Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

Docomo was Japan's largest telecommunications service provider which had introduced the latest mobile technologies including 3G (third generation) services in Japan. The company, which had dominated 52% of the Japanese mobile phone market for more than a decade had been losing ground to rivals over the last few years. The rivals KDDI and Softbank launched aggressive marketing campaigns to lure subscribers. Also, the introduction of the number portability system in 2006, which allowed consumers to retain their mobile phone numbers while switching to new service providers, further accentuated its problems. Due to weak sales in a saturated domestic market, Docomo sought international expansions by acquiring stakes in the mobile phone companies of Hong Kong, Malaysia, the Philippines and Bangladesh. On 12 November 2008, Docomo acquired a 26% stake in Tata Teleservices, the world's second largest mobile phone market, to gain a foothold in India. The case analyses Docomo's domestic challenges, international alliances and highlights its expansion plans in India.
Location:
Industry:
Other setting(s):
2008

About

Abstract

Docomo was Japan's largest telecommunications service provider which had introduced the latest mobile technologies including 3G (third generation) services in Japan. The company, which had dominated 52% of the Japanese mobile phone market for more than a decade had been losing ground to rivals over the last few years. The rivals KDDI and Softbank launched aggressive marketing campaigns to lure subscribers. Also, the introduction of the number portability system in 2006, which allowed consumers to retain their mobile phone numbers while switching to new service providers, further accentuated its problems. Due to weak sales in a saturated domestic market, Docomo sought international expansions by acquiring stakes in the mobile phone companies of Hong Kong, Malaysia, the Philippines and Bangladesh. On 12 November 2008, Docomo acquired a 26% stake in Tata Teleservices, the world's second largest mobile phone market, to gain a foothold in India. The case analyses Docomo's domestic challenges, international alliances and highlights its expansion plans in India.

Settings

Location:
Industry:
Other setting(s):
2008

Related