As of November 2001, NTT DoCoMo is the only company that has made the mobile Internet will be able to make money. This case study describes how engaged in a very competitive industry in a technology race and strong price erosion, NTT DoCoMo has been able to achieve a superior performance, with his novel i-mode services. Launched in February 1999, the i-mode service was immediate and explosive success. DoCoMo came to its parent company in terms of market capitalization and exceed potentia … Read more »

As of November 2001, NTT DoCoMo is the only company that has made the mobile Internet will be able to make money. This case study describes how engaged in a very competitive industry in a technology race and strong price erosion, NTT DoCoMo has been able to achieve a superior performance, with his novel i-mode services. Launched in February 1999, the i-mode service was immediate and explosive success. DoCoMo came to its parent company in terms of market capitalization and exceed potential for profitable growth as we enter the era of mobile Internet. This case provides a value innovation perspective to use the success of i-mode with a specific focus on the business model, to analyze the use of DoCoMo’s i-mode innovation.
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from
W. Chan Kim,
Renee Mauborgne,
Ben M. Bensaou,
Jason Hunter,
Yashushi Shiina
Source: INSEAD
26 pages.
Release Date: 1 August 2009. Prod #: BOS005-PDF-ENG
NTT DoCoMo (TM): Value Innovation at DoCoMo HBR case solution

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