NTT DoCoMo: Marketing i-mode

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Case

Reference no. 9-502-031

Subject category: Marketing

Authors: Youngme Moon (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 2002

Version: 17 July 2002

Length: 25 pages

Data source: Field research

Topics: Consumers; Disruptive innovation; Innovation; Coopetition; Marketing channels; Internet; Cause marketing; Groupware; Barriers to entry; Success; Prices; Pricing; Netiquette; Brands; Nonverbal communication; Technology adoption lifecycle; Product introduction

Notes: To maximise their effectiveness, colour items should be printed in colour.

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Abstract

i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet 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. On the domestic front, i-mode must fend off two strong competitors while managing the migration of i-mode's existing customer base to DoCoMo's new 3G (third-generation) wireless service. On the international front, the company must figure out a way to bring the i-mode model to US and European markets, where consumers appear reluctant to adopt the mobile Internet.

Location:

Japan

Industry:

Telecommunications

Size:

USD37 billion revenues, 18,000 employees

Other setting(s):

2002