Philip SugaiPHILIP SUGAI, DSc, MBA, joined International University of Japan (IUJ) in 2002 where he teaches eMarketing, New Product Development, and Brand Management. He is the Founder and Director of the Mobile Consumer Lab @ IUJ (

Dr. Sugai’s primary research interests are focused upon mobile, wireless and ubiquitous services and their impact on consumers, markets and societies. His research has been published in a number of internationally recognized journals, and he has been quoted by a wide range of news and media publications including The New York Times, Forbes, Bloomberg, Business Week, Computer World, The Independent, Network World, and Wireless Week.

He received his Doctoral degree from Waseda University’s Graduate School of Global Information and Telecommunications Studies and his M.B.A. in Marketing and Operations Management from New York University’s Stern School of Business. He has worked as a marketing executive at American Express, Muze, Inc., and Lightningcast, Inc., and as a marketing consultant for Advantage Marketing Information.

He is supported by a team of graduate students from around the world who work within the Mobile Consumer Lab for both research and consulting projects. Sponsors for such projects have included Dai Nippon Printing, NTT Communications, Sony, KDDI, T-Mobile, Bouygues Telecom, Siemens Mobile, the Niigata Prefecture Government and many others.

MJKPICMARCO KOEDER, MS, was born in southern Germany. During his stay in the US he got to know the web at its very early stage and decided to become part of this digital revolution. To support this goal he studied Marketing, Media Sociology and Communication Science. He holds a Master degree in Sociology.

After his graduation he became part of the “core family” of I-D Media, Germanys first interactive and online agency. In his role of marketing manager he worked on strategies and concept for new online services such as social networks (Cycosmos) and avatars (E-Cyas). During the Dot-Com boom and because of the rapid growth of the company he and I-D Media then moved from the small start-up garage in the hills of Swabia to Berlin, Germanys metropolis. Inspired by the latest developments in Asia and the US he then worked on business models and strategies for future technologies such as interactive TV and mobile internet.

Realizing the power and potential of the mobile platform and also seeing the current local limitations he moved to the land of the rising sun to help to shape and drive the mobile internet revolution in Asia. Since 2001 he is the Executive Director of Cybermedia, a Tokyo based Agency for digital communication strategies. There he has been actively involved with the development of the mobile net from its early days.

Part of his daily business is to develop and implement mobile strategies for international clients like Lufthansa, Renault, Volvo, Disney, Nestle.

Since 5 years he is also working as an independent strategic advisor and consultant for European and Japanese media and communication corporations, helping them to embrace and facilitate the online and mobile revolution.


LUDOVICO CIFERRI, MA, is Research Manager at Istituto Superiore Mario Boella, an applied research centre focused on wireless technologies, where he is in charge of technology and partnership scouting in Japan and the Australasia region. Since his posting to Tokyo he is researcher at Mobile Internet Capital, Inc., and teaches Mobile Business Strategy and Private Equity & Venture Capital at the International University of Japan.

Ahead of leaving Europe, he first worked for Microsoft edutainment products, helping to spread the “on-line” culture. Then in the late 90s’ he moved to one of Italy’s earliest web-factories (B-Human). With two friends he eventually established Wireless, a start-up company focused on disseminating awareness of wireless knowledge and its potential effects beyond the ICT industry. His company was accelerated and later consolidated into the Softpeople Group.

Since the inception of his start-up, his major interest has been in the financial side of the wireless industry. Whether discussing the potential of a new application or teaching in class, his focus has consistently been on the sustainability of the relevant business model, the assessment of revenues and profitability within the balance sheet, and  the need to keep an eye on the long term strategy unfolding within an industry.

In the last couple of years he has been focusing on the subject of the “silver population” and the role that technology can play to address the issues that an aging society poses. He currently has two personal goals. First, to participate in shaping the industry policies and practices relative to the development of innovative goods and services tailored for aging populations around the world. And second, to help training a new breed of experts from the private and the public sectors willing to tackle in a multidisciplinary way the complexity of the aging process.