Case | HBS Case Collection | June 2002 (Revised July 2002)

NTT DoCoMo: Marketing i-mode

by Youngme E. Moon


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 U.S. and European markets, where consumers appear reluctant to adopt the mobile Internet.

Keywords: Price; Marketing; Marketing Channels; Market Entry and Exit; Market Participation; Success; Competition; Internet; Technology Adoption; Wireless Technology; Telecommunications Industry; Japan;


Moon, Youngme E. "NTT DoCoMo: Marketing i-mode." Harvard Business School Case 502-031, June 2002. (Revised July 2002.)