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1 KDDI R&A KDDI Kindle ipad ICT Emerging DevicesConnected Devices ipad TV IP CES2010 3G LAN Wi-Fi CES2010 USA Today CES Apple Amazon Google Intel Microsoft Plastic Logic Primeview International E-ink Martel Camangi Ford Motor Sprint AT&T Emerging Device Connected Device ipad Kindle GUI Activity Based Computing ARPU MVNO itunes HTML5 PAGE 1 of 14
2 Title The State of Emerging Devices and their Business Models Author Masakazu Kobayashi (Research Fellow, KDDI Research Institute) In recent times there has been an increasing number of new devices (gadgets) on store shelves in Japan. They include netbooks, smartphones, tablets, e-readers, Web TVs, picture frames and so on. These so-called emerging devices are all connected to the Internet, mostly without wires, and this connectivity allows people to download and consume various kinds of content such as music, text, photo, video and combinations of these media. Abstract With a regular cell phone already in nearly every Japanese pocket and purse, major mobile operators (carriers) in Japan are now paying increasing attention to these emerging devices (also known as non-regular cell phone devices) as potential new sources of income. Some devices, such as smart phones and picture frames, have already become significant revenue generators, and companies are constantly on the lookout for upcoming lucrative devices. In January 2010, we attended the Consumer Electronics Show (CES) to survey the emerging devices exhibited in the gigantic 2 million square feet exhibition. As anticipated there were lots of e-readers and a number of tablet PCs in the venue, and these products drew most attention because of the current e-book boom, and interest fueled by the imminent release of the ipad in the U.S. Based on observation and on-site interviews with the exhibitors at CES, the first half of our report outlines the features and development trends in the emerging devices market. The second half will focus on business models for these emerging devices, separating them into 6 categories, and evaluating the pros and cons of each. We hope that understanding these developments will help mobile operators to chart a course for their future. Emerging Device Connected Device ipad Tablet Kindle E-Reader E-Paper Keyword touch screen single-purpose-device general-purpose-device GUI Activity Based Computing Ubiquitous Computing vertically integrated business model ARPU MVNO Cloud Computing itunes streaming service HTML5 PAGE 2 of 14
3 3 PC3 Apple ipad CEO Steve Jobs TV CES2010 Intel 1 CPUIntel IT Emerging Device Connected Device PAGE 3 of 14
4 1 Intel CES Kindle AmazonCEO Jeff Bazos Forrester Research Kindle 35 NPD Group 9 1 PAGE 4 of 14
5 1 NPD Group CES Reader Daily Edition 2 Plastic Logic QUE ProReader 3 Plastic Logic 2010 QUE ProReader 2 Sony Reader Daily Edition 3 QUE ProReader PAGE 5 of 14
6 2CES 1 1 Kindle Reader Daily Edition QUE ProReader Skiff 6 News Corp. Skiff Reader Amazon Touchco Apple App Store Amazon Kindle ipad Kindle E-ink Primeview International Liquavista CES2010Electrowetting 4 Kindle ipad 4 Liquavista PAGE 6 of 14
7 IT ipadapple Steve Jobs Apple ipad Amazon Kindle Kindle3 Amazon Forrester Research ipad Camangi NEC NTT i CES Dash 5 5 Sony Dash Dash ipad PAGE 7 of 14
8 Dash ipad 5 8iPad Dash Marvel CES 6 6 Marvel DTC ABC DTC 1960 SRI PARC PAGE 8 of 14
9 PARC Alto GUI Apple Computer Apple 1984 Macintosh GUI DTC 90 iphone Activity Based Computing ABCTask Centric Computing Kindle ipad Ubiquitous Computing PARC Mark Weiser Weiser The Computer for the 21st Century PHP PAGE 9 of 14
10 マルチ デバイス時代の到来と ビジネスモデル 前編 ペン や 窓 や 時計 などが高度な情報処理機能を備え それらが全てネッ トワーク化されると予想している つまりユビキタス コンピューティングとは これまで私たちの生活に根を下ろしてきた伝統的なモノや道具 装置類が コンピ ュータ化するプロセスでもある 図表2 これによって私たちは普段 コンピュー タを使っているという特別な意識がなくなるのだ 図表2 コンピューティング パラダイムの転換 著者作成 PAGE 10 of 14
11 Google Intel CES 7 Parrot Intel MediaPhone 7 Parrot 7 Intel Media Phone 8 Boxee Box PAGE 11 of 14
12 8 Boxee Box Intel GoogleIntel ARM Medfield Google Android Intel Google TV TV Android Boxee Box Google Microsoft Microsoft OSOS Microsoft Auto Windows Automotive 2 Microsoft Ford Motor 2007 CES2010 Ford Sync 9 Microsoft Auto Ford Sync Microsoft Sync Sync AppLink GM EV PAGE 12 of 14
13 9 Ford Sync UI AT&T Sprint 3 Sprint 2007 Amazon Kindle MVNO Amazon Sprint Kindle Kindle 12Amazon Sprint ARPU 1 Kindle Amazon PAGE 13 of 14
14 AT&T2009 Amazon Kindle Sprint Kindle AT&T Emerging Device Kindle 54 2 PND Personal Navigation Device AT&T Wall Street JournalAT&T ARPU 1 KDDI IT PHP BP PAGE 14 of 14
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