Marketing Management: An Asian Casebook

As of November 2001, NTT DoCoMo is the only company that has been able to make money out of the mobile Internet. The "NTT DoCoMo i-mode": Creating a Solution for the Masses case study describes how, in a very competitive industry engaged in a technology race and strong price erosion, NTT DoCoMo has been able to achieve superior performance when it launched its novel I-mode services in February 1999. It was an immediate and explosive success and now DoCoMo exceeds its parent company in terms of market capitalization and potential for profitable growth as we enter the age of mobile Internet. This case offers a value innovation perspective to analyze the success of i-mode with a particular emphasis on the business model used to exploit the i-mode innovation of DoCoMo.