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About NTT DOCOMO
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)
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
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
New Customer 100
increase of 5 millions subscriber per year
Subscribers as of End Oct. 2009
increase of 10 millions subscriber per year
54% 53% 53%
52% 52% 52% 51.2% 50.8% 50.6%
DOCOMO au SoftBank EMOBILE
Source: Telecommunications Carriers Association (TCA)
99/3 01/3 03/3 05/3 07/3 09/3
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
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
49.04 46.44 43.95 40.04
（75.6%） （82.3%） （86.1%） （89.8%）
07/6 07/9 07/12
◆Inclusive of Communication Module Services subscriptions
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
Actions taken during customer visit:
Area quality investigation, installation of FOMA repeater/indoor auxiliary antenna, explanation of area quality improvement plans, etc.
Service launch (nationwide) 2002/4
Service launch 1993/3 Service launch (Chuo) 2001/10
Seek higher customer satisfaction
3 4 5 6 7 8
Year of service launch
No. of years after launch
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
Transformation into lifestyle infrastructure
・Locating ・Security ・Auction
Advancement of IT
Advancement of communication
Information・Internet access ・Video access
・Gaming ・Music ・Telephone ・Int’l dialing ・e-mail
・Search engine ・Filtering ・One-seg TV ・Comic
・Videophone ・Push-to-talk ・2 in 1 ・Deco-mail
Continual evolution of mobile phones and network
Expansion of Packet Usage
Packet usage continued to grow due to expanded uptake to flat-rate packet access plans and enrichment of video services.
Total subs: Topped
(As of Oct. 12, 2009)
Percentage of subs who have joined paid service after free trial period:
Pake-hodai subscription rate*2
(As of Sep. 30, 2009)
FY09 Pake-hodai subscription rate target: 55％ (Initial target (announced 4/28/2009):47%)
１０/３ １０/３ （forecast） （forecast） (Announced (Announced 4/28/2009) 10/30/2009)
*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
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.
DOCOMO brand for e-credit card
Steady Growth in DCMX Subscriptions
(Total subscriptions to DCMX mini, DCMX and DCMX GOLD)
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
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
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.
21.1 million (As of June 2009)
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.
© NATIVIME JAPAN Map: Shobunsha Publications, Inc./ Sumitomo Electric Industries, Ltd.
DOCOMO unveiled its new handset lineup which is closely attuned to the latest preferences and lifestyles of mobile phone users.
SH-０２B F-０３B SC-０１B
Digital photo frame
Photo Panel 02
・ 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.
Introduction of GPS-linkage function
(Planned for Nov. 2009 )
■ No. of subscriptions
Topped 2.30 million
(As of Sept. 30, 2009)
Information “only available on the spot” to be delivered “at the right timing”
Automatic delivery of weather forecast, earthquake information, etc., of outdoor destinations
Automatic reminder of last train information from your current location
０８/１２ ０９/３ ０９/６ ０９/９ １０/３ (forecast)
■ No. of content
Recommendation of time-sale information, etc.
Automatic delivery of information on your favorite restaurants
423 332 191
０９/３ ０９/６ ０９/９
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
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
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
Introduced as Japan’s first home area service using Femtocell BTS in November 2009
Install high-performance Femtocell BTS in home
FOMA base station
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
Convergence with home appliances Remote control of home appliances and equipment
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
For overseas offices
Overseas Business Deployment
Mainly in Asian Pacific
International roaming Dialing from Japan Solutions for Japanese enterprises overseas
Capital & business partners
Seamless mobile services through collaborations
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)
(Roaming service users: 1,000 subs.)
： Int’l dialing revenues ： Int’l roaming revenues (Billions of yen)
：Int’l roaming users (aggregate)
：% of own-handset roamers to total
0 FY07 FY08 FY09 (forecast)
0 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q
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.
Mobile alliance comprising 240 million customers
Hong Kong/Macau Taiwan
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.
③ ① ⑦
India Hong Kong/Macau
Dec. 2005 2.2% ownership
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)
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.
Digital Media group (Feb. 2005) Digital Media group (Feb. 2005) China-based company offering digital China-based company offering digital media services media services
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)
・ 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.
Distribution of Japanese “Manga” comics through Bouygues Telecom (France)
(Launched Jun. 11, 2009)
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)
Board representation/employee secondment
GSM network roll-out support Cooperation for value-added service development
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.
Delivery of content/services through networks of carriers in Europe, Asia, etc.
“i-channel” service launched on September 7,2009.
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
First in the world to succeed in 5Gbps outdoor transmission (in 2006)
f NW ion o t evolu
LTE (※) (Super3G)
Downlink: 300 Mbps Uplink: 75 Mbps
100 M 通信速度
al ntinu Co
1M Downlink: 3.6/7.2 Mbps Uplink: 384 Kbps
Downlink: 7.2/14 Mbps Uplink: 5.7 Mbps
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
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.
YRP DOCOMO R&D Center
4 Tx antennas for MIMO (2 sectors) approx.
50 Mbps Uplink
Achieved peak data rate Sent and Received constellation Delay profile
Core NW emulator
HSUPA : High Speed Uplink Packet Access
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