Add to Favorites | Free Email Alerts | Invite a Friend | Contact Us

Case Studies and Management Resources

            

Asia's Most Popular Collection of Management Case Studies

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Studies
Google

DoCoMo - The Japanese Wireless Telecom Leader

            

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

I-Mode: DoCoMo's Success Story Contd...

Chris Parente, senior product manager, VeriSign (a leading security services provider for online companies), said, “NTT DoCoMo concentrated on the consumer. It made sure that there was quality content, good handsets and an entirely new billing process based on packets of data exchanged, not time online. Even more important, it provided billing services to the official content providers, and consumers one central bill.” DoCoMo sources said that two invaluable resources were responsible for its accomplishments through the years – the sophisticated R&D efforts and the close ties with its huge customer base and partner network.

While its R&D was engaged in the development of mobile communications and next generation wireless services, the focus on customers enabled it to listen to them. The partner network built with other companies helped DoCoMo improve its own applications and offer good content, besides providing technical and operational expertise. According to reports, DoCoMo had multiple points of contact with the customers.

Customer representatives were present at all its branch offices and shops across Japan to take feedback on products, services, customer assistance, product maintenance, repair and other product related issues. The company also enabled its customers to reach it through a specially set up telephone service center.

With such initiatives, DoCoMo succeeded in staying close to its customers and understanding their needs and thereby changing its strategies to provide solutions for them. Apart from the company's strategies, various external factors also contributed to the success of I-Mode.

Though Japan's population density was high, the PC penetration remained low (when compared to other industrialized nations). This created an untapped market for wireless technology. Also, since the Japanese spent more time commuting on trains, I-Mode was a useful ‘companion'for many people.

In the words of Kirk Boodry, telecommunications analyst, Dresdner Kleinwort Benson Securities (Tokyo), “I-Mode came at the right time, in the right place, with the right content. It just dazzled everybody.”

DoCoMo - The Japanese Wireless Telecom Leader - Next Page >>>

Case Details

Case Code : BSTR049
Themes: Differentiation
Case Length : 17 Pages
Period : 1992 - 2003
Organization : NTT DoCoMo (DoCoMo) Inc
Pub Date : 2003
Teaching Note : Available
Countries : Japan
Industry : Telecommunication

Free Case Studies

Business Strategy
Finance
HRM
Insurance
IT and Systems
Marketing
Operations
Leadership
More Case Studies >>

Micro Case Studies

Business Environment
Business Ethics
Business Strategy
Human Resource Management
IT and Systems
Marketing
Operations
Micro Case Studies >>

Free Resources

Micro Case Studies
Case Studies
Articles
Interviews
Book Reviews
Glossary
Online Quiz
More Free Resources >>

Case Related Links

Best Selling Case Studies
Business Case Studies
Learning With Case Studies
Cases Used in Textbooks
Prize Winning Case Studies
Business Updates
More Case Studies >>