I-mode , Weber, FZK ITAS, ITS Berlin 2004 1 “I-mode” in Japan: How to Explain its Development Arnd Weber , Bernd Wingert ITAS, Karlsruhe Research Centre (Germany) Subsidised by:
I-mode, Weber, FZK ITAS, ITS Berlin 2004 1 “I-mode” in Japan: How to Explain its Development Arnd Weber, Bernd Wingert ITAS, Karlsruhe Research Centre.
Dec 20, 2015
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“I-mode” in Japan:How to Explain its
DevelopmentArnd Weber, Bernd Wingert
ITAS, Karlsruhe Research Centre (Germany)
Subsidised by:
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Objectives
To understand i-mode success
To understand cultural factors
To learn lessons
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Advancedness of Japan
68 million mobile Internet users
World record ARPU 60 € (~10% 200 €)
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Success Factors of i-mode
Openness to Internet
Low fees for customers
High share for content providers
Operator control of value chain
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Open Questions
1. Why is competition so fierce?
2. Why did DoCoMo put marketing decisions first?
3. Why did DoCoMo design i-mode to be open to Internet?
4. Why do operators control value chain?
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Findings
1. Why fierce competition?
Competition in radio infrastructure Unfair behaviour of Docomo (PDC),
therefore KDDI chose cdmaOne
Fight against big DoCoMo Abolishment of long-run contracts through DDI
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Findings
2. Why marketing first? Need to be successful (Matsunaga) „For getting more than 10 million subscribers“
(Matsunaga)
3. Why openness of i-mode? „Variety of information is essential“
(Hashimoto)
Interviews April 2004 – interim results
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Findings
4. Why control of value chain?
„You guys avoided competition“ (Natsuno)PHS, PDC, cdma2000, W-CDMA, TD-SCDMA...
„Mentality“, 安心感 (Kanda, Tsuchiyama)
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Lessons for Europe
Europe took lessons:i-mode in Europe, Vodafone live, t-zones
But: User interfaces not always easy,
little interest in openness
More lessons needed? Matter of mentality, innovation culture? More competition needed?
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