Subject category:
Marketing
Published by:
Graduate School of Business, The University of Cape Town
Length: 34 pages
Data source: Field research
Share a link:
https://casecent.re/p/22089
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Abstract
This supplement is the story of i-mode, the remarkably successful wireless Internet service provided by NTT DoCoMo, a mobile phone company in Japan. In a period of less than 14 months, over 10 million subscribers were signed up and after 18 months subscribers were still being added at a rate of over 200,000 per week. The case presents the first 24 months of i-mode''s history against the backdrop of the mobile phone industry in Japan. This case is relevant because it illustrates some of the evolving trends and forces at work in the highly competitive market for high technology innovations.The case focuses on four specific aspects of these markets: (1) how chasms develop in high technology markets of discontinuous innovation, and how leading companies cross it; (2) standards and the strategies adopted to establish a company''s position as the market place ''gorilla'' providing the de facto market standard; (3) innovation and the company culture required to facilitate this process; and (4) the evolution of value chains into value webs to present complete solutions to customers, and the alliances companies form in the process.
About
Abstract
This supplement is the story of i-mode, the remarkably successful wireless Internet service provided by NTT DoCoMo, a mobile phone company in Japan. In a period of less than 14 months, over 10 million subscribers were signed up and after 18 months subscribers were still being added at a rate of over 200,000 per week. The case presents the first 24 months of i-mode''s history against the backdrop of the mobile phone industry in Japan. This case is relevant because it illustrates some of the evolving trends and forces at work in the highly competitive market for high technology innovations.The case focuses on four specific aspects of these markets: (1) how chasms develop in high technology markets of discontinuous innovation, and how leading companies cross it; (2) standards and the strategies adopted to establish a company''s position as the market place ''gorilla'' providing the de facto market standard; (3) innovation and the company culture required to facilitate this process; and (4) the evolution of value chains into value webs to present complete solutions to customers, and the alliances companies form in the process.