I-Mode Strategy

Since its introduction in February 1999 i-mode has become the world's largest wireless Internet service with more than 35 million subscribers. Its mobile computing service enables users to access telephone banking, make airline reservations, conduct stock transactions, send and receive e-mail, play games, access weather reports and have access to the Internet. It can offer a wide range of websites from internationally known companies such as CNN down to specialised local information. Widely acknowledged as the founder of i-mode, Takeshi Natsuno discusses the success story of i-mode to date by providing a behind-the-scenes look at the management concepts applied while formulating the i-mode strategy. This stimulating volume provides a hands-on look at how he managed to effectively introduce the Internet way of thinking rather than the telecoms way of thinking in order to implement the i-mode service. He explains his strategy on success, concepts involved, practice, alliances and effects and uses his wealth of experience to predict future projections. Written by the most highly respected expert in the field, i-mode Strategy is an absolute must for everyone wanting to know more about NTT DoCoMo's sustainable business model and i-mode strategy.Natsuno, Takeshi is the author of 'I-Mode Strategy' with ISBN 9780470851012 and ISBN 0470851015.