As of November 2001, NTT DoCoMo is the only company that was able to capitalize on the mobile Internet. This study describes how a very competitive industry engaged in the technology race and strong price erosion, NTT DoCoMo managed to achieve top performance, with her novel I-MODE services. Launched in February 1999, his I-MODE service was immediate and explosive success. DoCoMo came to exceed its parent company by market capitalization, and the potential for profitable growth as we enter into the era of mobile Internet. This case offers the prospect of the value of innovation to analyze the success of I-MODE with emphasis on business model, designed for use I-MODE innovation DoCoMo. "Hide
by W. Chan Kim, Renee Mauborgne, Ben M. Bensaou, Jason Hunter, Yashushi Shiina Source: Insead 26 pages. Publication Date: August 1, 2009. Prod. #: BOS005-PDF-ENG
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