How can Facebook Japan beat Mixi in Japan? It seems the Americans think one way is to differentiate themselves from Mixi is by urging users to register with their real names only.
On Mixi, members are allowed to use nicknames and fake pictures on their profiles. Even though this makes it hard (and in some cases impossible) to find people in the social network, it appeals to the high level of privacy and security Japanese users generally demand online services to uphold.
More information in this article (in English):
Facebook Japan Takes Hard Line, Banning Pseudo Names And Requires ID