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Facts & Feature of NTT Docomo

Facts & Feature of NTT Docomo

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NTT DOCOMO FACTBOOK

Dec 2009

1

About NTT DOCOMO

2

NTT DOCOMO INC. is the world's leading mobile communications company with over 54 million customers in December 2008. Of these, 50 million subscribe to FOMA™, launched as the world's first 3G mobile 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's most popular mobile e-mail/Internet platform, used by 48 million people. With the addition of credit-card and other mobile-wallet functions, DOCOMO’s handset has become highly versatile 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 )

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 longterm transition from fixed voice services to IP and related services, including mobile communications.

Headquarters Tokyo, Japan Employees (consolidated) 22,843 (June 30, 2009) Establishment August 1991 Stock Listings Tokyo (9437) London (NDCM) New York (DCM)

3

Corporate Philosophy
With the aim of creating a new world of communications culture, we NTT DOCOMO will devote all the skills, knowhow and energy towards the establishment of more "personal communication" with our customers that contributes to their heartfelt satisfaction.

We will create a new communication culture

We will satisfy our customers

We will fully utilize individual potential

Concept Tree
4

Subscriber Market Share
Japan’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.

Total Number of Subscriptions
(Millions of subscribers)

Subscriber Market Share
1.8%

Growth period
New Customer 100

Mature period
Customer Retention

19.5%

increase of 5 millions subscriber per year

80

Subscribers as of End Oct. 2009

50.2%

60

increase of 10 millions subscriber per year
54% 53% 53%

28.5%

Market Overall
52% 52% 52% 51.2% 50.8% 50.6%

54%

40

DOCOMO au SoftBank EMOBILE

20

97/3

Source: Telecommunications Carriers Association (TCA)
99/3 01/3 03/3 05/3 07/3 09/3

5

Stronger Brand Loyalty
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 and minimizing churn, DOCOMO is now striving to extend the depth and duration of its existing customer relationships. DOCOMO has supported this effort by renewing its commitments, introducing new corporate branding and integrating its former regional-subsidiary structure for greater efficiency.

New Commitments New Commitments
(April 18, 2008) (April 18, 2008)

New Logo New Logo
(July 1, 2008) (July 1, 2008)

1 ties with our customers.

We will revamp our brand and strengthen

We will actively seek out the voices and opinions of our customers so that we can continue to exceed their expectations.

Integration of Regional Subsidiaries Integration of Regional Subsidiaries 3 that we can earn the respect and
admiration of people worldwide.
Hokkaido Hokuriku Chugoku Hokkaido Hokuriku Chugoku

We will continue to drive innovation so

(July 1, 2008) (July 1, 2008)

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

Tohoku Tohoku Chuo Chuo

Tokai Tokai Kansai Kansai

Shikoku Shikoku Kyushu Kyushu

Nationwide operations under a single entity

6

Networks

7

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
(Million subs.) Numbers in parentheses indicate the percentage of FOMA subscriptions to total cellular subscriptions

60

52.94
50

53.39

53.94 7.49

54.60 5.56

55.19 3.93

55.80
2.77

mova

12.90

9.44

51.26
40

53.03
(95.0%)

49.04 46.44 43.95 40.04
(75.6%) (82.3%) (86.1%) (89.8%)

(92.9%)

30

20

10

0
07/6 07/9 07/12
FY2007

08/3

08/6

08/9
FY2008

08/12

09/3

09/6

09/9
FY2009

10/3(forecast)

◆Inclusive of Communication Module Services subscriptions

8

Network Coverage
Implemented various measures to improve FOMA coverage and quality

■ Principal actions taken in FY2008
Enhancement of HSDPA speed (7.2Mbps) pop. coverage: 100% Visiting customer within 48 hours Tokyo Metropolitan Expressway quality improvement Area quality improvement using compact BS (booster) (indoors)

■ HSDPA coverage expansion
Achieved 100% pop. coverage in 2 years and 4 months after service launch
Pop. coverage (%)
100 9 8 80 81
Service launch 2006/8

■ Customer visit within 48 hours
2008/07 Trial service in some areas of Kanto Koshinetsu 2008/10 2009/01 mova Full-scale launch in Kanto Koshinetsu, Hokuriku and Kyushu Expanded to nationwide scale

10 0

HSDPA

FOMA

Actions taken during customer visit:
Area quality investigation, installation of FOMA repeater/indoor auxiliary antenna, explanation of area quality improvement plans, etc.

60

40

Service launch (nationwide) 2002/4

20

Service launch 1993/3 Service launch (Chuo) 2001/10

Seek higher customer satisfaction
3 4 5 6 7 8

1

2

Year of service launch

No. of years after launch

9

Services

10

Advancing the Roles of Mobile Phone
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.

Roles of mobile phones

Personalization of services

DOCOMO’s Challenge DOCOMO’s Challenge

Behavior assistance
Transformation into lifestyle infrastructure

Life assistance

・Locating ・Security ・Auction

Advancement of IT

・Osaifu-keitai e-wallet

Advancement of communication

Information・Internet access ・Video access
・Gaming ・Music ・Telephone ・Int’l dialing ・e-mail

・Search engine ・Filtering ・One-seg TV ・Comic

Communication

・Videophone ・Push-to-talk ・2 in 1 ・Deco-mail

Continual evolution of mobile phones and network

Time/evolution
11

Expansion of Packet Usage
Packet usage continued to grow due to expanded uptake to flat-rate packet access plans and enrichment of video services.

“Pake-hodai*1” subscriptions
(Million subs.)

Video content
(Million subs.)

Total subs: Topped

25.80

Topped 800,000
(As of Oct. 12, 2009)

22.40 21.52

Percentage of subs who have joined paid service after free trial period:

Over 70%
0.77 0.70

19.58

17.61

0.56

Pake-hodai subscription rate*2
15.75

47%
(As of Sep. 30, 2009)

0.44 0.33

13.95 13.40

FY09 Pake-hodai subscription rate target: 55% (Initial target (announced 4/28/2009):47%)

08/6

08/9

08/12

09/3

09/6

09/9

10/3 10/3 (forecast) (forecast) (Announced (Announced 4/28/2009) 10/30/2009)

09/5

09/6

09/7

09/8

09/9

*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

12

Lifestyle Applications for Payments
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 members and the iD™ platform for e-credit cards has some 420,000 payment terminals installed.

DCMX
DOCOMO brand for e-credit card
Steady Growth in DCMX Subscriptions
(Total subscriptions to DCMX mini, DCMX and DCMX GOLD)

iD
DOCOMO platform for storing e-credit cards of any brand. Phone is merely waved over merchant terminal to complete transaction.

11 10 9 8 7
millions

6 5 4 3 2 1 0 Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Aug. 2006 2007 2008 2009 10 million DCMX subscribers on August 24, 2009

■ iD payment terminals installed
• 420,000 as of September 30, 2009 •430,000 as of March 31, 2010(forcast)

■ iD deployment overseas
• Guam & China

13

Location-based Lifestyle Services
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 705i series, come with a navigation system and preinstalled map application.

GPS-enabled Handsets
21.1 million (As of June 2009)

Location Information
By combining location information with a cartographic database, subscribers can search for location-based enterprises, such as restaurants, hotels or stores, and then navigate to the enterprise.

■ Maps

■GPS navigation

© NATIVIME JAPAN Map: Shobunsha Publications, Inc./ Sumitomo Electric Industries, Ltd.

14

Latest Handsets
DOCOMO unveiled its new handset lineup which is closely attuned to the latest preferences and lifestyles of mobile phone users.

F-02B

L-01B

L-02B

F-01B

F-04B

N-02B

L-03B

N-01B

P-01B

SH-01B

N-03B

P-02B

SH-02B F-03B SC-01B

Digital photo frame

Photo Panel 02

SH-04B

SH-05B

P-03B

SH-03B

15

Personalization
・ 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”
Introduction of GPS-linkage function
(Planned for Nov. 2009 )

■ No. of subscriptions
(Million subs.)
2.5

Topped 2.30 million
(As of Sept. 30, 2009)

Information “only available on the spot” to be delivered “at the right timing”
3.90
Automatic delivery of weather forecast, earthquake information, etc., of outdoor destinations

2.0

2.34
Automatic reminder of last train information from your current location

1.5

1.56 0.93

1.0

0.5

0.30
08/12 09/3 09/6 09/9 10/3 (forecast)

■ No. of content
(content sites)
600

Recommendation of time-sale information, etc.

Automatic delivery of information on your favorite restaurants

400

423 332 191
08/12

200

244
09/3 09/6 09/9

16

Social Support
Establish 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.

Address social issues
Health care business

Leverage DOCOMO’s strengths
Finance/ payment business Education support business

Environment/ ecology business

Social Platform Social Platform

Safety/security business

Environment/ecology business
Establish infrastructure for information collection by combining sensing technologies with mobile communications

Health care business
Establish infrastructure for delivering personal medical information using mobile communications

Finance/payment business
Further diversify services and business in finance and payment fields

■ Environmental sensing
Environmental support by rolling out sensing infrastructure

■ Health care/medical information delivery service
Medical support, Wellness support

■Promotion of mobile CRM ■New convergence service in the field of finance
Mobile remittance service

■ Eco-life support (energy-saving support)
* CRM:Customer Relationship Management

■ Remote medical support

17

Converged Services
Introduced as Japan’s first home area service using Femtocell BTS in November 2009

Femto BTS
Internet
Content/service provider

DOCOMO network

Registered phone

Install high-performance Femtocell BTS in home
FOMA base station

Broadband network
Femtocell BTS

Subscriber

Registered phone

High-performance Femtocell BTS equipment

Realizes dedicated FOMA area for your own home

launched in November 2009:
Stable communications environment Comfortable access to video, music or other large-capacity content In/out of home area alert Provision of return-to-home confirmations linked with in/out of home area information

Future plans
Convergence with home appliances Remote control of home appliances and equipment
18

International Business

19

Diversified International Services
DOCOMO is steadily increasing its international service offerings, focusing on both travelers and multinational enterprise customers, as well as the development of new business in collaboration with foreign partners.

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.

International phone services
For travelers / visitors

Enterprise solutions
For overseas offices

Overseas Business Deployment
Mainly in Asian Pacific

International roaming Dialing from Japan Solutions for Japanese enterprises overseas

Capital & business partners

Preferred roaming

Seamless mobile services through collaborations

20

International Business
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 dialing/roaming revenues
(Inclusive of inbound roaming revenues)

International roaming users
(% of own-handset roamers to total roaming users)
100

(Roaming service users: 1,000 subs.)
: Int’l dialing revenues : Int’l roaming revenues (Billions of yen)
1,200

:Int’l roaming users (aggregate)
60

+9% +14%

59.0

:% of own-handset roamers to total
1,000 80

54.1
21.1
800

47.4
40

60

19.9

600

40

33.0
20

400

27.5
20 200

0 FY07 FY08 FY09 (forecast)

0 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q

0

FY06

FY07

FY08

21

International Roaming via Conexus Partners
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 about 240 million users of mobile voice, video and data roaming on GSM, GPRS and W-CDMA networks, some including HSDPA.

S. Korea

Japan

Mobile alliance comprising 240 million customers

Hong Kong/Macau Taiwan

India Vietnam

Thailand

Singapore Indonesia

Philippines

22

Investment in Mobile Operators Overseas
Since 1999, DOCOMO has been expanding its influence in the Asian Pacific by establishing equity positions in companies that operate in important markets within the region. These investments enable DOCOMO to use its technical expertise and business know-how to help partners increase their corporate value.

S. Korea

③ ① ⑦
India Hong Kong/Macau

Dec. 2005 2.2% ownership

Taiwan


Dec. 1999 24.1% ownership Feb. 2001 4.7% ownership Philippines

Mar. 2009 26% ownership Bangladesh

Guam & Mariana

Mar. 2006 14% ownership (20% by NTT group combined)

Dec. 2006 100% ownership

Sept. 2008 30% ownership
(As of October 1, 2009)

23

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.

Advertising
Digital Media group (Feb. 2005) Digital Media group (Feb. 2005) China-based company offering digital China-based company offering digital media services media services

Technologies
KTF-NTT DOCOMO Mobile KTFKTF-NTT DOCOMO Mobile Investment (Nov. 2007) Investment (Nov. 2007) Korean venture fund Korean venture fund targeting mobile/IT targeting mobile/IT companies companies DOCOMO Capital (Jul. DOCOMO Capital (Jul. 2005) 2005) U.S. high-tech venture U.S. high-tech venture capital firm capital firm Gobi Fund (Dec. 2003) Gobi Fund (Dec. 2003) Gobi FundⅡ(May.2007) Gobi FundⅡ FundⅡ(May.2007) Chinese venture fund Chinese venture fund targeting media companies targeting media companies MontaVista Software MontaVista Software (Dec. 2004) (Dec. 2004) U.S. developer of Linux U.S. developer of Linux software software

Global Mobility Support
Blue Ocean Wireless (Sep. 2008) Blue Ocean Wireless (Sep. 2008)
Ireland-based company offering Maritime Ireland-based company offering Maritime GSM services GSM services DOCOMO interTouch (Dec. 2004 )) DOCOMO interTouch (Dec. 2004 Singapore-based high-speed Internet Singapore-based high-speed Internet access provider for hotels access provider for hotels

Fleet Management Services
Emcore Technology (Jan. 2005) Emcore Technology (Jan. 2005) China-based company offering China-based company offering location-based services location-based services Mobile Innovation (May. 2004) Mobile Innovation (May. 2004) Thai fleet management service Thai fleet management service provider provider

Dates of investments appear in parentheses.
(As of June, 2009)

24

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.

Higher-layer businesses
“MANGA MODE”
Distribution of Japanese “Manga” comics through Bouygues Telecom (France)
(Launched Jun. 11, 2009)

India (TTSL)
“i-channel”
India: Provided by TTSL UK: Launched for Japanese nationals living in UK

Actions aimed at enhancing enterprise value of investee
Business & Technology Cooperation Committee (BTCC)

Content/ services

Board representation/employee secondment
GSM network roll-out support Cooperation for value-added service development

Present
Platform Content distributed centrally from DOCOMO Netherlands to other overseas markets

TOB for net mobile AG in progress

New service brand for GSM (TATA DOCOMO)

Further strengthen platform for overseas content distribution GSM service launched in South India on June 24, 2009.

Network

Delivery of content/services through networks of carriers in Europe, Asia, etc.

“i-channel” service launched on September 7,2009.
25

Technologies

26

Network Evolution Plan
・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.

Maximum data rate (bps) 1G

~2006

2007

2008

2009

2010~

First in the world to succeed in 5Gbps outdoor transmission (in 2006)

4G (IMT-Advanced)
f NW ion o t evolu
HSPA (※)

LTE (※) (Super3G)
Downlink: 300 Mbps Uplink: 75 Mbps

100 M 通信速度

al ntinu Co

10 M

HSDPA(※)
1M Downlink: 3.6/7.2 Mbps Uplink: 384 Kbps

Downlink: 7.2/14 Mbps Uplink: 5.7 Mbps

100 K

W-CDMA
Downlink: 384 Kbps Uplink: 384 Kbps

■ HSUPA (HSPA): Introduced in June 2009 ■ LTE: Planned for introduction in Dec 2010 as one of the first adopters in the world
※HSPA: High Speed Packet Access HSDPA: High Speed Downlink Packet Access LTE: Long Term Evolution

27

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.

Base Station
YRP DOCOMO R&D Center

Mobile Station

Downlink
4 Tx antennas for MIMO (2 sectors) approx.

approx.

250 Mbps

50 Mbps Uplink

Achieved peak data rate Sent and Received constellation Delay profile

eNode B
(※)

Core NW emulator

HSUPA : High Speed Uplink Packet Access

28

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