iPhone Japanese marketshare update

I don’t put much faith in market data from companies selling research to sell their other ‘services’. If you ever observed how the backend research process works, you wouldn’t either. Nevertheless it’s fun to read and compare signposts along the never ending journey. MM Research Institute (MMRI) issued a PR tease for their Japanese smartphone marketshare report covering results for the first half of the Japanese 2021 fiscal year (April~September).

The Keitai Watch site paid for the full report and posted some numbers for the various MMRI breakdowns.

Marketshare ranking (all mobile phones)

  1. Apple: 41.1
  2. Sharp: 11.2
  3. Kyocera: 10.4
  4. Sony: 9.7
  5. Samsung: 9.2
  6. FCNT (Fujitsu): 6.7
  7. Other: 11.6

The category breakdowns show some interesting new developments

Marketshare ranking (smartphones only)

  1. Apple: 45.0
  2. Sony: 10.7
  3. Sharp: 10.4
  4. Samsung: 10.1
  5. OPPO: 6.2
  6. FCNT (Fujitsu): 5.9

The story here is that iPhone was selling well leading up to the iPhone 13 rollout, with the addition of Rakuten Mobile offering deeply discounted iPhone 12 and iPhone SE that could be bought with Rakuten Points certainly helping the most, once again demonstrating the power of the Rakuten Economic Zone.

Marketshare ranking (non-carrier SIM-Free only)

  1. Apple: 41.9
  2. Sharp: 18.7
  3. OPPO: 18.6
  4. XIAOMI: 7.1
  5. Samsung: 6.2

The non-carrier SIM-Free ranking interests me most. OPPO and XIAOMI released some interesting low end FeliCa Osaifu Keitai capable models recently. The surprisingly strong showing tells me that the market wants inexpensive SIM-Free Osaifu Keitai models. If there was a SIM-Free FeliCa/Osaifu Keitai ranking it would probably be Apple, OPPO and XIAOMI. OPPO wins because they deliver 5G and FeliCa for a very low price.

The Weekly #3

August 3, 2021

Busy week for Apple Pay and Mobile FeliCa

Since last week’s Australian Parliamentary Joint Committee on Corporations and Financial Services hearings regarding the so called Apple Pay monopoly and the pointless debate of Android only Host Card Emulation (HCE) ‘virtual secure element’ vs. a hardware embedded secure element (eSE), Apple has been busy rolling out new Apple Pay Wallet services: Australian health insurance Wallet card support and digital vaccination certificates, ING Belgium and FNB South Africa additions, and today’s Student ID expansion to more universities in America including the first international addition in Canada. The last item was particularly interesting as Apple issued a press release that included new partners beyond Blackboard: Transact, CBORD, TouchNet, Atrium, HID Global, and Allegion. MIFARE and FeliCa are the 2 big protocols used for ID cards, both fully supported in iPhone and Apple Watch. Hopefully we’ll see more international Student ID card support going forward.

Japanese IT reporters have been writing about the recent addition of Xiaomi Redmi Note 10 JE (Japan Edition) to the KDDI au lineup. All the Chinese manufacturers have been bringing new models with Mobile FeliCa Osaifu Keitai support as more or less standard, but like most Android smartphones including Google Pixel, even though the hardware is the same everywhere, Mobile FeliCa is only activated for Japanese models.

The Xiaomi product manager interview casually mentions that only 20% or so of Android Osaifu Keitai device holders actually use the feature. Why bother adding it then? I suspect Osaifu Keitai usage rates vary widely depending on the region, much higher for Tokyo and other metro areas, less in rural areas. It would be really interesting to compare Osaifu Keitai usage rates with Apple Pay as I also suspect Apple Pay Japan usage rates likely leave Osaifu Keitai in the dust. As for the real reason why Chinese smartphones manufacturers are adding Mobile FeliCa support: the digital My Number ID card launching in 2022 requires it. One out of ten people living in Tokyo and other metropolitan areas is a Chinese national…do the math.

Digital My Number: First Summary Toward the Realization of Electronic Certificates for Smartphones

Delete me

The American bred internet cancel culture that started during the Obama years and went ballistic during the Trump years shows no signs of abating as battle lines are constantly redrawn to silence a somebody that somebody else wants silenced. And it has become an entrenched issue thanks to AI driven SNS content. As Tim Pool adroitly points out, and long term surveys confirm, the current American racial crisis didn’t happen until the Reddit and YouTube generation raised on endlessly looping AI driven police brutality video content came of age perceiving their virtual world as the real one. That’s the unfolding tragedy as perceptions based on virtual life replace real ones.

As bad as this is, evil players and big tech use virtual life to intimidate, blackmail and destroy real ones. That’s exactly what happened evidently when eBay’s supervisor of security operations decided to cancel the EcommerceBytes blog and carried out a cyberstalking campaign (including surveillance), against the husband and wife blogging team. Their astonishing story was published by the Boston Globe. It’s reads like the script of Michael Clayton (I prefer the Japanese title: The Fixer). eBay conducted an investigation, pushed out the CEO with a golden parachute and issued a statement that, of course, acknowledged the wrong but said ‘it’s okay now because the baddies are gone.’ Until next time, that is. eBay, of course, didn’t offer any compensation.


The Buddha’s face isn’t seen a fourth time

When the 3rd Tokyo State of Emergency (SOE) was announced, I predicted it would’t go well. Sure enough, infections started to rise before the end of SOE 3. Now we are in SOE 4 and infection rates are skyrocketing, well, skyrocketing compared to rates that were low to begin with. So life goes on as usual, the commuter time trains are crowded as usual, people go shopping as usual, there is nothing remotely panic-like despite media hysteria narratives of a ‘medical system breakdown.’

As always, it’s complicated. Few people are actually dying from COVID (and don’t forget that hospitals get a Japanese government subsidy when they report a COVID death, other deaths don’t pay). Influenza and pneumonia are much more real long term threats. Lockdowns and vaccination mandates will be impossible to implement as all the government tools to do so were locked away by the GHQ occupation and restructuring of Japan. Any attempt to invoke those kinds of centralized powers requires changing the American created Japanese constitution and nobody wants to do that (fun fact: the English language constitution of Japan is the official one, the Japanese language one a fake). Not that the situation is dire, a little context helps. And don’t forget the overall Japanese death rate dropped in 2020 YOY thanks to all that mask wearing and hand sanitizing.

Given the utter lack of useful long term planning demonstrated by Tokyo Governor Yuriko Koike, the most likely course of action will be: attempting real fines for restaurants, bars, etc. that don’t follow SOE requests. Good luck with that.

Japan mobile payment survey results

I gave the Twitter survey function a workout and asked 2 questions:

  • Which Japanese mobile payment do you use most?
  • Which Japanese reward points do you use most?

The results are not surprising but come with many caveats: the survey sampling was puny, in English and pretty much limited to a small group of Twitter followers, which means they are pretty much already invested in Mobile Suica. Also it is important to remember that mobile payment use profiles in Japan are highly regional, what’s convenient in Tokyo isn’t necessarily convenient in other areas. That said, there are some interesting and fun takeaways.

Japanese mobile payment takeaways and feedback

  • The 55% Suica/PASMO figure expresses the power of Apple Pay Express Transit (and similar for Osaifu Keitai) for store purchases in the COVID induced face mask era without the hassle of Face ID. It’s important to remember that the ballyhooed Unlock with Apple Watch Face ID feature introduced with iOS 14.5 is useless for Apple Pay authorization. Remember too that Mobile Suica has good support on wearables: Apple Watch, Garmin, fitbit, etc., the widest mobile payment platform in Japan.
  • Despite the heavy marketing VISA Touch from VISA Japan, the majority of users have been using Apple Pay and Osaifu Keitai for iD and QUICPay, etc. I suspect EMV ‘Touch’ (Visa, MC, AMEX, JCB) probably appeals more to plastic card users as VISA is pushing EMV only plastic cards vs. digital wallet dual mode Apple Pay.
  • QR Code payment apps (PayPay, dBarai, LinePay, etc.) are not as popular as you might think and are probably feeling the pain of recent bank account linking security problems, and the recent revelations of user transaction records being stored outside of Japan.

Changes quite a lot. Recently using EMV touch a lot because of SMCC 15% back campaign and Amex 20% at FamilyMart. Otherwise probably a little bit of everything just to get maximum reward. (Tokyo)

I don’t ride trains so I have no real use for Suica. Using it to pay in shops is too much of a PITA since you have to constantly recharge it. (Kagoshima, note that Suica Auto-charge only works in JR East transit region)

I do iD for the point rewards (none in JP CC recharge of Suica) otherwise Express Transit is perfect. (Tokyo)

Mostly Suica (via Garmin Pay), but I’ve been using au Pay (QR or barcode) a lot more recently. (Hiroshima)

Japanese reward point takeaway
Results are complicated. Twitter surveys are limited to 4 choices, I lumped the Japanese carrier reward point systems for docomo, au and SoftBank (dPoint, au•PONTA, T-POINT) into one category, the top choice at 43%. However if we break down the carrier number by carrier marketshare ratio we get the following:

  1. 21% JRE POINT
  2. 28% Rakuten POINT
  3. 19% dPOINT
  4. 14% au•PONTA POINT
  5. 10% T-POINT
  6. 8% V POINT

The key takeaway for reward points is the power of the Rakuten ‘Economic Zone’, i.e. where all the Rakuten pieces including shopping, banking/credit card/payments, transit (Rakuten Suica), mobile, stock trading, travel, etc., are glued together by Rakuten POINT and feed off each other. The Rakuten Economic Zone is the model that others will have to successfully emulate if they are going to be serious long term competitors. NTT docomo announced a tie-up with MUFG this month, the digital banking wars are just getting started.

Multiple Secure Element domains for Mobile FeliCa 4.1

FeliCa Dude posted a series of deeply interesting tweets relating to Mobile FeliCa 4.1 changes. He had earlier complained of Mobile PASMO lack of Pixel 5 support and it now appears that multiple Secure Element domain support in Mobile FeliCa 4.1 was a reason for that delay. This is an fascinating development but what is it there for?

On a Mobile FeliCa 4.1 Google Pixel device Google has it’s own secure element domain

I assume his tweeted profile is for a Pixel device, hence the FeliCa Networks secure element (SE) + Google SE references. In this context it appears that Google ‘owns’ the Mobile FeliCa SE and which applets load, in other works FeliCa Networks needs permission from Google to load applets on a Google device SE. Devices come pre-loaded as always so customers simply use it out of the box, but the implication is that FeliCa Networks and the SE domain ‘owner’ can load/delete Java Card applets and even update Mobile FeliCa over the air. Whether they actually use this functionality or not is another story.

FeliCa Dude thinks multiple secure element domains are also there to support Ministry of Internal Affairs and Communications (MIC) plans for a digital version of My Number Card (Individual Number Card) for smartphones using the Mobile FeliCa eSE, even though the current plastic card uses NFC-B. It’s strange but exciting to ponder the possibilities of a Mobile FeliCa 4.1 secure element that supports non-FeliCa protocols.

One of the big changes of Mobile FeliCa 4.0 was that it introduced loading a FeliCa applet on any approved secure element. This change frees Android device manufacturers from having to purchase FeliCa chips from the FeliCa Networks supply chain. It basically gives Android devices the same custom secure element arrangement Apple has had since the iPhone 7 Apple Japan Pay launch in 2016.

I asked FeliCa Dude if the Mobile FeliCa 4.1 development is also related to next generation FeliCa feature support used for Suica 2 in1 cards coming this month, in particular the new Extended Overlap Service. He says this is unlikely but I hope we discover other pleasant surprises as intrepid explorers dig into Mobile FeliCa 4.1 details.

MIC digital My Number Card proposal for smartphones

T-POINT? We don’t need no stinkin’ T-POINT

In the ephemeral COVID era we live in assurance don’t come easy, especially with JP cashless market data. Half the fun is taking the crumbs you find, a 1000 person web survey here and there, and seeing what trends you can tease out of it.

First of all the usual disclaimer: cashless use is highly regional, depending on transit use and many other factors like age group, shopping habits, and reward points. It’s this last item that makes the CreditCard no Yomimono survey so interesting.

Reward points are the dangling carrot all Japanese cashless players use to drive card use. New comers like PayPay use them shamelessly to capture customers and build their platform. Japanese customers love to play the ‘what combo gets me the most points’ game but they are also notoriously cold shoulder when they feel gypped. And once they drop something, they never come back.

The survey skips over regional point systems like JRE POINT (though I think that’s debatable considering Mobile Suica on Apple Pay/Google Pay/Osaifu Keitai), and examines ‘national’ point systems: d POINT, T-POINT, Rakuten POINT and PONTA with a simple question. Which one do you use? 2,271 people said:

  • Rakuten POINT: 59.9%
  • d POINT: 18.4%
  • T-POINT: 14.4%
  • PONTA: 7.3%

It’s clear to see why JR East cut that special deal for Rakuten Pay Suica: the different online Rakuten businesses for shopping, travel, etc. mesh well and there are a lot of people invested in Rakuten POINT. The deal puts Super Suica in a good 2021 launch position for new local transit partners, MaaS NFC Tag Suica and more as the platform grows.

It’s a bittersweet deal however for JRE POINT. It’s a real shame and missed opportunity that the major IC transit cards (Suica, ICOCA, TOICA, etc.) are compatible for transit and eMoney, but not for points. Even if they all kept their own point branding and simply offered 1=1 point exchanges, people would use them more.

The decline of T-POINT is not surprising, dropping from 60% in a 2015 survey. Culture Convenience Club (CCC) and SoftBank ran T-POINT into the ground and it’s not coming back. It’s only a matter of time before SoftBank kisses T-POINT (and CCC) goodbye and unveils PayPay POINT.

PONTA is another major that has not gained much traction so far but this might change with the recent LAWSON Bank PONTA Plus branded credit card push. All of the point systems need to add Apple VAS and Google SmartPay support and drive acceptance on the merchant POS level. The less we have to deal with separate plastic point cards, all the better.