Case Studies and Management Resources
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Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
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These initiatives gave rise to the development of ‘DoPa'– DoCoMo Packet transmission service, i.e., communication of data through mobile phones. Launched in March 1997, ‘DoPa'enabled customers to receive or transmit data in packets. The service was charged on the basis of the volume of the packet. The launch was followed by yet another initiative of the company, the ‘10 Yen Mail Service', which allowed customers to send an email of upto 1000 words, through their mobile phone, for just ¥10.
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Though the ‘DoPa'initiative met with reasonable success, DoCoMo found itself still under threat from its competitors KDDI and J-Phone. To further derive competitive advantages, the company gave free reign to Keiji Enoki (electrical engineer in NTT) to develop a unique, value-adding wireless product. |
I-mode was the first instantly accessible mobile Internet service in the world, which made the Internet available on the phone without the need to dial-up (Refer Table II for details regarding the functioning of I-Mode). I-Mode was offered as an optional service to DoCoMo's customers and provided access to over 15,000 websites, which were specially adapted to be viewed on their handset screens.
This enabled subscribers to perform many Internet functions such as exchanging e-mails, checking stock quotes, getting maps, viewing train schedules, buying movie tickets, making online purchases, downloading new ring tones or playing games.
I-Mode became an instant success, resulting in a phenomenal growth in DoCoMo's subscriber base. The fact that the usage of the Internet was still in its infancy in Japan till then worked to the company's advantage. I-Mode resulted in a huge surge in DoCoMo's profits in the very first year of its launch.
DoCoMo - The Japanese Wireless Telecom Leader - Next Page >>>
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
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