Abstract: This research explores the key factors of successful mobile Internet implementation in Japanese and South Korean markets The results show that personalized contents of broadband mobile services increases consumer’s willingness to use the services In addition, strong government policies contribute to the deployment and dissemination of broadband mobile Internet, while preferential tariff attracts consumers to convert into 3G and raises willingness to use broadband mobile services Finally, our results provide 3G and WiMAX operators some suggestions regarding successful implementation of broadband mobile Internet

Key words: broadbandservices, WiMAX, 3G, Japan, Korea, Internetservice