NTT DoCoMo: The Digital Pathfinder
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Developing new digital services is a key growth strategy to make up for Voice revenue decline, but many telcos are struggling to implement it effectively. NTT DoCoMo has made more progress in digital services than any other operator, but is often dismissed as an example because Japan is considered “too different” to be useful for other operators. We disagree with this assumption and highlight key lessons that operators can learn from NTT DoCoMo’s digital journey.
Format: PDF filePages: 20 pages Charts: 08 Author: Roz Euan-Smith Publication Date: January 2017
Table of Contents
- Executive Summary
- The need for telco transformation
- Shrinking revenues in voice and data mean telcos need to change
- NTT DoCoMo – an example for other operators
- A snapshot of the Japanese mobile market
- NTT DoCoMo’s history
- A mature home market…
- Softbank disrupts the market
- NTT DoCoMo’s digital journey
- Early recognition of the telco challenge, but regulation dictates the direction of evolution
- An incremental journey to digital success
- Adapting to the post-iPhone world
- Can NTT DoCoMo’s digital success work overseas?
- What was i-mode and why did it fail outside Japan?
- What can other operators learn from NTT DoCoMo’s digital journey?
Table of Figure
- Figure 1: Traditional telco revenues forecast to continue declining
- Figure 2: NTT Corporation, NTT DoCoMo’s parent company
- Figure 3: Japanese mobile subscriber data, 1999-2015
- Figure 4: Japanese mobile operators’ annual revenues, 1994-2014
- Figure 5: NTT DoCoMo quarterly revenue – by business segment
- Figure 6: NTT DoCoMo’s digital innovation milestones
- Figure 7: Before and after DoCoMo ID
- Figure 8: +d’s social value in health, education and agriculture
- Figure 8: i-mode subscriptions – a runaway success in Japan
Technologies and industry terms referenced include: digital telco, digital transformation, IoT, mobile money, NTT DOCOMO, softbank, Telco 2.0