Next year, iMode will allow users to tap into Java, so ASPs can start to provide even more services. People are very mobile here. They tend to be a trendy society. Lifestyle and country layout. If you have ever been Japan, you will know that there are no street names.
Streets have numerous small bars, restaurants and other types of businesses.
So location finding services are becoming a big hit. They are willing to pay for these features. The features don't cost much, but if you add the revenue up, it can make an ASP a lot of money. And with their ATT move, I expect that they plan to spend some of their capital on expanding iMode outside Japan. This is probably to combat outside pressure from the WAP people.