Description
i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is now early 2002 and Keiichi Enoki, managing director of NTT DoCoMo's i-mode service, faces two challenges. On the domestic front, i-mode must fend off two strong competitors while managing the migration of i-mode's existing customer base to DoCoMo's new 3G (third-generation) wireless service. On the international front, the company must figure out a way to bring the i-mode model to U.S. and European markets, where consumers appear reluctant to adopt the mobile Internet.
Keywords
Barriers to entry
Brand management
Brands
Cause marketing
Competitive Strategy
Consumer markets
Consumers
Coopetition
Disruptive innovation
Groupware
Innovation
Internet
Interpersonal skills
Marketing channels
Netiquette
Nonverbal communication
Organizational behavior
Prices
Pricing
Pricing strategy
Product introduction
Success
Technology adoption lifecycle