No marketer in the world can ignore current developments in Japan.
The dream of combining the buying moment with the marketing moment is becoming a reality, and it is called osaifu keitai ("wallet phone").

"The word 'mobile' can mean different things in different contexts. While Americans might have cars in mind when defining a mobile lifestyle, the Japanese might think of trains and mass transit. However, when it comes to handsets, both cultures agree: mobile = phones," says James Belcher, eMarketer Senior Analyst and co-author of the new report, Mobile Payments in Japan. "And as far as mobile phones go, the Japanese are, once again, moving faster than almost everyone else in the world."

The the wallet phone was an obvious next step, given Japan's cash-focused consumer economy and once a critical mass of both devices and social habits favored yet more advanced use of mobile phones.

Get the full story at eMarketer