NTT Docomo launched i-mode in 1999, which was the world's first commercial mobile internet service based on packet-switched technology. I-mode offered "always-on" internet access through features like email, browsing, and downloads via a mini-browser on mobile phones. By utilizing compact HTML (cHTML) and working with partners, i-mode was able to quickly grow and become popular in Japan with over 30 million users by 2001. However, growth stagnated after 2002 with the rise of competitors and consumers beginning to access the internet via PCs more than mobile phones.

1. Technology Marketing

2. D o C O M O
Chloe Pratiwi W. Selenge E. Kartika A Suci S. Henky W.
(M9621015) (M9821802) (M9821803) (M9801811) (M9808805) (M9721813)

3. 1 NTT Docomo
2 i-mode
3 Challenges
4 Future

4. the world's most
popular platform the world's first 3G
for mobile Internet commercial mobile
Japan's premier services including service based on
provider of e-mail, browsing, W-CDMA.”
leading-edge downloading and
mobile voice, data more
and multimedia
services FOMA
i-mode
Established
1991 1999 2001
Description of the contents
With more than 55 million customers in Japan, the
company is one of the world's largest mobile
communications operators

6. Osaifu-Keitai™
a mobile wallet platform enabling
quick, contactless transactions for
cash, credit, ID, and more.
36 millions phone
DOCOMO is expanding its
global reach through offices
and subsidiaries in Asia,
Europe and North America

8. Enoki
Industrial
Expert
1 Matsunaga
Marketing
Expert
3
Title
2
Title
Natsuno
Internet Expert

9. Pursued a policy of open technology exchange
and joint large system tests at R&D center with
the world's leading research organizations.
i-mode offers mobile voice and data service
in a single convenient package
Packet-switched technology was specifically
designed to provide users with "always-on"
network access.
i-mode websites are created with cHTML.
Conversion is fast and easy.
Open
Compatibility Efficiency Versatility
standard

10. Hardware
Technology
Standard
Target
Market
Selection
3rd Party Content

11. Before After
Business People Young people
around 20
Social Middle Up Level
Status Income
People that Always communicate,
in touch
Descrip want “always Easily attracted by
tion on” internet new things
service

12. Focus on developing
and purchasing their
own proprietary
content.
MTT i-mode creates portal
which provide by third
party.

13. 1 2 3 4
Portal
preloaded on i-mode
mobile phone via mini
browser
structure as
hierarchical menu
system
menu serve as
starting point for
greater internet
access

14. Control the 3rd party
Platform O
M
O
C
o
Control the
D content

15. 1 1
Difficult to
People billing
Cost of
impose
hate being User only
system that
win-win
2 creating and
small fee for
billed for Problem Solution receive
could
solution 2
maintaining a handle tiny
single bill
website
tiny
billing system transaction
access.
amounts.
3 3

16. Need to produce 2
use Compact versions:
HTML (cHTML)
Tech WML &HTML
1 WAP 1
Content Deter 3rd party
provider easy HTML 2 form offering
to modify the 2 content
content 3
A lot of specifications
3 4 are not fully in place
Quicker download
Optimizing existing webpage by
eliminating certain graphic,
table, & frame

17. MIDI
- Rely on central
GIF
- Send message directly
so user could read it
server to collect directly and they don’t
data, then user need to be retrieved from
could open anytime server, but length only 250
characters with minimal
and no limit.
EMAIL storage of old messages.

18. Speed is the most important
While sender still sending,
receiver already receive
Symbolic character available for
user to express their feeling,
emotion, or anything

19. 1990 1995 1996
Unstandartized
HTML
HTML 2.0 HTML 3.0
HDML 1.0 HDML 3.0

20. 1996 1999 2000
WML 1.0 WML 3.0
XML 1.0 XML 3.0
cHTML
Mobile profile

22. - Sleeker
- 2 inch screens, - Long
3.5 ounces batteries life
Cost $167-$250 time
- 9,6 kbps
- Under 100 gr
- single button &100 cc
switch to i-mode
Price Appearance Battery

23. provide real
. Utility Whimsical
benefit to make people fell
subscribers, happy when using
industries i-mode.
financial offered horoscopes,
services, airlines, games, musical,
hotels, retails, ringtones.
news Partners Partners
They offer more than 67 i-mode menu start from the
serious menu like banking services to playful menu like
ringtones

24. - Make technology behind the service as
1 invisible as possible.
Technology - Ads will not mention words like internet,
-HTML
-Ads
web, HTML..
i-mode 2 - “i”-mode: information, interactivity,
-i-mode
independency.
- Use small “i” than capital “I”.
Logo
-Design - Use cutting edge yellow design with
3 round anthropomorphic
Marketing -Logo was designed represent the symbol
-celebrity of Japanese subways and airports
4 Use celebrity: Ryoko Hirosue

26. Price
Comparable
i-mode price Charged of
with cost of No dial up
$2.50 a month how much
subscribing to fee and it
plus 0.3 yen content they
a PC based would be
for every data transmitted
internet
packet sent or online not how long
service
received 24/7 it took to
provider which
transmit it
is about $17

27. Popularity
Users are happy to use30 millions user
“always’on”service users times
2 million many
UseFirst Launch
this services during niche
time.
Hello Kitty Cartoon Character
very popular
Enjoy the ringtone, games, etc
that more personalize
Feb 1999
Aug 1999
End 2001

28. End 2001 company has more than 3000 i-mode menu
Partners were given a spot on i-mode hierarchical menu
which was very democratic. Sites were listed by popularity,
so the site with broad users were rewarded
Company will help partners in billing system

29. Couldn’t offer links Chat room and
to sites outside the bulletin boards were
i-mode portal unacceptable
There were limits on how much
advertising space they could
sell on their sites..

30. Stagnant
growth in
2002
Competitors Gov.
(KDDI, pressure
Jphone)

31. Click to edit title style

32. US
The operators
collected a per-
minute fee for Consumer
WAP service
behavior
More likely to
issue access the
internet via a PC
Europe

33. First Increase
Periodically company to transmission
company introduce a speed from
introduce series of 9.6 to 28.8
new handset handsets, kbps and
models with Java enabled allow for
upgraded handsets, 3G, larger
capabilities. FOMA downloads.

34. Launch on
October 2001
1 5
introduction of
HSDPA
technology
2 offer data
speeds of
hugely popular
third-generation (3G) 4 up to 7.2
Mbps
mobile service
surpassed 50 million 3
subscribers, or 91% of
all DOCOMO
customers

36. What can be learn …
1. Utilize technology that understand
targeted market
2. Choose the right team member
(skill+character)
3. Be creative!
4.

39. Overseas Locations

40. Overseas Locations

41. Overseas Investments

42. Overseas Investments