N Screen Services and Multi-Device Services are often used in the same meaning. Technically speaking, however, Multi-Device Service is a broader concept that encompasses N Screen Service. Multi-Device Service is, literally, to provide the same content or services on a variety of devices. Along with the evolution of the ICT environment, Multi-Device Services have been evolving as well.

To begin with, thanks to the extension of internet-enabled devices, online content and online service channels have expanded. On top of this, more recently, the environment where consumers use multiple devices according to time and place is being created. In this situation, multi-device platforms are gaining attention for enabling users to enjoy the same content or services seamlessly, irrespective of which device / medium is used.

The former focuses on the extension of distribution channels from the supplier’s point of view with “One Source, Multi Channel” in mind, whereas the latter does on the diversification of offers and the continuity of services for the benefit of consumers, which can be aptly described as “One User, Multi Device”. N Screen which is recently getting attention is part of the latter. It falls into the broader concept of Multi-Device Services. N Screen is about enabling the user to use multiple devices, which means, it should be made up of integrated platforms for multi-devices.

This report analyzes the current situation and strategy of device makers, telecom carriers, Internet service providers regarding N Screen and Multi-Device businesses. The scope of the report is as follows:

• The report is confined to entertainment content, personal storage, and advertising business strategy. Commerce & Smart Work Solution are clearly different from others in terms of the way the value chain is formed, therefore it is considered necessary to exclude them from this report and analyze them separately.
• The report covers an analysis of businesses concerning new-concept media players, smartphones, smart tablets, smart TVs and e-book readers.
• The report also includes services that meet the two requirements stated above but are not in line with the concept of N Screen (building an integrated platform for various devices to enable seamless viewings of the same content on multiple devices). It is because smartphones, smart tablets, smart TVs, and new-concept media players embedded with the common OS and platform are viewed from the mid-to-long term perspective as part of strategies to connect devices in pursuit of N Screen business.

TABLE OF CONTENTS

Executive Summary       

1. Background of Japanese N Screen Market ­ Prospects for Smartphone, Smart Tablet & Smart TV Markets
  1.1 Japanese Smartphone Market Forecast (2010-2014)
  1.2 Japanese Smart Tablet Market Forecast (2010-2014)                        .
  1.3 Japanese Smart TV Market Forecast (2010-2014)

2. Value Chain & Business Model Analysis             
  2.1 Value Chain
  2.2 Device-centered Business Model                 
  2.3 Content-hub Business Model
  2.4 Smart Storage Business Model                
  2.5 Advertising Platform Business Model                  

3. Elements of Ecosystem         

4. Major Companies' Business Strategies for Japan
  4.1 Device Makers
      4.1.1 Apple     
      4.1.2 SONY       
      4.1.3 Sharp      
      4.1.4 Nintendo
4.2 Mobile Carriers           
      4.2.1 Docomo
      4.2.2 KDDI
  4.3 Internet Service Providers          
      4.3.1 Google
      4.3.2 Mobage-town (DeNA)
      4.3.3 GREE

5. Conclusion - Strategic Direction and Issues           

LIST OF FIGURES

[Figure 1] Drivers for N Screen Business Facilitation .11
[Figure 2] Japanese Smartphone Market Forecast (2010 - 2014) .13
[Figure 3] Japanese Smart Tablet Market Forecast (2010 - 2014) .15
[Figure 4] Japanese Smart TV Market Forecast (2010 - 2014) .16
[Figure 5] N Screen Value Chain 17
[Figure 6] Device-centered Value Chain.20
[Figure 7] Content-hub Value Chain
[Figure 8] Smart Storage Value Chain 23
[Figure 9] Advertising Platform Value Chain .25
[Figure 10] Elements for N Screen Business's Competitive Edge .27
[Figure 11] Elements of Telecom Carriers' Ecosystem for N Screen Business
[Figure 12] Sharp's Partnership Structure with Galapagos 38
[Figure 13] Cooperation Structure for 2DFacto .44
[Figure 14] Cooperation Framework of Booklista Participated by KDDI and Sony
[Figure 15] Sales of DeNA's Social Media (2009, 3Q vs 2010, 3Q) .52
[Figure 16] Business Partnership between GREE and Kadokawa
                                                                 
Group

LIST OF TABLES

[Table 1] Apple's N Screen Business -Current Situation and Outlook
[Table 2] Sony's N Screen Business -Current Situation and Outlook
[Table 3] Sharp's N Screen Business -Current Situation and Outlook
[Table 4] Nintendo's N Screen Business -Current Situation and Outlook
[Table 5] Docomo's N Screen Business -Current Situation and Outlook
[Table 6] KDDI's N Screen Business -Current Situation and Outlook
[Table 7] Google's N Screen Business -Current Situation and Outlook
[Table 8] Mobage-town's N Screen Business - Current Situation and Outlook
[Table 9] GREE's N Screen Business -Current Situation and Outlook
[Table 10] Comparison of N Screen Service
                                                                
Strategies of Major Companies in Japan