Japan’s mobile video service NotTV hit 700,000 subscribers. But can it go much further?



Mmbi Inc. recently announced that its mobile television service, NotTV, reached the 700,000 subscriber mark on April 8th.

The mobile channel, which costs users 480 yen (just under $5) per month to use, grew steadily in 2012, but according to figures over on S-Max (which I’ve charted below) it seems as though the pace of subscriber acquisition tailed off a bit in the new year.

This is unusual given that NotTV launched a promotional New Year’s campaign back on January 6th. Add to that the fact that it doesn’t appear to have received a boost from Docomo’s spring lineup of handsets, and I think this could be cause for concern for Mmbi [1].

The company’s previously stated goal for its first year was 1 million subscribers (it launched on April 1, 2012), and it has fallen well short of that milestone. Mmbi previously stated that it has the long term goal of reaching 10 million subscribers.

While I’m sure NotTV will hit that first goal of a million subs in a few months, it will likely require some creative thinking to reach the second goal of 10 million.

(View image version of this chart)

  1. Docomo smartphones are compatible with the service, which it promotes since the carrier is a stakeholder in NotTV (along with Dentsu).  ↩