In 1992, Japan’s Nippon Telephone and Telegraph (NTT) turned out its wireless telephone service, education NTT DoCoMo. NTT DoCoMo launched i-mode, a wireless data service in November 1998. At the time of introduction, this was a new, untested market. However, within 2 years, the service had been accepted by 18 million subscribers – 45% of the Japanese company’s wireless voice customers. This case describes NTT DoCoMo original product and marketing strategy, its technology and competition, the company ‘… Read more »

In 1992, Japan’s Nippon Telephone and Telegraph (NTT) turned out its wireless telephone service, education NTT DoCoMo. NTT DoCoMo launched i-mode, a wireless data service in November 1998. At the time of introduction, this was a new, untested market. However, within 2 years, the service had been accepted by 18 million subscribers – 45% of the Japanese company’s wireless voice customers. This case describes NTT DoCoMo original product and marketing strategy, its technology and competition, the company’s business model and future plans. Also describes the supply chain for wireless data service business, from the components, hardware manufacturers, carriers, service and software for end users. This quarterly report contains business models at each stage, and the impact of new technologies. Raises questions about the future direction of NTT DoCoMo and the wireless data industry.
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from
Seungjin Whang
Source: Stanford Graduate School of Business
23 pages.
Release date: 01 September, 2001. Prod #: GS28-PDF-ENG
I-mode NTT DoCoMo, the wireless data service HBR case solution

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