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NTT DOCOMO FACTBOOKDec 2009
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About NTT DOCOMO
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HeadquartersTokyo, Japan
Employees (consolidated)22,843 (June 30, 2009)
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 Groups strategic long-
NTT DOCOMO INC. is the world's leading mobile communications company with over 54 million customersin December 2008. Of these, 50 million subscribe to FOMA, launched as the world's first 3G mobileservice 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 48 million people.
With the addition of credit-card and other mobile-wallet functions, DOCOMOs handset has become highlyversatile tools for daily life.
DOCOMO had net income of JPY 4,719 billion (USD 4,804 million) on operating revenue of JPY 44,480
billion (USD 45,281 million) in fiscal 2008 (ended March 2009). (JPY98.23 = USD1.00; Mar. 31, 09 )
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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50.2%
28.5%
19.5%
1.8%
Subscriber Market ShareJapans 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
End Oct.End Oct.20092009
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.
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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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Networks
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Subscriber Migration to FOMA
Accelerate subscriber migration to FOMA in view of scheduled termination of mova services(March 31, 2012)
Aim to grow FOMA subscriptions to 95% of total by Mar. 31, 2010
0
10
20
30
40
50
60
07/6 07/9 07/12 08/3 08/6 08/9 08/12 09/3 09/6 09/9 10/3forecast
mova
55.80
53.0395.0%
49.0489.8%
54.6053.39
43.9582.3%
9.44
5.562.7752.94 53.94
12.90
7.49
40.0475.6%
46.4486.1%
51.2692.9%
3.93
55.19
Numbers in parentheses indicate the percentage of FOMA subscriptions to total cellular subscriptions(Million subs.)
Inclusive of Communication Module Services subscriptions
FY2007 FY2008 FY2009
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1 2 3 4 5 6 7 8
movamova
20
40
60
80
100 FOMAFOMA
8181
99
88
1010
00
HSDPAHSDPA
Principal actions taken in FY2008
HSDPA coverage expansion
No. of years after launchYear 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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Rolesofmobilephones Advancement of ITAdvancement of IT
Transformation intoTransformation into
lifestyle infrastructurelifestyle infrastructure
Time/evolution
CommunicationCommunication
InformationInformation
accessaccess
LifeLife
assistanceassistance
BehaviorBehaviorassistanceassistance
Music
VideophoneIntldialing
Telephone
Internet access
GamingVideo
e-mail
Push-to-talk 2 in 1
ComicOne-seg TV
SecurityAuction
Osaifu-keitaie-wallet
Locating
FilteringSearch engine
Deco-mail
D
OCOMO
D
OCOMOsChallen
ge
sChallen
ge
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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Expansion of Packet Usage
Packet usage continued to grow due to expanded uptake to flat-rate packet access plans and enrichment of
video services.
13.40
/
15.75
19.58
13.95
/// / / / /
Topped 800,000
Total subs: Topped
Over 70%
Percentage of subs who have joinedpaid service after free trial period:
0.330.33
0.440.44
0.560.56
0.700.70
0.770.77
(Million subs.)
Pake-hodai*1 subscriptions
*1 Inclusive of Pake-hodai full and Pake-hodai double subscriptions*2 Pake-hodai subscription rate= No. of Pake-hodai subscriptions/Total FOMA i-mode subscriptions
Video content
(Million subs.)
(As of Oct. 12, 2009)
21.52
25.80
22.40
17.61
// /
forecast
FY09 Pake-hodai subscription rate target: 55(Initial target (announced 4/28/2009):47%)
/
Pake-hodai subscription rate*2
47%(As of Sep. 30, 2009)
(Announced
10/30/2009)
/
forecast
(Announced
4/28/2009)
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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, DOCOMOs e-credit card, has more than 10 million membersand the iD platform for e-credit cards has some 420,000 payment terminals installed.
420,000 as of September 30, 2009
430,000 as of March 31, 2010(forcast)
Guam & China
iD payment terminals installed
iD deployment overseas
Lifestyle Applications for Payments
iD
DOCOMO platform for storing e-credit cards ofany brand. Phone is merely waved over merchantterminal to complete transaction.
1313
DCMX
DOCOMO brand for e-credit card
0
1
2
3
4
5
6
7
8
9
10
11
Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Aug.
millions
Steady Growth in DCMX Subscriptions
2006 2007 2008 2009
10 millionDCMX subscriberson August 24, 2009
(Total subscriptions to DCMX mini, DCMX and DCMX GOLD)
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Location Information
Maps GPS navigation
Location-based Lifestyle Services
NATIVIME JAPANMap: Shobunsha Publications, Inc./
Sumitomo Electric Industries, Ltd.
By combining location information with a cartographicdatabase, subscribers can search for location-basedenterprises, such as restaurants, hotels or stores, and thennavigate to the enterprise.
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GPS-enabled Handsets
With more than 21 million people now owning a GPS-enabled DOCOMO handset, customers are increasingly
taking advantage of convenient location services. Most newer models, beginning with the 905i and 705iseries, come with a navigation system and preinstalled map application.
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21.1 million (As of June 2009)
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DOCOMO unveiled its new handset lineup which is closely attuned to the latest preferences and lifestyles of mobile
phone users.
Latest Handsets
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N-B
P-B
SH-B-B
L-B N-B
SH-B
L-B
SH-B
F-B
SH-B
F-B
L-B
N-B
F-B
F-B
P-B
SC-B
SH-B
Photo Panel 02
Digital photo frame
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Personalization
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Automatic delivery ofinformation on
your favorite restaurantsRecommendation oftime-sale information, etc.
(Planned for Nov. 2009 )
Number of i-concier subscriptions topped 2.3 million. Aim to provide personalized services at the right timing in an optimal manner through the introduction of
GPS-linkage function.
i-concier
No. of content
No. of subscriptions
0.5
1.0
1.5
// / /
1.561.56
0.930.93
0.300.30
2.0
Topped 2.30 millionTopped 2.30 million(As of Sept. 30, 2009)
2.5
2.342.34
Introduction of GPS-linkage function
Automatic reminder oflast train information
from your current location
Automatic delivery ofweather forecast, earthquake
information, etc.,of outdoor destinations
Information only available on the spot to be deliveredat the right timing(Million subs.)
(content sites)
/ / / /
191191244244
332332423423
3.903.90
/(forecast)
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Address social issues Leverage DOCOMOs strengths
Establish infrastructure fordelivering personal medical
information using mobilecommunications
Health care/medicalinformation delivery service
Remote medical support
Health carebusiness
Establish infrastructure for
information collection by combining
sensing technologies with mobilecommunications
Environmental sensing
Eco-life support(energy-saving support)
Environment/ecologybusiness
Social SupportEstablish infrastructure that enhances efficiency of information distribution in such areas as environment/ecology,
safety/security and health care/medical management and develop into commercial business to contribute to
sustainable growth of society.
Social PlatformSocial PlatformSafety/security
business
Healthcare
business
Finance/
paymentbusiness
Environment/ecologybusiness
Education
supportbusiness
Finance/paymentbusiness
Environmental support by rollingout sensing infrastructure
Medical support,Wellness support
Further diversify services andbusiness in finance and payment
fields
Promotion of mobile CRM
New convergence service inthe field of finance
Mobile remittance service
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Femto BTS
DOCOMOnetwork
Content/serviceprovider
Broadbandnetwork
Femtocell BTS
Subscriber
Registered phone
Registered phone
Stable communications environment
Provision of return-to-homeconfirmations linked with in/out of homearea information
In/out of home area alert
High-performance Femtocell BTS equipment
Convergence withhome appliances
Comfortable access to video, music orother large-capacity content
Remote control of homeappliances and equipment
FOMA base station
Installhigh-performanceFemtocell BTS in home
Realizes dedicated FOMA areafor your own home
Future plans
Introduced as Japans first home area service using Femtocell BTS in November 2009
launched in November 2009:
Converged Services
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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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0
20
40
60
FY07 FY08 FY09 (forecast)
0
200
400
600
800
1,000
1,200
1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q
0
20
40
60
80
100
(Roaming service users: 1,000 subs.)
(% of own-handset roamers
to total roaming users)
Intl roaming users (aggregate)
% of own-handset roamers to total
International service revenues have been growing steadily in recent years and are expected to exceed 55 billion
in fiscal 2008. A wider range of compatible handsets is enabling more users to enjoy these convenient services.
International Business
International dialing/roaming revenues International roaming users
21
3333..00
1414
(Billions of yen)
21.121.1
19.919.9
27.527.5
54.154.1
47.447.4
59.059.0
Intl roaming revenues Intl dialing revenues
99
(Inclusive of inbound roaming revenues)
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India
Singapore
Japan
Mobile alliance comprising240 million customers
S. Korea
Hong Kong/Macau
Taiwan
Indonesia
Thailand
Established in April 2006 primarily to develop international roaming and corporate mobile services, the ConexusMobile Alliance has become one of Asia's biggest mobile alliances. The alliance members combined have about240 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 October 1, 2009)
S. Korea
Hong Kong/Macau Taiwan
Dec. 2005
2.2% ownership
Philippines
Mar. 200614% ownership(20% by NTT groupcombined)
Feb. 20014.7% ownership
Dec. 1999
24.1% ownership
Dec. 2006100% ownership
Guam & Mariana
Sept. 200830% ownership
Bangladesh
India
Mar. 200926% ownership
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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
MontaVista Software(Dec. 2004)
U.S. developer of Linux
software
MontaVistaMontaVista SoftwareSoftware(Dec. 2004)(Dec. 2004)
U.S. developer of Linuxsoftware
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 June, 2009)
Emcore Technology (Jan. 2005)
China-based company offering
location-based services
EmcoreEmcore Technology (Jan. 2005)Technology (Jan. 2005)
China-based company offering
location-based services
Gobi Fund (Dec. 2003)Gobi Fund(May.2007)Chinese venture fundtargeting media companies
Gobi Fund (Dec. 2003)Gobi Fund (Dec. 2003)Gobi FundGobi Fund(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
Digital Media group (Feb. 2005)
China-based company offering digital
media services
Digital Media group (Feb. 2005)Digital Media group (Feb. 2005)
China-based company offering digital
media services
Blue Ocean Wireless (Sep. 2008)
Ireland-based company offering MaritimeGSM services
Blue Ocean Wireless (Sep. 2008)Blue Ocean Wireless (Sep. 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.
AdvertisingTechnologies
Fleet Management ServicesGlobal Mobility Support
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Global Expansion Promote actions aimed at expanding higher-layer businesses, e.g. content, platform, etc. TTSL achieves favorable growth in subscriber count, with GSM coverage being expanded on a continual basis.
Content/services
Platform
Network
Content distributed centrallyfrom DOCOMO Netherlands
to other overseas markets
Delivery of content/services through networks
of carriers in Europe, Asia, etc.
(Launched Jun. 11, 2009)
India: Provided by TTSLDistribution of JapaneseManga comics throughBouygues Telecom (France)
Present TOB for net mobile AGin progress
Further strengthen
platform for overseascontent distribution
Higher-layer businesses
MANGA MODE i-channel
UK: Launched for Japanese
nationals living in UK
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Business & Technology Cooperation Committee
(BTCC)
Board representation/employee secondment
GSM network roll-out support
Actions aimed at enhancingenterprise value of investee
Cooperation for value-added service development
New service brand for GSM(TATA DOCOMO)
GSM service launched in South India on
June 24, 2009.
i-channel service launched on
September 7,2009.
India (TTSL)
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Technologies
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Network Evolution Plan
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LTELTE (()) (Super3G)(Super3G)
HSPAHSPA (())
Downlink: 7.2/14 MbpsUplink: 5.7 Mbps
2006 2007 2008 2009 2010
Downlink: 300 MbpsUplink: 75 Mbps
Maximumdata rate
(bps)
1 G
100 M
10 M
1 M
100 K
HSDPAHSDPA(())
Downlink: 3.6/7.2 MbpsUplink: 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)
Continua
levolutionofNW
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() forhigh-speed data communication up to 7.2 Mbps.DOCOMOs 3G network is being overlain with HSPA(), and later LTE() (Super 3G), for even faster data speed andgreater 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(Super3G) Demonstration Experiments In 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