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News Releases
2007
KDDI Announces Results of Survey on Pay Multi-channels Broadasting Market for Mobile Phones <Material>

Results of Survey on the Marketability of Pay Multi-channel Broadcasting for Mobile Phones

1. Overview of Survey
1.Survey Method
Internet Survey
CLT (Face-to-face interview)
2.Target
All segments based on the demographic ratio of the Japanese population
High ARPU segment in Tokyo and surrounding areas
3.Explanation of services
Presentation of about 4 minutes of video clips and explanation of features of services
The explanation on the left and actual demonstrations of services.
4.Period
1st - 3rd October 2006
30th Sep - 3rd Oct 2006
5.Effective Responses
3000 samples
227 samples
6.Profile of Respondents
Gender: 
Males 50.5%, Females 49.5%
Age: 
19 and below 8.8%, 20-35 34.4%,
36-59 53.2%, 60 and above 3.6%
Gender: 
Males 44.1%, Females 55.9%
Age: 
19 and below 2.2%, 20-35 49.3%,
36-59 45.8%, 60 and above 2.6%
7.Conducted by
MediaFLO Japan Planning Company, KDDI Inc., QUALCOMM Japan
(Survey Company: Accenture)

2. Premise of Survey
Service images of the following services were provided as examples in the surveys.

1.Video streams
2.Audio Streams
Viewing of TV programs on real time. A variety of programs, such as news, sports, movies, etc can also be enjoyed.

Contents Example:
News flashes, live sports coverage, entertainment channels, healing channels, variety programs, education programs, English conversation programs for business people, etc.
High quality music and music programs on real time.

Contents Example:
English conversation programs, music programs, sports broadcasts, novels recitations, etc.
3.Clipcast media with memory management
4.IP data-casting
Pre-selected programs (videos, audios, music) are automatically downloaded onto the mobile phones, allowing users to watch the program anytime anywhere.
Each channel is refreshed 4 - 5 times per day, and latest information and programs accumulated (same genre) are automatically sent to the mobile phones. Time for each program differs from program to program.
(Accumulated time for multi-channels is a few hundred minutes/day)

Contents Example:
News (5 min), Sports Digest (15 min), Drama series (30 min), movies (2 hours), etc
Latest information on pre-selected contents are automatically received. Necessary information can also be reflected on the waiting screens of mobile phones. IP data can be renewed a few times per day or continuously, depending on the programs.

Contents Example:
Sports results, weather, emergency news, traffic updates, stocks, etc.

3. Survey Data
Intention to Use
Q-1: Do you want to use MediaFLO services?
Overall intention to use (Internet Survey)

* 41% replied yes.

Intend to use
8%
May intend to use
33%
Can't say
40%
Will not intend to use
19%
Total
100%
Graph: Overall intention to use (Internet Survey)

Intention to use after trying the services (CLT)

* A high 81% replied in the affirmative after trying out the services at a demonstration

Intend to use
43%
May intend to use
40%
Can't say
14%
Will not intend to use
3%
Total
100%
Graph: Intention to use after trying the services (CLT)

Comparison between trials and non-trial cases (Internet survey with same segment as CLT)

* 52% replied yes for the same segment with the CLT in the internet survey. This shows users are more likely to use the services after them.

Intend to use
13%
May intend to use
39%
Can't say
37%
Will not intend to use
10%
Total
100%
Graph: Comparison between trials and non-trial cases (Internet survey with same segment as CLT)

Usage Needs
Q-2: Where do you intend to use MediaFLO? (Internet Survey)

* 40% responded "when traveling to work or to school" .

When traveling to work or to school
40%
While waiting
11%
Rest or waiting time in office or school
16%
At home
13%
Travelling other than to work or school
11%
Others
9%
Total
100%
Graph: Where do you intend to use MediaFLO? (Internet Survey)

Contents Genre Needs
Q-3: Which of the following types of content genres are you most interested in?

* News and movies, dramas and animations were rated the highest.

News
41%
Movies, dramas and animations
21%
Information Programs
7%
Sports
12%
Music broadcasts
10%
Variety, entertainment
6%
Education, learning
3%
Total
100%
Graph: Which of the following types of content genres are you most interested in?

Broadcasting styles
Q-4 [1] If the following four types of broadcasting styles can be used to broadcast channels, which do you want to use?

[1]  Refer to [Annex] MediaFLO's broadcasting styles

* All broadcasting styles were in demand.

Video Streaming
35%
Audio Streaming
21%
Clip Cast
25%
IP Data
18%
Total
100%
Graph: If the following four types of broadcasting styles can be used to broadcast channels, which do you want to use?

Graphic Quality/Usability
Q-5: How do you feel about the quality of the graphics? (CLT Survey)

* 92% responded positively.

Very good
43%
Good
49%
Bad
7%
Very bad
0%
Total
100%
Graph: How do you feel about the quality of the graphics? (CLT Survey)

Q-6: How do you feel about the style of choosing programs from the electronic program schedule? (CLT Survey)

* 87% responded positively.

Very good
21%
Good
66%
Bad
12%
Very bad
1%
Total
100%
Graph: How do you feel about the style of choosing programs from the electronic program schedule? (CLT Survey)

Q-7: How do you feel about the time required to change channels? (CLT Survey)

* 78% responded positively.

Very good
22%
Good
56%
Bad
21%
Very bad
1%
Total
100%
Graph: How do you feel about the time required to change channels? (CLT Survey)

Number of channels
Q-8: What is the minimum number of channels required as channel line-up? (CLT Survey)

* Minimum number of channels 20 and less: 23%, minimum 30: 45%.

5 channels and below
4%
6 - 10 channels
12%
11 - 20 channels
17%
21 - 30 channels
22%
31 channels and above
45%
Total
100%
Graph: What is the minimum number of channels required as channel line-up? (CLT Survey)

Potential Market Size
If services are provided at 900 yen, 5 years from the introduction of the services, 40 million users are expected to use the services, giving a direct market size of approximately 4.5 billion yen. The market is expected to expand to 19 billion yen after taking into consideration the first and second waves of implementation. Ultimately, we can expect to see an estimated 45 ? 50 million users and approximately 20 billion yen (estimations by Accenture).

Potential Market Size (Number of Users, Direct/First/Second waves of implementation)
Graph: Potential Market Size (Number of Users, Direct/First/Second waves of implementation)

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