Summary
Leading Japanese companies are changing the way users access mobile Internet content by using unique mobile device capabilities that directly connect the physical world to the mobile Internet experience. Device features like cameras that read bar codes and preinstalled applications on phones get users to online content and services. Firms are also experimenting with pushing relevant content to users based on location information. Companies looking to connect with customers via the mobile Internet need to provide multiple paths to their mobile Web sites, allow users to share content, and get customer consent for location-based services.
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