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Makoto

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This document summarizes the online landscape in Japan. It notes that Japan has over 70 million internet users and 80 million cell phone subscribers, many of whom access the internet via their phones. It then focuses on the Yomiuri Shimbun newspaper, which publishes 10 million copies daily and launched an online version called Yomiuri On Line in 1995, which now receives over 200 million page views per month. It also discusses Keitai Yomiuri, the cell phone version of the newspaper's content which has over 300,000 subscribers paying $2 per month.

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Online Landscape in Japan Makoto Ota The Yomiuri Shimbun, Tokyo April 16, 2004

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For Your Understanding  Japan has:  127 million population  5 major national papers and many other regional papers  Subscription per HH: 1.07 in 2003  Home-delivery rate: 93.9% in 2003  2 editions on weekdays: morning & evening; 1 on Sundays: morning

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For Your Understanding 2  Japan has:  70 million Internet users, HH penetration 81.4% in 2002  BB via ADSL prevails Source: Ministry of General Affairs, 2004

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For Your Understanding 3  Japan has;  80 million cell phone subscribers, of which 68 millions are mobile-internet users  All-in-one gadget w/ Java, digital camera, a memory card slot, bar-code reader, IrDA, MP3 player, GPS+navigation, doc+xls+pdf reader… & IC chip, digital TV receiver, and beyond 0 10 20 30 40 50 60 70 millions 2000/6/1 2001/6/1 2002/6/1 2003/6/1 # of celluar internet subscribers (Source: MoGA, Telecommunications Carriers Association, Docomo Report Feb. 2004; http://www.nttdocomo.com/files/presscenter/34_No16_Doc.pdf)

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The Yomiuri Shimbun  Founded in 1874, to turn its 130th anniversary this year  Publishes 10 million copies a day  In cooperation w/ The Washington Post, LA Times, Chicago Tribune, The Times (London), Le Figaro…  Governs TV stations, a symphonic orchestra, The Giants, and so on  Reads from top to bottom  Also has an English daily, “The Daily Yomiuri”

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Yomiuri On Line  Launched in June, 1995  PV: 200 millions (Jan. 2004); UU: 5 millions at home, 3 millions in office  Ads revenue in FY2003: $7.6 million (15% up)  News + features such as jobs, health, women, cars, money, travel, net&digital, etc.

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Keitai Yomiuri  NTT Docomo introduced first in Feb., 1999  Among 80 million cell-phone users, 68 million subscribe to keitai-internet  The Yomiuri feeds news, ring-tone melody, photos, email updates for baseball funs  w/ 300 thousands subscribers paying $2 monthly, resulting in $7 million revenue annually

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How YOL works  Updated continuously whenever available, like a news agency or a blog  “Distribution Center,” created in Mar. 2000, enables to publish articles online on 24/7 basis  Same articles as the paper & some materials purchased for features  News Flow: Reporters Sr. reporter called “Captain” Editors/DC Proofreading Dept. Editors/DC Paper or Web or Cell phone or Electronic Signboard and so on

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Market & Problems  Competitors: Other papers. Not so much Yahoo! News in Japan. Not yet Google News  Business model: Only ads, No link  Broadband contents: Few movies

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Makoto

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Makoto

  • 1. Online Landscape in Japan Makoto Ota The Yomiuri Shimbun, Tokyo April 16, 2004
  • 2. For Your Understanding  Japan has:  127 million population  5 major national papers and many other regional papers  Subscription per HH: 1.07 in 2003  Home-delivery rate: 93.9% in 2003  2 editions on weekdays: morning & evening; 1 on Sundays: morning
  • 3. For Your Understanding 2  Japan has:  70 million Internet users, HH penetration 81.4% in 2002  BB via ADSL prevails Source: Ministry of General Affairs, 2004
  • 4. For Your Understanding 3  Japan has;  80 million cell phone subscribers, of which 68 millions are mobile-internet users  All-in-one gadget w/ Java, digital camera, a memory card slot, bar-code reader, IrDA, MP3 player, GPS+navigation, doc+xls+pdf reader… & IC chip, digital TV receiver, and beyond 0 10 20 30 40 50 60 70 millions 2000/6/1 2001/6/1 2002/6/1 2003/6/1 # of celluar internet subscribers (Source: MoGA, Telecommunications Carriers Association, Docomo Report Feb. 2004; http://www.nttdocomo.com/files/presscenter/34_No16_Doc.pdf)
  • 5. The Yomiuri Shimbun  Founded in 1874, to turn its 130th anniversary this year  Publishes 10 million copies a day  In cooperation w/ The Washington Post, LA Times, Chicago Tribune, The Times (London), Le Figaro…  Governs TV stations, a symphonic orchestra, The Giants, and so on  Reads from top to bottom  Also has an English daily, “The Daily Yomiuri”
  • 6. Yomiuri On Line  Launched in June, 1995  PV: 200 millions (Jan. 2004); UU: 5 millions at home, 3 millions in office  Ads revenue in FY2003: $7.6 million (15% up)  News + features such as jobs, health, women, cars, money, travel, net&digital, etc.
  • 7. Keitai Yomiuri  NTT Docomo introduced first in Feb., 1999  Among 80 million cell-phone users, 68 million subscribe to keitai-internet  The Yomiuri feeds news, ring-tone melody, photos, email updates for baseball funs  w/ 300 thousands subscribers paying $2 monthly, resulting in $7 million revenue annually
  • 8. How YOL works  Updated continuously whenever available, like a news agency or a blog  “Distribution Center,” created in Mar. 2000, enables to publish articles online on 24/7 basis  Same articles as the paper & some materials purchased for features  News Flow: Reporters Sr. reporter called “Captain” Editors/DC Proofreading Dept. Editors/DC Paper or Web or Cell phone or Electronic Signboard and so on
  • 9. Market & Problems  Competitors: Other papers. Not so much Yahoo! News in Japan. Not yet Google News  Business model: Only ads, No link  Broadband contents: Few movies

Editor's Notes

  1. NYTDは2003年収入が$88 million MSN and Mainich cooperate their news site No AdSense