i-mode is offered a wireless internet service in Japan by NTT DoCoMo. In just three years, the service has gained more than 30 million subscribers, reaching a 60% share of mobile internet Japan market, making it the most successful mobile data service in the world. It is now early 2002 and Keiichi Enoki, managing director of NTT DoCoMo’s i-mode service, faces two challenges. At national level, the i-mode has to fend off two strong contenders, while managing the migration of existing customers i-mode … Read more »

i-mode is offered a wireless internet service in Japan by NTT DoCoMo. In just three years, the service has gained more than 30 million subscribers, reaching a 60% share of mobile internet Japan market, making it the most successful mobile data service in the world. It is now early 2002 and Keiichi Enoki, managing director of NTT DoCoMo’s i-mode service, faces two challenges. At national level, the i-mode has to fend off two strong contenders, while managing the migration of existing customers based i-mode, DoCoMo’s new 3G (third-generation) mobile service provider. At the international level, the company must find a way to get the i-mode model of the U.S. and European markets, where consumers seem unwilling to bring adopt the mobile Internet.
To maximize their effectiveness, color cases should be printed in color.
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Youngme Moon
Source: Harvard Business School
25 pages.
Release Date: 7 June 2002. Prod #: 502031-PDF-ENG
NTT DoCoMo: marketing i-mode HBR case solution

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