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8/8/2019 Facts Factbook
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About NTT DOCOMO
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HeadquartersTokyo, Japan
Employees (consolidated)
22,297 (March 31, 2010)
Establishment
August 1991
Stock ListingsTokyo (9437)London (NDCM)New York (DCM)
Ryuji Yamada assumed the posts
of NTT DOCOMO, INC. President
and CEO in June 2008, crowning
a distinguished 35-year career
with both DOCOMO and its parent
company, Nippon Telegraph and
Telephone Corporation (NTT).Mr. Yamada is a principal architect
of the NTT Group’s strategic long-
NTT DOCOMO, INC. is the world's leading mobile communications company with over 56 millioncustomers in March 2010. Of these, 54 million subscribe to FOMA™, launched as the world's first 3Gmobile service based on the W-CDMA mobile standard in 2001.
DOCOMO offers a wide variety of leading-edge mobile-multimedia services, including i-mode™, the world'smost popular mobile e-mail/Internet platform, used by 49 million people.
With the addition of credit-card and other mobile-wallet functions, DOCOMO’s handset has become highlyversatile tools for daily life.
DOCOMO had net income of JPY 494.8billion (USD 5,318 million) on operating revenue of JPY 4,284.4
billion (USD 46,049 million) in fiscal 2009 (ended March 2010). (JPY93.04 = USD1.00; Mar. 31, ‘10 )
term transition from fixed voice services to IP and related
services, including mobile communications.
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Corporate Philosophy
With the aim of creating a new world of communications culture, we NTT DOCOMO will devote all the skills, know-
how and energy towards the establishment of more "personal communication" with our customers that contributesto their heartfelt satisfaction.
We will create a
newcommunication
culture
We will satisfy ourcustomers
We will fully utilizeindividualpotential
Concept Tree
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2.3%
20.0%
28.1%
49.6%
Subscriber Market ShareJapan’s mobile phone market has continued to expand even as it showed signs of maturing. At the end of 2007, total
subscriptions surpassed 100 million and the penetration rate reached approx. 80%. Down through the years,DOCOMO has consistently maintained a subscriber market share of approx. 50%.However, DOCOMO needed to make a clear break from its former business model, which had reached its limit.
SubscribersSubscribersas ofas of
July 31July 3120102010
DOCOMO
au
SoftBank
EMOBILE
Source: Telecommunications Carriers Association (TCA)
5
54% 54% 53% 52% 51.2% 50.8%53% 52% 52% 50.6%
increase of 10 millions
subscriber per year
20
40
60
80
100
(Millions of subscribers)
Growth period Mature period
New Customer Customer Retention
97/3 99/3 01/3 03/3 05/3 07/3 09/3
Total Number ofTotal Number of SubscriSubscriptionsptions
Market Overall
increase of 5 millions
subscriber per year
SubscriberSubscriber Market ShareMarket Share
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New Logo
(July 1, 2008)
New Logo
(July 1, 2008)
Integration of Regional Subsidiaries
(July 1, 2008)
Integration of Regional Subsidiaries
(July 1, 2008)
New Commitments
(April 18, 2008)
New Commitments
(April 18, 2008)
HokkaidoHokkaido
TohokuTohoku
ChuoChuo
HokurikuHokuriku
TokaiTokai
KansaiKansai
ShikokuShikoku
ChugokuChugoku
KyushuKyushuNationwide operationsunder a single entity
In fiscal 2008, DOCOMO shifted the focus of its marketing efforts to concentrate on strengthening brand
loyalty among its 54 million existing customers. Previously focused on acquiring new customers andminimizing churn, DOCOMO is now striving to extend the depth and duration of its existing customerrelationships. DOCOMO has supported this effort by renewing its commitments, introducing newcorporate branding and integrating its former regional-subsidiary structure for greater efficiency.
6
Stronger Brand Loyalty
We will revamp our brand and strengthen
ties with our customers.
We will actively seek out the voices andopinions of our customers so that we cancontinue to exceed their expectations.
We will continue to drive innovation so
that we can earn the respect andadmiration of people worldwide.
We will become an organization whoseenergetic staff is capable of overcoming
all challenges in pursuit of our corporatevision.
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22
33
44
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Networks
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07/6 07/9 07/12 08/3 08/6 08/9 08/12 09/3 09/6 09/9 09/12 10/3 10/6 11/3
Subscriber Migration to FOMA
(Million subs)
mova
56.08
Numbers in parentheses indicate the percentage of FOMA subscriptions to total cellular subscriptions
53.20(94.9%)
49.04(89.8%)
54.6053.39
43.95(82.3%)
◆ Inclusive of Communication Module Service subscriptions
9.44
5.56
2.88
FY2007 FY2008 FY2009
・ No. of subscribers who have migrated to FOMA in FY2010/1Q : 0.45 million
・ Aim to increase FOMA subs to 98% of total cellular subs by Mar. 31, 2011
52.94 53.94
12.90
7.49
40.04(75.6%)
46.44(86.1%)
51.26(92.9%)
3.9355.19
52.05(93.9%)
3.39
55.44
(Forecast)
54.86
50.25
(91.6%)
4.626.66
8.4311.07
47.49(87.7%)45.20
(84.3%)
37.85(71.6%)
52.85
14.99
53.63 54.1653.15
42.08(79.2%)
57.451.23
56.22(98%)
60.0
40.0
30.0
20.0
10.0
0
50.0
2.35
54.16(95.8%)
56.51
FY2010
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1 2 3 4 5 6 7 8
mova mova
20
40
60
80
100 FOMAFOMA
8181
99
88
1010
00
HSDPAHSDPA
■ Principal actions taken in FY2009
■ HSDPA coverage expansion
No. of years after launch Year of service launch
Service launch (nationwide)
2002/4
Service launch (Chuo) 2001/10
Service launch 1993/3
Service launch 2006/8
Pop. coverage (%)
Seek higher customer satisfaction
■ Customer visit within 48 hours
Enhancement ofHSDPA speed
(7.2Mbps)
pop. coverage: 100%
Area quality improvementusing compact BS (booster)
(indoors)
Visiting customerwithin 48 hours
Tokyo MetropolitanExpressway
quality
improvement
Achieved 100% pop. coverage in 2 years and 4 months
after service launch
2008/07 Trial service in some areas of Kanto Koshinetsu
2008/10 Full-scale launch in Kanto Koshinetsu, Hokurikuand Kyushu
2009/01 Expanded to nationwide scale
Actions taken during customer visit:
Area quality investigation, installation of FOMA
repeater/indoor auxiliary antenna, explanation of area
quality improvement plans, etc.
Network Coverage
Implemented various measures to improve FOMA coverage and quality
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Services
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R ol e
s of
m o b i l e
ph
on e s Advancement of ITAdvancement of IT
Transformation intoTransformation into
lifestyle infrastructurelifestyle infrastructure
Time/evolution
Communication Communication
Information Information
access access
Life Life
assistance assistance
Behavior Behavior
assistance assistance
・Music
・VideophoneInt’ldialing
・Telephone
・Internet access
・Gaming
・Video
・Push-to-talk ・2 in 1
・Comic
・One-seg TV
・Security
・Auction
・Osaifu-keitai e-wallet
・Locating
・Filtering
・Search engine
・Deco-mail
D O C OM O
D O C OM O
’ ’ s C h al l e
n g e
s C h al l e
n g e
Personalization ofPersonalization of
servicesservices
Continual evolution of mobile phones and network
DOCOMO aims to evolve mobile phone to take the role of assisting customers’ individual behavior.
We will take on the challenge of advancing the roles of mobile phone.
Advancement ofAdvancement ofcommunicationcommunication
Advancing the Roles of Mobile Phone
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0.51
0.44
0.52
0.44
0.46
0.45
0.49
0.44
0.52
0.40
0.45
0.50
0.55
1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q
■ Churn rate ■ No. of net additions
0.0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
1Q 2Q 3Q 4Q
:FY2009:FY2010(Million subs)
Up 64%year-on-year
Up 64%year-on-year
FY2009 FY2010FY2008
Record low levelon par with FY2008/3Qand FY2009/1Q
0.26
0.32
0.25
0.65
0.43
(%)
Churn Rate/Net Additions
・ Maintained churn rate at record low level of 0.44% in FY2010/1Q
・ No. of net additions in FY2010/1Q increased by 64% year-on-year
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Growth of Packet ARPU
YOY packet ARPU comparison
0.0%
1.0%
2.0%
3.0%
4.0%
09/6 09/9 09/12 10/3 10/6
2,350
2,400
2,450
2,500
2,550
【FY2010 Targets】No. of packet flat-rate services subs: 31.70 million
Packet flat-rate services subscription rate: 63%
【FY2010 Targets】No. of packet flat-rate services subs: 31.70 million
Packet flat-rate services subscription rate: 63%
(Yen)
:YOY growth rate*1 (%)
:Packet ARPU (yen)
0
(Growth rate)
・ Growth rate of packet ARPU has accelerated
・ No. of packet flat-rate services subscriptions grew to approx. 27.50 million as a result of aggressive promotion
*1: Excludes impact of i-mode monthly charge hike applied from June 2008
0.0
0.2
0.4
0.6
0.8
1.0
1.2
09/6 09/9 09/12 10/3 10/6
0.44
0.77
(Million subs)
0.86
■ “BeeTV”subscriptions
1.07
1.25
・ No. of “BeeTV” subs increased steadily
・Bee TV is one of factors to increase packet
ARPU of light users
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DCMX
One of our lifestyle applications is Osaifu-Keitai™, mobile-wallet service for e-money, e-credit cards, travel tickets,membership cards, ID, door keys and more. DCMX™, DOCOMO’s e-credit card, has more than 10 million membersand the iD™ platform for e-credit cards has some 481,000 payment terminals installed.
• 481,000 as of July 31, 2010
• Guam & China
■ iD payment terminals installed
■ iD deployment overseas
Lifestyle Applications for Payments
iD
DOCOMO platform for storing e-credit cards of
any brand. Phone is merely waved over merchantterminal to complete transaction.
1414
0
1
2
3
4
5
67
8
9
10
11
Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Aug.
m i l l i o n s
Steady Growth in DCMX Subscriptions
2006 2007 2008 2009
10 millionDCMX subscriberson August 24, 2009
(Total subscriptions to DCMX mini, DCMX and DCMX GOLD)
iD is acceptable to make payments at all McDonald’s shops, and major franchising convenience storesiD is acceptable to make payments at all McDonald’s shops, and major franchising convenience stores
DOCOMO brand for e-credit card
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Handset Lineup
Launched “2010 Summer Model” handsets comprising 20 different models, including handsets designed in
collaboration with external brands, models offering rich color variations and phones equipped with camera forshooting HD video.
10 models 4 models 2 models 1 model
3 models
N-06B
P-06B
SH-07B-04B
F-08B N-07B N-08B
SH-02B marimekko
L-04B
SH-08B
N-04B
P-07B
F-07B
N-05B
P-05B
F-06B
SH-09B
LYNX dynapocket BlackBerry Bold9700
docomo Smartphone
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0 8 / 1 2 0 9 / 0 6 0 9 / 1 2 1 0 / 6 1 1 / 3
Service Personalization -“i-concier”-・ Aim to double “i-concier” subscriptions to 7.90 million by increasing no. of compatible handsets
・ Increase local information content, aiming to offer “personal agent” service to enhance convenience of everyday life
“i-concier”
■ No. of subscriptions
(Million subs)
2.00
4.00
1.56
0.93
6.00
08/12 09/3 09/6 09/9 09/12 10/3 10/6
2.34
■ No. of content sites
200
400
600(sites)
FY2010(forecast)
7.90
4.20
3.10
8.00
191244
332
423493
548
Introduction of auto-GPS (Launched November 2009)
You have arrived nearthe area you set withthe “Auto GPSreminder” service. “TheTV feature…”
Auto GPS information
Auto GPS reminder
Last train alert
Local “machi-chara” passport
Auto GPS weather/earthquake info
New type of behavior support service
6114.78
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Address social issuesAddress social issues Utilize DOCOMO’s strengthsUtilize DOCOMO’s strengths
Expand revenue base by further advancing new businesses in the fields of “health care” “finance/payment” and
“environment/ecology” that are beginning to take off.
Safety/
security
business
Environment/
ecologybusiness
Education
support
business
Establish information infrastructureby combining sensing technologieswith mobile communications
■ Environment sensor network
■ Bicycle sharing business
■ “Smart tap”
(visualization of power usage)
Medical support
Wellness support
Social-Support Services
Environment/ecology business
Social PlatformHealth care
business
Finance/payment business
Aim to further diversifyfinance/payment services and
businesses
■ “docomo one-time insurance”
■ docomo mobile remittanceservice
■ Promotion of mobile CRM
Establish infrastructure fordistributing personal medicalinformation using mobile phones
■ “MD+”
(Medical information service)
■ “Medical Brain”(Information support service for
health care workers)
■Wellness support
Health care/medical management business
Finance/
payment
business
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International Business
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More services for international travelers• Expanded service areas for international roaming (voice, videophone and packet data communication)• Wider lineup of phones that support international roaming.
International solutions for companies• One-stop enterprise solutions (mainly for companies with communication needs both in Japan and overseas).• Solutions developed and delivered in collaboration with overseas subsidiaries and capital/business partners,
including members of the Conexus Mobile Alliance.
Overseas Business Deployment
• New business developed with capital or business partners, mainly in the Asian Pacific region.• Reinforced alliances in Asian Pacific, centered on the Conexus Mobile Alliance.
Diversified International Services
For travelers / visitors For overseas offices Mainly in Asian Pacific
Internationalphone services
Enterprisesolutions
Overseas BusinessDeployment
Capital & business partners
Preferred roaming
International roaming
Solutions for Japaneseenterprises overseas
Seamless mobile servicesthrough collaborations
Dialing from Japan
DOCOMO is steadily increasing its international service offerings, focusing on both travelers and multinationalenterprise customers, as well as the development of new business in collaboration with foreign partners.
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India
Singapore
Japan
Mobile alliance comprising280 million customers
S. Korea
Hong Kong/Macau
Taiwan
Indonesia
Thailand
Established in April 2006 primarily to develop international roaming and corporate mobile services, the Conexus
Mobile Alliance has become one of Asia's biggest mobile alliances. The alliance members combined have about280 million users of mobile voice, video and data roaming on GSM, GPRS and W-CDMA networks, some includingHSDPA.
International Roaming via Conexus Partners
Vietnam
Philippines
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Investment in Mobile Operators Overseas
Since 1999, DOCOMO has been expanding its influence in the Asian Pacific by establishing equity positions incompanies that operate in important markets within the region. These investments enable DOCOMO to use itstechnical expertise and business know-how to help partners increase their corporate value.
(As of January, 2010)
S. Korea
Hong Kong/Macau Taiwan
Dec. 20055.46% ownership
Philippines
Mar. 200614.1% ownership(20% by NTT groupcombined)
Feb. 20014.7% ownership
Dec. 1999
24.1% ownership
Dec. 2006100% ownership
Guam & Mariana
Sept. 200830% ownership
Bangladesh
① ②
③
④⑤
⑥
India
Mar. 200926% ownership
⑦
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Global Expansion
・Deploy and expand business in each layer in markets outside Japan
・TTSL achieves favorable growth in subscriber count, with GSM coverage being expanded on a continual basis
Deployment mainly in growth markets
Content
Network/ infrastructure
Application/Platform
D e pl o y
m en t m ai nl yi n
m a t
ur e m ar k e t s
Accelerate growth by providing know-how on network roll-out, etc.
Enhance added value
•Enhance enterprise value through networkconstruction support, etc.
•Capture growth of investee
•Enhance enterprise value through networkconstruction support, etc.
•Capture growth of investee
Expand and strengthenvalue-added service businessleveraging net mobile AG
Expand and strengthenvalue-added service business
leveraging net mobile AG
Comic deliveryComic delivery Info. deliveryInfo. delivery New contentNew content
New service brand for GSM(TATA DOCOMO)
GSM service launched in South India onJune 24, 2009.
“i-channel” service launched on
September 7,2009.
India (TTSL)
Actions aimed at enhancingenterprise value of investee
■ 3G spectrum auction results in India
Haryana
Punjab
Jammu &
KashmirHimachalPradesh
Delhi
Assam,North East
Bihar
UP(E)
UP(W)
Rajasthan
Gujarat
MaharashtraMumbai
KarnatakaKerala
TamilNadu
Chennai
Andhra
Pradesh
OrissaKolkata
West
BengalMadhya
Pradesh
Haryana
Punjab
Jammu &
KashmirHimachalPradesh
Delhi
Assam,North East
Bihar
UP(E)
UP(W)
Rajasthan
Gujarat
MaharashtraMumbai
KarnatakaKerala
TamilNadu
Chennai
Andhra
Pradesh
OrissaKolkata
West
BengalMadhya
Pradesh Circles not won
Circles won by TTSL
Circles won by TTML
(Out of total 22 circles)
Won licenses in 9 circles
(Out of total 22 circles)
Won licenses in 9 circles
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23
DOCOMO interTouch (Dec. 2004 )
Singapore-based high-speed Internetaccess provider for hotels
DOCOMODOCOMO interTouchinterTouch (Dec. 2004 )(Dec. 2004 )
Singapore-based high-speed Internetaccess provider for hotels
Mobile Innovation (May. 2004)
Thai fleet management serviceprovider
Mobile Innovation (May. 2004)Mobile Innovation (May. 2004)
Thai fleet management serviceprovider
Dates of investments appear in parentheses.
KTF-NTT DOCOMO Mobile
Investment (Nov. 2007)Korean venture fundtargeting mobile/ITcompanies
KTFKTF--NTT DOCOMO MobileNTT DOCOMO MobileInvestment (Nov. 2007)Investment (Nov. 2007)
Korean venture fundtargeting mobile/ITcompanies
(As of April 2, 2010)
Gobi Fund (Dec. 2003)Gobi FundⅡ(May.2007)
Chinese venture fundtargeting media companies
Gobi Fund (Dec. 2003)Gobi Fund (Dec. 2003)Gobi FundGobi FundⅡ(May.2007)(May.2007)
Chinese venture fundtargeting media companies
DOCOMO Capital (Jul.2005)
U.S. high-tech venturecapital firm
DOCOMO Capital (Jul.DOCOMO Capital (Jul.2005)2005)
U.S. high-tech venturecapital firm
Blue Ocean Wireless (Sept. 2008)
Ireland-based company offering MaritimeGSM services
Blue Ocean Wireless (Sept. 2008)Blue Ocean Wireless (Sept. 2008)
Ireland-based company offering MaritimeGSM services
Investment in Other Companies Overseas
Besides investing in mobile operators overseas, DOCOMO is also investing in a range of other companies
that have the potential for not only further growth, but also synergy with DOCOMO.
Technologies
Fleet Management Services
Global Mobility Support
23
net mobile (Dec. 2009)
Germany-based
mobile-content distribution-platform company
net mobile (Dec. 2009)net mobile (Dec. 2009)
Germany-based
mobile-content distribution-platform company
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LTE (1)
・Provide brand-new services leveraging LTE’s distinctive features—“high-speed”, “large-capacity” and “low-latency” transmission
High-speed Low-latencyLarge-capacity
■ LTE’s distinctive features
Bonjour!
Automatic voice translation (for future)
LTE
Automaticvoicetranslation
Konnichiwa!
AR (Augmented Reality) service
Massivevolume of
data
Display content on images captured by camera
LTE
Approx.10-fold*
Approx.1/4
Approx.3-fold
Spectrum efficiencyTransmission latency
(maximum effect)Transmission rate
* Comparison of LTE max. downlink speed of 75Mbps with HSPA max. downlink speed of 7.2Mbps
3G area
LTE areas(Comparison with FOMA (HSPA) service)
Area expansion using an overlayapproach to existing 3G areas
LTE ( )
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LTE (2)
・LTE-related capital expenditures for the first three years after launchestimated to be approx. ¥300.0 billion
FY2010 FY2011 FY2012
(FromJune 2010)
T r i al o p er a t i on
of
c
o m m er ci al n e t w
or k
Tokyo/Osaka/ Nagoya
Prefectural capital-sizecities
Major cities across Japan
LTE-related CAPEX:Approx ¥35.0 billion
Approx. ¥100.0 billion Approx. ¥170.0 billion
L T E
s er vi c
el a
u
n ch
(Dec. 2010)
Handset-type device(Planned for release)
Data communication device
Approx. 5,000 BTSs(cumulative)
Approx. 20%POP coverage
Approx. 15,000 BTSs(cumulative)
Approx. 40%POP coverage
Approx. 1,000 BTSs (cumulative)
Approx. 7% POP coverage
▲ ▲
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Technologies
26
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Network Evolution Plan
27
LTELTE ((※※))
通信速度
HSPAHSPA ((※※))
Downlink: 7.2/14 Mbps Uplink: 5.7 Mbps
~2006 2007 2008 2009 2010~
Downlink: 300 Mbps Uplink: 75 Mbps
Maximumdata rate
(bps)
1 G
100 M
10 M
1 M
100 K
HSDPAHSDPA((※※))
Downlink: 3.6/7.2 Mbps Uplink: 384 Kbps
WW--CDMACDMADownlink: 384 Kbps
Uplink: 384 Kbps
4G4G(IMT(IMT--Advanced)Advanced)First in the world
to succeed in
5Gbps outdoortransmission (in 2006)
C o n t i n u a
l e v o l u t i o n o f N W
※HSPA: High Speed Packet Access HSDPA: High Speed Downlink Packet Access LTE: Long Term Evolution
■ HSUPA (HSPA): Introduced in June 2009
■ LTE: Planned for introduction in Dec 2010 as one of the first adopters in the world
・DOCOMO introduced its W-CDMA-based 3G service in 2001, and then eventually launched HSDPA(※) for
high-speed data communication up to 7.2 Mbps・DOCOMO’s 3G network is being overlain with HSPA(※), and later LTE(※) (Super 3G), for even faster data speed and
greater data volume・DOCOMO is developing a next-generation network to smooth the migration to a 4G (IMT-Advanced) service offering
ultra high-speed communication of up to 1Gps
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LTE Demonstration ExperimentsIn July 2007, DOCOMO began laboratory experiments for LTE, an advanced version of HSDPA / HSUPA (※)
The experiments recorded a downlink transmission rate of 250Mbps and uplink rate of 50Mbps in an outdoor test,in February 2008
Achieved peak dataAchieved peak data
raterate
Delay profileDelay profile
Sent and ReceivedSent and Received
constellationconstellation
Base StationBase Station Mobile StationMobile Station
YRP DOCOMO R&D CenterYRP DOCOMO R&D Center
44
TxTx
antennasantennas
for MIMO (2 sectors)for MIMO (2 sectors)
eNodeeNode BB Core NW emulatorCore NW emulator
approx.approx.
250 Mbps250 Mbps
approx.approx. 50 Mbps50 Mbps
DownlinkDownlink
UplinkUplink
28
(※)
HSUPA : High Speed Uplink Packet Access
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