- Challenging the Mobile Frontier -
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DoCoMo Group (hereafter DoCoMo refers to DoCoMo Group) has created "Vision 2010", with the intention of stimulating further growth of the mobile communications market via mobile multimedia, and thus improving the quality of life and revitalizing industry. While the mobile communications market in Japan has grown remarkably, it has started to show signs of slowing down. At the same time, Japan is facing the major challenge of emerging from the long-lasting effects of a slow economy. With this in mind, DoCoMo will challenge the mobile frontier, in an endeavor to reach the second stage of growth. By the year 2010, the mobile communications market is projected to grow to three times its current size. 1. Mobile Communications and Society in 2010 1) Personal Life: More individualized, diversified lifestyle; lower birth rate and aging society Toward 2010, the quantity of information individuals consume and send out is projected to increase and the amount of information-related household expenditures is also likely to increase. Furthermore, in response to individual needs, further globalization and technical innovations will occur, freeing people from physical constraints such as time, location or distance. This means personal lifestyles will become much more diverse, and activities will shift from a corporate base to an individual base. Meanwhile, with an aging society and lower birth rate, there will be the need to provide support for activities of women and senior citizens, as well as for more efficient government and medical systems. 2) Corporate activities: Deregulation; a more open, global environment Deregulation and globalization of corporate activities will accelerate the restructuring of industry, the mobility of human resources, as well as the emergence of SOHO (Small Office Home Office) and venture businesses. In this environment, corporations will be required to carry out their business activities in a more efficient and open manner. With further technical innovations in computer-related fields, computers will penetrate all facets of daily life. As a result, the integration of communication with broadcasting, computers, appliances and games will occur at a faster rate, and more new services are likely to emerge. 2. DoCoMo Vision 2010 There are three words that characterize the business of DoCoMo - mobile, wireless, and personal. Our aim is to make the most of these features and pursue evolution of the mobile communications market. DoCoMo Vision 2010 is based on five key concepts that can be represented by MAGIC. |
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However, MAGIC cannot be achieved by DoCoMo alone. We would like to create businesses and market opportunities through collaboration with other companies and organizations. 1) Mobile Multimedia Mobile communications today are mainly for voice, but with the rapid spread of PC usage and the Internet, it is likely that there will be an increasing need for multimedia services such as data and images in the mobile environment. In anticipation of this, DoCoMo is currently involved in work that will result in the introduction of the Third Generation mobile communications system (IMT-2000: International Mobile Telecommunications-2000), as well as research work on a Fourth Generation mobile communications system. We will also make active efforts to develop terminals capable of receiving a variety of services, improve network and gateway functions, and provide a wide range of applications for utilization of diverse contents. This will in turn create a mobile multimedia market that outgrows the voice market by the year 2010. 2) Anytime, Anywhere, Anyone Currently, over 40 million people in Japan use mobile communication services, with the number of people using DoCoMo services exceeding 20 million. Between now and 2010, DoCoMo would like to create an environment where everyone from children to senior citizens will be able to use mobile communications anytime and anywhere. (Penetration approx. 60% with approx. 80 million users) To achieve this goal, we will continue to offer attractive tariff plans and terminals suitable for each generation, so that mobile communications can be utilized throughout various stages of life. We also believe that there is a huge potential market for mobile communication devices. For example, devices that can be used in vending machines and home appliances, or attached to car navigation units or even pets. 3) Global Mobility Support In one year, approximately 17 million people travel overseas, while 4 million visit Japan. In response to this, DoCoMo has provided international roaming and direct international call services from mobile phones. In the future, the number of overseas travelers and visitors from abroad is likely to increase even further. In order to meet the needs of these travelers, DoCoMo intends to create a worldwide mobile multimedia environment, which will makes it possible to use the same device anywhere in the world. One example of such a service would be worldwide roaming with the same terminal. To realize this goal, we will actively promote the standardization of IMT-2000 and carry out activities to expedite its worldwide introduction. We will also promote a borderless mobile multimedia environment (global multimedia) through collaboration with overseas operators, corporations and contents providers. 4) Integrated Wireless Solution Utilizing wireless technology, DoCoMo will present business solutions that meet the needs of our customers. We will provide a seamless user environment for mobile networks and corporate networks. One example would be a system which makes it possible to integrate on-site support for sales/marketing and maintenance/operation with corporate networks. We will also be actively involved in efforts to incorporate wireless technology - such as remote controls for appliances - into everyday life. 5) Customized Personal Service The amount of information available will continue to increase, and it is likely that there will be an urgent need to organize information for personal use. Taking advantage of the personal nature of mobile communications, DoCoMo will offer services that customize information according to various personal tastes, preferences and situations, delivering them on a timely basis. These services will not only enhance the quality and convenience of everyday life, but also create business opportunities for corporations. Our product line-up, which includes i-mode and Info City (pager), is the first step toward this goal. We intend to develop these into services with multimedia information such as visual images, and to find attractive contents from a wide range of sources. We will also add high value to our platform with functions such as ID, billing and security, providing an environment where information delivery services can be readily offered. 3. Principles: DREAM Every employee of the DoCoMo Group will create MAGIC by following our DREAM. |
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Change and grow at all times Challenge the impossible Make a giant leap toward tomorrow |
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Accept each other Collaborate with many Create a fulfilled life |
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Be aware of nature Create a better environment Act with growth of the planet in mind |
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Start something we have not been able to do Accomplish something nobody has ever done |
 | Nurture a wider perspective Get a birds-eye view and long-term thinking Stick to them |
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