而在行動電話的相關服務裡，又以行動電話通信販賣的市場最受矚目。MCF(Mobile Content Forum)公佈2002年的行動商務市場規模為1193億日幣，而在2006年之時達到了5624億日幣，幾乎每一年成長了將近1100億日幣。而且在2005年度，情勢逆轉，行動商務市場首次超越了行動內容市場(Mobile Content)的規模。這也顯示出，在一開始是重視音樂下載等行動內容的行動內容產業之中，販賣商品等行動商務的需求也持續增加。
The cellular phone appears to the world and becomes popular in only few years. The cellular phone related markets have also expanded rapidly. In Japan, the number of the subscribers to the cellular phone has exceeded the number of the subscribers to the telephone. In addition, communication industries develop the cellular phone services as their core business. The functions of the cellular phone have been diversified with the capability of surfing the Internet, the appearance of flat-rate packet communications system, and the evolution of the terminal devices. ”We can receive information and buy things anytime and anywhere” It’s no longer a dream but a reality. That is, the existing functions of the cellular phone make a profound impact on our livings.
In addition, direct marketing of the cellular phone is the most attention-getting market in the cellular phone related services. MCF (Mobile Content Forum) announced that the output value of mobile commerce is JPY119.3 billion in 2002 and JPY562.4 billion in 2006. That is, the output value of mobile commerce expanded by about JPY110 billion per year. Moreover, in 2005, the output value of mobile commerce reversed the situation and surpassed the output value of mobile contents.
It shows the fact that the market of mobile contents, such as music download, takes the lead in the beginning and that the market of mobile commerce, such as sales of goods, also expands in recent years. This thesis reviews the history of the cellular phone in Japan, probes into the status quo of direct marketing of the cellular phone, and studies the consumer behaviors to find out the frame of direct marketing of cellular phone. Furthermore, the thesis uses Xavel as a case study to find out why Xavel succeeds in the market of mobile commerce in Japan.