DoCoMo's Service Philosophy and Vision (Part1)
-Reliable Handsets and Services-
The implementation of mobile number portability (MNP) in Japan has led to mobile operators introducing a wide variety of new handsets as they anticipate the needs of users. This indicates that for users handsets have become the critical issue in determining which operator they choose. Consequently, users seem to be enjoying the diversity of handsets more than ever and are actively seeking out the handset that they feel suits them best.
Reliability is the key issue
Mr. Kiyoyuki Tsujimura
Executive Vice President, Managing Director of Products & Services Division
Biography
'I think the most appealing point about
Tsujimura believes reliability is the key point of appeal because mobile phone users in Japan tend to keep their handsets in their hands wherever they are all the time they are awake. 'We have to supply our customers with whatever services they want whenever they need them,' he explained adding that users may at anytime need their handset for an important conversation such as the need to consult with friends about a problem or the need to urgently contact friends about a sudden change in schedule. 'Unless you have reliability, the services cannot be enjoyed,' he said.
Convenience in everyday life
The next most important thing that subscribers and would-be subscribers should take into consideration, according to Tsujimura, is the usefulness of any handset. 'The handset should be useful for the different life styles of their users in their everyday lives and it should also be easy to use so as to make life more comfortable,' says Tsujimura. Based on these concepts DoCoMo is offering a wide range of options to users such as
Handsets and services making life more comfortable
Indeed,
At the end of December, more than 18 million or nearly one third of DoCoMo subscribers were using handsets with
A much more recent innovative handset concept is the child-friendly
These two handset types have enabled DoCoMo to gain significant numbers of new first-time subscribers who have never used mobile phones before. This is down to the improved ease of use, convenience and functions.
'Rich' music functions and services are also becoming an essential part of mobile phone handsets. DoCoMo launched Japan's first High-Speed Downlink Packet Access (HSDPA) service and its "music channel" service simultaneously in August 2006. HSDPA's current 3.6 Mbps data download speed enables users to download music programs up to one hour long during night time hours and then play them back at leisure. The company has also strengthened its music services with
Reliable handset plus reliable operator
Kiyoyuki Tsujimura doesn't let the astonishing array of
'Users have various purposes for using mobile phones, but the most common characteristic they all share is the need to choose a reliable operator and a reliable handset,' he stressed again.
By Mike Galbraith
Telecom Journalist
Posted on January 31, 2007
About us
- INDEX
- DOCOMO's Vision
- Company Overview
- Operating Data
- Organizational Structure
- Global Presence
- Management Team
- Corporate Strategy
- Code of Ethics
- Corporate Social Responsibility
- Press Releases
- Events Calendar
- Facts & Figures
- Publications
