Japan is one of the most interesting market for mobile marketing, a market which is expected to grow to over $24 billion worldwide in 2013, jumping from just $1.8 billion in 2007, according to ABI Research. NTT DoCoMo and Google partnership announcement came mainly to reinforce Google position in this mobile advertising market, and possibly to bring Android based handsets to the Japanese market.

NTT DoCoMo is one of leading mobile communications companies worldwide, Headquartered in Tokyo, and is owner of i-mode, the world’s most popular mobile e-mail/Internet service, used by nearly 48 million people.

The company provides already a set of Handsets in collaboration with handset manufacturers such Fujitsu, including : Raku-Raku PHONE Basic, Secure 3G FOMA F903iBSC, 3G FOMA 703i Series, D800iDS and SO903iTV.

According to a new study by Mobile Consumer Behavior, outlining key challenges and success factors for the Open Handset Alliance :

Google’s Android is the first legitimate attempt to re-create the success of Japan’s “Wireless Ecosystem” model within the context and realities of international mobile markets. If successful, Google could spark unprecedented innovations within mobile content, service and application development, yet a number a critical factors stand in the way of such success.

Google is facing a big challenge in the Japanese Mobile Marketing Market first, then to reproduce this wireless ecosystem worldwide. Dr. Philip Sugai, Director of the Mobile Consumer Lab at the International University of Japan and lead author of MCB report, stated :

“Although Symbian and Microsoft have offered the most stinging criticisms of Google’s Android, Google’s next (and most) critical challenge at this early stage of development actually lies in how it will address MontaVista, and galvanize the mobile Linux development movement. Without successfully accomplishing this goal, Android will become obsolete within 2008, never ever leveling a substantial competitive threat against either Symbian or Microsoft.”

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