Why the iphone has long ruled the Japanese handset market

At present, many Chinese people in the pursuit of Apple, in fact, in neighboring Japan, the pursuit of Apple in contrast to the Chinese people. According to relevant data, the IPhone 6 and 6 Plus subscriptions have only 3 billion dollars in revenue for the mainland market. In China, although the iphone is hot, but sales are not lost to Samsung and millet, we saw that in 2012 ~2013 years a long time, Samsung long occupied the top domestic smartphone sales, in 2014 years, Samsung decline significantly, the second quarter of 2014, Millet in the intelligent machine shipments began to surpass Samsung. Apple's share of the smartphone market in China was 7.5% in the first half of the year, ranking 7th. In the domestic market, Apple sales not only lagged behind Samsung, but also lagged behind the domestic manufacturers of China cool and millet.

Although the iphone in many countries in the world market is ranked first or second. But you know, Japan is a country that has its own peculiarities, that is, its own in the industrial consumer electronics and other fields relatively closed to the system, foreign brands especially in the consumer electronics market brand almost difficult to open sales in Japan, you know, at the time of Nokia's most brilliant, the Japanese market is also lost to Japan's local Sony and Sharp, All the rout. In 2009, the iphone's foray into the Japanese market was also sung by the industry, but a year later the iphone occupied 46% of Japan's smartphone market. Data show that by August 2010, IPhone4 's 32G and 16G version two models accounted for 71.1% of Japan's share. Since then, the iphone phone series in Japan basically presents a single big stable situation. By the IPhone6 release, the pattern was further strengthened, with media data showing that the IPhone 6 accounted for 7 of the best-selling 9 smartphones of the year September. Among Japan's best-selling smartphones in October, the top 6 were iphone 6. In September, October and November for three consecutive months, iPhone6 the top of Japan's smart machines. In Japan's smart-machine market, the iphone is almost eminence. The question is, why does the iphone long dominate the Japanese smartphone market?

Soft silver introduced into the iphone to achieve localization through the mode–compatible closed framework System

As mentioned earlier, Japan's country has its particularity, that is, before the iphone hit Japan, the Japanese mobile phone market is also monolithic, outside the brand can not enter, and Japan's mobile phone has long been in a state of self-sufficiency, forming a closed internal circulation system. But Japan's mobile internet environment is ahead of the world at that time. Some academics have pointed out that "Japan is the first mobile internet market, the broadband Internet market," which is almost the same as the global trend of Internet development, the Japanese mobile phone market has long been under the control of Japan's largest operator, NTT DoCoMo, and in 2001, NTT DoCoMo has started running the world's first 3G network. As we all know, at that time was still in the age of the function machine, at this time, NTT DoCoMo set up a set of closed system called mode–compatible. The Japanese smartphone in this closed system, is the operator to dominate the entire mobile phone industry chain, that is, NTT DoCoMo is responsible for 3G network operations, mobile phone customization development, but also content distribution platform. This is almost identical to the later Apple's closed system, which is centered on iOS. The customized mobile phone, which is led by NTT DoCoMo, also matches the needs of Japan's developed mobile internet environment, and can almost accomplish most of the functions that the smart machine can achieve.

When the iphone was popular around the world, the NTT DoCoMo planned to introduce the iphone, but could not accept Apple's relatively harsh condition: Apple's demand for a certain amount of sales and the opening of the NTT Patent, and NTT DoCoMo therefore abandoned the introduction, But then Japan's smaller operator SoftBank complied with the big push to introduce the iphone, and accepted Apple's split and terms. Even carried out without a down payment, 0 yuan purchase, within one year if the battery damage free replacement, and development can be used to match the Japanese user habits of external devices and apps, laying a large number of WiFi hotspots to solve the soft silver spectrum and network is not dominant problem. These measures are more complete for the iphone to be localized in Japan, and corresponding to Japan's developed mobile internet environment. For SoftBank, the successful introduction of the iphone has attracted a large number of Japanese users to its network, causing a surge in traffic demand. In this way, after the iphone successfully attracted the first users, the equivalent of the Japanese operator-led mobile phone industry closed system cut a hole, break through the mode–compatible system framework, attracting more and more high-tech and fashionable, cool culture of young Japanese.

The mode–compatible, led by NTT DoCoMo, developed a habit of marrying the iphone.

In addition, it is mentioned earlier that the DoCoMo-led mode–compatible is almost identical to the later Apple's closed system with iOS as its core. The iphone is Iphone+ios+appstore, and the mode–compatible of the NTT DoCoMo is a much better closed system for the user experience. It can be seen that mode–compatible train Japanese users of mobile internet habits and needs, but the iphone has a better touch screen and software and hardware integration experience, is the mode–compatible upgrade of the evolutionary version. For example, Japan's NTT DoCoMo-led function, although the early development of the user's mobile internet habits and experience, but the Japanese feature machine whether in the download app or in search, shopping, mail delivery, music, reading, social login and many other aspects of the experience and the iphone is far from the difference, Coupled with the mode–compatible of the development framework for mobile applications, this makes the pursuit of trendy, cool, fashionable culture of the Japanese accelerated to the embrace of the iphone. Under the global trend of the iphone, KDDI, Japan's second-largest operator, has also started to introduce the iphone. In 2013, the NTT DoCoMo also had to work with the iphone under pressure from profit and sales, and since then, the iphone has largely ruled the Japanese smartphone market, after IPhone6 's release, from the Japanese smartphone market rankings, The iphone's unique pattern in Japan has been reinforced.

As can be seen, Japan's NTT DoCoMo mode–compatible cultivate user habits, but in the mobile Internet by leaps and bounds, the mode–compatible model is too complex and cumbersome compared to the Apple App Store, but the iphone is through a better advanced model in the promotion of soft silver, Successful access to mainstream Japanese users, so, the NTT DoCoMo mode–compatible years of closed soft and hard integration of mobile internet operations to cultivate user habits and user base, but just for the iphone made a wedding dress.

Japan's mobile phone industry for long-term operators lack of software ecological layout and user demand perception

It can be seen that the Japanese mobile phone industry has become closed, the failure is closed. Mode–compatible matching Japan's developed mobile internet market demand, but in this system, the Japanese mobile phone has long been the operator of the factory, immersed in the mobile phone parts hardware work grinding, resulting in high cost of mobile phone development. At a time when the mobile internet environment has gone by leaps and bounds, it has lost its perception of user needs and the overall market trend, for example, when software ecology is lagging behind, and we know that Sony's declining node in the mobile terminal is almost at the same time as the iphone entering Japan.

Sony has too strong a hardware-making gene, but in the software ecological construction is almost blank, in the industrial era, Sony is Japan's pride, but in the global popularity of mobile internet, Sony mobile phone hardware experience has gradually lost the perception of the user experience, from the Sony three mobile phone to the proud Xperiaz series, Z , Z1, Z2, Z3 and other flagship are in the market forgotten corner. The decline of the Japanese handset industry, represented by Sony, makes it hard for the iphone to find a strong rival in Japan, an objective external condition for the iphone to easily take over the Japanese smart-machine market.

You know, Japan's NTT DoCoMo also did not give up the efforts to combat the iphone, for example, after 2013, Japan's NTT DoCoMo has launched Sony "XPERIA Z" and Panasonic "Eluga X" and other large-screen smartphones, but the iphone in Japan, the big hot, The DoCoMo-led handset against the iphone basically ended in failure. Previously mentioned, Sony Panasonic and other large-screen mobile phones, although in the hardware excellent workmanship, but the software ecological construction is weak. To be aware, Japan is a developed gaming industry, which makes software development and ecological construction based on mobile games is particularly important, and the iphone App Store, whether in attracting developers to develop a variety of applications upload and online control experience excellent, in software running, The experience of handling the experience also hit the Japanese user's pain point. IPhone6 Plus is strong in Japan, and the latest graphics API for the metal in IPhone6 plus also increases the game performance of the next-generation iOS. At the same time, it is also related to the Japanese way of life and urban culture, Japan is a well-developed subway transportation country, and the Japanese user mobile phone use of many scenes are in the subway, bus time, many users in the subway and other debris time to play games, watching video, Apple's iOS excellent control experience and app The store, a global application store, has the advantage of manipulating and experiencing gaming applications to match the needs of Japanese users.

The fashion technology of the iphone matches the Japanese fine culture

From a cultural perspective, we know that Japan in the construction, clothing, electronics and many other fields are pursuing the process of grinding and exquisite appearance, the mainstream of Japan more highly praised exquisite process culture. iphone series mobile phone fashion technology positioning and adjustment also fully fit the Japanese for fashion, exquisite, beautiful, cool product design needs. But the pursuit of fashion and cool for mainstream users is also related to the relatively high income of Japanese nationals. and the domestic economic development level also determines the Chinese cool Lian millet, such as low-end smart machine long-term occupy the mainstream in China, Apple in the Chinese market is sought after, but does not occupy the mainstream.

On the other hand, Sony's founder, Morita, was once the idol of jobs, and now Apple is in Japan's smartphone market, pushing Sony to the corner. It can be seen that the current Japanese mobile phone industry, is also rethinking and make a variety of efforts. Japan's pursuit of industrial times hardware excellent workmanship is worthy of respect, but always be defeated by the trend of the times. With the decline of Japan's sharp and Sony, there is no sign of the rise of Japan's emerging handset makers, and in addition to the iphone and Android camps, Japanese handset makers also lack an autonomous operating system, which could mean that the iphone will dominate Japan's entire smartphone market for a long time to come, But with the "Galapagos syndrome" of Japan is good at the world's mainstream system outside of a system, and good at learning foreign advanced technology ideas to break through the dilemma, the future of Japan can break the iphone's dominance is hard to say, at least now see this trend and signs. But Japan's decline in the mobile phone industry, it is worth the domestic mobile phone industry warning.