Japanese phones suffer from 'Galapagos Syndrome' -- are too complex to survive abroad
By Tim Stevens 
posted July 20th 2009 10:32AM
posted July 20th 2009 10:32AM
While Americans are pining for smartphones even though they don't have any idea how to use the things, in Japan people not only pocket far more advanced cellys than here, but use them productively. More than twice as many people use smartphones there than do in the States (despite less than half the population), but the companies making those phones have been hopeless when it comes to catering to the international mobile space. The problem is largely design, whether it be clunky user experiences, a complete inability to sync with PCs (fughettabout Macs), or bulky clamshell exteriors enclosing more widgets than that dusty Radio Shack down the road. Companies like NEC and Sharp previously took pride in their quirky mobiles, but, with the JDM handset market shrinking rapidly, most are looking to inject some Western sensibility into their Eastern handsets in the hopes of finding success in foreign lands. Evolve or die is the word, meaning next year we might just find something headed our way from those annual showcase teasers.
You can thank AT&T, Sprint, and Verizon oligopoly for keeping good phones and cellphone technologies out of USA. They can't have us getting all the high-tech features without paying through our noses!
The "difficult" UI is due to the Japanese philosophy that if something is difficult, you own up to it and "learn" or adapt, whereas dumb American would demand the manufacturers to dumb down the product to their level.
Two drastically different cultures. America is much larger and more diverse than Japan, so it's a bit of 'apples and oranges'. But for the most part... yeah.
Actually western design philosophy revolves around good design being defined as intuitive and not have a learning curve.
to call westerners dumb because they like intuitive design is a stupid thing to say.
It's simply just the design culture we are raised on makes a UI with a learning curve feel unpractical, I'm sure that if it was required to learn a UI environment most Americans would be able to, they just don't want to.
Considering plenty of my friends from Japan with Japanese cellphones don't even bother to learn about half the things there phone care do, I still see even more flaws in your argument
Like TechNewb said, it's apples to oranges; the trend of calling Americans stupid is pretty played out, boring, and unfounded.
"The "difficult" UI is due to the Japanese philosophy that if something is difficult, you own up to it and "learn" or adapt, whereas dumb American would demand the manufacturers to dumb down the product to their level."
If you believe in that, then I hope that you have never spoken in ill word about Windows Mobile or Symbian. They are largely considered to be "old fashioned" because of their clunky UI, but in terms of pure features they can run circles around iPhone, Android, and WebOS put together.
Intuitive usability is EXTREMELY important, and wanting something that's easy to use absolutely does not make you a "dumb American."
To be fair, the Japanese "pay through the nose" too. Their most advanced phones sell for about $1,000, and their rate plans are more expensive too.
The reason why our phones here are so far behind is mostly that the carriers need to subsidize them, and get them down into the $0-$100 range to really be mass market. For business, it's more like $200. So to subsidize a phone with the features of a lot of Japanese phones would be prohibitively expensive for the carriers.
I still say they should just sell them unsubsidized, then, and let whoever wants one buy it. The volume will be low, but since they'll be selling a premium product, they can still sell at a profitable price.
This goddamn touch screen fad has got to go too. It's really holding back our phone development. The cost of that one feature means probably 10 other features are too expensive to put in any given phone. I'd much rather have a phone with a high-res camera, image stabilization, a built-in flash and a high-res (840x480 or so) screen than a friggin' touch screen.
I would question the decision to classify much of Japan's smartphones as such, they are more like the most extreme dumbphones ever. Not that there is anything wrong with that. (After all that was pretty much the iphone until the SDK, and one could even argue after, though jailbreaking makes that... more complex)
The first time I walked into one of the major tech malls in Japan I was blown away by how hard they were at selling their phones. There were many people dressed in costumes with full out megaphones and short skirts all yelling to you to check out their sell phone. It was quite comical.
But it's true that the iphone can do practically everything and more than all of the Japanese phones. Eventually I expect Japanese phones to start mimicking the iPhone just like Korea is in the process of doing now. But then Japan will release something that the west will mimic, so the game continues. I really respect Japanese electronics. Different markets though, as the iPhone does not have dmbtv, but most people in the west dont care about that, or even know what it is.
Good NYT article, worth a full read.
So you're watching telly on the iPhone then?
"So you're watching telly on the iPhone then?"
Yep, I sure am, except I have an ipod touch. But I can watch TV on Demand anywhere, anytime. Or I can hook up sling box and stream live TV via wifi. Pretty cool.
I think it is time to introduce the Japanese cellphone outside of Japan, I always wanted one of theirs but too bad, the GSM thing is the stumbling block
Apples and Oranges
Population Density:
Japan: 336.9
USA: 31.6
It is no surprise that their phones are more complex as it easier to maintain a nationwide infrastructure. Their population density is approximately 10x that of the United States... thus, much easier to maintain their infrastructure. That alone would permit the carriers to focus on the extras.
I will echo what others have said. Many of their phones are not "smartphones." More like standard phones on steroids.
But is anyone forcing American carriers to maintain coverage in the middle of nowhere in America? You can see the huge dead spots all over the map in America.
Many of my friends in Japan completely forgo the use of computers for communication purposes. (email, video calls etc), or media for that matter, and completely rely on their cellphones. Many of them find it fascinating that I sync my phone to a PC.
Interesting fact is that Japan market actually features many different lines of phones targeting different types of consumers, just like there are 3-4 times as many variety of cars compared to what they export to US. Simple phones for elderly who can't read tiny texts and navigate through complex UI, phones for kids, WinMo phones for business users who must sync their phone with outlook, etc.It's just that tech blogs in US only feature high-end phones. The consumers in Japan can choose what they want out of hundreds of products that phone makers pump out to cater every level of needs. So if one needs all the features that are packaged into these tiny high-end phones, one must take the time to learn the "complex" UI. Otherwise, one can select a simpler phone.
Man, the WOOO H001 and Sharp SH-07A are such cool phones.
I always wanted to get a keitai, the way they look or the OS choice isn't an issue for me. The sole issue is the unlocking process, which even after your done with that you still have a phone with functions from like 1999. The 1900 GSM band is a small role as I have AT&T which uses both 850/1900 where I live.
Here are my observations:
- E-mail is non stop and used much more than voice phone calls. (Not SMS, E-mail)
- Voice quality is fine whenever I make calls using either Softbank, or DoCoMo.
- Some phones can be used as a payment device via Felica, but I just use a Suica card, like most everyone else, who aren't paying with cash.
- Scanning codes to buy things, QR codes, well I only see this from time to time on billboards, or marketing material. If it's prevalent somewhere, it's also well hidden there. I think QR codes are great and should be used more often. Right now it's just a novelty.
- I hardly ever see someone watching TV on their phone, if that phone happens to have the ability in the first place, since most phones being used do not. Tokyo Tower has issues with transmission, thus Tokyo Sky Tree is being built. Other parts of the country are hit and miss, but are decent for the most part. (At least where I have been)
- I use my Nokia N95, or an HTC TyTN II (Tilt/8925) when I live there and just rent a SIM, since my phones are unlocked. I just purchased the you-know-what and will give that a go next visit.
- Games, sure phones are used for games, but you'll find the Nintendo DS, or PSP being used more often for that.
The one thing I did like was my girlfriends Sony Ericsson, as it could handle dual SIM cards. She used it for work/personal. Although she's now picked up the 3GS and really likes it instead. She has also given it the official Japanese "Kawaiiiii" label and I don't dare argue with that.
Also, as previously mentioned, it does seem crucial, for some, on the amount of rhinestones, or stickers one can place on their phone. :)
There is one thing though about the iPhone, that is quite different from most other phones in Japan. You can't attach a strap (ketai strap) on it to hang anything. Some people really enjoy hanging stuff from their phones. Still, my favorite is seeing ojisan having to use his wife's, or daughters cell phone for whatever reason and it's got a ton of stuff hanging from it. I'm not saying men/boys don't participate as well, girls just seem to enjoy it more. Even I fell victim when my girlfriend bought me some thingy for my phone.
As for better coverage, of course. Then again, if you were to take every tower in the U.S. and shove it into California well...now we can compare. (Unfortunately, you'd have to shove everyone into California as well.)
Alright, I admit it. I currently have an h.NAOTO Hello Kitty charm hanging from my phone. It's gothic!
My wife actually won't buy a phone that doesn't have a loop for a keitai strap. I think this is a big problem for the iPhone in Japan.
It's also something I've never understood about the US market - the fact that the phone accessory market isn't bigger. This is a huge business in Japan, why has nobody caught on to this as a way to make money here?
Yes, their phones have more widgets, but like all JDM gadgets the usability is a joke.
And as others have noticed: it's easier to build out a super pimp cell/data network when your population is packed in like sardines in a tiny landmass.
There is also the culture of the upgrade in Japan that is just insane. Upgrade every year whether you need it or not so to meet that demand there has to be something to upgrade to. Hence crazy phones.
Finally, tons of Japanese users don't own or use computers for communications, at all. It's all on their phone. Something you just don't see here in the west. Here I have lost count of the number of people I've heard complain that their cell phone has too much crap. They just want a damn phone with an address book. They couldn't care less about video, twitter, facebook or any of that other trendy shit cell phone vendors seem to think folks want on their phones.
1. Really? I've used unlocked JDM phones for 3 years now. Never had a single usability issue. Sharp sells some of its older JDM models in China. They rocketed to #1 in their price brackets, beating HTC phones and the like. Obviously usability isn't an issue there.
2. So explain how China, a significantly larger country, has mostly managed to do the same. And that basis is bunk anyhow since networks in the US don't develop equally. Why can't urban-area networks be as nice as Japan's?
3. That's something wrong with America, not Japan. We're not going to get ahead by looking for cheap/free stuff all the time.
4. I thought that was just a myth. They have it all there to supplement the computer, not to replace it.
They're just making more money off of western markets, nobody really wants to break into the current margins by adding more features. They can't sell the phones off our carriers, they won't allow some of the features. Maybe it'll get better in the future.
"Western sensibility" by that I'm assuming the author means Western Stupidity. God forbid you should have to read something like a manual in this country and spend five minutes learning how to use something.
THat is exactly the point. If you need to read a manual to learn how to use your phone, you have failed and it will never reach mass market appeal.
I don't know how you could call this a good thing.
I always hear this when it comes to mobile phone designs, “Japan is way advanced then the US when it comes to cell phones” Ahhhh, correct me if I’m wrong ladies and gents, but the last time I checked, the U.S. doesn’t make phones here in United States, exception maybe the, Motorola, iPhone was designed here, but was built in Taiwan or China, and the iPhone has only been around for what 5 years now, or less. Even the Blackberry, that’s designed and built in Canada. Only thing we created was the cell infrastructure. Majority of the phones I know of all come from China, or Taiwan, Korea, Finland. And I’ve been using cell phones since the brick era. So blame them for selling us crappy out dated electronics.
Audi Phone?
.
Here we go again...
The iPhone 3GS is the highest selling phone in Japan in July.
http://www.tuaw.com/2009/07/05/iphone-3gs-ranked-1-in-cellphone-sales-in-japan-for-now/
Modern Japanese aren't "browsing the web" on their phones - they're accessing crappy i-Mode garbage that looks like the 1991 Internet. Mobile Safari, Opera and a few other provide a real internet browsing experience that's almost never seen on a handset in Japan.
Japanese handsets, just like everything else in Japan, suffer from feature-bloat. Past a certain point, it doesn't matter how many features you cram into a handset, there is no real further value realized by the user, due to added complexity. Japanese phones are a mess - and they are nearly all feature phones - not smart phones as claimed by this article.
I work in Tokyo, designing software & UI for handsets on all major carriers, and I'm telling you - they are all hiring UI designers and Interaction designers from America. Arguably, the 3 greatest achievements in the mobile space now, iPhone, Android & the Pre, are all US technology, and they are all driving development now. The Japanese know that, why don't you, Engadget?
http://plusd.itmedia.co.jp/mobile/articles/0907/17/news096.html
Well, that didn't last too long, now, did it? And you apparently don't subscribe to the school of "less is more"- of course they're not going to be browsing the full internet on their phones; practically every site that should have a mobile version does. And if you absolutely must that's what the "PC Site Browser" on most new phones is for.
Doesn't really matter how long it lasted, does it? It shows that quite a number of people - in the millions - decided to buy the iPhone, rather than another candy-bar feature phone packed with useless features. So much for the "the iPhone will never succeed in Japan" BS.
Every developer, carrier & manufacturer in Asia is chasing it.
Again, very few in Japan are really browsing the real web on their phones, yet millions in the US are. Tough to admit, but deal with it.
And I'm saying the feature is there and well-implemented if you insist on having that. Having an iPhone and a V904T (you live in Tokyo, you must know that a phone from the Vodafone Japan days is ancient) I prefer the latter (even though it's ancient compared to the iPhone). Despite the smaller screen I really think that it's better because the "useless features" help me out when I need them to. Not to mention it's a sight more reliable.
And the significance there is that apparently the iPhone is a flash in the pan- a "candy-bar feature phone packed with useless features" climbed back to the top in a matter of weeks. People are more than willing to import them into other countries even though online features are restricted- it's those "useless features" that are the big appeal. Sharp is the top high-end manufacturer in China now due to these phones- they beat HTC, believe it or not. Nice CCD sensor in a cameraphone, HD recording, a screen that won't kill your eyes (the iPhone screen resolution leaves much to be desired), and decent audio playback- that's what I want in a phone.
Plus, of course, the figures mushasi shows for 'July' are actually for the period 22-28 June which includes the launch weekend of 26 June.
You might want to read the article which states "Akky Akimoto at Asiajin is providing some perspective on the numbers. It's not unusual for a new phone to jump to the top of the list as it is released. As he notes, the Sony Network Walkman was #1 in the BCN ranking of music players at one time in 2005, but for the complete year, Apple iPod had a 60% share of the Japanese market."
Millions sold? Silly rabbit.
Yeah, it's still millions, both in the US & Japan. I haven't looked at any European numbers.
When I left Japan 11 years ago, their "Handy Phones" were light years ahead of what we had here in America, and cheaper to use, but difficult to get if you weren't a Japanese citizen or stationed there. 5 Years later, they were still better, had some better features, and were about the same price to use, and were a little more accesible to get, and finally had prepaids for tourists. Now . . . . Our phones are almost as good. Cameras still a little better, and they can use them to purchase things as if they were credit cards. But they are bulkier, pain in ass figure out the UI, and expensive to use, and you can almost forget about getting a prepaid unless you have a relative or friend. But here, cell phone usage is dirt cheap. Walk into any 7-11 and pick up a VM cell for $20, activate it for $15, and you ready to go. Get unlimited talking for $50 a month to anyone on Boost or Metro PCS, or even T- Mobile. Unlimited per day charge on AT&T and Verizon. In Japan, the cheapest prepaid is Soft Bank, and it'll run you approx. $1 a minute. Granted, receiving a call is free, but the person calling you has to pay extra fees for calling a cell line. In America, your friends can call your cell like a landline for the same price. Call someone in Japan on their cell phone and the cheapest rate I found is $0.26 a minute. Yes, Japan was the King of Cell phones, but I am SOOO grateful to be "Stuck" with American cell phones now.
Do no misunderstand the article. It does NOT say feature-overload is their defect. Same could be said of an iPhone with a crapload of applications installed (not too rare these days).
Japanese phones' features are not completely useless and some rather useful.
What they suffer from is bad UI design. Bad, as in utterly incredibily stupid and bad design that gets in your way, as if the designer had been push to the limits to do so. Such disgrace has the added plus of being homogenous among brands (all AU & Docomo phones —not sure about Softbank— have same menus and operation no matter which maker, despite what the article says).
Foreign phones do not succeed in Japan because only Japanese makers bundle a decent Japanese input method (Apple aside, although it is still inferior in that). Japanese phones cannot succeed abroad because even Japanese themselves give up on digging probably cool features if it is a torture to use them.
Disclaimer: I do live in Japan, own a Japanese KDDI AU phone, and totally hate it. I have often thout about changing models, but upong playing with new terminals, realized I was buying a new frame for the same crap.
Switch to Softbank, get a V802SE, flash it to Euro firmware. Go nuts.
Can't sync with pcs....? who the hell made that up, i'm using an unlocked japanese phone here in thailand and i can sync music/photo/video/messages/contacts just fine with windows media player or the software they supply with their phones...
I was in Japan and their phones look clunky....they're still texting on a keypad *gasp*
The iPhone and Google Android phones are far better than the Japanese phones. The time when Japanes phones were better has passed. The Japanese like those clunky phones because they're better suited for texting in their alphabet.
Blackberry, Palm, Google Android, and Apple iPhone dominate the mobile world. If Japanese "phones" were better they would be more competitive outside of Japan.
I have no doubt that the Japanese network is tops but the idea that they have better phones NOW is nonsense.
You can spot an ignorant US centric point of view when someone comes out with stupid stuff like "Blackberry, Palm, Google Android, and Apple iPhone dominate the mobile world.".
Everyone who actually has a basic familiarity with sales figures is laughing at you.
Need I also remind you that Sharp has sold some of their Japanese phones in China? The 923SH climbed up to the top of its bracket in sales within weeks of their release The 930SH is fourth. The 920SH is fifth. They beat smartphones. Not only that, they beat the long-standing "we really dislike Japan and all that they make" in some people to do so. So I say "Onward!"
You can spot an ignorant US centric point of view when someone like Mark Anderson decides to take a poster at their literal meaning rather than the understood & implied meaning. iPhone, Android & Pre *are* leading the world both platform & software development for mobile devices - that's a given. But by your logic, WinMo, having sold more, is a better OS.
You said something about a silly rabbit earlier, but I wasn't listening.