Grasp The Opportunity And Co-operate To Win ——A Study On How NTT DoCoMo Succeeded In Promoting The Mobile Internet Service

This paper consists of three parts:case, case analysis and appendices. Case: On the basis of introduction about both global market anti Japanese market for mobile Internet industry, the paper briefs on the Nil? DoCoMo Company's history, background and late developmo,tt, especially on the success story about I-mode, a new service promoted by DoCoMo in 1999. Then , the paper discusses the challenges faced by NIT DoCoMo, and the ways arid the means by which DoCoMo is tackling them. Case analysis: this paper tries to use the theories learning from MBA, such as marketing theory, game theory, strategy management an I competition theory , to find out the true cause of DoCoMo s great SUCCCSS in I-mode, which was an excellent start in the muoIile Internet industry. In the end , the paper s on tstrategy which DoCoMo , as the current leader of mite mobile communication industty , should take to keep its competitive advantage in the future in this everrowing industry. Appendices: Guide to the case and the background information of the company and the industry.