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手机阅读的特点是故事性强,篇幅适宜,结构完整,每次阅读时间约在30分钟或1小时之内,且随时随地都可以阅读。自2005年起,手机阅读在日本变得异常火热,对于日本人来说,在手机上阅读小说已成为一种时尚。2003年,日本运营商推出了大量3G业务,但当时的电子书出版额仅为20多亿日元;在随后几年中,日本电子书市场呈现爆炸式增长,2007年的电子书出版额猛增至400亿日元,2009年达到574亿日元。因此,研究日本最大的两家运营商NTT DoCoMo和KDDI发展手机阅读业务的经验,对国内运营商发展手机阅读业务具有积极的借鉴意义。
The characteristics of mobile phone reading are strong storytelling, proper space and complete structure, each reading time is about 30 minutes or 1 hour, and can be read anytime, anywhere. Since 2005, cell phone reading has become extremely hot in Japan, and it has become a fashion for Japanese to read novels on cell phones. In 2003, Japanese operators introduced a large number of 3G services, but at the time the e-book publishing volume was only over 2 billion Japanese yen. In the ensuing years, the Japanese e-book market showed an explosive growth. In 2007, To 40 billion yen in 2009 to reach 57.4 billion yen. Therefore, studying the experience of NTT DoCoMo and KDDI, the two biggest operators in Japan, in developing handset reading services has positive reference for domestic operators in developing handset reading services.