Docomo-marketing imode

Technology Marketing

D o C O M O

Henky W.

(M9721813)

Pratiwi W.

(M9821802)

Selenge E.

(M9821803)

Kartika A

(M9801811)

Suci S.

(M9808805)

Chloe

(M9621015)

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NTT Docomo

i-mode

Challenges

Future

1991 1999 2001

Japan's premier

provider of

leading-edge

mobile voice, data

and multimedia

services

the world's most

popular platform

for mobile Internet

services including

e-mail, browsing,

downloading and

more

the world's first 3G

commercial mobile

service based on

W-CDMA.”

Established

Description of the contentsWith more than 55 million customers in Japan, the

company is one of the world's largest mobile

communications operators

i-modeFOMA

Osaifu-Keitai™

a mobile wallet platform enabling

quick, contactless transactions for

cash, credit, ID, and more.

36 millions phone

DOCOMO is expanding its

global reach through offices

and subsidiaries in Asia,

Europe and North America

1 MatsunagaMarketing Expert

NatsunoInternet Expert

EnokiIndustrial

Expert

Title

Title

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i-mode websites are created with cHTML.

Conversion is fast and easy.

Packet-switched technology was specifically

designed to provide users with "always-on"

network access.

i-mode offers mobile voice and data service

in a single convenient package

Pursued a policy of open technology exchange

and joint large system tests at R&D center with

the world's leading research organizations.

Compatibility Efficiency VersatilityOpen

standard

Hardware

Technology

Standard

3rd Party Content

Target

Market

Selection

People that

want “always

on” internet

service

Social

Status

Descrip

tion

Always communicate,

in touch

Easily attracted by

new things

Before After

Business People

Middle Up Level

Income

Young people

around 20

Focus on developing

and purchasing their

own proprietary

content.

i-mode creates portal

which provide by third

party.

MTT

1 2 3 4

Portal

preloaded on i-mode

mobile phone via mini

browser

structure as

hierarchical menu

systemmenu serve as

starting point for

greater internet

access

Control the

Platform

3rd party

Control the

contentD

oCOM

O

Problem Solution

1

3

2Cost of

creating and

maintaining a

billing system

Difficult to

impose

small fee for

website

access.

People

hate being

billed for

tiny

amounts.

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3

2

billing

system that

could

handle tiny

transaction

User only

receive

single bill

win-win

solution

WAP

Tech

Need to produce 2

versions:

WML &HTML

1

Deter 3rd party

form offering

content

A lot of specifications

are not fully in place

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3

HTML

use Compact

HTML (cHTML)

Optimizing existing webpage by

eliminating certain graphic,

table, & frame

Quicker download

Content

provider easy

to modify the

content

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2

3 4

MIDI

GIF

EMAIL

- Rely on central

server to collect

data, then user

could open anytime

and no limit.

- Send message directly

so user could read it

directly and they don’t

need to be retrieved from

server, but length only 250

characters with minimal

storage of old messages.

Speed is the most important

While sender still sending,

receiver already receive

Symbolic character available for

user to express their feeling,

emotion, or anything

1995 19961990

Unstandartized

HTML

HDML 1.0 HDML 3.0

HTML 2.0 HTML 3.0

1999 20001996

XML 1.0 XML 3.0

cHTML

Mobile profile

WML 1.0 WML 3.0

Appearance

- Sleeker

- 2 inch screens,

3.5 ounces

- 9,6 kbps

- single button

switch to i-mode

BatteryPrice

- Long

batteries life

time

- Under 100 gr

&100 cc

Cost $167-$250

Utility Whimsical

Partners Partners

financial

services, airlines,

hotels, retails,

news

.

make people fell

happy when using

i-mode.

offered horoscopes,

games, musical,

ringtones.

provide real

benefit to

subscribers,

industries

They offer more than 67 i-mode menu start from the

serious menu like banking services to playful menu like

ringtones

- Make technology behind the service as

invisible as possible.

- Ads will not mention words like internet,

web, HTML..Technology

i-mode

Logo

Marketing

- “i”-mode: information, interactivity,

independency.

- Use small “i” than capital “I”.

- Use cutting edge yellow design with

round anthropomorphic

-Logo was designed represent the symbol

of Japanese subways and airports

Use celebrity: Ryoko Hirosue

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-HTML-Ads

-Design

-i-mode

-celebrity

Comparable

with cost of

subscribing to

a PC based

internet

service

provider which

is about $17

Price

i-mode price

$2.50 a month

plus 0.3 yen

for every data

packet sent or

received

Charged of

how much

content they

transmitted

not how long

it took to

transmit it

No dial up

fee and it

would be

online

24/7

End 2001

First Launch

2 million users

Popularity

Aug 1999Feb 1999

30 millions userUsers are happy to use

“always’on”service many times

Use this services during niche

time.

Enjoy the ringtone, games, etc

that more personalize

Hello Kitty Cartoon Character

very popular

End 2001 company has more than 3000 i-mode menu

Partners were given a spot on i-mode hierarchical menu

which was very democratic. Sites were listed by popularity,

so the site with broad users were rewarded

Company will help partners in billing system

Chat room and

bulletin boards were

unacceptable

There were limits on how much

advertising space they could

sell on their sites..

Couldn’t offer links

to sites outside the

i-mode portal

Stagnant

growth in

2002

Competitors

(KDDI,

Jphone)

Gov.

pressure

Click to edit title style

US

More likely to

access the

internet via a PC

Europe

The operators

collected a per-

minute fee for

WAP serviceConsumer

behavior

issue

Periodically

company

introduce

new handset

models with

upgraded

capabilities.

First

company to

introduce a

series of

handsets,

Java enabled

handsets, 3G,

FOMA

Increase

transmission

speed from

9.6 to 28.8

kbps and

allow for

larger

downloads.

1introduction of

HSDPA

technology

offer data

speeds of

up to 7.2

Mbps

Launch on

October 2001

hugely popular

third-generation (3G)

mobile service

surpassed 50 million

subscribers, or 91% of

all DOCOMO

customers

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1.Utilize technology that understand

targeted market

2. Choose the right team member

(skill+character)

3. Be creative!

4.

What can be learn …

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