Award Winning Case - First Prize at the Eighth Regional Asia-Pacific Case Competition in Hong Kong - 2004

DoCoMo: The Japanese Wireless Telecom Leader

DoCoMo: The Japanese Wireless Telecom Leader
Case Code: BSTR049
Case Length: 17 Pages
Period: 1992 - 2003
Pub Date: 2003
Teaching Note: Available
Price: Rs.500
Organization: NTT DoCoMo (DoCoMo) Inc
Industry: Telecommunication
Countries: Japan
Themes: Differentiation
DoCoMo: The Japanese Wireless Telecom Leader
Abstract Case Intro 1 Case Intro 2 Excerpts


The case examines the phenomenal growth of DoCoMo, a Japan-based wireless telecom company, into Japan's largest company and the world's second largest wireless carrier on account of its I-Mode service. It discusses in detail the highly successful business model followed by DoCoMo for I-Mode. The case examines the globalization strategy and the 3G initiatives of the company, which led it to financial problems during the early 2000s. The case also examines other problems the company faced during the period such as intensified competition and decreasing revenues on account of the saturation of Japan's cellular telephony market. It discusses the various initiatives undertaken by DoCoMo to retain its leadership in the market. The case also observes the future prospects of DoCoMo in the light of these initiatives.


  • To identify the factors that enable a company become a market leader (first mover advantage, innovative/user-friendly/affordable products and services)



DoCoMo, Japan, wireless telecom, largest company, second largest, wireless carrier, I-Mode, model, globalization strategy, 3G, financial problems, 2000, intensified competition, revenues, saturation, cellular telephony, leadership

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