Philip Sugai & Marco Koeder 
The Six Immutable Laws of Mobile Business 

Valuable lessons from Japan’s mobile industry yield 6
Immutable Laws for Mobile Business globally

Japan’s mobile customers enjoyed better mobile devices,
more content, and the most advanced functionality and services for
the last 10+ years. This book helps cut through the many myths and
all of the hype surrounding Japan’s mobile dominance to
identify the most important laws that will guide the success of
mobile businesses around the world. Based on detailed market
analysis and unprecedented access to the major players and pioneers
of the Japanese mobile industry, this publication helps you
understand the Six Immutable Laws of Mobile Business. These will
help you and your business successfully navigate the challenges
that the world’s Wireless Revolution brings. From Law #1
through Law #6, authors Philip Sugai, Marco Koeder, and Ludovico
Ciferri will help guide you to distinguish mobile myth from mobile
fact, micro developments from macro trends, and regional
characteristics from universal truths.

The book highlights Japan’s incredible efforts to offer
consumers complex, high-tech devices with enriched services that
are nonetheless elegant and easy to use, a quest which the authors
have labeled ‘Simplexity.’ Based on their interviews and
observations, the authors assert that, ‘Simplexity will be what
truly empowers individual users through their mobile devices.

Filled with case studies exploring all aspects of the Japanese
mobile industry, this unique publication points carriers and
content and service providers towards successful business models
and practices for today’s and tomorrow’s mobile
Internet.

This book is the beginning of the conversation of The Six
Immutable Laws of Mobile Business, which is regularly being updated
and expanded upon at:www.siximmutablelaws.com

İçerik tablosu

Foreword vii

Preface xi

Acknowledgments xiii

Introduction xv

Chapter 1 Immutable Law No. 1: Value Over Culture 1

Chapter 2 Immutable Law No. 2: The Law of the Ecosystem 22

Chapter 3 Immutable Law No. 3: Mobility Empowers 58

Chapter 4 Immutable Law No. 4: The Value of Time Zones 91

Chapter 5 Immutable Law No. 5: Mobile-Specific Business Models are Essential 106

Chapter 6 Immutable Law No. 6: The Future is Simplexity 134

Chapter 7 Parting Thoughts 174

Bibliography 189

Index 191

Yazar hakkında

PHILIP SUGAI, DSC, MBA, is the Director of the Mobile Consumer Lab and Professor of Marketing at the Graduate School of International Management at the International University of Japan. He is an advisor to a number of companies in Japan and overseas on the strategic implications of wireless technologies on consumer behavior.

MARCO KOEDER, MS, is Executive Director of Cyber Media K.K., a leading digital media agency in Japan. He is also a mobile evangelist and strategic advisor to global players in the online and media industries.

LUDOVICO CIFERRI, MA, is Research Manager at Istituto Superiore Mario Boella, where he is in charge of the Japan and Australasia regions. He is a researcher at Mobile Internet Capital, Inc. and teaches mobile business strategy at the International University of Japan’s Graduate School of International Management.