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  • June 2002 (Revised July 2002)
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NTT DoCoMo: Marketing i-mode

By: Youngme E. Moon
  • Format:Print
  • | Language:English
  • | Pages:25
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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 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 and the Web; Technology Adoption; Mobile and Wireless Technology; Telecommunications Industry; Japan

Citation

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

Youngme Moon

General Management
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  • Team Liquid: Fueling the Business of Fandom By: Youngme Moon and Kerry Herman
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  • Bringing Ideas to Life: The Story of Paul English By: Youngme Moon, Frances X. Frei and F. Katelynn Boland
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