Presented by: Jennifer Milosch

Presented by:Jennifer Milosch

What is iMode?

• The name of a wireless internet service for cell phones

• Created in Japan by NTT DoCoMo in February ‘99

• iMode is more successful than other wireless technologies because of its low costs and quick and reliable internet access

• At first only available in Japan, now also in Europe

• Not available in the US at this time

What is NTT DoCoMo?• The largest mobile communications

company in Japan• Started making mobile phones in

1993 Created W-CDMA technology • In 2000, changed the corporate

name to NTT DoCoMo and prepared for the release of the iMode phones

President and CEO Masao Nakamura

iMode Users• Summer 2004: 42 million users in

Japan, and 4 million elsewhere• Approximately 1/3 of Japanese

have an iMode phone• Popular among all ages and

genders, but slightly more above 40 years old

What’s So Special About It?

• “Smart” handset– 100 MHz processor– Color display with a

graphical user interface (GUI)

– Users can browse the web by pressing a button

What’s So Special About It?

• New transmission protocol:– iMode uses the CDMA protocol– This transmits at 9.6K bps, slower than a normal

modem, but faster than other types of wireless connections for phones

– The speed allows for emails limited to 250 characters and simple graphics

What’s So Special About It?

• New markup language:

– iMode uses C-HTML (Compact HTML) as its markup language, instead of WAP

– C-HTML is a special markup language to display web pages on the smaller display screen of a cell phone

– C-HTML websites can be viewed on PCs

Packet Switching• iMode uses packet switching technology to transmit data

– Data is broken apart into individual parts– Smaller packets are sent over many different switches– The data is reassembled at its destination

• Efficient for networks with heavy traffic, such as the internet

• The connection is not kept continuously open

iMode Functions

• News, weather and traffic• Stock prices• Email: Text and pictures• Online shopping and banking

– 160+ financial institutions have iMode pages

• Games

http://www.imode.net.tw/index.asp

Well It Must Cost a Fortune!

• iMode service is only $2.70 per month plus .26 cents per packet

• Downloads purchased at $.85-$2.00 per month

• DoCoMo receives commissions from its first tier providers

DoCoMo’s Business Strategy

• Keep costs low

• Investment in R&D

• Heavy investing abroad

• Buys 15-20% stakes in companies which use DoCoMo technology– Hutchison Whampoa, Dutch KPN Mobile,

AT&T Wireless, etc.

Mobile Options

• Many mobile providers have iMode compatible phones

NEC’s N502i

Panasonic’s P502i

Sharp’s SH821i

Sony’s SO502i

Comparison of iMode Phones

Model OverallRating (1-5) Weight Size Screen

MaximumText

Color or b/w

Batterywait(hrs)/ talk(min) E/j Additions

n502i-g8 5 NA 98x48x22 10x10 100/210 256c NA yes iboard

d209i 4 74 124x41x18 7x8 56 256c 40/120 yes iboard

f209i 4 63 125x40x15 7x8 56 256c 450/135 yes  

n209i 3 86 90x46x19 7x8 56/104 4gs 500/130 yes iboard

p209i 3 60 123x39x15 6x8 48 4gs 350/135 yes iboard

p209is NA 84 NA 7x8 NA 256c NA yes iboard

r209i NA 65 NA NA NA 4gs NA yes  

d502i 3 84 132x43x20 7x8 56 256c 350/130 no  

f502i/it 3 71 125x40x19 7x8 56 256c 340/130 no it:car

n502i 4 98 93x48x22 10x10 100/210 4gs 420/120 no iboard

nm502i 3 77 111x44x18 6x8 48 b/w 270/130 yes irda

p502i 3 69 130x43x16 9x8 80 4gs 300/125 no iboard, car

so502i 3 73 122x42x17 7x8 56/120 4gs 210/120 no  

n821i 4 105 93x48x24 10x10 100/210 4gs 380/120 no phs

sh821i 4 76 126x39x20 7x8 56 256c 270/110 no phs

iMode’s Competition: WAP

• WAP (Wireless Application Protocol) uses WML and existing websites

• More advanced than the iMode technology

• WAP is the similar technology in the US• Many hope the two will merge• http://www.imperium.co.uk/

wapdesign.html9110 Communicator

Nokia 7110

Why is iMode better than WAP?

• WAP handsets usually only black and white

• WAP only supports text, not graphics

• iMode is much faster and easier to use

• iMode is simpler, and the C-HTML language is better understood

• WAP users must use dial-up

3G: The Future of iMode

• Launched in October 2001

• Starting speeds of 64 bps

• Able to support videos, Mp3s, videophone, and videomail

• Uses W-CDMA

• Able to hold larger files

• New lithium-ion batteries

The Newest iMode Technology

F901iC P700i N700i

http://www.nttdocomo.com/companyinfo/services.html

More New Products

Coming Soon…

• Pay by credit• Mobile wallet

– Using e-money– Quick check-in– Movie tickets, etc.

• Barcode Reading• Delivery of location

References

• http://www.nttdocomo.com/companyinfo/services.html

• http://www.nttdocomo.com/companyinfo/index.html

• http://www.palowireless.com/imode/background.asp#Financials

• http://www.imode.net.tw/service.asp• http://www.fujii.org/biz/csom/imode.html• http://www.nttdocomo.com/corebiz/icw/

index.html

References, Cont.

• http://www.japon.net/imode/imodehard.shtml• http://www.voip.mn/packet-switching.html• http://www.cs.panam.edu/~meng/Course/

CS6345/Notes/chpt-2/node13.html• Article: WAP vs. iMode• Article: Speedy Cell-Phone• Article: Language Barrier

Full Citations available with paper