By John Beck, Mitchell Wade
DoCoMo is the high-tech department of the staid and reliable Nippon Telegraph and mobile (NTT). DoCoMo tells the dramatic story of ways this company-within-a-company made a quantum bounce in high-speed instant know-how - and built "I-mode," the 1st workable, internet-ready cellular phone procedure. The publication offers a desirable examine DoCoMo's "rebellion" in the highly-bureaucratic NTT - and the way I-mode has replaced the whole tradition of younger-generation Japan.
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Additional info for DoCoMo--Japan's Wireless Tsunami: How One Mobile Telecom Created a New Market and Became a Global Force
Early adopters are a scary bunch. ” —GUY KAWASAKI Remember DiVX? When DVD hadn’t quite crossed over beyond the innovators (our geeks), electronics giant Phillips and retail powerhouse Circuit City collaborated to develop a format that reduced the price of buying a DVD to, essentially, the price of a video rental. The catch was that, if you wanted to watch it again, you had to pay again (on a sliding scale). It sounds like a great match for most consumers. But the techies hated it and—of course—badmouthed it incessantly.
The value of information processing became obvious to more and more managers. So over time, computer skills began to be respected, computer users began to win status, and the business capabilities that computers made possible began to be taken for granted. ” DoCoMo: Japan’s Wireless Tsunami 16 FIGURE 1-9. Purpose of mobile phone usage in Japan. , INTERNET USAGE TRENDS IN JAPAN. SURVEY REPORT 2000. FIGURE 1-10. Primary form of access to the Internet in Japan: December 2000. Home computer 82% PDA 1% Mobile phone 4% Work computer 13% SOURCE: ACCENTURE INSTITUTE FOR STRATEGIC CHANGE.
6 Leaders in robotics and AI have often demonstrated the power of rapid, simple adaptation versus heavy strategic planning in search of the optimum approach. And looking beyond business, Malcolm Gladwell concludes that, “Those who are successful at creating social epidemics do not just do what they think is right. ” By testing their intuitions and changing quickly when reality proved different, the folks at DoCoMo turned imode into the only full-fledged success in wireless Internet adoption. So experiment boldly—look closely and deeply at what the experiment is telling you about users—and move fast to reconfigure your market, product, or business model into the hit it can become.