NTT DoCoMo - Cell Phones Japan

With more than 100 million users in Japan, the market for mobile phones has entered a mature phase. During the high-growth era, market demand was driven by early adopters, who want to be the first to have all the latest features. Now that the spectrum of users is broader than ever, needs are much more diverse.

In reflection of these changing market conditions, a new paradigm has been established: "the mobile phone business has changed from being carrier-driven to user-driven." But diversification of customer needs is not the only change facing the industry. We have also come to understand that product differentiation is no longer a question of mere technology; in addition to appealing to users through the latest technologies and features, growing importance is being placed on the ability to meet the precise needs of each individual customer in terms of design, network quality, rates, and customer service at the point of sale, among others.

In very simple terms, we conceive of DOCOMO as being a "relations service company" - a company that helps strengthen ties between people, or between individuals and their lifestyles. Because mobile communications has become so closely integrated into our daily lives, we have chosen to use the word "relations" to express this concept of deeper personal relationships with other people and one's environment. Positioning ourselves as a "relations service company" is also an expression of our dedication to providing flexible, customer-focused service.

Creating relationships and connections that meet the needs of each individual customer represents a new form of brand value for DOCOMO. To express this corporate vision more clearly, we have created the following "New DOCOMO Commitments".
New DOCOMO Commitments

(1) We will refine our brand and strengthen ties with our customers

(2) We will solicit and incorporate feedback from customers so that we continue to exceed their expectations

(3) We will continue to innovate so that we can earn the respect and admiration of people worldwide

(4) We will become an organization whose energetic staff is capable of overcoming all challenges in pursuit of our corporate vision

We will take specific steps to implement each of these four visions for change.

First, we will redefine our concept of the DOCOMO brand and its image, developing a brand statement and corporate logo to embody this new vision. Among the concepts to be promoted through our business activities is "Loyalty".

Next, we will solicit and implement feedback from customers so that we can continue to be a company that both understands customer needs and exceeds their expectations. For this purpose, we will reinforce all points of contact with customers; will reflect the opinions of front-line staff in our business activities; and will create deep relationships with users of our services.

We are also driven to remain a company valued for its contributions around the globe. We will achieve this by creating an environment that delivers convenience to customers worldwide; that fosters both technological and operational innovation; and that reinforces our environment-related initiatives, such as reduction of CO2 emissions.

Finally, we will continue to recruit a diversity of talent so that together we can effectively respond to the increasingly more diversified needs of customers while adapting to changes in market conditions and trends. We will also simplify our organizational structure, becoming a more nimble operation able to respond flexibly to customer and market demands. Furthermore, we will energize our organization so that all employees can work in unison toward a shared vision; to achieve this goal, we will strengthen communication at all levels.

Looking ahead, we would like DOCOMO to continue to evolve as a company that consistently earns the trust and loyalty of its customers.