New opportunities for the mobile market

With more than 66 million subscribers, Japan is the first market of Internet mobile in the world.
We can explain this high number by the fact that Japanese gets used very early to the mobile phone and are very tied to it today.
The Mobiles are completely integrated to their daily life, to communicate of course, but also to amuse itself, play, listen to music, buy, to pay, etc. You can do everything with your mobile. One interesting thing is to get information of a product you want to buy with your phone, you just need to scan the barcode and you are diriged to the Product internet website.
According To a study of the Japanese ministry of communication made in July, The mobile market has grown about 23% in 2007 to settle about 8 billions Dollars. However this market fragments more and more : We count 16 000 official points of sale managed by 4300 societies.
Sales engendered by contents are almost 3,2 billions € and the music represents 40% of this amount. We note a very strong increase in the purchase of songs online and a 34% i decrease of the traditionnal market of ringtones. The sales of e-books doubled and it represents now 150 millions Euros.
According to the last figure transmitted by NTT-DoCoMo (market leader) in July, its monthly sales in contents is more than 150 millions Euros. The operator notes an inactivity among unique users while the sale by user generated with contents continues growing. Finally, NTT-DoCoMo points out that the number of pages seen on the sites of video advanced of 500 % in one year! One of the main reasons of these strong progresses is the extension of the limitless subscriptions favouring the downloading of "heavy" data and "rich" contents.
Faced to the stagnation of mobile market, the operators found a new way to increase their benefits. In fact the new market of contents is growing very fastly and it’s a real new opportunity for them.
It's also an opportunity for the advertisers because it's a new advertising support. They can reach more people and be more efficient in their advertising campaign.