In 1992, Japan's Nippon Telegraph and Telephone (NTT) spun off its wireless phone services, creating NTT DoCoMo. NTT DoCoMo introduced the I-Mode, wireless data service in November 1998. At the time of introduction, it was new, untested market. However, within two years, the service has been adopted by 18 million subscribers - 45% of the Japanese wireless customers voice. This case describes the initial product NTT DoCoMo and marketing strategy, its technology and competition, business model, and plans for the future. Also describes the supply chain for wireless business service data on the components, hardware manufacturing, transport, services and software to end users. This discussion includes the business model at each stage, and the impact of new technologies. Raises questions about the future direction of NTT DoCoMo and the wireless industry data. "Hide
on Seungjin Whang Source: Stanford Graduate School of Business 23 pages. Publication Date: September 1, 2001. Prod. #: GS28-PDF-ENG
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