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Mobility DoCoMo Newsletter

- Mobile Market Targets Corporate Customers -

With the saturation of Japan's consumer mobile market, DoCoMo and other carriers are beefing up strategies to develop Japan's mobile market for corporate customers.

The introduction of mobile number portability(MNP) last October has created a new opportunity for carriers to lure corporate customers, as well as individuals, away from their existing carriers. Before MNP, changing carriers meant giving up one's existing mobile phone number, a major inconvenience that kept many users from switching. But with this barrier now eliminated, it has become much more feasible to win customers away from existing carriers.

mobilityAlthough DoCoMo already commands a majority of the corporate market, the company is confident that it has the ability to further expand its share by offering innovative, competitively priced products and services, as well as building on its reputation as the world's most advanced and reliable mobile carrier.

In addition to existing corporate users, DoCoMo is also developing strategies to nurture and expand the overall market. Corporations still account for just 10% of the total mobile market, so the potential is staggering.

In essence, DoCoMo's strategy for growing its corporate customer base is a two-pronged approach: first, provide powerful handsets that also function as mini-PCs for useful business applications, and second, offer ubiquitous networks for corporations under a development concept called "Design for Mobile."


Powerful PC-like Handsets

This spring, DoCoMo will release the N902iL with advanced features for operation on wireless LANs. Like its predecessor, the N900iL, the new model is compatible with DoCoMo's Mobile Centrex services, enabling the handset to operate as an IP-based extension phone on the corporate user's wireless LAN in the office as well as a cell phone on DoCoMo's FOMA 3G mobile network outdoors. This gives employees a single contact number and helps prevent them from missing calls when away from the office. For further convenience, DoCoMo provides two types of service, PASSAGE DUPLE for companies with a PBX, and IP Centrex enabling customers to outsource a PBX.

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The N902iL supports the IEEE802.11g protocol for operation on wireless LANs at up to 54Mbps, and in addition supports the IEEE802.11e for increased voice quality. Combined with its full browser, it provides a fast, highly functional wireless LAN environment, including the ability to view all websites on its 2.5-inch screen. Moreover, an internal contactless IC chip enables the phone to function as an e-wallet, timecard and security ID. Advanced security features of special importance to business users include automatic phone lock, face recognition and backup of the phone's address book and other data on a DoCoMo server.

Another new handset targeted at corporate users is the BlackBerry 8707h, which DoCoMo released in Japan last September. The popular handheld device, which has rapidly become a global standard, is aimed especially at multinational companies that already use Blackberry in their offices overseas. Multinational companies in Japan have welcomed the launch, because it enables them to introduce the same communications device used in their other offices overseas, increasing efficiency. In addition to running on the FOMA network for voice/packet transmissions in Japan, the BlackBerry works on both W-CDMA and GSM/GPRS networks overseas.

BlackBerry Enterprise Server tightly integrates with Microsoft Exchange, IBM Lotus Domino and Novell GroupWise, enabling secure wireless access to e-mail and other corporate information.

DoCoMo also offers the hTc Z, a pocket PC designed like a mobile phone. The hTc Z runs on Windows Mobile 5.0, making this DoCoMo's first Windows Mobile handset. It works on both W-CDMA and GSM/GPRS networks, and also Wi-Fi. Bluetooth connectivity enables it to easily synchronize with other devices. Because it enables flexible creation of systems for more efficient operations, eliminating the need to carry a PC or PDA, the hTc Z has attracted large orders from many businesses.


Ubiquitous Mobile Solutions

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In addition to powerful, business-oriented handsets, DoCoMo is also attracting corporate customers by leveraging technologies and know-how developed for the consumer market to create innovative B2B mobile solutions for video downloading, disaster prevention and security, emergency reporting systems, and business and sales support.

For example, the Videophone Alcohol Check System service enables bus and delivery companies to easily monitor drivers in the field at any time. Drivers blow into a breathalyzer connected to a handset and the alcohol concentration is transmitted to a computer at the head office. Inebriated drivers cannot have someone else take the test for them, because the person's identity is confirmed via the videophone's camera as they take the test.

mobilityDoCoMo is also applying its technology toward B2B2C solutions, aiming to create brand new markets for ubiquitous mobile solutions. For example, an increasing number of bus companies in Japan are setting up fare-payment systems using Osaifu-Keitai e-wallet phones. Passengers pay their fares by simply waving a handset in front of a dedicated terminal installed in the bus. The system greatly improves convenience for both bus companies and passengers, especially on long-distance routes with complicated fare systems.


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