAP Funnel
28MM
Teenager
5MM
Male
2.5MM
Female
2.5MM
Business
21MM
Female
7.5MM
(16~30)
?? ?? ??

7. OS Share
Reference : http://ascii.jp/elem/000/001/045/1045551/index-2.html

8. Reference : http://www.m2ri.jp/newsreleases/main.php?id=010120150617500
MVNO

9. July 2008, iPhone3
October 2011, iPhone4S
September 2013, iPhone5S/5C
Careers

10. iOS
2years contract with huge discount

11. iOS

12. iOS

13. iOS users doesn’t have
royalty for careers.
They care about
cash back and subscription plans.
iOS

14. SNS Service Penetration
http://gaiax-socialmedialab.jp/socialmedia/294
http://gaiax-socialmedialab.jp/socialmedia/368
http://www.hivelocity.co.jp/blog/27329
24MM? 20M ~23.1M? 1M…

15. http://web-tan.forum.impressrd.jp/e/2013/08/23/15880
52M?
SNS Service Penetration

16. Takahiro Shoji
takahiro-shoji@garage.co.jp