This is definitely a company to watch when it lists later this year. Backers include Omron, EDS Japan, Orix and Intel. Given the popularity of mobile phones throughout Asia today, the kind of scale we are suggesting should be quite achievable. We at TechBuddha think this is only natural in the course of any product adoption. We are not proposing that Hello Kitty and other Bandai characters will take the mobile worlds elsewhere by storm.
Mobile phones are very personal items, much more than PCs.
Targeted offerings can make money. With subscription rates as low as we've stated above, services need not be dependent on the 40-50 year olds anyway. As long as providers roll out compelling features and content, adoption will spread. On this point, we recently found a study from Dentsu which looks at the breakdown of leisure time among the different age groups in Japan. Notice in the table the differences on the portion of information-related products.