eMarketer went to Tokyo early in 2007 to meet with Japan's mobile leaders to learn just what a mature mobile data environment means for marketers. The answers will surprise you.

In February 2007, Japan passed the 100 million mark for mobile subscribers. Effectively this means that the country is fully penetrated with advanced wireless services and only the extremes of society (extremely young, extremely old, extremely poor) are not served by mobile services.

With full penetration of mobile - and advanced penetration of 3G - wireless captures much of the Internet-based activity of the Japanese public. eMarketer estimates that approximately 75% (94 million) Japanese are connected to Internet, usually by high-speed connections.

Of that Internet population, mobile just edges out PC platforms as access devices.

Internet Users and Penetration in Japan, 2005-2011 (millions and % of population)

Key questions the "Japan Wireless" report answers:

- What does Japan's mobile market offer to overseas marketers in terms of lessons learned?
- How are brands, aggregators and carriers working together to scale the mobile marketing opportunity in Japan?
- What can the Japanese consumer teach marketers about what to do and not do in their countries?
- What will the next three years look like for mobile marketing, mobile search, mobile transactions and mobile TV in Japan?
- And many others...