NTT DoCoMo's I-mode: Developing Win-Win Relationships for Mobile Commerce

Abstract

In February 1999, Japan’s NTT DoCoMo launched the i-mode service, becoming, with over 34 million active subscribers, undoubtedly the world’s most successful mobile Internet service. While mobile commerce is an often-discussed topic around the world, it is important to look to the success of i-mode in Japan, to gain real insight into the potential for mobile commerce in other markets. i-mode is a success because of a careful balance of the right technology, the right strategy, the right content, and the right marketing. On this successful platform, many players have developed successful business models, be it premium content, e-commerce, advertising, or others. With the expansion of i-mode, it has now become a “lifestyle infrastructure” and a series of alliances with major players such as Coca-cola has expanded the possibilities. With new i-mode services being launched in Europe and Asia, it is timely to learn, based on the experiences of Japan, what the potential could be.