I-mode Strategy

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What's more, many Flash authors in Japan use Macs to create content. Flash technology will be embedded into the new i-mode handsets, starting with the i series, which is scheduled for release later this year.

i-Mode: NTT DoCoMo's Wireless Data Service | Stanford Graduate School of Business

Since content providers are already familiar with Flash for developing Web content and applications, NTT DoCoMo expects new dynamic content to be created for the i-mode service, which will further enhance the mobile-Internet user experience, according to Takeshi Natsuno, managing director of i-mode strategy at DoCoMo. By incorporating Flash in its i-mode service, DoCoMo will provide i-mode users with access to a much broader range of rich content and applications, he added. Easy-to-use graphical interfaces will allow users to simply click on one screen to go directly to specific information, eliminating the need to navigate through multi-layered menus, Natsuno said.

Note: When you purchase something after clicking links in our articles, we may earn a small commission. Unlike Wireless Application Protocol , i-mode encompasses a wider variety of internet standards, including web access, e-mail , and the packet-switched network that delivers the data.

Content is provided by specialized services, typically from the mobile carrier , which allows them to have tighter control over billing. Like WAP, i-mode delivers only those services that are specifically converted for the service, or are converted through gateways. There are more than 12, official sites and around , or more unofficial i-mode sites, which are not linked to DoCoMo's i-mode portal page and DoCoMo's billing services.

NTT DoCoMo supervises the content and operations of all official i-mode sites, most of which are commercial.

These official sites are accessed through DoCoMo's i-mode menu but in many cases official sites can also be accessed from mobile phones by typing the URL or through the use of QR code a barcode. An i-mode user pays for both sent and received data.

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There are services to avoid unsolicited e-mails. The content planning and service design team was led by Mari Matsunaga, while Takeshi Natsuno was responsible for the business development. Top executive Keiichi Enoki oversaw the technical and overall development.

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Japan in October, and changed the name to SoftBank Mobile. As of , it is still available, but has largely been eclipsed by the internet features in 3G, 4G, and WiFi enabled smartphones. Seeing the tremendous success of i-mode in Japan, many operators in Europe, Asia and Australia sought to license the service through partnership with DoCoMo.

Takeshi Natsuno was behind the expansion of i-mode to 17 countries worldwide. Natsuno is also thought to have had a major role in the expansion of the first Japanese service ever outside Japan. While the i-mode service was an exceptional service which positioned DoCoMo as the global leader in value add services, another key success factor for i-mode was the Japanese smartphone makers who developed state of the art handsets to support i-mode.


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As i-mode was exported to the rest of the world, Nokia and other major handset vendors who controlled the markets at the time, refused at first to support i-mode by developing handsets which support the i-mode service. The operators who decided to launch i-mode had to rely on Japanese vendors who had no experience in international markets. As i-mode showed success in these markets, some vendors started customizing some of their handsets to support i-mode, however, the support was only partial and came late in time.

While the service was successful during the first years after launch, the lack of adequate handsets and the emergence of new handsets from new vendors which supported new Internet services on one hand, and a change of leadership of i-mode in Docomo, lead to a number of operators to migrate or integrate i-mode into new mobile Internet services.

NTT DoCoMo, Hutchison Bring i-mode to Hong Kong, Macau

These efforts were ultimately unsuccessful, and i-mode never became popular outside of Japan. Some typical features include the " clamshell " model with large displays x pixels and in many models, a display on either side.

Additionally the phones have many extra features, e.

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