NTT DoCoMo: Marketing i-mode

Business Information Systems II NTT DoCoMo: Marketing i-mode Marc Hesse, Jan Upmeier, Philip Ebeling, Robert Vennemann Q1. Japan's technological infrastructure: With its low internet penetration and already high mobile network coverage, Japan was an ideal place to implement a mobile internet service. NTT DoCoMo's market position: Due to the former governmental telecom monopoly NTT its subsidiary DoCoMo has a 60% share of Japan's mobile internet market. This allows the market leader to dictate strict specifications to …

…April 2004 they had 45.9 million customers, which account for 56.3% of the total Japanese mobile phoning market. By 2005 47.4 million customers are forecasted. With the launch of the 3G-network a special flat rate is offered which decreases the turnover by 2.5% on the one hand and on the other results in an increase in net profit of 15.5% by 2004. Appendix: Exhibit 1 http://www.nttdocomo.com/corebiz/imode/why/strategy.html www.nttdocomo.com http://www.ub.uni-duisburg.de/japan/177.pdf