Docomo: Japan's Wireless Tsunami : How One Mobile Telecom Created a New Market and Became a Global Force

Docomo: Japan's Wireless Tsunami : How One Mobile Telecom Created a New Market and Became a Global Force

Docomo: Japan's Wireless Tsunami : How One Mobile Telecom Created a New Market and Became a Global Force

Docomo: Japan's Wireless Tsunami : How One Mobile Telecom Created a New Market and Became a Global Force

Synopsis

"Almost a quarter century after their core management principles put them in nearly unassailable positions of market dominance, Japanese firms like Toyota, Sony, and Honda are still the standards to which other corporations aspire. Today, Japan's NTT DoCoMo is on the verge of attaining equal stature. DoCoMo is the world's second-largest mobile phone operator and, with its I-mode system, the first to roll out real, viable third-generation applications like Internet-ready mobile phones. This quantum leap in technology will very soon change the way we all send and receive information, from e-mail, paging, and voice to graphic business applications and entertainment.

But DoCoMo's success came not as a result of following the hard-and-fast models of its illustrious predecessors. In fact, it is much more a reflection of the ability of DoCoMo's management to carve out a creative niche within the confines of legendarily traditional Nippon Telephone and Telegraph.

Beck (co-author, The Attention Economy) and Accenture senior consultant Wade examine the enormous risks that DoCoMo took in pursuing a ""bleeding edge"" technology which analysts thought was superfluous, and how their daring almost single-handedly brought an entire global market into existence. It is this extraordinary story and the simple, powerful management themes ingrained in it that will drive companies the world over to emulate DoCoMo as they did the previous giants of Japanese industry."

Excerpt

We have a confession to make: This isn’t the book we thought we were going to write. and if you’re looking for a safe, detailed history of an exceptional company, this isn’t it.

Let us explain. ntt DoCoMo is a truly exceptional company. Largely unknown outside Japan, it has created more wealth in recent years than almost any other company in the world. (The Stern Stewart Wealth Added Index [WAI] compares share-price increases and dividends to the cost of equity for 5069 firms worldwide, from June 1996 to June 2001. DoCoMo is the only Asian firm in the wai top ten, and one of only three from outside the United States.)

Originally spun off from a hidebound bureaucracy, DoCoMo was the kind of startup that might simply have faded away. Instead, it has become a true global superpower. It has over 30 million paying Internet customers—as many as America Online—but got there five times faster. Its technology is a full generation ahead of anything in the United States or Europe. and it is rapidly acquiring stakes in every major global market. Insiders believe this Japanese powerhouse could dominate the new economy, just as Sony and Toyota have dominated the old one.

So the elements are there for the book you might expect: a classic (if conventional) high-tech success story. What’s more, this is clearly a success story that matters, truly, to the entire industrialized world. For some time now, just about every telecom you can think of has been investing and positioning and preparing for the Big Mobile Commerce Boom. and many other businesses have been watching closely, because . . .

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