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Docomo pioneered the mobile internet by introducing i-Mode to Japan’s market on February 22, 1999, and was the first operator to bring 3G to market. While Docomo has been less successful to capture global value from these pioneering developments, Docomo is one of the most successful and admired mobile operators. This report presents many financial and market data together with analysis, and also gives a thorough overview of Docomo’s pioneering i-Mode services.

Table Of Contents

NTT Docomo Market Research Report - The Mobile Internet Pioneer (Japan)
Executive Summary, Agenda

DoCoMo's market landscape: Japan's mobile industry

The main players
Japan's telecom landscape (graphics of main players for VPN and enterprise, Copper, POTS, ADSL, FTTH,
2G cellular, 3G cellular, HSDPA, 3.9G, LTE, WiMax, PHS, major Mandqmp;A transactions, mergers, MVNO relationships)
DoCoMo within the NTT group

NTT, DoCoMo, NTT Data, KDDI, SoftBank
NTT group overview
NTT operating revenues per sector: NTT East and West, NTT Communications, NTT Data, DoCoMo and other
DoCoMo's financials compared to Japan's competing mobile operators

NTT, DoCoMo, NTT Data, KDDI, SoftBank
Financials of the top players
Annual revenue of Japan's top mobile operators (DoCoMo, KDDI, Vodafone Japan, SoftBank)
Annual operating income of Japan's top mobile operators (DoCoMo, KDDI, Vodafone Japan, SoftBank)
Annual net income of Japan's top mobile operators (DoCoMo, KDDI, Vodafone Japan, SoftBank)
Quarterly financial results of Japan's top three mobile operators

Quarterly revenue of Japan's top mobile operators (DoCoMo, KDDI, SoftBank)
Quarterly operating income / loss of Japan's top mobile operators (DoCoMo, KDDI, SoftBank)
Quarterly net income / loss of Japan's top mobile operators (DoCoMo, KDDI, SoftBank)
Quarterly operating margins of Japan's top mobile operators (DoCoMo, KDDI, SoftBank)
DoCoMo's market position

Overview
Overview of all wireless networks in Japan (logarithmic display of subscriber numbers)
No saturation: total number of mobile subscriptions
Net annual growth
Net monthly growth
Stacked display of all Japanese mobile subscriber to show market shares and total (DoCoMo 2G and 3G, KDDI AU and TuKa, Softbank 2G and 3G, Astel,
Willcom, eMobile (data shown in stacked form)
Market shares of top mobile operators (DoCoMo, KDDI, SoftBank, Willcom and eMobile)
Monthly net growth / net loss of subscriptions for top operators
Monthly changes of market shares
DoCoMo's spectrum allocations and base stations - how many base stations does DoCoMo deploy?

Overview: radio spectrum allocation for mobile communications in Japan
How many base stations does DoCoMo deploy (graphics showing data for DoCoMo's 2G and 3G spectrum bands, DoCoMo's terminated PHS system is not included)
Total number of all DoCoMo base stations deployed
Growth per month of DoCoMo's base stations - How many base stations does DoCoMo install per month? (graphics showing increase/ decrease of DoCoMo's radio base stations) (gives a good indication of the number of base stations DoCoMo purchases per month)
DoCoMo's phones

DoCoMo's 900i series
DoCoMo's 700i series
DoCoMo's concept phone series
DoCoMo's new series
Raku-Raku phones for the silver market
The i-Mode eco-system

Graphic overview of i-Mode's eco-system
DoCoMo's commission for content, DoCoMo's billing system and billing commissions
Today's 3G i-Mode in a nut shell
i-Mode business model
The i-Mode user interface and the i-Mode directory hierarchy

Navigating the i-Mode hierarchy
The i-Mode menu
Flash version of the i-Mode top page
The emergency message board
Seasonal variations and advertising on the i-Mode top page
My menu (flash version) - list of subscriptions
Weekly i-Guide
Toku suru menu
My Box
Payment and registrations
The "official" i-Mode i-menu list

i-Menu list directories
Ranking of content sites
"non-official" ("katte") i-Mode sites

non-official i-Mode sites - statistics
summary
The English language i-Mode menu

Search on i-Mode

Mobile music on i-Mode

Market size of mobile music in Japan
Mobile music market share compared to online music downloads
Chaku uta vs internet music downloads
Mobile music, internet downloads vs CD purchases
Chaku-Melo (ringtones) on i-Mode

Top of the ringtone section
The J-POP ringing melody sites
Chaku-Uta (true sound) on i-Mode

Chaku uta i-Mode portal section
Chaku- uta J-POP section
Record kaisha choku ei sound
Music sales and music information on i-Mode

Music movies - show business
M-commerce for music
Tower mobile music store
DoCoMo's investment
Mobile games on i-mode

The games menu
Role playing games
The role playing games section on i-mode, Final fantasy on i-Mode
Transactions, banking, m-commerce, and m-payments

i-Mode supports a range of m-Commerce and m-transactions
Girlswalker
Online purchases by mobile phone
Commerce features unique to mobile phones
M-Commerce, shopping by mobile phone
Mobile book store
Tower mobile - mobile music store
Rakuten's mobile mall
Pia - Event tickets by mobile phone
Selling flowers by mobile phone
Mobile auctions

DoCoMo's investment in Rakuten auctions
Phones as train tickets

Suica and mobile suica
Mobile banking

Tokyo Mitsubishi UFJ - mobile banking and Edy
Mobile banking and transactions
Edy electronic money and mobile banking
Mobile consumer banking and e-cash
Mobile payments and keitai credit in Japan

Market dynamics
The competitive landscape for e-money, mobile payments, and keitai credit in Japan
e-cash - prepaid
Keitai credit (postpaid)
Wallet phones create a new layer in the credit business landscape
Mobile credit
Mobile media and information services, mobile books

Weather and news
Mobile newspaper and mobile news sites
Ranking and usage of mobile newspaper sites
i-Mode sites of the five top national Japanese newspapers
Mobile manga, mobile books

eManga and eBooks on mobile phones
Location based services, i-Area (LBS)

LBS in Japan's mobile phones (table showing the history of LBS, time line of LBS for Japan's mobile services
i-Area - the world's first location based service (LBS)
i-Area's business model
i-Area - user access
i-Area top page today
Email and messaging, e-moji

e-moji as a competitive tool
Advertising and marketing on i-Mode

Banner advertisements
Message free
D2C and the toku suru menu
Creative advertising with i-Mode
Mobile TV

BeeTV
Why was i-Mode so successful in Japan?

Summary

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