Ntt Do Co Mo: Marketing I Mode Essay

956 words - 4 pages

Business Information Systems IINTT DoCoMo: Marketing i-modeMarc Hesse, Jan Upmeier, Philip Ebeling, Robert VennemannQ1. Japan's technological infrastructure: With its low internet penetration and already high mobile network coverage, Japan was an ideal place to implement a mobile internet service.NTT DoCoMo's market position: Due to the former governmental telecom monopoly NTT its subsidiary DoCoMo has a 60% share of Japan's mobile internet market. This allows the market leader to dictate strict specifications to the handset manufactures.Win-win strategy: DoCoMo achieved to create a system that formed a win-win situation for both the developers and the subscribers.Q2. There are four main parties in the value chain of i-mode: First of all the handset manufactures, right after those DoCoMo itself, followed by the content partner and the users (see Exhibit 1).Handset manufacturers: The handset manufacturers benefit from a growing market, an increased turnover and the growth of cell phone penetration, resulting in a faster fluctuation of new handset models. Meanwhile DoCoMo comes up for a part of the inventory risk. That allows manufacturers to produce high quality technology early.DoCoMo: Through the launch of i-mode, the company became market leader of Japan's mobile internet market and reached an enormous economic wealth.Content partners: There are two types of content partners. Those who offer free access to their content and those called premium partners, who charge a fee for the use of their sites or services, e.g. ring tones etc. What is most valuable to content partners is that they can reach a high number of users with their marketing and offer their services via the telecommunication market. In general content partners have very high profit margins due to low market entry costs (i.e. easy to implement standards and no internal billing systems).Subscribers: The benefit for i-mode users is that they can use the services of more than 3000 partners, with various contents such as communication, transaction, information, fun and entertainment. This content is controlled by DoCoMo's quality management, which only allows a certain part of the screen being used for advertisement. The i-mode billing service makes it possible to receive only one bill a month, even when various premium sites are used.Q3. Target group: One of the first decisions made by DoCoMo in the process of launching the i-mode service was to determine the initial target group. The marketing committee decided to focus on younger people rather than on business people although they have higher ARPUs (Average Revenue Per Unit) but the marketing executives argued that young people have strong communication needs and a great interest in new technologies. Ultimately everyone would follow their lead. A problem could evolve from this decision in that way, that young people might not be able afford advanced technologies.Content: When it came to deciding about the content and how it should be...

Find Another Essay On NTT DoCoMo: Marketing i-mode

AOL Goes Far East Essay

2078 words - 8 pages Online said that they will launch a joint working group initiative to focus on creating an AOL-NTT DoCoMo gateway portal for wireless carriers and developing next-generation convergence technologies, applications and services worldwideThe companies are also establishing an Investment Committee, which will invest in the cutting-edge companies that are driving the convergence of fixed-line and mobile platformsUnder a new agreement, NTT DoCoMo becomes an

Mobile Payment Services Essay

2578 words - 11 pages intermediaries .For example Mobile network operators in some other countries like Japan have been comfortable with focusing more to develop a strong local market, however they may have global goals. NTT DoCoMo Inc., the largest mobile network operator in Japan. Moneta of SKTelecom which is operated with participation from Korea Exchange Bank Credit Service ,Woori Card and SK. One more example in Sweden Is WyWalletIs a service for payments via

Evaluation of Mobile Commerce

2966 words - 12 pages already have established billing relationships with the mobile phone users. They have the users' account information. Thus, they can negotiate with merchants to handle the billing for these consumers. For instance, Japan's NTT DoCoMo provides this service with its i-Mode service, by which it collects 9% from the merchants (Rysavy 2001). One existing application with huge potential for mobile device users is using their phones to make small

3G in the Philippines: The Newest Form of Communication?

3901 words - 16 pages , Short Message services(SMS) and internet communication service such as email and World Wide Web Access. 3G wag later introduced in Japan on October 1, 2001 by a giant telecommunication company called NTT DoCoMo. It was the first company to use a commercial W-CDMA network and marketed 3G services. Video telephones and Music downloading are examples of applications 3G provides. In Europe; however, 3G services started around early 2003, and seeing its

Sony Corporation Case Analysis

2156 words - 9 pages 2001 (Top 3 companies- NTT Docomo, Toyota, and NTT)On June 29, 2000 Sony appointed a new management team consisted of Nobuyuki Edei, Chairman and CEO, Kunitake Ando, President and COO, and Teruhisa Tokunaga, CFO.The CompanyHistory and BackgroundStrengths and WeaknessesCritical Elements of the Product or Service featured in the caseHistory and BackgroundSony was established in 1946 by Masaru Ibuka and Akio Morita as "Tokyo Tsushin Kogyo" which

Global Broadband Review

5054 words - 20 pages withlLimited mobility (Stationery indoor):2 MbpsIn fact, the first commercialized 3G was launched by NTT DoCoMo (Japan) in Oct 2001, with maximum transmission speed of 64kbps. However, the 3G technology is still at exploring stage and it is expected that the above data transmission standard can only be reached by 2005.Evolution in OECD countriesHigh Growth of Penetration RateAt the end of 1999, there were just 3.1 million broadband subscribers in

The Advent Of Modern Means Of Communication

2148 words - 9 pages itself as a major industry with revenues crossing $ 155 billion. Major global operators and hardware manufacturers are located in the richest parts of the world.The world's top 10 mobile cellular operators in 1998 COMPANY SUBSCRIBERS (millions) REVENUES ($ billion) NTT DoCoMo, Japan 23.9 26.2 TIM, Italy 14.3 7.2 AirTouch, USA 14.1 5.2 Vodafone, UK 10.4 5.4 BAM, USA 8.6 3.8 BellSouth, USA 8.2 4.7 AT&T, USA 7.2 5.4 SBC, USA 6.8 4.2 China Telecom

Global E-Commerce

2297 words - 9 pages ambitious plans to move approximately HK$8.72 billion ($1.1 billion) through its online trading portal by 2004. That's equivalent to 1% of Hong Kong's expected year 2000 gross domestic product. But the company declined to explain how it intends to reach that target - or indeed how it aims to break even within the next two years.Japan NTT Marketsite Pleasanton, Calif. and TOKYO -- April 27, 2000Commerce One, Inc., the leader in global e-commerce

Analysis on the Cellular phone industry -- Nokia

10114 words - 40 pages order to get more users for its phones. Brand equity building will be a key in the coming years.oMay sign up partnership with strong Japanese companies, such as NTT DoCoMO, Japan's biggest cellular operator, in order to co-operate to build and develop products that will be strong in the Canadian market.oShould consistently be aware of the threat from different industry. There will be lots of opportunities available if the right company is being

Marketing plan for a Telecommunications Company

1990 words - 8 pages I am a student of a marketing school. This essay is an assignment which I did for my foundation levelBusinesses that succeed do so by creating and keeping customers. They do this by providing better value for the customer than the competition. Marketing management constantly have to assess which customers they are trying to reach and how they can design products and services that provide better value ("competitive advantage").The main problem

Entering International Markets

604 words - 2 pages Sentonia. Before selecting a mode of entry, I was asked to formulate a new SWOTT analysis for entering this new foreign market.The major elements of the SWOTT of Trinezza that I selected were:Strengths: Brand identification and ProductWeaknesses: International experience, company size, production capacity, financial resources, and priceOpportunities: Foreign competition, size of middle class, and merchandising/accessoriesThreats: Local business

Similar Essays

Marketing Plan Proposal Essay

577 words - 2 pages through around Asia, Europe and North America.Product overviewRecently, NTT DOCOMO Company introduced a new i-mode which is called "Osaifu-Keitai". This product is a mobile phones with wallet functions, it means the mobile wallet also make possible uses as swift transaction for cash, credit, ID and the non-cash transactions through mobile wallet functions, therefore when people take the subway or shopping, people just used their Osaifu-Keitai

Aol Case Essay

820 words - 3 pages to enter the Japanese market. Mitsiu is a company that is already established in Japan, has knowledge to repent in a joint venture, but not with AOL.Although embers established in many countries, Mitsui did not have the confidence to deal with internet technology even owned a department specialized in technology.In my opinion I think they should have joined an organization that had few interests like them . In this case should be investigated NTT

Japan's Global Growth And What You Doing App

2672 words - 11 pages messaging (IM) application that allows users to send each other unlimited text, messaging, images, video, audio media messages and make VoIP calls free. WYD plans to use a variety of marketing mixes to obtain a different preference and competitive conditions in the Japanese market. The primary way WYD will build a strong presence in the Japanese market is through acquiring with NTT DoCoMo. DoCoMo is Japan's largest mobile service provider, serving

Implementation And Use Of Mobile Digital Devices For Its Business Operation

2578 words - 11 pages direct contact with the user, do not need Banks to participate in, technology cost is low; The problem is that mobile operators directly participate in financial transac-tions, need to shoulder some of the financial institution's responsibility and risk, without business qualification, conflict is due to national policy. Japan's NTT DoCoMo promotion I-mode get its Felicia mobile electronic purse; User IC card into a mobile phone to shopping, can be