The document discusses the emerging value network in the mobile phone industry in Japan and its implications for other countries. It describes how Japan moved beyond a traditional value chain model to a more complex value network with multiple sellers, buyers, and relevant industries like PC and internet. This network facilitated new mobile services around entertainment, general internet access, publishing, location-based services, retail/ticketing systems, and broadcasting. It concludes that the Japanese model demonstrates the complexity of relationships between firms, importance of strategic approaches, challenges of achieving critical mass, and role of new standards and policies in shaping an interdependent mobile ecosystem.

1. The Emerging Value Network in the Mobile Phone Industry: The case of Japan and its implications for the rest of the world Reviewer : Johnsir Oh johnsir@korea.ac.kr

2. Value Chain vs. Value Network value chain is connected with multiple activities between firms value network is linked with multiple sellers and buyers and relevant to network industries such as PC and internet

3. The emerging value network

4. The Result: Entertainment Java and Vector graphic (e.g. 3D, Flash) Mini-MIDI ringtones MP3 with lyrics Games Downloadable at i-appli

5. The Result: General Internet sites NTT DoCoMo'si-mode is a wireless internet service popular in Japan Unlike Wireless Application Protocol or WAP, i-mode encompasses a wider varietyof internet standards, including web access,e-mail and the packet-switched network that delivers the data e-mail, sports results, weather forecast, games, financial services and ticket booking Content is provided by specialized services,typically from the mobile carrier, which allowsthem to have tighter control over billing

6. The Result: Publishing http://www.colorzip.co.kr/sub/info_03.asp

7. The Result: Location-based services http://www.ubergizmo.com/15/archives/2009/03/let_your_phone_speak_to_the_car.html

8. Osaifu-Keitai http://www.nttdocomo.com/services/osaifu/index.html

9. The Result: Retail and ticketing systems BitWallet, based in Tokyo, is an electronic money service provider that started Edy from November 2001 Edyis a contactless electronic money service based on FeliCa technology developed by Sony Corporation As of August 2006, more than 40,000 retail shops and websites in Japan including convenience stores, airports, restaurants, supermarkets, amusement parks and game centers, etc.

10. The Result: Broadcasting One-Seg is a terrestrial digital TV broadcasting service for mobile devices This service is called "One-Seg" because the bandwidth of the single channel (6 MHz) allocated to each broadcaster is divided into 13 segments and one of those segments is used for mobile devices Just as with terrestrial digital broadcasts, data broadcasts can also be received at the same time as video http://www.nttdocomo.co.jp/english/service/function/1seg/

11. Implications Firms involved, complex relationships Strategic approach Complexity of critical mass New interface standards New methodology Interdependency Policy involved

12. Discussion What reason to retard m-commerce in Korea? Aren’t there any superior assets to Japan in mobile circumstance?