Mobile phones seem to have become a ubiquitous phenomenon of the
societies of the industrialized nations in the 1990s and the
beginning of the 21st century. Even though Japan is not the leading
market in terms of penetration rate, it is still considered to be
the world's most innovative and advanced mobile communications
market. Especially in the field of mobile commerce, Japan is
regarded as a role model for markets in other countries and Western
firms are trying to learn their lesson from Japan's experience.
This book is to provide an introduction to the Japanese mobile
communications market from a consumer behavior perspective.
Consumers and their behavior and perceptions lie at the heart of
the analysis of this book. The goal is to shed some light on the
driving forces in the Japanese mobile telephone market, which
basically made Japan the leading market in mobile phone technology,
as it was the first country in the world to have introduced mobile
internet, camera phones and mobile telephony of the third
generation. In order to better understand the factors behind
Japan's superiority, the market will be scrutinized both from the
supply side as well as from the demand side.
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