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This case focuses on the position of J-Phone, Japan''s number two in the mobile telecommunication market, and its future strategies to combat the industry leader. Since the introduction of mobile communication in Japan, the market has been dominated by one major company, NTT DoCoMo, a spin-off from the formerly state controlled NTT. In February 1999, DoCoMo launched a wireless mobile internet service on the Japanese market, which turned out to be the most successful implementations of wireless communication ever. J-Phone is trying to compete with DoCoMo''s network. J-Phone sees itself as a leader, challenger and first mover, offering innovations to suit the mobile lifestyle of young people rather than technology for technology''s sake. J-Phone also has a reputation of being first to market with key advances in mobile technology. This case asks students to analyse and evaluate various strategies which J-Phone could apply to compete with the dominant industry leader.