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Through a continuous restructuring process, spin-outs, mergers and acquisitions, and through intensive customer focus and focus on Japan’s market alone, KDDI has transformed itself from a former monopoly voice phone operator to one of the world’s most successful and most advanced communications companies.

KDDI is constantly pioneering services and technologies. There are many advanced services which KDDI brings to market several years before competitors DoCoMo and and Vodafone/SoftBank follow, examples are 3.5G high-speed mobile internet, flat-rate data plans, full-song mobile music downloads (Chaku-uta full), GPS and location based services, and many more - which are explained and documented in this report.

The recent success story of Jibun Bank, KDDI’s mobile bank is also described in detail, as well as Jibun-Bank’s strategy and targets.

The present reports outlines the corporate structure of the KDDI group, explains some of the M&A history, and gives a detailed overview of many of the advanced services which have been the platform for KDDI’s success. The report also contains detailed statistics (financial data, market share data) documenting KDDI’s successes. This report is essential reading to understand the structure, development path and future strategy of KDDI and its brands AU, UQ, JibunBank and others.

Table Of Contents

KDDI, AU and UQ Communications: Pioneers of Mobile Music and Flat Data Rates, Analysis Report
Executive Summary: KDDI's success story

KDDI's profile

KDDI's main businesses: core businesses, affiliates (corporate structure, fixed/mobile sector financials)
KDDI's revenues and operating income for the mobile, fixed lines and other business segments (data for 2000-2010)
KDDI's operating income for mobile, fixed line and other business segments (2004 - 2010)
KDDI's history (graphics showing major mergers and acquisitions history since foundation of KDD in 1953 up to 2007)
History of KDDI's services for fixed line and mobile services covering 1986-2008
KDDI's financials

KDDI's detailed annual and quarterly data for revenue, operating income, net income (data for 2000-2009, projections to FY 2010),
and compared to NTT, NTT Data, NTT DoCoMo, and Softbank
KDDI's revenues and operating income for the mobile, fixed lines and other business segments (data for 2000-2010)
KDDI's operating income for mobile, fixed line and other business segments (2004 - 2010)
KDDI's operating margins compared to DoCoMo and SoftBank (data for 2000-2009)
ARPU (average revenue per user / subscriber compared to DoCoMo and SoftBank)
KDDI's capital expenditure, investments shown for major segments of business (data for 2004-2010)
Quarterly financial results

Impact of the change of business model for the handset business
Quarterly revenues compared to annual revenues (DoCoMo, KDDI, SoftBank, for 2005 - 2009, with projection to 2010)

Quarterly operating income compared to annual operating income (DoCoMo, KDDI, SoftBank, for 2005 - 2009, with projection to 2010)

Quarterly net income compared to annual net income (DoCoMo, KDDI, SoftBank, for 2005 - 2009, with projection to 2010)

Quarterly operating margins compared to annual operating margins (DoCoMo, KDDI, SoftBank, for 2005 - 2009, with projection to 2010)

Spectrum and base stations

How many base stations does KDDI have deployed? (number of KDDI base stations for 800 MHz and 2GHz bands, and for TuKa and UQ - WiMax for 2006-2009)
New business: UQ Communications, WiMax

Detailed explanation of introduction time line, business strategy and services but KDDI's new WiMax services
Capital structure and co-investors
Service strategy and business strategy
Time line of roll-out of services
UQ Communications Inc, Capital structure (investments, and voting rights for top 6 share holders before and after capital increase on May 21, 2009)
UQ Communications: time plan
How many base stations does UQ Communications have deployed and planned for the future? (number of WiMax base stations planned in 20130, and
current number deployed for 2008-2009)
Marketing strategy
New Business: Jibun Bank - Jibun Bank's success story

Detailed explanation of introduction time line, business strategy and services but KDDI's new mobile bank
Time plan
Business targets (number of accounts, amount of deposits targeted for 2010-2012)
au JIBUN Card
KDDI money program
"Customer Satisfaction" - KDDI's strategies in the sandwich position between NTT and SoftBank

Customer Satisfaction campaign and strategy
KDDI's mobile strategies
KDDI's fixed net strategies, Metal-Plus and Triple play on FTTH
KDDI's position in Japan's markets

KDDI's market position
Japan's telecommunication landscape (graphics showing all major players, and recent mergers and acquisitions, date: January 2009)
KDDI on position No. 2 (graphics showing sales of major players to FY 2009)
Origin and "DNA" of Japan's telecom operators
The TOYOTA Connection

KDDI's share holder structure
The Toyota - KDDI relationship and synergies
Fixed line markets

Summary - KDDI's overall strategy
Fixed line telephony markets (graphics showing all major players)
Basic phone voice services - Metal Plus

Market shares of local and medium distance carrier preference for Sept 2004
Effects of competition of price reduction/increases for major service segments
Unbundling of fixed line services
KDDI's IP telephone services
Competition for basic voice telephone services
Broad band (Triple play), Hikari-One

Development of Japan's broad band markets: history, today, trends
ADSL subscriptions in Japan (data for Sept 2004)
Broad band internet ISP subscriptions in Japan (data for March 2004)
KDDI's web portal ranking (access data for top 15 web portals, April 2004)
KDDI's Broad band business and strategy

KDDI's Broad band services
Triple play on FTTH, Hikari-One
KDDI's Wireless businesses: AU

AU
KDDI's market position in Japan's wireless markets
KDDI's mobile services
KDDI's firsts, innovations and strategy
KDDI's and AU's spectrum allocations
AU's market position

AU market position - summary
AU focus on 3G, summary
3G market statistics (data of 3G subscriptions for FOMA, Vodafone/SoftBank-3G, KDDI CDMA2000-1X and CDMA2000-1X EVDO (WIN) in Japan for 2001-2009
KDDI gains market share: statistics of mobil phone subscription numbers for all mobile operators including PHS (DoCoMo, KDDI, SoftBank, Willcom) (data for 1998-2009)
Market shares of mobile operators (DoCoMo, KDDI, SoftBank and Willcom) in Japan's mobile phone market (all mobile phones and cellular market only, data for 1998 - 2009)
Month-to-month growth/loss for KDDI (AU and TuKa), DoCoMo, SoftBank and Willcom subscribers (monthly gain/loss of subscribers for 2004 - 2009)
3G and 3.5G in Japan
AU setting the agenda for new business models

Business models vs competing on price
Charges, ARPU and business models for 3G
Voice calls KDDI/au vs DoCoMo and Vodafone (table compares voice call pricing for 2G and 3G)
Data pricing
Data charges for 3G: metered vs flat rates
Data charges for 3G and 2G
Data charges for 3G at high volumes
Data charges for 3G at high volumes and compared with PHS
Impact of flat rate mobile internet access

Details of flat rate data charges on 3G
Details and impact of flat rate mobile internet rates
AU's winning strategy cocktail

AU's winning strategies
Strategic tool
The AU design project

Significance
Summary of the AU design project (data for 2001-2008)
Infobar (2001-2002) and Infobar-2 (2006)
AU Design Project 2006 (cypres, kaos, vols)
talby
Penck
The KDDI designing studio

Overview and images
KDDI designing studio vs the SoftBank flagship store in Shibuya (the former Vodafone flagship store)
KDDI designing studio: outline
AU competitive mobile phone design

AU competitive mobile phone design for specific segments
Accessories
Style up panels
Sweets
EZweb - mobile internet

EZweb - different from i-Mode
EZweb's strategic differentiation
The official menue
English menu - global site
Mobile search on AU/EZweb and GOOGLE

Mobile search
GOOGLE - KDDI/AU partnership
Mobile music as a competitive advantage for KDDI/AU

Mobile music in Japan - introduction
KDDI/AU has consistently used music as a competitive advantage
Music distribution via EZweb
Characteristics and trends
Mobile music compared to total music market (data for 1994-2004, projection to 2010)
Mobile music market size in Japan (data for 1994-2004 with extrapolation to 2006/2007)
Chaku-uta, Chaku-Uta-full vs i-Tunes (data for 2003-2005 with projection to 2006)
AU's music distribution channels
KDDI Chaku-Uta-Full
Chaku-Uta-Full - J-POP menu, top 3 chaku-uta-full sites
LISMO - au Listen Mobile Service

LISMO overview
Utatomo, social networking via music
AU Music Port, and LISMO Music Store as a competitor to i-Tunes
LISMO Music Store
Music-HDD mobile phone as a competitor to iPod
EZ.FM and the "On Air Check Appli" - selling mobile music

Overview
Menu site structure, segmentation, analysis and discussion
On Air Check Appli screen images and functionality
EZchannel as a specific 3G services and a means of competitive differentiation

Top menu
What is EZchannel?
EZchannel program guide menu
Sample list of subscribed EZchannels
Examples of several EZchannel issues
AU location based services and GPS: EZnaviwalk

GPS and EZnaviwalk
Description and functionality with sample screen images
EZnaviwalk user interface and functions: train travel, car travel, walking, and other functions
Test report on location determination accuracy (simple test)
3D navi - 3D navigation
Location based security and emergency services
"EZ Book Land"

Overview
Menu site structure, segmentation, analysis and discussion
eBooks for mobile phones

Menu site structure, segmentation, analysis and discussion
Site listings for eBooks
Sample eBook online store
Read an eBook, demonstration with screen images and sample pages
"EZ Game Street"

Menu site structure
AU's EZweb strategy

KDDI's m-commerce businesses
EZweb shopping and auctions
AU's m-commerce portal portfolio
AU shopping and auctions, AU shopping mall
KDDI The Card - and KDDI Money Program

KDDI's emerging credit and banking business
Mobile TV and video

SONY-Ericsson's AU moble phone for one-seg mobile digitial terrestrial TV
Mobile TV in Japan - overview
1-seg broadcast vs IP-TV
Combining mobile digital TV and mobile internet
Duogate and AU-My-Page

Duogate
AU-myPage
Summary: KDDI's success story

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