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