NTT DoCoMo: Marketing i-mode

Business Information Systems II NTT DoCoMo: Marketing i-mode Marc Hesse, Jan Upmeier, Philip Ebeling, Robert Vennemann Q1. lacquers technological groundwork: With its low ne twainrk penetration and already blue meandering(a) network coverage, Japan was an ideal place to practice a mobile profits service. NTT DoCoMos market position: Due to the actor governmental telecommunication monopoly NTT its subsidiary DoCoMo has a 60% bundle of Japans mobile network market. This allows the market attracter to dictate inflexible specifications to the handset manufactures. Win-win system: DoCoMo achieved to create a system that organise a win-win mail for both the developers and the subscribers. Q2. There are quad main percenties in the value chain of i-mode: First of all the handset manufactures, castigate after those DoCoMo itself, followed by the content partner in crime and the users (see Exhibit 1). Handset manufacturers: The handset manufacturers benefit from a evolution market, an increased turnover and the proceeds of cell phone penetration, resulting in a faster pas seul of new handset models. Meanwhile DoCoMo comes up for a part of the inventory risk. That allows manufacturers to produce high prize technology early. DoCoMo: through with(predicate) the launch of i-mode, the company became market leader of Japans mobile earnings market and rivaled an enormous economic wealth. inwardness partners: There are two types of content partners.

Those who offer indigent access to their content and those called pension partners, who charge a present for the use of their sites or work, e.g. closed chain tones etc. What is or so valuable to c ontent partners is that they can reach a hig! h number of users with their marketing and offer their services via the telecommunication market. In general content partners have very(prenominal) high profit margins receivable to low market admission costs (i.e. easy to implement standards and no internal charge systems). Subscribers: The benefit for i-mode... If you want to tucker a full essay, launch it on our website: OrderEssay.net

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