- More and Better Services, Fewer Environmental Burdens -

Putting the Cutting into Cutting Edge

Under an environmental protection program that has long supported the company's corporate social responsibly (CSR) strategy, one of NTT DOCOMO's commitments to cutting greenhouse gas emissions is a net reduction of 5.3 million tons in fiscal 2010 through the innovative use of information and communication technologies (ICT), says Katsuhiro Nakamura, Senior Vice President and Managing Director of DOCOMO's Corporate Citizenship Department.
This commitment, made through a series of initiatives ranging from introducing the latest green information technologies to promoting reforestation, is also enshrined in DOCOMO's CSR mission statement of 2008, which calls for continual advances in four key fields: environmental protection, universal design, creating a safe and secure mobile society and ensuring emergency preparedness.
Environmental protection policies should be fundamental precepts for a service-providing company like DOCOMO, whose mission is to serve society as a whole, as well as its customers and shareholders, says Nakamura.
"DOCOMO is a relations-services company, that's to say, a provider of services linking both individuals and society as a whole. As such, having a firm CSR policy makes sound business sense; there is no growth without the support of all stakeholders," he says.

The Greening of IT

DOCOMO has strengthened its CO₂ emissions target for fiscal 2010 to 1.17 million tons, down from an original estimate of 1.37 million tons. So how can a telecommunications company with 55 million customers who are using more and more data traffic actually lower emissions?
The answer, says Nakamura, is "Green IT," a global initiative by the mobile industry to cut emissions by using evermore environmentally friendly systems and equipment. DOCOMO is confident that it can leverage Green IT to this effect because it sees ICT as part of the solution.
For example, DOCOMO is operating the Eco Tower, an experimental 32.5-meter FOMA™ 3G base station completely self-powered with solar power. At the company's Tachikawa ICT Ecology Center, experiments are being held to achieve a staggering 50% reduction in CO₂ emitted from data centers. The target is expected to be achieved by converting server operations to direct current and improving the efficiency of cooling systems, because legacy installations can account for as much as 40% of total electricity consumption.
Another example is an inventory management system DOCOMO co-developed with Coca-Cola. The system uses vending machines with 3G wireless communication modules to enable distributors to remotely check product stock at any given time. In a joint test with Coca-Cola West Co., Ltd., Coca-Cola's largest bottling partner in Japan, the system streamlined distribution operations and helped to cut related CO₂ emissions by 12.5%.
"Please don't lose sight of the obvious benefi ts of ICT. Since electronic mail doesn't need paper, think about all the journeys and time saved with mobile communication. Through our services, I am confident we are significantly contributing to the environment," says Nakamura.

Tradition and Recognition

In addition to cutting-edge initiatives, DOCOMO still continues to value traditional environmental policies such as recycling, having collected about 70 million used mobile phones for recycling since 1998. Of course, the company works with a trusted recycling network to make sure all personal data in the used handsets are protected.
But whether it's minimizing its own CO₂ footprint, helping society to reduce emissions through better ICT or implementing traditional initiatives such as recycling, the effort to protect the environment is an ongoing and increasingly important focus of the company, says Nakamura.
DOCOMO's efforts to protect the environment have received international recognition in the form of a series of international certifications, including the Dow Jones Sustainability Indexes and the FTSE4Good Index.
"I'm proud to note that InnoVest Strategic Value Advisors has named DOCOMO one of the 100 most sustainable corporations in the world for five years in a row," comments Nakamura. "We are particularly honored to receive such international certifications at a time when we are expanding our international business."

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