| HBS Case Collection
(Revised from original 2002 version)
NTT DoCoMo: Marketing i-mode
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.
Market Entry and Exit;
Moon, Youngme E. "NTT DoCoMo: Marketing i-mode." Harvard Business School Case 502-031, July 2002. (Revised from original June 2002 version.)