08

Contact Information
Uses “closed-loop” recycled paper Uses waterless printing,
Head Office: recovered from customer leaflets, etc. emitting no harmful effluent.

11-1,Nagata-cho 2-chome,Chiyoda-ku,Tokyo 100-6150,Japan

Tel:+81-3-5156-1111;Fax:+81-3-5156-0301
E-mail:csr@nttdocomo.co.jp
Printed with soy ink. Uses vegetable-based inks free of
CSR Report website:http://www.nttdocomo.co.jp/english/corporate/csr/index.html volatile organic compounds (VOCs).
 CSR Message of NTT DOCOMO Edit orial Policy f or CSR Repor t CONTENT S
This report brings together DOCOMO’s philosophy and activities relating to
corporate social responsibility (CSR). In fiscal 2007, our efforts focused on
revamping our CSR philosophy in order to better serve each of our stakeholder
Our P hil o s o ph y
groups. In 2008, we issued a new CSR Message and worked to communicate the Message to Our Stak eholders
direction of DOCOMO’s CSR efforts. CSR Me ssa ge 01
We connect people to people, In this report, in order to help stakeholders understand this new CSR philosophy,
we have included a special section entitled “DOCOMO’s Evolving CSR Approach,”
Edit orial Polic y, Cont ent s 02
Me ssa ge fr om the CEO 03
and people to their world. which introduces how we intend to contribute to the realization of sustainable
society through DOCOMO business activities, and we present about 100 new
actions to boost credibility and transparency. The actions listed are presented
We open the door to the future. under the common theme of “connecting,” and grouped into categories of
corporate governance, compliance, risk management, activities targeting each
D O C OMO’ s E v o l v ing
Any time, any place, we connect people to people, and people to the future. stakeholder group, and environmental activities. The specific details of our fiscal
C S R A ppr o a c h
2007 activities are reported along those lines. DOCOMO’s CSR Directions, Vision, Ca tegor y
That is our mission at DOCOMO, in our aim to be the "Relation Service Company."
We listen to each individual customer and to society. Pr oc e ss o f Cr e a ting DOCOMO’s
We innovate toward the future.
We create abundance and convenience in life and culture. • Pr oc e ss t o D e cide Repor t Cont ent
A production team with members from inside and outside the company developed
Ne w CSR Appr oa ch
De tails of DOCOMO’s Ne w CSR Approach
05
07
We address issues of the global environment and society, a list of items that should be included, considered from the perspective of S t ak eholder Rela tions 09
as part of our commitment to contribute to stakeholder interest and priority in corporate operations. The team then conducted F Y 200 7 Initia tiv e s and F Y 200 8 Ob je c tiv e s
the sustainable development of society. interviews with key (company and outside) persons, gathered information, and and A c tions 11
Creating abundance decided on the exact content of the report. When reviewing possible content for this
report, the team gave special consideration in the selection process to expert input
Working for the individual user and convenience in life received, external surveys from previous CSR reports, and in-house surveys.
We carefully design our services so that all of and culture. Through this process, for the booklet version, we aimed to create a document
L i f e C o nn e c t i o n s
our customers will find them convenient and that could be helpful even for people reading about CSR topics for the first time, Initia tiv es f or Cust omers, Univ ersal Design,
easy to use. and focused the reporting on details that we felt were particularly relevant. For and Product Sa fet y
the web-based version, we provide additional CSR content that might be The “Cus t omer Fir s t” Appr oach 13
required by specialists.
DOCOMO He ar t y S t yle 17
Reliable quality High S a f e t y o f Pr oduc t s and S er vic e s 21
We provide stable communications
quality everywhere and at all times,

S t a k e h o ld e r in t e r e s t
Printed report content
and of fer critical communica tions
functions even in disasters and other F u t ur e C o nn e c t i o n s
emergency situations. Initia tiv es f or Child Sa fet y, Mobile Societ y,
and Preparing f or Disasters

Cr e a ting a Be t t er W orld f or Our Childr en 23

Safe and secure Pr eparing f or Disa s t er s 27
We make a serious effort to deal with information W eb content
Inv e s ting in the Futur e 29
security and other issues that arise in society as a
result of the use of communications technologies.

C o r p o r a t e pr i o r i t y High E a r t h C o nn e c t i o n s
Protecting the global environment http://www.nttdocomo.co.jp/english/corporate/csr/index.html
Environmental Initia tiv es

We reduce environmental impacts in each process Envir onment al Mana gement 31

of our business activities, and work closely with our
customers to protect the global environment.
Note: This CSR Message of NTT DOCOMO is based on the NTT Group’s CSR Charter.
• Terminology (This report uses terminology valid after the July 2008 corporate merger)
In this report, “DOCOMO” and “Group” refer to NTT DOCOMO Inc. and its eight
Reducing Environmental Impacts of Our Equipment /
Facilities 33
W orking with Cus tomer s f or the Environment 35
regional offices. “NTT DOCOMO Group,” refers to NTT DOCOMO Inc., eight regional
offices, and 28 service subsidiaries. “Consolidated” refers to NTT DOCOMO Inc., Working with Business Partners for the Environment 39
eight regional offices, 28 service subsidiaries, and other subsidiaries. Environmental Impacts of Our Business Activities 40

N T T Gr o up C S R C h a r t e r
CSR Me ssage
Scope o f Repor t
As a leader of the information and telecommunications industry, the NTT Group is committed to providing reliable, high-quality services that contribute Unless otherwise stated, descriptions in this report refer C S R S upp o r t A c t i v i t i e s
to the creation of a safe, secure and prosperous socie ty through communications that serve people, communities and the global environment. to the NT T DOCOMO Group.
CSR Goals
•C ommunic a tion b e t w e e n p e ople and the ir c ommuni tie s •C ommunic a tion b e t w e e n p e ople and the glob al e n v ir onme n t • Period covered: 1 April 2007 to 31 March 2008
(Some activities after the fiscal year end are also covered.)
Emplo yees, Policies, Structures, and A ctivities
Suppor ting DOCOMO’s CSR
1. W e sha ll s t r i v e t o cr e a t e a r icher a nd m or e c on v enien t c o mmunic a t ions
environment, and utilize our technology to contribute to the resolution of the
various issues faced by societies with aging and declining populations in Japan.
2. We shall strive both to reduce our own environmental impacts and build environment-friendly
forms of communications, and to provide information and communications services
that help to reduce the impact of society as a whole on the global environment.
• Reference guidelines: Environmental Reporting Guidelines FY2007 Version,
Japan Ministry of the Environment
A D ynamic W ork pla c e Envir onment
Corpor a t e Go v ernanc e
41
45
•S a f e and s e cur e c ommunic a tion •T e am N T T c ommunic a tion Sustainability Reporting Guidelines 2006, Global Reporting Initiative (GRI) Complianc e and Risk Mana gement 46
3. While striving earnestly to ensure information security and resolve telecommunications-
related social issues, we shall do our utmost to provide a safe and secure user environment
and contribute to the creation and future development of communication culture.
5. All of us on Team NTT pledge to perform our duties with pride and a keen sense of
responsibility in compliance with the highest of ethical standards, striving to fulfill our
mission to society by working both for our own development as professionals, and
••Published: November 2008
Next issue planned: November 2009
Thir d Par t y Comment
Corpor a t e Pr o file
47
48
for the further development of a flourishing and vibrant community.
4. Fully recognizing the role that telecommunications plays as critical infrastructure 1: This report describes CSR efforts of the NTT DOCOMO Group, but because articles cover many
supporting society and protecting our livelihoods, we shall strive to offer secure and Note: Team NTT comprises all NTT Group employees, including temporary employees, subsidiaries and related companies, there may be some differences in the naming of activities and the GRI Inde x 49
reliable telecommunications services fortified to withstand disasters and capable of contract employees, employees of our corporate partners, and also former employees details of initiatives.
connecting people irrespective of time, location and other circumstances. who endorse the NTT Group's CSR activities. 2: Titles indicate positions held after the corporate merger in July 2008.

01 02
 CSR Message of NTT DOCOMO Edit orial Policy f or CSR Repor t CONTENT S
This report brings together DOCOMO’s philosophy and activities relating to
corporate social responsibility (CSR). In fiscal 2007, our efforts focused on
revamping our CSR philosophy in order to better serve each of our stakeholder
Our P hil o s o ph y
groups. In 2008, we issued a new CSR Message and worked to communicate the Message to Our Stak eholders
direction of DOCOMO’s CSR efforts. CSR Me ssa ge 01
We connect people to people, In this report, in order to help stakeholders understand this new CSR philosophy,
we have included a special section entitled “DOCOMO’s Evolving CSR Approach,”
Edit orial Polic y, Cont ent s 02
Me ssa ge fr om the CEO 03
and people to their world. which introduces how we intend to contribute to the realization of sustainable
society through DOCOMO business activities, and we present about 100 new
actions to boost credibility and transparency. The actions listed are presented
We open the door to the future. under the common theme of “connecting,” and grouped into categories of
corporate governance, compliance, risk management, activities targeting each
D O C OMO’ s E v o l v ing
Any time, any place, we connect people to people, and people to the future. stakeholder group, and environmental activities. The specific details of our fiscal
C S R A ppr o a c h
2007 activities are reported along those lines. DOCOMO’s CSR Directions, Vision, Ca tegor y
That is our mission at DOCOMO, in our aim to be the "Relation Service Company."
We listen to each individual customer and to society. Pr oc e ss o f Cr e a ting DOCOMO’s
We innovate toward the future.
We create abundance and convenience in life and culture. • Pr oc e ss t o D e cide Repor t Cont ent
A production team with members from inside and outside the company developed
Ne w CSR Appr oa ch
De tails of DOCOMO’s Ne w CSR Approach
05
07
We address issues of the global environment and society, a list of items that should be included, considered from the perspective of S t ak eholder Rela tions 09
as part of our commitment to contribute to stakeholder interest and priority in corporate operations. The team then conducted F Y 200 7 Initia tiv e s and F Y 200 8 Ob je c tiv e s
the sustainable development of society. interviews with key (company and outside) persons, gathered information, and and A c tions 11
Creating abundance decided on the exact content of the report. When reviewing possible content for this
report, the team gave special consideration in the selection process to expert input
Working for the individual user and convenience in life received, external surveys from previous CSR reports, and in-house surveys.
We carefully design our services so that all of and culture. Through this process, for the booklet version, we aimed to create a document
L i f e C o nn e c t i o n s
our customers will find them convenient and that could be helpful even for people reading about CSR topics for the first time, Initia tiv es f or Cust omers, Univ ersal Design,
easy to use. and focused the reporting on details that we felt were particularly relevant. For and Product Sa fet y
the web-based version, we provide additional CSR content that might be The “Cus t omer Fir s t” Appr oach 13
required by specialists.
DOCOMO He ar t y S t yle 17
Reliable quality High S a f e t y o f Pr oduc t s and S er vic e s 21
We provide stable communications
quality everywhere and at all times,

S t a k e h o ld e r in t e r e s t
Printed report content
and of fer critical communica tions
functions even in disasters and other F u t ur e C o nn e c t i o n s
emergency situations. Initia tiv es f or Child Sa fet y, Mobile Societ y,
and Preparing f or Disasters

Cr e a ting a Be t t er W orld f or Our Childr en 23

Safe and secure Pr eparing f or Disa s t er s 27
We make a serious effort to deal with information W eb content
Inv e s ting in the Futur e 29
security and other issues that arise in society as a
result of the use of communications technologies.

C o r p o r a t e pr i o r i t y High E a r t h C o nn e c t i o n s
Protecting the global environment http://www.nttdocomo.co.jp/english/corporate/csr/index.html
Environmental Initia tiv es

We reduce environmental impacts in each process Envir onment al Mana gement 31

of our business activities, and work closely with our
customers to protect the global environment.
Note: This CSR Message of NTT DOCOMO is based on the NTT Group’s CSR Charter.
• Terminology (This report uses terminology valid after the July 2008 corporate merger)
In this report, “DOCOMO” and “Group” refer to NTT DOCOMO Inc. and its eight
Reducing Environmental Impacts of Our Equipment /
Facilities 33
W orking with Cus tomer s f or the Environment 35
regional offices. “NTT DOCOMO Group,” refers to NTT DOCOMO Inc., eight regional
offices, and 28 service subsidiaries. “Consolidated” refers to NTT DOCOMO Inc., Working with Business Partners for the Environment 39
eight regional offices, 28 service subsidiaries, and other subsidiaries. Environmental Impacts of Our Business Activities 40

N T T Gr o up C S R C h a r t e r
CSR Me ssage
Scope o f Repor t
As a leader of the information and telecommunications industry, the NTT Group is committed to providing reliable, high-quality services that contribute Unless otherwise stated, descriptions in this report refer C S R S upp o r t A c t i v i t i e s
to the creation of a safe, secure and prosperous socie ty through communications that serve people, communities and the global environment. to the NT T DOCOMO Group.
CSR Goals
•C ommunic a tion b e t w e e n p e ople and the ir c ommuni tie s •C ommunic a tion b e t w e e n p e ople and the glob al e n v ir onme n t • Period covered: 1 April 2007 to 31 March 2008
(Some activities after the fiscal year end are also covered.)
Emplo yees, Policies, Structures, and A ctivities
Suppor ting DOCOMO’s CSR
1. W e sha ll s t r i v e t o cr e a t e a r icher a nd m or e c on v enien t c o mmunic a t ions
environment, and utilize our technology to contribute to the resolution of the
various issues faced by societies with aging and declining populations in Japan.
2. We shall strive both to reduce our own environmental impacts and build environment-friendly
forms of communications, and to provide information and communications services
that help to reduce the impact of society as a whole on the global environment.
• Reference guidelines: Environmental Reporting Guidelines FY2007 Version,
Japan Ministry of the Environment
A D ynamic W ork pla c e Envir onment
Corpor a t e Go v ernanc e
41
45
•S a f e and s e cur e c ommunic a tion •T e am N T T c ommunic a tion Sustainability Reporting Guidelines 2006, Global Reporting Initiative (GRI) Complianc e and Risk Mana gement 46
3. While striving earnestly to ensure information security and resolve telecommunications-
related social issues, we shall do our utmost to provide a safe and secure user environment
and contribute to the creation and future development of communication culture.
5. All of us on Team NTT pledge to perform our duties with pride and a keen sense of
responsibility in compliance with the highest of ethical standards, striving to fulfill our
mission to society by working both for our own development as professionals, and
••Published: November 2008
Next issue planned: November 2009
Thir d Par t y Comment
Corpor a t e Pr o file
47
48
for the further development of a flourishing and vibrant community.
4. Fully recognizing the role that telecommunications plays as critical infrastructure 1: This report describes CSR efforts of the NTT DOCOMO Group, but because articles cover many
supporting society and protecting our livelihoods, we shall strive to offer secure and Note: Team NTT comprises all NTT Group employees, including temporary employees, subsidiaries and related companies, there may be some differences in the naming of activities and the GRI Inde x 49
reliable telecommunications services fortified to withstand disasters and capable of contract employees, employees of our corporate partners, and also former employees details of initiatives.
connecting people irrespective of time, location and other circumstances. who endorse the NTT Group's CSR activities. 2: Titles indicate positions held after the corporate merger in July 2008.

01 02

M e s s a g e f r o m t h e CE O
C o n t r ibu t ing t o a B e t t er S o cie t y b y A ddr e s sing E n v ir o nm en t a l
a nd S o cie t a l C onc er ns — w i t h t he Ne w DO COMO Commitments as Our Guide
Connecting People to People,
Connecting People to the Future,
DOCOMO’s CSR Message Embodies Our Philosophy.
The mobile phone market has transformed itself dramatically
in the past few years. One could say that it has shifted from
the growth phase to the mature phase. Adapting to these
changes, DOCOMO recently unveiled its New DOCOMO
Commitments, renewed its brand and CSR Message, and
recreated itself as the new DOCOMO.
The core theme of the New DOCOMO Commitments is
improving customer satisfaction. We would like customers to
be very happy with their DOCOMO phones and to use them
for a long time. About 53 million people are using DOCOMO
mobile phones (as of 31 March 2008), and for us the most
important goal is to satisfy each and every one of them.
Activities related to corporate social responsibility (CSR) are
one important aspect of all this. We believe that CSR is an
important obligation for any corporation. Through our business
activities we will make our best effort to address various issues
facing society. It would be very gratifying if we could help
improve the state of the world, even if only with one global
issue. We would like to be proactive in tackling issues so that in
ten or twenty years we can have a peaceful world and more
people can live satisfying lives in a sustainable society. For this,
we warmly welcome input from customers and society about
what actions we should take and how we should move forward.
Our CSR Message articulates those sentiments. The New
DOCOMO Commitments enumerate a number of areas we
consider to be important—more effort for our Mobile Phone
Safety Program, the further promotion of “universal design,”
protection of the global environment, and so on. We don’ t just
believe that such activities are a part of CSR. They also lead to
greater customer satisfaction; in fact, we believe that CSR and
customer satisfaction are both on the same path.
To Create a Safe and Secure Mobile Socie ty,
NTT DOCOMO Intends to Play a Ke y Role
in Addressing Impacts on Our Youth.
Everything related to mobile phones has grown with remarkable
speed. That growth has brought with it the positive aspects of
vastly expanded means of human communication. But we
cannot ignore the negatives. We must recognize now, more
than ever, that mobile phones can sometimes be a medium for
negative impacts on our youth. It is natural to expect that
mobile phone service providers should take some responsibility
to deal with such issues. We have already introduced systems
to restrict site access from mobile phones during certain hours
and systems for filtering out certain sites that could be a
harmful influence on our youth. We will continue to respond as
03
circumstances require, while continuing to engage in dialogue
with customers and concerned parties.
To address the serious issues of impacts on our youth, we
believe that we will only be truly effective if mobile phone
companies tackle the problems together with youth and the
adults around them. It is for this reason that DOCOMO has
offered awareness-raising activities like the Mobile Phone
Safety Program—not only for youth but also for parents,
educa tors, and so on—so tha t everyone involved can
understand the situation and use mobile phones safely and
wisely. These sessions were held about 2,400 times throughout
Japan in fiscal 2007. In fiscal 2008 our goal is to expand the
program further. We will encourage active participation by our
employees, in an effort to create more opportunities for direct
communication with customers, and will seek even more
focused responses to these issues in the future.
For societal issues such as these, we believe it is important
for DOCOMO to play a key role and to work in close liaison
with the parties concerned, including school personnel,
government, police agencies, and so on.
Making Connections—Our Goal is to Le t
the Greatest Possible Number of People Benefit
from What Mobile Phones Have to Offer.
As a mobile phone service provider, DOCOMO is constantly
searching for ways to use communication to provide value to
society. Communication is essential in society. It connects
people to people. During a disaster or other emergency, mobile
phones often act as a lifeline and essential service. In this
modern day, mobile phones have become a crucial part of the
infrastructure, connecting people to people. In Japan today,
with lower birth rates and the aging of society, mobile phones
can play an important role by connecting the elderly with their
families. For functions such as these, it is important to ensure
that mobile phones are easy for anyone to use. This is the very
concept behind “universal design.” The Sound Leaf (a bone
conduction receiver-microphone) is one example of products
that are easy to use for persons with disabilities. In the future,
we will continue to develop products based on universal design
and to make stores “barrier free,” with easy access for all. We
believe that these initiatives will create value for society and
lead to greater customer satisfaction.
An All-Out Effort to Tackle Environmental Issues
and Create a Low-Carbon Society
Global warming is a major threat for humanity, and it is urgent
that we reduce CO 2 emissions. DOCOMO must also do its
utmost to help create a low-carbon society. As a mobile
phone service provider, the challenge for DOCOMO is to
Our Philosophy
DOCOMO’s Evolving CSR Approach
reduce the CO2 emissions of society as a whole through the
use o f inf orma tion and communica tion t echnologies.
Telecommunications should enable people to work at home
and to hold meetings by videophone. If we can help to reduce
the movement of people in ways such as these, it should be
possible to reduce CO2 emissions correspondingly.
The further spread of information and communications
technologies will likely increase the power consumption of
base stations and servers that support communications
networks. Thus it is important to make simultaneous efforts to
reduce that consumption. NTT DOCOMO is doing all it can
through research and development, but also through the
introduction o f highly ef ficient po wer sources and air
Life Connections
conditioning equipment, and rethinking the way buildings are
designed. For more efficient use of resources, we are pouring
considerable effort into the collection and recycling of used
mobile phones. In fiscal 2007, we took back 3.4 million
handsets, bringing our cumulative total so far to 65 million
handsets. To increase the number of collection boxes for used
ha nds e t s, w e a r e a ppr o a ching lo c a l go v er nm e n t s,
convenience stores, and other parties in Japan.
Future Connections
In another area, to reduce CO 2 emissions and protect
biodiversity we are cooperating in a tree planting program
with PLDT (Philippine company in which we hold a partial
interest) and the local community. This program makes use of
experience we have gained over the years through the
DOCOMO Woods program. Environmental problems can only
be overcome by mobilizing human wisdom and knowledge.
We could also say that they require cooperation over and
above corporate interests. It is in this spirit that we aim to join
Earth Connections
with other stakeholders to tackle these issues.
Other Challenges: Creating a Dynamic Company
that Cultivates Human Resources and Brings
Dreams to Reality
The key words I raised when I became president were
innovation and challenge. By innovation I mean improved
customer satisfaction, as expressed in the New DOCOMO
CSR Support Activities
Commitments. By challenge I mean showing leadership
through technological innovation. To realize both, we need a
dynamic and energizing workplace. With the recent corporate
consolidation at NTT DOCOMO, I would like all our related
companies to continue challenging themselves to move
toward the same dream, with workplaces where employees
and management work closely together and ideas from the
front lines are constantly turned into reality.
September 2008
Ryuji Yamada
President and Chief Executive Officer
04

M e s s a g e f r o m t h e CE O
C o n t r ibu t ing t o a B e t t er S o cie t y b y A ddr e s sing E n v ir o nm en t a l
a nd S o cie t a l C onc er ns — w i t h t he Ne w DO COMO Commitments as Our Guide
Connecting People to People,
Connecting People to the Future,
DOCOMO’s CSR Message Embodies Our Philosophy.
The mobile phone market has transformed itself dramatically
in the past few years. One could say that it has shifted from
the growth phase to the mature phase. Adapting to these
changes, DOCOMO recently unveiled its New DOCOMO
Commitments, renewed its brand and CSR Message, and
recreated itself as the new DOCOMO.
The core theme of the New DOCOMO Commitments is
improving customer satisfaction. We would like customers to
be very happy with their DOCOMO phones and to use them
for a long time. About 53 million people are using DOCOMO
mobile phones (as of 31 March 2008), and for us the most
important goal is to satisfy each and every one of them.
Activities related to corporate social responsibility (CSR) are
one important aspect of all this. We believe that CSR is an
important obligation for any corporation. Through our business
activities we will make our best effort to address various issues
facing society. It would be very gratifying if we could help
improve the state of the world, even if only with one global
issue. We would like to be proactive in tackling issues so that in
ten or twenty years we can have a peaceful world and more
people can live satisfying lives in a sustainable society. For this,
we warmly welcome input from customers and society about
what actions we should take and how we should move forward.
Our CSR Message articulates those sentiments. The New
DOCOMO Commitments enumerate a number of areas we
consider to be important—more effort for our Mobile Phone
Safety Program, the further promotion of “universal design,”
protection of the global environment, and so on. We don’ t just
believe that such activities are a part of CSR. They also lead to
greater customer satisfaction; in fact, we believe that CSR and
customer satisfaction are both on the same path.
To Create a Safe and Secure Mobile Socie ty,
NTT DOCOMO Intends to Play a Ke y Role
in Addressing Impacts on Our Youth.
Everything related to mobile phones has grown with remarkable
speed. That growth has brought with it the positive aspects of
vastly expanded means of human communication. But we
cannot ignore the negatives. We must recognize now, more
than ever, that mobile phones can sometimes be a medium for
negative impacts on our youth. It is natural to expect that
mobile phone service providers should take some responsibility
to deal with such issues. We have already introduced systems
to restrict site access from mobile phones during certain hours
and systems for filtering out certain sites that could be a
harmful influence on our youth. We will continue to respond as
03
circumstances require, while continuing to engage in dialogue
with customers and concerned parties.
To address the serious issues of impacts on our youth, we
believe that we will only be truly effective if mobile phone
companies tackle the problems together with youth and the
adults around them. It is for this reason that DOCOMO has
offered awareness-raising activities like the Mobile Phone
Safety Program—not only for youth but also for parents,
educa tors, and so on—so tha t everyone involved can
understand the situation and use mobile phones safely and
wisely. These sessions were held about 2,400 times throughout
Japan in fiscal 2007. In fiscal 2008 our goal is to expand the
program further. We will encourage active participation by our
employees, in an effort to create more opportunities for direct
communication with customers, and will seek even more
focused responses to these issues in the future.
For societal issues such as these, we believe it is important
for DOCOMO to play a key role and to work in close liaison
with the parties concerned, including school personnel,
government, police agencies, and so on.
Making Connections—Our Goal is to Le t
the Greatest Possible Number of People Benefit
from What Mobile Phones Have to Offer.
As a mobile phone service provider, DOCOMO is constantly
searching for ways to use communication to provide value to
society. Communication is essential in society. It connects
people to people. During a disaster or other emergency, mobile
phones often act as a lifeline and essential service. In this
modern day, mobile phones have become a crucial part of the
infrastructure, connecting people to people. In Japan today,
with lower birth rates and the aging of society, mobile phones
can play an important role by connecting the elderly with their
families. For functions such as these, it is important to ensure
that mobile phones are easy for anyone to use. This is the very
concept behind “universal design.” The Sound Leaf (a bone
conduction receiver-microphone) is one example of products
that are easy to use for persons with disabilities. In the future,
we will continue to develop products based on universal design
and to make stores “barrier free,” with easy access for all. We
believe that these initiatives will create value for society and
lead to greater customer satisfaction.
An All-Out Effort to Tackle Environmental Issues
and Create a Low-Carbon Society
Global warming is a major threat for humanity, and it is urgent
that we reduce CO 2 emissions. DOCOMO must also do its
utmost to help create a low-carbon society. As a mobile
phone service provider, the challenge for DOCOMO is to
Our Philosophy
DOCOMO’s Evolving CSR Approach
reduce the CO2 emissions of society as a whole through the
use o f inf orma tion and communica tion t echnologies.
Telecommunications should enable people to work at home
and to hold meetings by videophone. If we can help to reduce
the movement of people in ways such as these, it should be
possible to reduce CO2 emissions correspondingly.
The further spread of information and communications
technologies will likely increase the power consumption of
base stations and servers that support communications
networks. Thus it is important to make simultaneous efforts to
reduce that consumption. NTT DOCOMO is doing all it can
through research and development, but also through the
introduction o f highly ef ficient po wer sources and air
Life Connections
conditioning equipment, and rethinking the way buildings are
designed. For more efficient use of resources, we are pouring
considerable effort into the collection and recycling of used
mobile phones. In fiscal 2007, we took back 3.4 million
handsets, bringing our cumulative total so far to 65 million
handsets. To increase the number of collection boxes for used
ha nds e t s, w e a r e a ppr o a ching lo c a l go v er nm e n t s,
convenience stores, and other parties in Japan.
Future Connections
In another area, to reduce CO 2 emissions and protect
biodiversity we are cooperating in a tree planting program
with PLDT (Philippine company in which we hold a partial
interest) and the local community. This program makes use of
experience we have gained over the years through the
DOCOMO Woods program. Environmental problems can only
be overcome by mobilizing human wisdom and knowledge.
We could also say that they require cooperation over and
above corporate interests. It is in this spirit that we aim to join
Earth Connections
with other stakeholders to tackle these issues.
Other Challenges: Creating a Dynamic Company
that Cultivates Human Resources and Brings
Dreams to Reality
The key words I raised when I became president were
innovation and challenge. By innovation I mean improved
customer satisfaction, as expressed in the New DOCOMO
CSR Support Activities
Commitments. By challenge I mean showing leadership
through technological innovation. To realize both, we need a
dynamic and energizing workplace. With the recent corporate
consolidation at NTT DOCOMO, I would like all our related
companies to continue challenging themselves to move
toward the same dream, with workplaces where employees
and management work closely together and ideas from the
front lines are constantly turned into reality.
September 2008
Ryuji Yamada
President and Chief Executive Officer
04

DOCOMO's Evolving CSR Approach
DOCOMO unveiled the new DOCOMO corporate brand in April 2008. The relationship between society and mobile
phones has evolved dramatically in the 16 years since DOCOMO started operations. To remain connected and vital
to society, DOCOMO itself must also change. The first steps in this transformation are the New DOCOMO
Commitments and the corporate social responsibilities of the new DOCOMO.
Our Philosophy
What is society looking for from DOCOMO, and what should DOCOMO accomplish? Those are fundamental
questions for a CSR philosophy and corporate management. To better fulfill its corporate social responsibilities
through its business activities, in 2008 DOCOMO revamped its CSR philosophy and created a new CSR
organizational structure and CSR Message.

DOCOMO’s Evolving CSR Approach

Process of Creating DOCOMO's New CSR Approach

Corporate Philosophy
DOCOMO's New CSR Approach
Corporate philosophy
DOCOMO was launched as a mobile communications company in 1992
with a succinctly expressed corporate philosophy: “DOCOMO creates Create Respect
a new culture of communications, respects the power of the individuals Satisfy a new culture
the power of
customers of
and satisfy customers with the aim of establishing more personal communication the individual

communication.

Strengthening of
New DOCOMO Commitments Six CSR Categories

Life Connections
1. We will refine our brand and strengthen ties with our 3. We will continue to innovate so that we can earn the
Priority Initiatives
customers. respect and admiration of people worldwide.

2. We will solicit and incorporate feedback from customers
so that we continue to exceed their expectations.
External Evaluation Analysis + Internal Assessment Analysis
4. We will become an organization whose energetic staff
is capable of overcoming all challenges in pursuit of
our corporate vision.
DOCOMO now classifies its CSR activities into six When we reviewed the CSR system, we set up three
categories. By describing them this way, we can working groups and three task forces to deal with

Future Connections
define specific actions, make progress with initiatives, priority initiatives. Each group applies the
We took advantage of the merger of DOCOMO and its regional subsidiaries to revise our approach to CSR, reorganize our
and achieve objectives in each categor y. We will plan-do-check-act cycle and, as required, swiftly
CSR structure, and enhance our CSR activities. We examined our CSR status based on a wide range of perspectives by
analyzing the external evaluations of experts, ratings agencies, and the media, as well as benchmarks set by other identify the key elements in each category and implements improvements.
companies. We also conducted a thorough self-evaluation through a full internal assessment of our CSR activities, announce the future directions in each category.
employee surveys, and other measures. We then revised our CSR activities based on these external and internal
perspectives and created a new CSR system and message.
Major Changes
•External Evaluations
Experts Rating Agencies and Media CSR Reporting Guidelines Benchmarks of Other Companies

Earth Connections
•Internal Assessment (Surveys, CSR Activity Evaluations)
Employee surveys were the main component of our internal assessment and analysis. The opinions and comments of
some 8,000 employees regarding the CSR Report were fundamental to the revision of our CSR framework and vision.
Establishment of
Expectations for DOCOMO CSR Opinion of CSR Report Content (Top Six Responses)
a Nationwide CSR CSR Message
4.2%
1.4% ■ External penetration (TV commercials,
publicity, etc.) is important
50 Fully promotes the customer
first policy Promotion System
8.8% ■ Better internal penetration and awareness 49 Includes specific environmental

CSR Support Activities

measures
■ Establish a CSR system and vision
7.4% 28 Addresses social issues
■ Accept external assessments
38.4% ■ Respond to social issues and We have also progressed with the creation of an The CSR Message presents the pillars
mobile phone recycling 27 Fully promotes the Hearty Style
integrated nationwide CSR promotion system. After and directions of DOCOMO CSR
■ Improve core business (rates, quality, area
21.3% 25 Clearly presents the CSR vision and objectives
coverage, disaster response, etc.) the merger, we established the NTT DOCOMO Group activities as a "Rela tion Ser vice
■ Address global issues
18.5% 24 Reports the views of executive management CSR Promotion Committee as a nationwide structure to Company." Fully aware of the extent of
(216 respondents) (328 Respondents)
realize a more effective system for implementing CSR our social responsibility, we are
• Boost brand value with DOCOMO's CSR
• Apply the PDCA (Plan-Do-Check-Act) cycle more in CSR activities measures in an integrated way throughout the Group. contributing to realizing a sustainable
Employee • Establish a CSR vision
• Establish more concrete policies
society through our core business,
Comments • Use business operations to enhance CSR activities
• Create a corporate image that encourages high expectations

• Improve the understanding of the CSR activities internally

and in society • Have a CSR system in each organization and integrate the systems
throughout the Group
together with our stakeholders (see
page 01).

05 06

DOCOMO's Evolving CSR Approach
DOCOMO unveiled the new DOCOMO corporate brand in April 2008. The relationship between society and mobile
phones has evolved dramatically in the 16 years since DOCOMO started operations. To remain connected and vital
to society, DOCOMO itself must also change. The first steps in this transformation are the New DOCOMO
Commitments and the corporate social responsibilities of the new DOCOMO.
Our Philosophy
What is society looking for from DOCOMO, and what should DOCOMO accomplish? Those are fundamental
questions for a CSR philosophy and corporate management. To better fulfill its corporate social responsibilities
through its business activities, in 2008 DOCOMO revamped its CSR philosophy and created a new CSR
organizational structure and CSR Message.

DOCOMO’s Evolving CSR Approach

Process of Creating DOCOMO's New CSR Approach

Corporate Philosophy
DOCOMO's New CSR Approach
Corporate philosophy
DOCOMO was launched as a mobile communications company in 1992
with a succinctly expressed corporate philosophy: “DOCOMO creates Create Respect
a new culture of communications, respects the power of the individuals Satisfy a new culture
the power of
customers of
and satisfy customers with the aim of establishing more personal communication the individual

communication.

Strengthening of
New DOCOMO Commitments Six CSR Categories

Life Connections
1. We will refine our brand and strengthen ties with our 3. We will continue to innovate so that we can earn the
Priority Initiatives
customers. respect and admiration of people worldwide.

2. We will solicit and incorporate feedback from customers
so that we continue to exceed their expectations.
External Evaluation Analysis + Internal Assessment Analysis
4. We will become an organization whose energetic staff
is capable of overcoming all challenges in pursuit of
our corporate vision.
DOCOMO now classifies its CSR activities into six When we reviewed the CSR system, we set up three
categories. By describing them this way, we can working groups and three task forces to deal with

Future Connections
define specific actions, make progress with initiatives, priority initiatives. Each group applies the
We took advantage of the merger of DOCOMO and its regional subsidiaries to revise our approach to CSR, reorganize our
and achieve objectives in each categor y. We will plan-do-check-act cycle and, as required, swiftly
CSR structure, and enhance our CSR activities. We examined our CSR status based on a wide range of perspectives by
analyzing the external evaluations of experts, ratings agencies, and the media, as well as benchmarks set by other identify the key elements in each category and implements improvements.
companies. We also conducted a thorough self-evaluation through a full internal assessment of our CSR activities, announce the future directions in each category.
employee surveys, and other measures. We then revised our CSR activities based on these external and internal
perspectives and created a new CSR system and message.
Major Changes
•External Evaluations
Experts Rating Agencies and Media CSR Reporting Guidelines Benchmarks of Other Companies

Earth Connections
•Internal Assessment (Surveys, CSR Activity Evaluations)
Employee surveys were the main component of our internal assessment and analysis. The opinions and comments of
some 8,000 employees regarding the CSR Report were fundamental to the revision of our CSR framework and vision.
Establishment of
Expectations for DOCOMO CSR Opinion of CSR Report Content (Top Six Responses)
a Nationwide CSR CSR Message
4.2%
1.4% ■ External penetration (TV commercials,
publicity, etc.) is important
50 Fully promotes the customer
first policy Promotion System
8.8% ■ Better internal penetration and awareness 49 Includes specific environmental

CSR Support Activities

measures
■ Establish a CSR system and vision
7.4% 28 Addresses social issues
■ Accept external assessments
38.4% ■ Respond to social issues and We have also progressed with the creation of an The CSR Message presents the pillars
mobile phone recycling 27 Fully promotes the Hearty Style
integrated nationwide CSR promotion system. After and directions of DOCOMO CSR
■ Improve core business (rates, quality, area
21.3% 25 Clearly presents the CSR vision and objectives
coverage, disaster response, etc.) the merger, we established the NTT DOCOMO Group activities as a "Rela tion Ser vice
■ Address global issues
18.5% 24 Reports the views of executive management CSR Promotion Committee as a nationwide structure to Company." Fully aware of the extent of
(216 respondents) (328 Respondents)
realize a more effective system for implementing CSR our social responsibility, we are
• Boost brand value with DOCOMO's CSR
• Apply the PDCA (Plan-Do-Check-Act) cycle more in CSR activities measures in an integrated way throughout the Group. contributing to realizing a sustainable
Employee • Establish a CSR vision
• Establish more concrete policies
society through our core business,
Comments • Use business operations to enhance CSR activities
• Create a corporate image that encourages high expectations

• Improve the understanding of the CSR activities internally

and in society • Have a CSR system in each organization and integrate the systems
throughout the Group
together with our stakeholders (see
page 01).

05 06
 Our Philosophy
DOCOMO’s Evolving CSR Approach

Details of DOCOMO’s New CSR Approach

DOCOMO’ s New CSR Approach Six CSR Categories DOCOMO’ s New CSR Approach Strengthening of Priority Initiatives

DOCOMO’s Evolving CSR Approach

Background Behind Setting Priority Issues The CSR Promotion Committee is responsible for comprehensively promoting CSR
In 2004 DOCOMO analyzed the current state of its CSR program. Based on this analysis, in 2005 a CSR Basic Policy, initiatives activities based on the six categories. Additionally, working groups and task forces Plan
with respect to priority issues, and a CSR promotion system were decided upon at the first CSR Committee Meeting. Following across DOCOMO use the PDCA process for key issues requiring continuous
an independent review of CSR activities, and analyses of guidelines and the effects of business activities on society, the efforts, and report as well as discuss progress at CSR Promotion Committee
following priority issues were identified. In addition to these priority issues, in order to promote CSR communication and raise meetings. This system ensures that each area is being covered completely and Working
the level of employee recognition of CSR activities, in 2006 the NTT DOCOMO Group issued a CSR Report. allows any necessary improvements to be made quickly. It also ensures that any Groups
Act Do
pressing issues are discussed and studied as necessary. At the December 2007 (WG) /
Creation of safer, more secure Protecting children from inappropriate sites as well as crime using CSR Promotion Committee meeting, reports were given on the specifics of issues Task Forces
mobile phone society mobile phones, and education about mobile phone etiquette.
involving both CSR procurement and diversity-related initiatives.
Making improvements such as offering handsets that the elderly, Going forward, the PDCA process will be applied to individual issues one at a time.
Promotion of universal design children, and persons with disabilities can easily use, and Check
ensuring that DOCOMO Shops are easily accessible to all people.
Offering a wide range of support, including fast and reliable Creation of a Safe / Secure Mobile Phone Society Working Group Environmental Protection Task Force
Priority T a sk

Life Connections
Emergency preparedness service restoration to secure essential services, lending of battery Issues WG
Universal Design Promotion Working Group
F or c e s
Social Contribution Activity Promotion Task Force
chargers, etc. Emergency Preparedness Working Group Accountability Task Force

Increasing the energy efficiency of handsets and communications

Environmental protection initiatives
facilities, using clean energy, recycling and reducing waste, etc.
Model Case: The Environment (Global Environmental Protection Task Force)

•
Setting Six CSR Categories and Promotion of Activities
In the three years since the priority issues were identified, DOCOMO has made efforts in these areas while listening closely
to the public. Following the overhaul of the CSR program after our corporate merger, we established the following six
In advance of the changes to the CSR system, the Global Environmental Protection Task Force has gotten off to a fast start
applying the PDCA process on a nationwide level. The Global Environmental Protection Task Force has established its own
targets, and has created separate teams to work on targets and other issues on an individual basis. This system has been in
place and functioning since 2007. A wide range of initiatives are underway, including the promotion of mobile phone recycling

Future Connections
categories in order to undertake CSR activities in a more comprehensive and targeted fashion: Customers, Society, the and the use of environmentally-friendly mobile phones. Similar systems will be established to address other key issues.
Environment, Management, Employees, and Business Partners. These six categories constitute a framework that takes into
consideration the relationships between stakeholders and DOCOMO. By selecting these six categories and determining
targets and issues for each category, we can carry out more focused initiatives. Going forward, we will clarify the aims of
each category, and organize the targets, initiatives and issues in each category. At the same time, activities will be
DOCOMO’ s New CSR Approach Establishment of a Nationwide CSR Promotion System
enhanced, and important initiatives will be proactively worked on.
The system for promoting CSR activities has also evolved over time. Following the DOCOMO merger, the CSR Promotion
Committee became a national organization, and three working groups and three task forces were created for the six categories,
P P with the President and CEO serving as the Committee chairperson. This system has made it possible to conduct activities in a

Earth Connections
more integrated fashion. Activity formations in collaboration with nationwide regional offices and branches have been
P
A Customers D A Environment D established, and a unified strategy has resulted in a more effectively-functioning system.

A Society D CSR Promotion Committee Meeting Frequency: Once a year Regional offices, branches
C C
Cust omer Sa tisfaction Net w ork Facilities Chairperson: President and CEO  Deputy Chairperson: Senior Executive Vice President
Univ ersal Design
C Cust omer Channels Members: CSR Activity Task Force members
Board meetings, etc.

Product / Ser vice Qualit y Safety and Security Management

CSR Activity Task Force Meeting Frequency: Twice a year
Emergency Preparedness
Attend Managing Directors

CSR Support Activities

Contribution to Society Task Force Chairperson: Senior Executive Vice President
Deputy Chairperson: Managing Director, Corporate Strategy & Planning Department of Regional offices
P P Members: Heads of groups in NTT DOCOMO, Inc., managing directors of regional offices,
assistant managers of WG and task force

A Management D P A
Business
Partners D Category 1 Customers Category 2 Society Category 3 Environment
Universal design Safety / security Network facilities Responsible groups

C A Employees D C Product/service quality Emergency preparedness Customer channels provide instruction

to each department
Customers Contribution to society Management
Governance
Procurement
Compliance
Information Security
C Category 4 Management Category 5 Employees Category 6 Business partners
Each
organization Branches
Diversity Each department
Accountability reports to
Personnel Development
■ : Priority Issues WG ■ : Task Force responsible groups

Note: The main areas of focus in the each category are shown below the PDCA (plan-do-check-act) cycles.

07 08
 Our Philosophy
DOCOMO’s Evolving CSR Approach

Details of DOCOMO’s New CSR Approach

DOCOMO’ s New CSR Approach Six CSR Categories DOCOMO’ s New CSR Approach Strengthening of Priority Initiatives

DOCOMO’s Evolving CSR Approach

Background Behind Setting Priority Issues The CSR Promotion Committee is responsible for comprehensively promoting CSR
In 2004 DOCOMO analyzed the current state of its CSR program. Based on this analysis, in 2005 a CSR Basic Policy, initiatives activities based on the six categories. Additionally, working groups and task forces Plan
with respect to priority issues, and a CSR promotion system were decided upon at the first CSR Committee Meeting. Following across DOCOMO use the PDCA process for key issues requiring continuous
an independent review of CSR activities, and analyses of guidelines and the effects of business activities on society, the efforts, and report as well as discuss progress at CSR Promotion Committee
following priority issues were identified. In addition to these priority issues, in order to promote CSR communication and raise meetings. This system ensures that each area is being covered completely and Working
the level of employee recognition of CSR activities, in 2006 the NTT DOCOMO Group issued a CSR Report. allows any necessary improvements to be made quickly. It also ensures that any Groups
Act Do
pressing issues are discussed and studied as necessary. At the December 2007 (WG) /
Creation of safer, more secure Protecting children from inappropriate sites as well as crime using CSR Promotion Committee meeting, reports were given on the specifics of issues Task Forces
mobile phone society mobile phones, and education about mobile phone etiquette.
involving both CSR procurement and diversity-related initiatives.
Making improvements such as offering handsets that the elderly, Going forward, the PDCA process will be applied to individual issues one at a time.
Promotion of universal design children, and persons with disabilities can easily use, and Check
ensuring that DOCOMO Shops are easily accessible to all people.
Offering a wide range of support, including fast and reliable Creation of a Safe / Secure Mobile Phone Society Working Group Environmental Protection Task Force
Priority T a sk

Life Connections
Emergency preparedness service restoration to secure essential services, lending of battery Issues WG
Universal Design Promotion Working Group
F or c e s
Social Contribution Activity Promotion Task Force
chargers, etc. Emergency Preparedness Working Group Accountability Task Force

Increasing the energy efficiency of handsets and communications

Environmental protection initiatives
facilities, using clean energy, recycling and reducing waste, etc.
Model Case: The Environment (Global Environmental Protection Task Force)

•
Setting Six CSR Categories and Promotion of Activities
In the three years since the priority issues were identified, DOCOMO has made efforts in these areas while listening closely
to the public. Following the overhaul of the CSR program after our corporate merger, we established the following six
In advance of the changes to the CSR system, the Global Environmental Protection Task Force has gotten off to a fast start
applying the PDCA process on a nationwide level. The Global Environmental Protection Task Force has established its own
targets, and has created separate teams to work on targets and other issues on an individual basis. This system has been in
place and functioning since 2007. A wide range of initiatives are underway, including the promotion of mobile phone recycling

Future Connections
categories in order to undertake CSR activities in a more comprehensive and targeted fashion: Customers, Society, the and the use of environmentally-friendly mobile phones. Similar systems will be established to address other key issues.
Environment, Management, Employees, and Business Partners. These six categories constitute a framework that takes into
consideration the relationships between stakeholders and DOCOMO. By selecting these six categories and determining
targets and issues for each category, we can carry out more focused initiatives. Going forward, we will clarify the aims of
each category, and organize the targets, initiatives and issues in each category. At the same time, activities will be
DOCOMO’ s New CSR Approach Establishment of a Nationwide CSR Promotion System
enhanced, and important initiatives will be proactively worked on.
The system for promoting CSR activities has also evolved over time. Following the DOCOMO merger, the CSR Promotion
Committee became a national organization, and three working groups and three task forces were created for the six categories,
P P with the President and CEO serving as the Committee chairperson. This system has made it possible to conduct activities in a

Earth Connections
more integrated fashion. Activity formations in collaboration with nationwide regional offices and branches have been
P
A Customers D A Environment D established, and a unified strategy has resulted in a more effectively-functioning system.

A Society D CSR Promotion Committee Meeting Frequency: Once a year Regional offices, branches
C C
Cust omer Sa tisfaction Net w ork Facilities Chairperson: President and CEO  Deputy Chairperson: Senior Executive Vice President
Univ ersal Design
C Cust omer Channels Members: CSR Activity Task Force members
Board meetings, etc.

Product / Ser vice Qualit y Safety and Security Management

CSR Activity Task Force Meeting Frequency: Twice a year
Emergency Preparedness
Attend Managing Directors

CSR Support Activities

Contribution to Society Task Force Chairperson: Senior Executive Vice President
Deputy Chairperson: Managing Director, Corporate Strategy & Planning Department of Regional offices
P P Members: Heads of groups in NTT DOCOMO, Inc., managing directors of regional offices,
assistant managers of WG and task force

A Management D P A
Business
Partners D Category 1 Customers Category 2 Society Category 3 Environment
Universal design Safety / security Network facilities Responsible groups

C A Employees D C Product/service quality Emergency preparedness Customer channels provide instruction

to each department
Customers Contribution to society Management
Governance
Procurement
Compliance
Information Security
C Category 4 Management Category 5 Employees Category 6 Business partners
Each
organization Branches
Diversity Each department
Accountability reports to
Personnel Development
■ : Priority Issues WG ■ : Task Force responsible groups

Note: The main areas of focus in the each category are shown below the PDCA (plan-do-check-act) cycles.

07 08
 Our Philosophy
DOCOMO’s Evolving CSR Approach

Environment
Stakeholder Relations
Government/ Society
Public
Institutions
DOCOMO interacts with a wide range of

DOCOMO’s Evolving CSR Approach

Market
stakeholders in the course of conducting business.
In order to accurately understand
Business
our stakeholders’ expectations Partners
DOCOMO Shops
Employees
NTT DOCOMO
and determine specific actions to take,
we listen to the particular issues
our various stakeholders are interested in,
and we strive to communicate well with them
Local Communities
to find solutions. Customers

Life Connections
Shareholders
/ Investors

Katsuhiro Nakamura, Managing Director, Corporate Citizenship Department

Features Primary contact points and methods of communication

Mobile phone applications in people’s daily lives have expanded beyond voice calls, text messaging, and internet access.
Our mobile phone services are widely used by the full spectrum of age groups, ranging from children to seniors, as well as
Customers
by customers with disabilities, and our services are designed to meet our customers’ increasingly diverse mobile
phone-related needs.
Future Connections
We put our customers’ satisfaction first, and provide high quality products and services in line with our customers’ needs. We
listen closely to their views and requests, and strive to improve the quality of our services to further raise customer satisfaction.
Primary contact points: DOCOMO Shops (staff service), DOCOMO Information Centers, customer questionnaire surveys
(Surveys via i-mode or response card)

DOCOMO products and services are provided to customers at DOCOMO Shops (2,225 DOCOMO Shops throughout Japan Local DOCOMO Shops and other outlets serve as key points for receiving customers’ opinions and for providing them
DOCOMO as of March 31, 2008) and large retailers. We focus on providing quality after-sales service, such as quick repair of mobile with consultation services. We therefore provide staff with a variety of training programs aimed at offering customers a
shops phones, as part of our systematic efforts to meet customer needs. We consider DOCOMO Shops as places to meet people high level of service.
of the local community, and provide reliable service and gain their trust. Primary contact points: Staff training, store manager meetings, Dial 110-Call center for third-party vendors

We do business with a wide range of business partners, including telecommunications equipment manufacturers and
Business maintenance providers, administrative service providers, handset manufacturers, and contents providers, just to name a few.
partners For example, the lineup of handsets we began offering in fiscal 2007 consists of 44 models from 15 different manufacturers. In
addition, as of March 31, 2008, there were approximately 12,260 i-Menu sites delivered by a total of 3,013 contents providers.
Earth Connections
Without the support of our business partners, we would not be able to offer customers quality products and services, nor
could we conserve natural resources or otherwise incorporate environmental considerations into our operations. We work to
build strong relationships with our business partners based on trust and mutual understanding.
Primary contact points: Meetings to exchange opinions, meetings to improve operations

Our employees are important stakeholders in terms of CSR. As of March 31, 2008, there were 11,674 DOCOMO employees. Our workplace environment encourages employees to reach their full potential, and the open corporate culture helps our
Employees Our workforce has diversity of gender, nationality, and age, and we are creating a working environment that makes the most employees be motivated and enjoy their work.

CSR Support Activities

of this diversity and encourages all employees to approach work with pride and motivation. Primary contact points: Meetings with executives to exchange opinions, Intranet site, counseling and consultation desks

As part of our goal of ensuring that local communities are safe and secure, we strive to ensure that our information
As part of our efforts to be “the best-connected mobile phone provider,” we continue to expand our FOMA service area
Local infrastructure is strong even in the event of disaster. We also work to enhance communication with locals.
while maintaining close dialogue with local communities across Japan. As of March 31, 2008, there were 42,700 outdoor
communities Primary contact points: DOCOMO Antenna Installation Request (pamphlet with explanations about base station installations),
base stations and 15,100 indoor systems across the country.
DOCOMO’s Network Objectives (website) http://www.nttdocomo.co.jp/corporate/csr/safety/network/index.html (Japanese only)

We take a proactive approach to disclosing appropriate information in a timely manner to shareholders, investors and all other
market participants. Recognizing the importance of returning profits to shareholders, it is our policy to continually provide a
Shareholders
stable dividend. In addition, we take a flexible approach to repurchasing shares as a means of returning value to our
/ investors
shareholders. As of March 31, 2008, the ownership of shares by shareholder category was as follows: NTT 61.60%, foreign
corporations 13.92%, financial institutions 11.82%, individuals and others 6.48%, and other corporations (excluding NTT) 1.18%.
We are proactive in communicating directly with shareholders and investors. We hold briefings and respond to regular
inquiries. The management team considers their requests and opinions when formulating business plans and policies, and
their opinions are shared widely within the company and used to raise our level of service and financial performance.
Primary contact points: Quarterly newsletter for shareholders ("DOCOMO Tsushin"), electronic mail magazine (in Japanese),
investor relations site (section for individual investors) in Japanese, annual reports, earnings presentations, Ordinary General
Meeting of Shareholders

09 10
 Our Philosophy
DOCOMO’s Evolving CSR Approach

Environment
Stakeholder Relations
Government/ Society
Public
Institutions
DOCOMO interacts with a wide range of

DOCOMO’s Evolving CSR Approach

Market
stakeholders in the course of conducting business.
In order to accurately understand
Business
our stakeholders’ expectations Partners
DOCOMO Shops
Employees
NTT DOCOMO
and determine specific actions to take,
we listen to the particular issues
our various stakeholders are interested in,
and we strive to communicate well with them
Local Communities
to find solutions. Customers

Life Connections
Shareholders
/ Investors

Katsuhiro Nakamura, Managing Director, Corporate Citizenship Department

Features Primary contact points and methods of communication

Mobile phone applications in people’s daily lives have expanded beyond voice calls, text messaging, and internet access.
Our mobile phone services are widely used by the full spectrum of age groups, ranging from children to seniors, as well as
Customers
by customers with disabilities, and our services are designed to meet our customers’ increasingly diverse mobile
phone-related needs.
Future Connections
We put our customers’ satisfaction first, and provide high quality products and services in line with our customers’ needs. We
listen closely to their views and requests, and strive to improve the quality of our services to further raise customer satisfaction.
Primary contact points: DOCOMO Shops (staff service), DOCOMO Information Centers, customer questionnaire surveys
(Surveys via i-mode or response card)

DOCOMO products and services are provided to customers at DOCOMO Shops (2,225 DOCOMO Shops throughout Japan Local DOCOMO Shops and other outlets serve as key points for receiving customers’ opinions and for providing them
DOCOMO as of March 31, 2008) and large retailers. We focus on providing quality after-sales service, such as quick repair of mobile with consultation services. We therefore provide staff with a variety of training programs aimed at offering customers a
shops phones, as part of our systematic efforts to meet customer needs. We consider DOCOMO Shops as places to meet people high level of service.
of the local community, and provide reliable service and gain their trust. Primary contact points: Staff training, store manager meetings, Dial 110-Call center for third-party vendors

We do business with a wide range of business partners, including telecommunications equipment manufacturers and
Business maintenance providers, administrative service providers, handset manufacturers, and contents providers, just to name a few.
partners For example, the lineup of handsets we began offering in fiscal 2007 consists of 44 models from 15 different manufacturers. In
addition, as of March 31, 2008, there were approximately 12,260 i-Menu sites delivered by a total of 3,013 contents providers.
Earth Connections
Without the support of our business partners, we would not be able to offer customers quality products and services, nor
could we conserve natural resources or otherwise incorporate environmental considerations into our operations. We work to
build strong relationships with our business partners based on trust and mutual understanding.
Primary contact points: Meetings to exchange opinions, meetings to improve operations

Our employees are important stakeholders in terms of CSR. As of March 31, 2008, there were 11,674 DOCOMO employees. Our workplace environment encourages employees to reach their full potential, and the open corporate culture helps our
Employees Our workforce has diversity of gender, nationality, and age, and we are creating a working environment that makes the most employees be motivated and enjoy their work.

CSR Support Activities

of this diversity and encourages all employees to approach work with pride and motivation. Primary contact points: Meetings with executives to exchange opinions, Intranet site, counseling and consultation desks

As part of our goal of ensuring that local communities are safe and secure, we strive to ensure that our information
As part of our efforts to be “the best-connected mobile phone provider,” we continue to expand our FOMA service area
Local infrastructure is strong even in the event of disaster. We also work to enhance communication with locals.
while maintaining close dialogue with local communities across Japan. As of March 31, 2008, there were 42,700 outdoor
communities Primary contact points: DOCOMO Antenna Installation Request (pamphlet with explanations about base station installations),
base stations and 15,100 indoor systems across the country.
DOCOMO’s Network Objectives (website) http://www.nttdocomo.co.jp/corporate/csr/safety/network/index.html (Japanese only)

We take a proactive approach to disclosing appropriate information in a timely manner to shareholders, investors and all other
market participants. Recognizing the importance of returning profits to shareholders, it is our policy to continually provide a
Shareholders
stable dividend. In addition, we take a flexible approach to repurchasing shares as a means of returning value to our
/ investors
shareholders. As of March 31, 2008, the ownership of shares by shareholder category was as follows: NTT 61.60%, foreign
corporations 13.92%, financial institutions 11.82%, individuals and others 6.48%, and other corporations (excluding NTT) 1.18%.
We are proactive in communicating directly with shareholders and investors. We hold briefings and respond to regular
inquiries. The management team considers their requests and opinions when formulating business plans and policies, and
their opinions are shared widely within the company and used to raise our level of service and financial performance.
Primary contact points: Quarterly newsletter for shareholders ("DOCOMO Tsushin"), electronic mail magazine (in Japanese),
investor relations site (section for individual investors) in Japanese, annual reports, earnings presentations, Ordinary General
Meeting of Shareholders

09 10
 Our Philosophy
DOCOMO’s Evolving CSR Approach

FY2007 Initiatives and FY2008 Objectives and Actions Evaluations: ◎ Major progress ○ Some progress × No progress
1
FY2007 2 FY2008 Relevant
Category Main activities Evalu-
Category Main Initiatives and Objectives ation Pages
Specific actions Main Initiatives and Objectives Actions

DOCOMO’s Evolving CSR Approach

Customers • Customer Customer Continue improving our operations and conduct fundamental Continue implementing improvements with the aim of facilitating swift • Listen carefully to customer feedback, constantly and actively seek to be aware of • Collect detailed and wide-ranging feedback from customers, immediately and effectively
satisfaction satisfaction reviews of operations from the customer perspective through customer response and information sharing within the company. Focus and improve issues with the aim of exceeding customer expectations, and build address problem areas, and provide services and products tailored to the customer’s
the Consumer Trends Committee and other initiatives. particularly on forming responses with a full understanding of the deeper and longer bonds with customers. perspective.
• Universal
Continue to promote friendly interactions with customers with customer perspective and the proper handling of personal information. ○ • Fortify the DOCOMO shop, DOCOMO Information Centers, and other customer support 13∼16
design the aim of achieving complete customer satisfaction. systems and aim to be viewed as friendly and trustworthy by customers.
• Product and • Present relevant and easy-to-understand advertising and provide accurate information about

service quality our products and services.

Life Connections

Universal Continue to install sign-language-support videophones • Offer billing plans closely suited to customer needs (expand the Hearty Discount • Present the DOCOMO universal design concept in an easy-to-understand appeal via the media
design in stores and to make more stores barrier-free. ○ service). and other channels. Promote mobile phone use to seniors and people with disabilities.
• Increase the number of Hearty Shops to enhance ease of use for all customers. Introduce the convenient functions and how to use mobile phones through courses and other
Frequently present mobile phone usage courses for seniors Continue to work to make mobile phones easy for anyone to use from • Develop and incorporate universal design guidelines and seek to improve the activities, and gather feedback from wide range of perspectives at events and through dialogue
and persons with disabilities. both the physical and intangible aspects. Constantly seek to ease-of-use of our handsets. with groups. 17∼20
understand the user’s perspective on whether our products and • Continue integrating universal design in a consistent manner nationwide.

services are easy to use, our explanations are easy to understand, and ○
we are providing enough information about how to use the products
and services for lifestyle support.

Quality Continue researching mobile phone safety, including the The increasingly advanced features in mobile phones are creating an • Continue research on radio frequency radiation safety. • Continue researching radio frequency radiation safety and providing reliable information to
impacts on other electronic devices and living organisms. ever-greater reliance on software, which require software updates and • Seek to improve the convenience of our after-sales services for customers. eliminate concern from handset users.
other steps. We will strive to make critical information quickly and ○ • Respond quickly and conscientiously to feedback from customers about reception • Introduce new services incorporating customer feedback.
21∼22

Life Connections
widely available to ensure customers can use our products safely and quality in specific locations. • Continue improving service quality in specific locations based on diligent attention to each
securely. individual customer’s feedback.

Society • Safety and Safety and Enhance the Mobile Phone Safety Program curriculum and Ensure that parents and guardians are fully informed of our service • Continue improving the Mobile Phone Safety Program, fill out the curriculum • Clearly communicate how to use mobile phones safely and proper mobile phone etiquette.
security security hold about 1,500 classes nationwide. content and encourage them to establish rules for use before providing content, and enhance the quality of the program. • Create educational videos addressing the various customer needs and make the video
children with mobile phones.
◎
materials available for individual use in the classrooms.
• Disaster
• Expand the employee training system.
preparedness
Future Connections

• Social
Further enhance measures for ensuring security, preventing Fur ther raise awareness of our access restriction services for • Strengthen our youth protection measures. • Maintain constant countermeasures and activities to protect children from getting into trouble 23∼26
abuses, protecting minors and dispelling parental concerns. preventing children from accessing inappropriate sites and stress the • Accelerate the diffusion of data security. through the use of mobile phones.
contribution
Establish a DOCOMO Family Safety Hotline for responding to importance of this issue. ○ • Implement countermeasures for unsolicited e-mail.

concerns regarding mobile phone use.

Disaster Install satellite links in mobile base-station vehicles, enabling
preparedness more rapid establishment of communications during disasters.
Develop a fundamental system enabling simultaneous e-mail
broadcasts to all mobile phones in a specified area.
Prepare and operate a disaster prevention plan as part of our
corporate responsibility and in accordance with the Disaster Measures
Basic Law. In fiscal 2007, develop the foundation for a system for
simultaneous e-mail broadcasts of emergency earthquake alerts from
Japan’s Meteorological Agency to all mobile phones in a specific area.
Also develop and introduce new technologies for disaster response
operations, including installing satellite links in mobile base-station
◎ • Examine ways to ensure critical information is accessible on the Disaster Message Board in
• Enhance our disaster response preparedness for large-scale disasters.
• Make the Disaster Message Board Service a high priority.
• Review our disaster response drill methods.
• Expand the network of mobile base-station vehicles with satellite links nationwide.
Future Connections
• When major floods occur, estimate the potential impact to our base station infrastructure and
formulate appropriate relief and response measures. Place top priority on restoring base
stations providing coverage to disaster-response headquarters, evacuation areas and other
critical locations.
• When major earthquakes occur inland, review the potential damage and devise a recovery
27∼28
strategy for key base stations.

vehicles, establishing a disaster-response headquarters to prepare for periods of concentrated user access during a disaster.
large-scale disasters, and cooperating with Japan’s Self-Defense Forces. • Examine how to realize a nationwide network of mobile base-station vehicles with satellite links.

CO2 emissions Using Review our sources of waste material, such as catalogs and C o n t i n u e t o re d u c e t h e a m o u n t o f p a p e r u s e d f o r p a m p h l e t s , • Conduct CO2 emission simulation tests. • Activate Group-wide initiatives to reduce CO 2 emissions following a detailed action plan and
Environment • Network
resources pamphlets, and waste disposal rules to strengthen our waste catalogs and other materials and to implement closed-loop recycling • Continue installing environmentally-friendly telecommunications continuously apply the PDCA cycle to swiftly achieve the lateral effects of best practices.
reduction Facilities
carefully reduction efforts. b y re c y c l i n g s u r p l u s p a p e r re s o u rc e s . Wo r k w i t h i n d u s t r i a l facilities.
• Environmental
Implement measures to raise the recycling rate of waste waste-processing contractors to boost the recycling rate for waste ○
conservation products from the dismantling and replacement of products from decommissioned telecommunications facilities.
Earth Connections

telecommunications equipment.

Earth Connections
Initiate a green procurement network.

Helping Continue integrating the group environmental management
systems and setting and managing targets to achieve our goal
to prevent
of reducing GHG emissions to below 1.17 million t- CO 2 by
global
2010.
warming Continue introducing energy-saving telecommunications
equipment.
Working Strive to raise public awareness of our efforts to recycle used
with handsets, and continue to increase the number of collection
customers points by installing collection boxes at consumer electronics
retailers, convenience stores and other locations.
Continue exploring the possibilities for Information &
Communications Technology (ICT) based services with the aim of
Because our reductions of electricity consumed by each facility have • Increase awareness of our used handset collection system. • Identify and implement specific waste reduction and collection procedures to decrease waste
been outpaced by the overall increase in electricity consumption
Customer
• Reduce the volume of waste from our marketing tools. from our marketing tools.
caused by the ongoing installation and expansion of facilities, we will Channel • Promote e-billing. Continue to widely publicize and increase the number of used handset collection sites.
seek to reduce consumption on the Group level by setting Group-wide
◎ •
31∼40
electricity consumption targets for our telecommunications facilities as
part of our ISO 14001 environmental management system.
Enhance communication in our shops for customers replacing old Management • Implement measures to raise general environmental awareness. • Promote and expand environmental activities for employee participation.
handsets and publicize the collection system using various media to • Hold environmental seminars for employees to raise employee
raise public awareness of our collection and recycling activities. Install environmental awareness.
handset collection boxes in cooperation with consumer electronics ◎
retailers, convenience stores and other shops that attract a large
number of mobile phone users.

CSR Support Activities

offering a larger palette of environmentally friendly systems solutions.

Management • Governance Compliance Review ethical and legal compliance management systems. • Conduct surveys to determine employee compliance awareness. • Ensure appropriate management under the new corporate governance system through
Conduct compliance training oriented to the relevant career • Provide compliance training suited to each position level. exhaustive activities by each committee.
• Compliance ー ◎ 45∼46
levels. • Establish a flat organizational structure driven by accelerated decision-making. • Execute thorough information management to prevent incidents of information leakage. (Note:
• Information security
CSR Support Activities

see page 16)

Employees • Employment Employees Offer career building and work-life balance forums for male as • Continue to promote employee diversity in the workplace. • Create a work environment that stimulates the abilities of our diverse workforce, and aim to be a
well as female employees. • Encourage and fully support employee work-life balance. company and provide a workplace that is attractive and self-fulfilling for workers. In fiscal 2008,
• Work-life balance Diversity H o l d t h re e - p a r t y ( a p p l i c a n t , m a n a g e r, a n d D i v e r s i t y • Continue implementing the e-learning programs. further enhance the work-life balance program and continue efforts to create a comfortable
• Human rights
Human Development Office) interviews before and after maternity working environment.
leave and childcare leave, and regularly update the Diversity
ー ○ 41∼44
• Diversity
resources
Development Office website.
• Human resources management
Continue the e-learning program and initiate new measures
management based on the results of forums and Win-D meetings.

Business • Procurement Procurement Initiate a green procurement network. • Carryout balanced and timely development of quality (Q), cost (C), • Provide clearly defined procurement terms to our business partners to realize CSR • Deepen our interactions and establish cooperative relationships with business partners to gain
and delivery (D). procurement. approval and support for our CSR procurement activities.
Partners • Furtherestablish and enhance supply-chain management. ○
• Promote environmentally-friendly green procurement practices.
39

1: Due to a change in the report layout, content descriptions of the objectives and initiatives may vary from CSR Report 2007. 2: Evaluations are based on the results achieved by each relevant division.

11 12
 Our Philosophy
DOCOMO’s Evolving CSR Approach

FY2007 Initiatives and FY2008 Objectives and Actions Evaluations: ◎ Major progress ○ Some progress × No progress
1
FY2007 2 FY2008 Relevant
Category Main activities Evalu-
Category Main Initiatives and Objectives ation Pages
Specific actions Main Initiatives and Objectives Actions

DOCOMO’s Evolving CSR Approach

Customers • Customer Customer Continue improving our operations and conduct fundamental Continue implementing improvements with the aim of facilitating swift • Listen carefully to customer feedback, constantly and actively seek to be aware of • Collect detailed and wide-ranging feedback from customers, immediately and effectively
satisfaction satisfaction reviews of operations from the customer perspective through customer response and information sharing within the company. Focus and improve issues with the aim of exceeding customer expectations, and build address problem areas, and provide services and products tailored to the customer’s
the Consumer Trends Committee and other initiatives. particularly on forming responses with a full understanding of the deeper and longer bonds with customers. perspective.
• Universal
Continue to promote friendly interactions with customers with customer perspective and the proper handling of personal information. ○ • Fortify the DOCOMO shop, DOCOMO Information Centers, and other customer support 13∼16
design the aim of achieving complete customer satisfaction. systems and aim to be viewed as friendly and trustworthy by customers.
• Product and • Present relevant and easy-to-understand advertising and provide accurate information about

service quality our products and services.

Life Connections

Universal Continue to install sign-language-support videophones • Offer billing plans closely suited to customer needs (expand the Hearty Discount • Present the DOCOMO universal design concept in an easy-to-understand appeal via the media
design in stores and to make more stores barrier-free. ○ service). and other channels. Promote mobile phone use to seniors and people with disabilities.
• Increase the number of Hearty Shops to enhance ease of use for all customers. Introduce the convenient functions and how to use mobile phones through courses and other
Frequently present mobile phone usage courses for seniors Continue to work to make mobile phones easy for anyone to use from • Develop and incorporate universal design guidelines and seek to improve the activities, and gather feedback from wide range of perspectives at events and through dialogue
and persons with disabilities. both the physical and intangible aspects. Constantly seek to ease-of-use of our handsets. with groups. 17∼20
understand the user’s perspective on whether our products and • Continue integrating universal design in a consistent manner nationwide.

services are easy to use, our explanations are easy to understand, and ○
we are providing enough information about how to use the products
and services for lifestyle support.

Quality Continue researching mobile phone safety, including the The increasingly advanced features in mobile phones are creating an • Continue research on radio frequency radiation safety. • Continue researching radio frequency radiation safety and providing reliable information to
impacts on other electronic devices and living organisms. ever-greater reliance on software, which require software updates and • Seek to improve the convenience of our after-sales services for customers. eliminate concern from handset users.
other steps. We will strive to make critical information quickly and ○ • Respond quickly and conscientiously to feedback from customers about reception • Introduce new services incorporating customer feedback.
21∼22

Life Connections
widely available to ensure customers can use our products safely and quality in specific locations. • Continue improving service quality in specific locations based on diligent attention to each
securely. individual customer’s feedback.

Society • Safety and Safety and Enhance the Mobile Phone Safety Program curriculum and Ensure that parents and guardians are fully informed of our service • Continue improving the Mobile Phone Safety Program, fill out the curriculum • Clearly communicate how to use mobile phones safely and proper mobile phone etiquette.
security security hold about 1,500 classes nationwide. content and encourage them to establish rules for use before providing content, and enhance the quality of the program. • Create educational videos addressing the various customer needs and make the video
children with mobile phones.
◎
materials available for individual use in the classrooms.
• Disaster
• Expand the employee training system.
preparedness
Future Connections

• Social
Further enhance measures for ensuring security, preventing Fur ther raise awareness of our access restriction services for • Strengthen our youth protection measures. • Maintain constant countermeasures and activities to protect children from getting into trouble 23∼26
abuses, protecting minors and dispelling parental concerns. preventing children from accessing inappropriate sites and stress the • Accelerate the diffusion of data security. through the use of mobile phones.
contribution
Establish a DOCOMO Family Safety Hotline for responding to importance of this issue. ○ • Implement countermeasures for unsolicited e-mail.

concerns regarding mobile phone use.

Disaster Install satellite links in mobile base-station vehicles, enabling
preparedness more rapid establishment of communications during disasters.
Develop a fundamental system enabling simultaneous e-mail
broadcasts to all mobile phones in a specified area.
Prepare and operate a disaster prevention plan as part of our
corporate responsibility and in accordance with the Disaster Measures
Basic Law. In fiscal 2007, develop the foundation for a system for
simultaneous e-mail broadcasts of emergency earthquake alerts from
Japan’s Meteorological Agency to all mobile phones in a specific area.
Also develop and introduce new technologies for disaster response
operations, including installing satellite links in mobile base-station
◎ • Examine ways to ensure critical information is accessible on the Disaster Message Board in
• Enhance our disaster response preparedness for large-scale disasters.
• Make the Disaster Message Board Service a high priority.
• Review our disaster response drill methods.
• Expand the network of mobile base-station vehicles with satellite links nationwide.
Future Connections
• When major floods occur, estimate the potential impact to our base station infrastructure and
formulate appropriate relief and response measures. Place top priority on restoring base
stations providing coverage to disaster-response headquarters, evacuation areas and other
critical locations.
• When major earthquakes occur inland, review the potential damage and devise a recovery
27∼28
strategy for key base stations.

vehicles, establishing a disaster-response headquarters to prepare for periods of concentrated user access during a disaster.
large-scale disasters, and cooperating with Japan’s Self-Defense Forces. • Examine how to realize a nationwide network of mobile base-station vehicles with satellite links.

CO2 emissions Using Review our sources of waste material, such as catalogs and C o n t i n u e t o re d u c e t h e a m o u n t o f p a p e r u s e d f o r p a m p h l e t s , • Conduct CO2 emission simulation tests. • Activate Group-wide initiatives to reduce CO 2 emissions following a detailed action plan and
Environment • Network
resources pamphlets, and waste disposal rules to strengthen our waste catalogs and other materials and to implement closed-loop recycling • Continue installing environmentally-friendly telecommunications continuously apply the PDCA cycle to swiftly achieve the lateral effects of best practices.
reduction Facilities
carefully reduction efforts. b y re c y c l i n g s u r p l u s p a p e r re s o u rc e s . Wo r k w i t h i n d u s t r i a l facilities.
• Environmental
Implement measures to raise the recycling rate of waste waste-processing contractors to boost the recycling rate for waste ○
conservation products from the dismantling and replacement of products from decommissioned telecommunications facilities.
Earth Connections

telecommunications equipment.

Earth Connections
Initiate a green procurement network.

Helping Continue integrating the group environmental management
systems and setting and managing targets to achieve our goal
to prevent
of reducing GHG emissions to below 1.17 million t- CO 2 by
global
2010.
warming Continue introducing energy-saving telecommunications
equipment.
Working Strive to raise public awareness of our efforts to recycle used
with handsets, and continue to increase the number of collection
customers points by installing collection boxes at consumer electronics
retailers, convenience stores and other locations.
Continue exploring the possibilities for Information &
Communications Technology (ICT) based services with the aim of
Because our reductions of electricity consumed by each facility have • Increase awareness of our used handset collection system. • Identify and implement specific waste reduction and collection procedures to decrease waste
been outpaced by the overall increase in electricity consumption
Customer
• Reduce the volume of waste from our marketing tools. from our marketing tools.
caused by the ongoing installation and expansion of facilities, we will Channel • Promote e-billing. Continue to widely publicize and increase the number of used handset collection sites.
seek to reduce consumption on the Group level by setting Group-wide
◎ •
31∼40
electricity consumption targets for our telecommunications facilities as
part of our ISO 14001 environmental management system.
Enhance communication in our shops for customers replacing old Management • Implement measures to raise general environmental awareness. • Promote and expand environmental activities for employee participation.
handsets and publicize the collection system using various media to • Hold environmental seminars for employees to raise employee
raise public awareness of our collection and recycling activities. Install environmental awareness.
handset collection boxes in cooperation with consumer electronics ◎
retailers, convenience stores and other shops that attract a large
number of mobile phone users.

CSR Support Activities

offering a larger palette of environmentally friendly systems solutions.

Management • Governance Compliance Review ethical and legal compliance management systems. • Conduct surveys to determine employee compliance awareness. • Ensure appropriate management under the new corporate governance system through
Conduct compliance training oriented to the relevant career • Provide compliance training suited to each position level. exhaustive activities by each committee.
• Compliance ー ◎ 45∼46
levels. • Establish a flat organizational structure driven by accelerated decision-making. • Execute thorough information management to prevent incidents of information leakage. (Note:
• Information security
CSR Support Activities

see page 16)

Employees • Employment Employees Offer career building and work-life balance forums for male as • Continue to promote employee diversity in the workplace. • Create a work environment that stimulates the abilities of our diverse workforce, and aim to be a
well as female employees. • Encourage and fully support employee work-life balance. company and provide a workplace that is attractive and self-fulfilling for workers. In fiscal 2008,
• Work-life balance Diversity H o l d t h re e - p a r t y ( a p p l i c a n t , m a n a g e r, a n d D i v e r s i t y • Continue implementing the e-learning programs. further enhance the work-life balance program and continue efforts to create a comfortable
• Human rights
Human Development Office) interviews before and after maternity working environment.
leave and childcare leave, and regularly update the Diversity
ー ○ 41∼44
• Diversity
resources
Development Office website.
• Human resources management
Continue the e-learning program and initiate new measures
management based on the results of forums and Win-D meetings.

Business • Procurement Procurement Initiate a green procurement network. • Carryout balanced and timely development of quality (Q), cost (C), • Provide clearly defined procurement terms to our business partners to realize CSR • Deepen our interactions and establish cooperative relationships with business partners to gain
and delivery (D). procurement. approval and support for our CSR procurement activities.
Partners • Furtherestablish and enhance supply-chain management. ○
• Promote environmentally-friendly green procurement practices.
39

1: Due to a change in the report layout, content descriptions of the objectives and initiatives may vary from CSR Report 2007. 2: Evaluations are based on the results achieved by each relevant division.

11 12
 Our Philosophy
Life Connections

The “Customer First” Approach • Customer Surveys

We ask customers who visit our DOCOMO Shops and
• Improvement of Service Based on Customer Input
Customer opinions and requests are something we take
Information Centers to complete a customer survey. We seriously, and we make an effort to improve services in
conduct weekly and monthly analysis of about 50,000 order to boost customer satisfaction.
We listen to each and every customer. We welcome opinions and comments received every month, and use our findings to
Examples of Improvements in FY2007
requests, work to build good rapport with our customers, and help to improve the quality of our customer responses, products

DOCOMO’s Evolving CSR Approach

I would like to have an easy way to check the
and services. We compile customer opinions as feedback Comment safety of family and friends by using the “i-mode
create their tomorrow. not only for store staff, but also offer the findings in ways Disaster Message Board Service.”
Chikashi Hanaki, Managing Director, Customer Satisfaction Department that all employees can access. We have revised our Action Taken
survey contents from fiscal 2008 onward, to help us make
We have created a function so that if a relative or friend
more focused service improvements.
thought to be in a disaster area has not posted a message
Progress in FY2007
stating their condition on the “i-mode Disaster Message

•
• Launched a new in-house team (mostly certified Consumer Specialists) to check advertising from the customer Board Service,” you can send an e-mail message to that
perspective.
Offering a “Friendly Response”
person asking for a posting.
• Implemented “Friendly Response” information services to meet customer needs, from the customer perspective. We are conducting an in-house awareness campaign to offer
• Took steps to prevent recurrence of improper access and handling of customer information. what we call a “Friendly Response” at DOCOMO Shops and I’d like you to make it possible to use
Comment the “Nuisance Call Blocking Service” without
other points of contact with customers. Our aim is to create having to sign up for it.

• •
stores that customers will want to visit again, and we raise
Improving and Providing Service based Customer Feedback Options Action Taken

on Customer Input
With in-house systems to make use of customer feedback,
all employees can view customer input, making it possible
to improve and provide service more quickly.
To allow as many customers as possible to provide their
feedback, we have established many ways for them to
reach us. We link these channels to systems that allow us
Steps to More “Friendly Service”
to consider the input received from the customer
perspective, and then use that input to improve our
High
services. For example, at the Information Centers, which
Life Connections
awareness with slogans like the Japanese equivalents of
“Service that customers can trust,” “Service from the We have changed the system so that you can now use this
customer perspective,” and “Service that goes the extra mile.” s e r v i c e , w h i c h re j e c t s c a l l s f ro m s p e c i f i e d t e l e p h o n e
numbers, without requiring you to sign up for it. Register the
numbers you wish to block simply by dialing 114 (a free call)
from the mobile phone and following the instructions. Please
“Stores that bring customers use this feature to prevent nuisance calls.
back again and again”

Customer satisfaction level

Organizational Structure to Promote Customer Satisfaction
serve as the initial point of contact, we have dedicated “Service that goes
the extra mile”
Feedback, access numbers to handle specific types of inquiries (e.g.,

Future Connections
Customer Feedback requests
113 Center). Some of these operate 24 hours a day, 365 “Service from the
VOICE
Database customer perspective”
days a year. We also offer a number of other convenient Initiatives of DOCOMO Shops
Customers

ways to contact us, including e-mail and fax.* “Service that customers
can trust”
Classification, analysis * Excluding 113.
Low
Improving Customer Satisfaction
Number of Inquiries at Specific Call Centers (FY2007) Low Service level High through Customized Trainings
Reporting Information sharing
Chiemi Kimura
Advice desk (after theft or loss) About 1.7 million calls Shop Manager, Chugoku Regional Office, DOCOMO Shop, Hondori

•
113 Center (inquiries on call area coverage and (Naka-ku, Hiroshima City, Hiroshima Prefecture)
Management / network problems, etc.) About 1.5 million calls Staff Service Contest
Employees To increase customer satisfaction at the Hondori DOCOMO
service divisions
Foreign language inquiries About 90,000 calls
In November 2007 we held a DOCOMO Shop Staff Service Shop, in June 2007 we asked the DOCOMO Service

Earth Connections
Advice line for concerns about children’ s use of About 60,000 calls
mobile phones (DOCOMO Family Safety Hotline) Contest. Besides covering product and service awareness, Chugoku Training Center for a customized training about
Service improvement and provision General inquiries About 50,000 calls the aim is to educate and evaluate staff who are able to communication through body language and spoken
provide “Friendly Service,” and able to offer customers language, including the practice and improvement of basic
TOPICS product and service suggestions courtesies. As part of the training, participants prepared a
A Fresh Look at Business from the Customer Perspective that will match their needs. written customer satisfaction plan for the store and for each
Thir teen staff selected from staff member, then they were expected to quickly implement
To train personnel who have expert knowledge about consumer lifestyles and the changing standards of society that put the among about 10,000 Shop staff the improvement plans and lessons learned. The aim was to
customer first, since July 2006 we have been subsidizing employees to help them become certified as Consumer Specialists competed on customer greeting internalize a customer service mentality. After the training,
(certification by Ministry of Economy Trade and Industry). In fiscal 2007, 215 employees were trained to take the qualifying exam, and service techniques. the instructor came to the store unannounced and checked

CSR Support Activities

and 63 were newly certified, bringing the total number certified to 110. In May 2008, we held an information exchange event for the staff behavior and language usage.

•
all of our certified specialists and started full-scale activities. Besides sharing information and offering advice in the preparation of Through this training, staff found their own ways to improve
corporate advertising, as well as sales and promotional tools, employees who have already been certified help others who are
Strengthening Customer Support Services and then implemented their own
working to pass the certification exam. Going forward, we will use the customer perspective when considering our business The Japan Institute of Information Technology awarded NTT review and improvement cycles
challenges, and plan to work internally to develop new proposals. DOCOMO the Best Customer Support of the Year award in (plan, do, check, act, or PDCA),
2007. Aspects that were recognized include standardization and beyond this, the effect on
Comment from a Certified Consumer Specialist
Eriko Osato, Credit Card Business Division of operations at DOCOMO Information Centers, the smooth staff and the store overall was
I decided to seek certification, as I wanted to work with an approach that cut across different corporate handling of customer inquiries, and our overall efforts the creation of an environment
divisions. As I studied, I learned how consumers select companies and also change them, and then realized including the use of customer feedback. Receiving special that really focuses on customer
that customer comments were really like nourishment for DOCOMO and an opportunity to build trust. I’d like to mention were our dedicated service centers with foreign satisfaction.
use my position as an advisor to do even more, by observing things both inside and outside the company. language capabilities, and our non-stop service (24 hours a
day, 365 days a year).
13 14
 Our Philosophy
Life Connections

The “Customer First” Approach • Customer Surveys

We ask customers who visit our DOCOMO Shops and
• Improvement of Service Based on Customer Input
Customer opinions and requests are something we take
Information Centers to complete a customer survey. We seriously, and we make an effort to improve services in
conduct weekly and monthly analysis of about 50,000 order to boost customer satisfaction.
We listen to each and every customer. We welcome opinions and comments received every month, and use our findings to
Examples of Improvements in FY2007
requests, work to build good rapport with our customers, and help to improve the quality of our customer responses, products

DOCOMO’s Evolving CSR Approach

I would like to have an easy way to check the
and services. We compile customer opinions as feedback Comment safety of family and friends by using the “i-mode
create their tomorrow. not only for store staff, but also offer the findings in ways Disaster Message Board Service.”
Chikashi Hanaki, Managing Director, Customer Satisfaction Department that all employees can access. We have revised our Action Taken
survey contents from fiscal 2008 onward, to help us make
We have created a function so that if a relative or friend
more focused service improvements.
thought to be in a disaster area has not posted a message
Progress in FY2007
stating their condition on the “i-mode Disaster Message

•
• Launched a new in-house team (mostly certified Consumer Specialists) to check advertising from the customer Board Service,” you can send an e-mail message to that
perspective.
Offering a “Friendly Response”
person asking for a posting.
• Implemented “Friendly Response” information services to meet customer needs, from the customer perspective. We are conducting an in-house awareness campaign to offer
• Took steps to prevent recurrence of improper access and handling of customer information. what we call a “Friendly Response” at DOCOMO Shops and I’d like you to make it possible to use
Comment the “Nuisance Call Blocking Service” without
other points of contact with customers. Our aim is to create having to sign up for it.

• •
stores that customers will want to visit again, and we raise
Improving and Providing Service based Customer Feedback Options Action Taken

on Customer Input
With in-house systems to make use of customer feedback,
all employees can view customer input, making it possible
to improve and provide service more quickly.
To allow as many customers as possible to provide their
feedback, we have established many ways for them to
reach us. We link these channels to systems that allow us
Steps to More “Friendly Service”
to consider the input received from the customer
perspective, and then use that input to improve our
High
services. For example, at the Information Centers, which
Life Connections
awareness with slogans like the Japanese equivalents of
“Service that customers can trust,” “Service from the We have changed the system so that you can now use this
customer perspective,” and “Service that goes the extra mile.” s e r v i c e , w h i c h re j e c t s c a l l s f ro m s p e c i f i e d t e l e p h o n e
numbers, without requiring you to sign up for it. Register the
numbers you wish to block simply by dialing 114 (a free call)
from the mobile phone and following the instructions. Please
“Stores that bring customers use this feature to prevent nuisance calls.
back again and again”

Customer satisfaction level

Organizational Structure to Promote Customer Satisfaction
serve as the initial point of contact, we have dedicated “Service that goes
the extra mile”
Feedback, access numbers to handle specific types of inquiries (e.g.,

Future Connections
Customer Feedback requests
113 Center). Some of these operate 24 hours a day, 365 “Service from the
VOICE
Database customer perspective”
days a year. We also offer a number of other convenient Initiatives of DOCOMO Shops
Customers

ways to contact us, including e-mail and fax.* “Service that customers
can trust”
Classification, analysis * Excluding 113.
Low
Improving Customer Satisfaction
Number of Inquiries at Specific Call Centers (FY2007) Low Service level High through Customized Trainings
Reporting Information sharing
Chiemi Kimura
Advice desk (after theft or loss) About 1.7 million calls Shop Manager, Chugoku Regional Office, DOCOMO Shop, Hondori

•
113 Center (inquiries on call area coverage and (Naka-ku, Hiroshima City, Hiroshima Prefecture)
Management / network problems, etc.) About 1.5 million calls Staff Service Contest
Employees To increase customer satisfaction at the Hondori DOCOMO
service divisions
Foreign language inquiries About 90,000 calls
In November 2007 we held a DOCOMO Shop Staff Service Shop, in June 2007 we asked the DOCOMO Service

Earth Connections
Advice line for concerns about children’ s use of About 60,000 calls
mobile phones (DOCOMO Family Safety Hotline) Contest. Besides covering product and service awareness, Chugoku Training Center for a customized training about
Service improvement and provision General inquiries About 50,000 calls the aim is to educate and evaluate staff who are able to communication through body language and spoken
provide “Friendly Service,” and able to offer customers language, including the practice and improvement of basic
TOPICS product and service suggestions courtesies. As part of the training, participants prepared a
A Fresh Look at Business from the Customer Perspective that will match their needs. written customer satisfaction plan for the store and for each
Thir teen staff selected from staff member, then they were expected to quickly implement
To train personnel who have expert knowledge about consumer lifestyles and the changing standards of society that put the among about 10,000 Shop staff the improvement plans and lessons learned. The aim was to
customer first, since July 2006 we have been subsidizing employees to help them become certified as Consumer Specialists competed on customer greeting internalize a customer service mentality. After the training,
(certification by Ministry of Economy Trade and Industry). In fiscal 2007, 215 employees were trained to take the qualifying exam, and service techniques. the instructor came to the store unannounced and checked

CSR Support Activities

and 63 were newly certified, bringing the total number certified to 110. In May 2008, we held an information exchange event for the staff behavior and language usage.

•
all of our certified specialists and started full-scale activities. Besides sharing information and offering advice in the preparation of Through this training, staff found their own ways to improve
corporate advertising, as well as sales and promotional tools, employees who have already been certified help others who are
Strengthening Customer Support Services and then implemented their own
working to pass the certification exam. Going forward, we will use the customer perspective when considering our business The Japan Institute of Information Technology awarded NTT review and improvement cycles
challenges, and plan to work internally to develop new proposals. DOCOMO the Best Customer Support of the Year award in (plan, do, check, act, or PDCA),
2007. Aspects that were recognized include standardization and beyond this, the effect on
Comment from a Certified Consumer Specialist
Eriko Osato, Credit Card Business Division of operations at DOCOMO Information Centers, the smooth staff and the store overall was
I decided to seek certification, as I wanted to work with an approach that cut across different corporate handling of customer inquiries, and our overall efforts the creation of an environment
divisions. As I studied, I learned how consumers select companies and also change them, and then realized including the use of customer feedback. Receiving special that really focuses on customer
that customer comments were really like nourishment for DOCOMO and an opportunity to build trust. I’d like to mention were our dedicated service centers with foreign satisfaction.
use my position as an advisor to do even more, by observing things both inside and outside the company. language capabilities, and our non-stop service (24 hours a
day, 365 days a year).
13 14

Life Connections
Improving and Expanding Coverage Area
Connecting anytime, anywhere, with anyone. DOCOMO is installing base stations, creating alliances with overseas
service providers, and doing all it can to ensure that customers have hassle-free connections in Japan and
around the world.
• •
The Desire to Connect
To expand service areas and improve connection quality,
we have been asking our customers to report to us regarding
their experience with connection to the network by FOMA
phones, using a service called “Kikasete FOMA.” In fiscal
2007, we received 65,258 comments and responded to
100% of respondents who requested a reply. In November
2007, we also launched this option on i-mode in order to
gather as much customer input as possible.
We u s e t h e i n p u t re c e i v e d t o e x p a n d s e r v i c e a re a
coverage and improve quality. We will continue with our
efforts to improve talk quality indoors, below ground, and
in other places that may be difficult to connect.
Note: Number of initiatives in Kanto-Koshinetsu region
Implementing similar initiatives nationwide
Growing Number of Base Stations
Top line: Outdoor base stations. Bottom line: Indoor systems.
39,000
37,300
35,700
32,500
10,400 11,300 12,100
9,100
2006/12 2007/3 2007/6 2007/9
Net increase during FY2007: 7,000 more outdoors, 4,700 more indoors.
Basic Policy on Location of Base Stations
When deciding on where to locate base stations to
improve coverage areas, we develop a proposed plan
after conducting a study based on customer input and
requests regarding signal strength.
We next provide an explanation to local community
about the installation and role of the proposed base
station, and after responding openly to questions,
p ro c e e d w i t h i n s t a l l a t i o n , i f a p p ro p r i a t e . A f t e r
installation, we verify the safety of the equipment, and
then put it into operation. Even after starting operation,
we continue working to improve signal coverage by
adding functions and making other improvements.
15
Our Philosophy
Accurate and Clear Advertising
Telecommunications companies provide a wide variety of services, so it is important that they present
information accurately in their advertising. In particular, in services that are expanding as rapidly as mobile
phones, because the phone charge options and service package are becoming increasingly diverse and
complex, we are making an effort to present clear and easy-to-understand information through advertising.
DOCOMO’s Evolving CSR Approach
Mobile Phones that Connect Worldwide
To p r o v i d e c u s t o m e r s o v e r s e a s t h e s a m e e a s e o f
connecting anywhere, any time, as they experience in
• Review of Voluntary Standards for Advertised Information
In December 2006, the Japan Fair Trade Commission should be provided. Among other things, they include
Japan, we are expanding our World Wing network. This issued guidance to mobile phone companies about proper guidelines to avoid presenting information in a way that
service allows our customers to use their mobile phones advertising practices. In response, the industry reviewed might wrongly give the impression that certain features
as well as the same phone number and e-mail address its voluntary standards for advertising and released them that apply to some subscribers will apply to others, and
t h e y u s e i n J a p a n , i n t h e s e r v i c e a re a s o f o v e r s e a s in June 2007. The revised standards included detailed regarding service coverage areas, to clearly indicate the
telecommunications companies that have an alliance with guidelines about phone charges and other information that areas where coverage is limited.
DOCOMO. TOPICS
As mobile phones become increasingly functional, the
DOCOMO Response to Customers after Caution from
ratio of DOCOMO customers who do not rent but bring
National Consumer Affairs Center of Japan (NCAC) about High-Priced Packet Communications
their own cell phone overseas increased to about 85% at
Life Connections
the end of March 2008. Because this ratio is expected to Between April and May 2007, we received letters from the National Consumer Affairs Center of Japan (NCAC) and the
increase, we are working to expand the coverage area Ministry of Internal Affairs and Communications expressing concern about high rates we were charging customers for
and the selection of phone models with the World Wing packet communications. In response, for the likes of music and video applications that involve large data transfers, we took
functions. steps to notify customers through our catalogs and other publications about the potentially high charges for packet
Through investments in Guam, Korea, and other countries, communications, and also encouraged the use of fixed-price packages. We also took steps to alert customers of services
we are also promoting the adoption of the W-CDMA that do not include the option of fixed-price packet communications.
communications standard used by DOCOMO, in an effort
to expand the usable area. Bolstering Our Management on Customer Information
Future Connections
DOCOMO recognizes the importance of customer information, and believes that it has a great responsibility to protect that
information. To that end, we take steps to ensure strict observance of policies, by developing and updating in-house
42,700 Mobile Phone Contracts that include World Wing regulations and information management manuals and enhancing computer system security. In addition, for employees,
40,600
(millions) DOCOMO Shops, collaborators and temporary staff, and so on—everyone involved in DOCOMO operations—we hold
20
trainings for newly hired workers and regularly for employees thereafter, using handbooks, e-learning, and other teaching
16.7 materials. Despite our efforts, an incident occurred at a DOCOMO Shop under our Kansai regional office, involving the
15
unauthorized access and handling of customer information and resulting in considerable inconvenience for customers. We
are taking steps to prevent the recurrence of such incidents.
10.5
• Information Leak Incident
• Major Measures to Prevent Future
Earth Connections
13,300 15,100 10
Upon discovering that during the period from July until
Information Leaks
5.5
November 3, 2006, an employee at the Kusatsu Ekimae 1. Issued an in-house notice from our Chief Privacy Officer
2007/12 2008/3 5
DOCOMO Shop (Kusatsu City, Shiga Prefecture) may have, (CPO) about “Absolute prohibition of unauthorized access
1.0 outside of work duties, accessed the system that handles and handling of customer information"
0.9
0
2006/3 2006/9 2007/3 2007/9 2008/3
customer information and leaked the addresses and other 2. Implemented information management trainings for
personal information for up to 339 customers, we investigated information managers, who are responsible to provide
the circumstances ourselves, and also cooperated in an official instruction to other employees
investigation to determine the circumstances, including 3. Applied restrictions on the screen printing functions of
CSR Support Activities
Countries/Regions with DOCOMO Service
discussing the matter with the investigative authorities, and terminals on the customer information management system
(FY) 4. Applied restrictions on the display of customer addresses
taking legal action. (On December 3, 2007, we received
2006 151 notification from the Tokyo District Public Prosecutors Office on this system
Voice and Short Mail
2007 157 that the case would not be pursued in court (suspension of 5. Strengthened the monitoring of access logs on this
prosecution) and we announced this publicly on December 4.) system
2006 97
e-mail and i-mode Future Tasks to Ensure “Customer First” Treatment
2007 114
• Collect detailed and wide-ranging feedback from customers, immediately and effectively address problem areas, and
provide services and products tailored to the customer's perspective.
2006 34 • Fortify the DOCOMO shop, DOCOMO Information Centers, and other customer support systems and aim to be
Videophone viewed as friendly and trustworthy by customers.
2007 45
• Present relevant and easy-to-understand advertising and provide accurate information about our products and services.
16

Life Connections
Improving and Expanding Coverage Area
Connecting anytime, anywhere, with anyone. DOCOMO is installing base stations, creating alliances with overseas
service providers, and doing all it can to ensure that customers have hassle-free connections in Japan and
around the world.
• •
The Desire to Connect
To expand service areas and improve connection quality,
we have been asking our customers to report to us regarding
their experience with connection to the network by FOMA
phones, using a service called “Kikasete FOMA.” In fiscal
2007, we received 65,258 comments and responded to
100% of respondents who requested a reply. In November
2007, we also launched this option on i-mode in order to
gather as much customer input as possible.
We u s e t h e i n p u t re c e i v e d t o e x p a n d s e r v i c e a re a
coverage and improve quality. We will continue with our
efforts to improve talk quality indoors, below ground, and
in other places that may be difficult to connect.
Note: Number of initiatives in Kanto-Koshinetsu region
Implementing similar initiatives nationwide
Growing Number of Base Stations
Top line: Outdoor base stations. Bottom line: Indoor systems.
39,000
37,300
35,700
32,500
10,400 11,300 12,100
9,100
2006/12 2007/3 2007/6 2007/9
Net increase during FY2007: 7,000 more outdoors, 4,700 more indoors.
Basic Policy on Location of Base Stations
When deciding on where to locate base stations to
improve coverage areas, we develop a proposed plan
after conducting a study based on customer input and
requests regarding signal strength.
We next provide an explanation to local community
about the installation and role of the proposed base
station, and after responding openly to questions,
p ro c e e d w i t h i n s t a l l a t i o n , i f a p p ro p r i a t e . A f t e r
installation, we verify the safety of the equipment, and
then put it into operation. Even after starting operation,
we continue working to improve signal coverage by
adding functions and making other improvements.
15
Our Philosophy
Accurate and Clear Advertising
Telecommunications companies provide a wide variety of services, so it is important that they present
information accurately in their advertising. In particular, in services that are expanding as rapidly as mobile
phones, because the phone charge options and service package are becoming increasingly diverse and
complex, we are making an effort to present clear and easy-to-understand information through advertising.
DOCOMO’s Evolving CSR Approach
Mobile Phones that Connect Worldwide
To p r o v i d e c u s t o m e r s o v e r s e a s t h e s a m e e a s e o f
connecting anywhere, any time, as they experience in
• Review of Voluntary Standards for Advertised Information
In December 2006, the Japan Fair Trade Commission should be provided. Among other things, they include
Japan, we are expanding our World Wing network. This issued guidance to mobile phone companies about proper guidelines to avoid presenting information in a way that
service allows our customers to use their mobile phones advertising practices. In response, the industry reviewed might wrongly give the impression that certain features
as well as the same phone number and e-mail address its voluntary standards for advertising and released them that apply to some subscribers will apply to others, and
t h e y u s e i n J a p a n , i n t h e s e r v i c e a re a s o f o v e r s e a s in June 2007. The revised standards included detailed regarding service coverage areas, to clearly indicate the
telecommunications companies that have an alliance with guidelines about phone charges and other information that areas where coverage is limited.
DOCOMO. TOPICS
As mobile phones become increasingly functional, the
DOCOMO Response to Customers after Caution from
ratio of DOCOMO customers who do not rent but bring
National Consumer Affairs Center of Japan (NCAC) about High-Priced Packet Communications
their own cell phone overseas increased to about 85% at
Life Connections
the end of March 2008. Because this ratio is expected to Between April and May 2007, we received letters from the National Consumer Affairs Center of Japan (NCAC) and the
increase, we are working to expand the coverage area Ministry of Internal Affairs and Communications expressing concern about high rates we were charging customers for
and the selection of phone models with the World Wing packet communications. In response, for the likes of music and video applications that involve large data transfers, we took
functions. steps to notify customers through our catalogs and other publications about the potentially high charges for packet
Through investments in Guam, Korea, and other countries, communications, and also encouraged the use of fixed-price packages. We also took steps to alert customers of services
we are also promoting the adoption of the W-CDMA that do not include the option of fixed-price packet communications.
communications standard used by DOCOMO, in an effort
to expand the usable area. Bolstering Our Management on Customer Information
Future Connections
DOCOMO recognizes the importance of customer information, and believes that it has a great responsibility to protect that
information. To that end, we take steps to ensure strict observance of policies, by developing and updating in-house
42,700 Mobile Phone Contracts that include World Wing regulations and information management manuals and enhancing computer system security. In addition, for employees,
40,600
(millions) DOCOMO Shops, collaborators and temporary staff, and so on—everyone involved in DOCOMO operations—we hold
20
trainings for newly hired workers and regularly for employees thereafter, using handbooks, e-learning, and other teaching
16.7 materials. Despite our efforts, an incident occurred at a DOCOMO Shop under our Kansai regional office, involving the
15
unauthorized access and handling of customer information and resulting in considerable inconvenience for customers. We
are taking steps to prevent the recurrence of such incidents.
10.5
• Information Leak Incident
• Major Measures to Prevent Future
Earth Connections
13,300 15,100 10
Upon discovering that during the period from July until
Information Leaks
5.5
November 3, 2006, an employee at the Kusatsu Ekimae 1. Issued an in-house notice from our Chief Privacy Officer
2007/12 2008/3 5
DOCOMO Shop (Kusatsu City, Shiga Prefecture) may have, (CPO) about “Absolute prohibition of unauthorized access
1.0 outside of work duties, accessed the system that handles and handling of customer information"
0.9
0
2006/3 2006/9 2007/3 2007/9 2008/3
customer information and leaked the addresses and other 2. Implemented information management trainings for
personal information for up to 339 customers, we investigated information managers, who are responsible to provide
the circumstances ourselves, and also cooperated in an official instruction to other employees
investigation to determine the circumstances, including 3. Applied restrictions on the screen printing functions of
CSR Support Activities
Countries/Regions with DOCOMO Service
discussing the matter with the investigative authorities, and terminals on the customer information management system
(FY) 4. Applied restrictions on the display of customer addresses
taking legal action. (On December 3, 2007, we received
2006 151 notification from the Tokyo District Public Prosecutors Office on this system
Voice and Short Mail
2007 157 that the case would not be pursued in court (suspension of 5. Strengthened the monitoring of access logs on this
prosecution) and we announced this publicly on December 4.) system
2006 97
e-mail and i-mode Future Tasks to Ensure “Customer First” Treatment
2007 114
• Collect detailed and wide-ranging feedback from customers, immediately and effectively address problem areas, and
provide services and products tailored to the customer's perspective.
2006 34 • Fortify the DOCOMO shop, DOCOMO Information Centers, and other customer support systems and aim to be
Videophone viewed as friendly and trustworthy by customers.
2007 45
• Present relevant and easy-to-understand advertising and provide accurate information about our products and services.
16

Life Connections
DOCOMO Hearty Style
Mobile phones have become an indispensable part of everyday life, and
we do our utmost to ensure that our products and services can enrich
the lives of all of our customers through applying the principles of
universal design (UD) to their development. Consideration for others is a
core DOCOMO value that we will continue to put into practice through
constant innovation.
Kiyohito Nagata, Managing Director, Product Department
Progress in FY2007
• Formulated UD Guidelines for driving the development of a wider range of handsets and features based on
universal design principles.
• Raku Raku Phone series sales top 13 million units (as of April 2008).
• Further growth in the number of barrier-free DOCOMO Shops.
• Hearty Style – Linking DOCOMO with its Customers
H e a r t y S t y l e i s t h e n a m e w e a t t a c h t o o u r e ff o r t s t o
• Formulation and Implementation of UD Guidelines
promote universal design (UD) and create products and
services that a diversity of people find easy to use. Under
the Hearty Style banner, we have expanded customer
suppor t channels and actively incorporate customer
feedback into our product and service development
processes. We have also created a UD Promotion Working
Group made up of members of relevant sections to further
drive our UD efforts.
Hearty Style Initiatives
Products
Mobile phones that incorporate UD principles (Raku Raku
Phone, dual-screen mobile phones, Sound Leaf, etc.)
More barrier-free shops, videophone-based customer
Customer support (sign language, foreign language), Hearty Mind
training, promotion of Level 2 Service Helper
support
certification, DOCOMO Hearty Plaza (Marunouchi)
Hearty Discounts, Braille phone charge statements,
Braille and audio user manuals, classes in phone use for
Services
seniors and persons with disabilities, dispatch of
volunteers we call “Hearty Staff” to help at exhibitions
and other events in Japan
UD-related customer feedback
Other 4%
Customer Support 8%
Products 46%
Services 42%
Note: Feedback received through DOCOMO Shops / DOCOMO Information Centers
17
We formulated our UD Guidelines to drive the
development of a wider range of handsets and features
based on UD principles through instituting relevant checks
and reviews at product planning and development stages.
Usability, safety and security have also become important
factors for customer choice of mobile phones, and we
h a v e a l re a d y b ro a d l y i n t ro d u c e d f e a t u re s s u c h a s
Enlarged Text display and Simple Menu, a simplified and
easy-to-use menu tree. The F905i handset has also been
equipped with the Super HAKKIRI VOICE and HAKKIRI
MIKE (MICROPHONE) features incorporated into Raku
Raku Phones. We plan to continue to expand our lineup of
products equipped with UD features.
Examples of UD features
Easy-to-read text (Quick Zoom) Battery life (long-life batteries)
Easy opening and closing
Easy operation (touch panel)
(one-push open)
Easy-to-read keys Easy listening (front speaker)
Our Philosophy
Product Service Development
• Working with Partners on Handset Development
We constantly strive to cultivate understanding with
Raku Raku Phone cumulative sales ■ FOMA ■ mova
13,140
handset manufacturers and other partners and suppliers
DOCOMO’s Evolving CSR Approach
(Thousands)
10,080
to promote not only UD, but also the use of eco-friendly 10,000
materials and parts, handset quality improvements that
DOCOMO Raku Raku Phone series
cumulative sales top 7,330
address customer demands, and the development of
mobile phone-mediated consumer life support services
13 million units. 5,020
5,000
such as e-money. We also hold regular meetings with 3,360
2,090
partners to share customer satisfaction survey results and
760
other feedback, and to discuss how to address customer 2 50
0
wants such as a stronger lineup of phones with 2000/4 2001/4 2002/4 2003/4 2004/4 2005/4 2006/4 2007/4 2008/4
inter national roaming capabilities to cater to the As of end of April 2008
increasingly global reach of Japanese businesses. The
One-Seg reception, international roaming, and HSDPA*
functionality packaged in the 905i and 705i series • Development of Sound Leaf Plus
Bone Conduction Receiver-Microphone
Life Connections
released in fiscal 2007 are examples of features that have
found their way into products as a result of such dialog. We released the Sound Leaf Plus, a bone conduction
* HSDPA: High-Speed Downlink Packet Access, a high-speed W-CDMA 3G mobile receiver-microphone for mobile phones, in March 2008.
telephony data transfer protocol
The first product in this series, Sound Leaf, was released
in September 2006 as a UD product for people with
•
hearing impairments or those who need to use mobile
Raku Raku Phone sales top 13 million phones in very noisy environments. It combines bone
Launched in 1999, the Raku Raku Phone ( “raku raku” conduction (transmission of vibrations to the auditory
means “easy” ) series proved immensely popular as nerves through bones rather than the ear drum) with a
Future Connections
handsets designed for ease of use. As of May 2008, 13 T-coil function that enables people using T-coil hearing
models have been released, and sales have continued to aids (hearing aids equipped with magnetic induction coils
grow, particularly among seniors, topping 13 million by that convert sound into magnetic signals) to hold phone
April 2008. The Raku Raku Phone IV released in August conversations. While the Sound Leaf found favor for
2007 is equipped with GPS functionality, and users have improving listening clarity and enabling phone
only to press the one-touch “buzzer” to inform family or conversation in noisy environments, users
other subscribers to our Imadoco Search service of their found the cord required to connect the Sound
whereabouts ( “imadoco” means “where are you” ). We Leaf to their phones bothersome to use and
have also added other features such as Super HAKKIRI carry around. To address this issue, we have
Earth Connections
VOICE ( “hakkiri” means “clear” ) and HAKKIRI MIKE equipped Sound Leaf Plus with Bluetooth ®
(MICROPHONE) for automatically boosting voice and wireless capability.
listening clarity during a call.
TOPICS
DOCOMO UD Initiatives Win Commendation
CSR Support Activities
In December 2007, DOCOMO’ s UD initiatives were recognized with a Prime Minister’ s Commendation in the 2007
Commendations for Contributors to the Promotion of a Barrier-Free Environment. This Cabinet Office commendation system
was established to pay recognition to organizations that have made a significant contribution to eliminating barriers in society
and making life safer and easier for all people, including seniors and persons with disabilities. The commendation paid
recognition to our Hearty Style initiative, including our barrier-free DOCOMO Shops,
videophone-based customer support, and our Braille and audio user manuals as well as
our Raku Raku Phones, dual-screen mobile phones and other UD products. In October
2007, our D800iDS dual-screen mobile phone also won a Rehabilitation Engineering
Society of Japan (RESJA) Prize in RESJA’ s Contest for Technical Aids 2007 in recognition
of its auto-scan / step scan function that enables the use of an external switch to operate
the handset.
18

Life Connections
DOCOMO Hearty Style
Mobile phones have become an indispensable part of everyday life, and
we do our utmost to ensure that our products and services can enrich
the lives of all of our customers through applying the principles of
universal design (UD) to their development. Consideration for others is a
core DOCOMO value that we will continue to put into practice through
constant innovation.
Kiyohito Nagata, Managing Director, Product Department
Progress in FY2007
• Formulated UD Guidelines for driving the development of a wider range of handsets and features based on
universal design principles.
• Raku Raku Phone series sales top 13 million units (as of April 2008).
• Further growth in the number of barrier-free DOCOMO Shops.
• Hearty Style – Linking DOCOMO with its Customers
H e a r t y S t y l e i s t h e n a m e w e a t t a c h t o o u r e ff o r t s t o
• Formulation and Implementation of UD Guidelines
promote universal design (UD) and create products and
services that a diversity of people find easy to use. Under
the Hearty Style banner, we have expanded customer
suppor t channels and actively incorporate customer
feedback into our product and service development
processes. We have also created a UD Promotion Working
Group made up of members of relevant sections to further
drive our UD efforts.
Hearty Style Initiatives
Products
Mobile phones that incorporate UD principles (Raku Raku
Phone, dual-screen mobile phones, Sound Leaf, etc.)
More barrier-free shops, videophone-based customer
Customer support (sign language, foreign language), Hearty Mind
training, promotion of Level 2 Service Helper
support
certification, DOCOMO Hearty Plaza (Marunouchi)
Hearty Discounts, Braille phone charge statements,
Braille and audio user manuals, classes in phone use for
Services
seniors and persons with disabilities, dispatch of
volunteers we call “Hearty Staff” to help at exhibitions
and other events in Japan
UD-related customer feedback
Other 4%
Customer Support 8%
Products 46%
Services 42%
Note: Feedback received through DOCOMO Shops / DOCOMO Information Centers
17
We formulated our UD Guidelines to drive the
development of a wider range of handsets and features
based on UD principles through instituting relevant checks
and reviews at product planning and development stages.
Usability, safety and security have also become important
factors for customer choice of mobile phones, and we
h a v e a l re a d y b ro a d l y i n t ro d u c e d f e a t u re s s u c h a s
Enlarged Text display and Simple Menu, a simplified and
easy-to-use menu tree. The F905i handset has also been
equipped with the Super HAKKIRI VOICE and HAKKIRI
MIKE (MICROPHONE) features incorporated into Raku
Raku Phones. We plan to continue to expand our lineup of
products equipped with UD features.
Examples of UD features
Easy-to-read text (Quick Zoom) Battery life (long-life batteries)
Easy opening and closing
Easy operation (touch panel)
(one-push open)
Easy-to-read keys Easy listening (front speaker)
Our Philosophy
Product Service Development
• Working with Partners on Handset Development
We constantly strive to cultivate understanding with
Raku Raku Phone cumulative sales ■ FOMA ■ mova
13,140
handset manufacturers and other partners and suppliers
DOCOMO’s Evolving CSR Approach
(Thousands)
10,080
to promote not only UD, but also the use of eco-friendly 10,000
materials and parts, handset quality improvements that
DOCOMO Raku Raku Phone series
cumulative sales top 7,330
address customer demands, and the development of
mobile phone-mediated consumer life support services
13 million units. 5,020
5,000
such as e-money. We also hold regular meetings with 3,360
2,090
partners to share customer satisfaction survey results and
760
other feedback, and to discuss how to address customer 2 50
0
wants such as a stronger lineup of phones with 2000/4 2001/4 2002/4 2003/4 2004/4 2005/4 2006/4 2007/4 2008/4
inter national roaming capabilities to cater to the As of end of April 2008
increasingly global reach of Japanese businesses. The
One-Seg reception, international roaming, and HSDPA*
functionality packaged in the 905i and 705i series • Development of Sound Leaf Plus
Bone Conduction Receiver-Microphone
Life Connections
released in fiscal 2007 are examples of features that have
found their way into products as a result of such dialog. We released the Sound Leaf Plus, a bone conduction
* HSDPA: High-Speed Downlink Packet Access, a high-speed W-CDMA 3G mobile receiver-microphone for mobile phones, in March 2008.
telephony data transfer protocol
The first product in this series, Sound Leaf, was released
in September 2006 as a UD product for people with
•
hearing impairments or those who need to use mobile
Raku Raku Phone sales top 13 million phones in very noisy environments. It combines bone
Launched in 1999, the Raku Raku Phone ( “raku raku” conduction (transmission of vibrations to the auditory
means “easy” ) series proved immensely popular as nerves through bones rather than the ear drum) with a
Future Connections
handsets designed for ease of use. As of May 2008, 13 T-coil function that enables people using T-coil hearing
models have been released, and sales have continued to aids (hearing aids equipped with magnetic induction coils
grow, particularly among seniors, topping 13 million by that convert sound into magnetic signals) to hold phone
April 2008. The Raku Raku Phone IV released in August conversations. While the Sound Leaf found favor for
2007 is equipped with GPS functionality, and users have improving listening clarity and enabling phone
only to press the one-touch “buzzer” to inform family or conversation in noisy environments, users
other subscribers to our Imadoco Search service of their found the cord required to connect the Sound
whereabouts ( “imadoco” means “where are you” ). We Leaf to their phones bothersome to use and
have also added other features such as Super HAKKIRI carry around. To address this issue, we have
Earth Connections
VOICE ( “hakkiri” means “clear” ) and HAKKIRI MIKE equipped Sound Leaf Plus with Bluetooth ®
(MICROPHONE) for automatically boosting voice and wireless capability.
listening clarity during a call.
TOPICS
DOCOMO UD Initiatives Win Commendation
CSR Support Activities
In December 2007, DOCOMO’ s UD initiatives were recognized with a Prime Minister’ s Commendation in the 2007
Commendations for Contributors to the Promotion of a Barrier-Free Environment. This Cabinet Office commendation system
was established to pay recognition to organizations that have made a significant contribution to eliminating barriers in society
and making life safer and easier for all people, including seniors and persons with disabilities. The commendation paid
recognition to our Hearty Style initiative, including our barrier-free DOCOMO Shops,
videophone-based customer support, and our Braille and audio user manuals as well as
our Raku Raku Phones, dual-screen mobile phones and other UD products. In October
2007, our D800iDS dual-screen mobile phone also won a Rehabilitation Engineering
Society of Japan (RESJA) Prize in RESJA’ s Contest for Technical Aids 2007 in recognition
of its auto-scan / step scan function that enables the use of an external switch to operate
the handset.
18
 Our Philosophy
Life Connections

Providing More Customer Support Channels Expanding Services TOPICS

• Hearty Style Shop Initiatives

We are continuously improving the accessibility and
• Improving User Manual Readability
We created separate Simple Operation Guides for our
Communication

Mobile phones connect people and enhance communication, and because we want as many people as possible to enjoy
usability of our DOCOMO Shops throughout the country. Raku Raku Phone series to provide users with a simplified

DOCOMO’s Evolving CSR Approach

We have established standards for Hearty Style
implementation, and are carrying out a wide range of
initiatives in fiscal 2008 involving both equipment and
systems, including making our shops more barrier-free
and equipping them with communication boards, and
i n t ro d u c i n g U D c o n c e p t s i n o u r e m p l o y e e t r a i n i n g
programs too. In fiscal 2007, we made the entrances of
1,800 DOCOMO Shops around the country barrier-free,
and about 1,240 of our shops are now equipped with
w h e e l c h a i r- a c c e s s i b l e t o i l e t s a n d p a r k i n g s p a c e s
exclusively for persons with disabilities. We are also
equipping our shops with videophones to provide sign
and easy-to-read manual. These guides, which feature
color illustrations for even easier use, won a prize for
excellency in the information appliance category of the
Japan Technical Communicator Association’s Japan Manual
Contest 2007. We have also created Braille and audio
manuals, and we offer Braille phone charge statements at
no extra charge, issuing about 30,000 Braille statements in
fiscal 2007. Our foreign language catalogs were in the
past limited to English, but in July 2007, we created
Korean, Chinese, Portuguese, and Spanish as well as
Japanese and English editions of our general catalog to
better serve Japan’s population of foreign residents.
such benefits, we offer various means for customers to let us know their views and wishes. We use these opinions and
suggestions alongside customer survey results to improve our products and develop related equipment.
Dialog with Persons with Visual Impairments
Such feedback prompted us to incorporate Osaifu-Keitai
Our Raku Raku Phone series is equipped with features e-money functions into Raku Raku Phone Premium – just
such as text-to-speech that have won a large following one example of how we pay attention to the needs of users
among persons with visual impairments, and we develop with visual and other disabilities when considering new
new models in the series together with such users through features for our Raku Raku Phone series.
using mailing lists and questionnaire surveys to obtain
their views and suggestions.
Families of Children with Disabilities
Features that we users would like to see offered in Raku Raku Phones Participate in New Communication
Tool Monitor Survey

Life Connections
language and foreign language support to customers. This Support for emergency earthquake alerts 77
videophone support is now available in 336 locations, Gridmark Ltd. has released a mobile phone
Osaifu-Keitai e-money functions 63
including all major cities in Japan, and is being used an communication aid for persons with intellectual disabilities
One-seg reception 58
average of 161 times per month. developed jointly by DOCOMO and AAC Suppor t (an
Support for use as a remote control for home appliances 52 NPO) together with the Kojima research group at Shinshu
Hearty Style Standards
Music support 49 University. We have also developed an email application
Item Details supporting the device that we packaged into the Raku
International roaming 39

• Raku Phone IV that was released in August 2007.

Accessible entrances Entrances with a width of at least 80 cm, etc.
Mobile Phone Classes Speech-to-text support 38
Parking space with room to maneuver a
We recruited families of children with intellectual

Future Connections
Parking space for
persons with disabilities wheelchair, etc. (about 3 m x 3 m) We dispatch instructors to give classes in mobile phone i-αppli 37 disabilities to test this new communications tool between
Accessible entrances with a width of at least 80 cm
usage to seniors and persons with disabilities with the aim More models 34 November 2007 and March 2008, and conducted both a
Wheelchair-
accessible toilets
Sliding door with handles and locks designed for of providing guidance on secure and safe usage and Support for wireless
23 questionnaire survey and interviews of caregivers on
easy use by persons with disabilities broadband
showing them how mobile phones can help to enhance operability, utility, and usage in school, home and local
Other 24
Tablets to be located where they can be brought their communications and make their everyday lives better community environments. The results of this study will be
out and used easily 0 10 20 30 40 50 60 70 80
Communication boards
Sign informing customers of communication board
and more enjoyable. In fiscal 2007, about 650 classes for (responses) used in product improvement and the development of
availability seniors and about 50 for persons with disabilities were Note: Raku Raku Phone questionnaire survey result (February 2008, 494 responses) related devices.
UD product try-out Display of UD products for customers to try out, etc. held in local welfare centers and other facilities
display Products: Raku Raku Phone series, Sound Leaf, nationwide. Classes in phone usage that are open to

Earth Connections
Flagship products Sound Leaf Plus
anyone are held at DOCOMO Shops, with an average of
Future Tasks to Promote a Universal Design Approach
about 7,000 people a month
• More publicity of our UD initiatives: We will use ads and other tools to communicate our efforts clearly to users.

•
participating in such classes in
Cultivating “Hearty Mind” Attitudes through • Promotion of mobile phone use among seniors and persons with disabilities: We will encourage greater use by
the Kanto Koshin-Etsu area alone
Training and Certification Programs explaining convenient features and usage methods through classes and other means.
during fiscal 2007.
• Creation of mechanisms for obtaining and utilizing feedback from seniors and persons with disabilities: We will
Our effor ts to make our shops more accessible to all
strive to gather a wide range of views through events and dialog with related organizations.
people through cultivating a Hearty Mind mindset among
• Nationwide UD development: We will integrate our initiatives throughout the country to better drive them forward.
our shop personnel include the promotion of Level 2

•
Service Helper certification and Hearty Mind training

CSR Support Activities

programs designed to enable employees to experience
Hearty Discounts Stakeholder Perspective
first-hand the kind of issues faced by people as a result of Mobile phones have come to be used increasingly by DOCOMO’s UD initiatives always attract favorable attention at exhibitions held by the Institute
aging or disability. persons with disabilities, enriching their communications for Human Centered Design (IHCD) and other international UD events and forums. In fiscal 2007
In fiscal 2007, 1,754 employees and helping to broaden the scope of their activities. To too, DOCOMO drafted its UD Guidelines and has started to implement UD in other products in
earned Level 2 Service further help promote inclusion, we offer persons with a d d i t i o n t o i t s R a k u R a k u P h o n e s . I t i s t h i s k i n d o f s u s t a i n e d e ff o r t t h a t p o w e r s U D .
Helper certification, and 485 disabilities a basic monthly user fee reduction and other Implementing UD globally requires the adoption of user-inclusive production processes that pay
employees par ticipated in discounts under our Hearty Discount service. We revised consideration to minorities ignored by product designers up to now, and the introduction and
Hearty Mind training programs. the Hearty Discount program on June 1, 2008, boosting the disclosure of mechanisms for user appraisal, and so forth. I hope to see DOCOMO continue to
We plan to expand such basic monthly user fee discount to 60% and offering play a worldwide leadership role in enabling as wide a diversity of people as possible to enjoy
training programs to further videophone calls at the same rate as voice calls, as well as the benefits of mobile communications.
enhance human aspects of making Dial 104 directory assistance calls completely free Shigeki Inoue, Visiting Fellow at IHCD and Guest Researcher at MIT
our accessibility systems. of call and service charges to users of the Hearty Discount.
Note: IHCD: an NPO dedicated to the international promotion of UD and human-centered design
19 20
 Our Philosophy
Life Connections

Providing More Customer Support Channels Expanding Services TOPICS

• Hearty Style Shop Initiatives

We are continuously improving the accessibility and
• Improving User Manual Readability
We created separate Simple Operation Guides for our
Communication

Mobile phones connect people and enhance communication, and because we want as many people as possible to enjoy
usability of our DOCOMO Shops throughout the country. Raku Raku Phone series to provide users with a simplified

DOCOMO’s Evolving CSR Approach

We have established standards for Hearty Style
implementation, and are carrying out a wide range of
initiatives in fiscal 2008 involving both equipment and
systems, including making our shops more barrier-free
and equipping them with communication boards, and
i n t ro d u c i n g U D c o n c e p t s i n o u r e m p l o y e e t r a i n i n g
programs too. In fiscal 2007, we made the entrances of
1,800 DOCOMO Shops around the country barrier-free,
and about 1,240 of our shops are now equipped with
w h e e l c h a i r- a c c e s s i b l e t o i l e t s a n d p a r k i n g s p a c e s
exclusively for persons with disabilities. We are also
equipping our shops with videophones to provide sign
and easy-to-read manual. These guides, which feature
color illustrations for even easier use, won a prize for
excellency in the information appliance category of the
Japan Technical Communicator Association’s Japan Manual
Contest 2007. We have also created Braille and audio
manuals, and we offer Braille phone charge statements at
no extra charge, issuing about 30,000 Braille statements in
fiscal 2007. Our foreign language catalogs were in the
past limited to English, but in July 2007, we created
Korean, Chinese, Portuguese, and Spanish as well as
Japanese and English editions of our general catalog to
better serve Japan’s population of foreign residents.
such benefits, we offer various means for customers to let us know their views and wishes. We use these opinions and
suggestions alongside customer survey results to improve our products and develop related equipment.
Dialog with Persons with Visual Impairments
Such feedback prompted us to incorporate Osaifu-Keitai
Our Raku Raku Phone series is equipped with features e-money functions into Raku Raku Phone Premium – just
such as text-to-speech that have won a large following one example of how we pay attention to the needs of users
among persons with visual impairments, and we develop with visual and other disabilities when considering new
new models in the series together with such users through features for our Raku Raku Phone series.
using mailing lists and questionnaire surveys to obtain
their views and suggestions.
Families of Children with Disabilities
Features that we users would like to see offered in Raku Raku Phones Participate in New Communication
Tool Monitor Survey

Life Connections
language and foreign language support to customers. This Support for emergency earthquake alerts 77
videophone support is now available in 336 locations, Gridmark Ltd. has released a mobile phone
Osaifu-Keitai e-money functions 63
including all major cities in Japan, and is being used an communication aid for persons with intellectual disabilities
One-seg reception 58
average of 161 times per month. developed jointly by DOCOMO and AAC Suppor t (an
Support for use as a remote control for home appliances 52 NPO) together with the Kojima research group at Shinshu
Hearty Style Standards
Music support 49 University. We have also developed an email application
Item Details supporting the device that we packaged into the Raku
International roaming 39

• Raku Phone IV that was released in August 2007.

Accessible entrances Entrances with a width of at least 80 cm, etc.
Mobile Phone Classes Speech-to-text support 38
Parking space with room to maneuver a
We recruited families of children with intellectual

Future Connections
Parking space for
persons with disabilities wheelchair, etc. (about 3 m x 3 m) We dispatch instructors to give classes in mobile phone i-αppli 37 disabilities to test this new communications tool between
Accessible entrances with a width of at least 80 cm
usage to seniors and persons with disabilities with the aim More models 34 November 2007 and March 2008, and conducted both a
Wheelchair-
accessible toilets
Sliding door with handles and locks designed for of providing guidance on secure and safe usage and Support for wireless
23 questionnaire survey and interviews of caregivers on
easy use by persons with disabilities broadband
showing them how mobile phones can help to enhance operability, utility, and usage in school, home and local
Other 24
Tablets to be located where they can be brought their communications and make their everyday lives better community environments. The results of this study will be
out and used easily 0 10 20 30 40 50 60 70 80
Communication boards
Sign informing customers of communication board
and more enjoyable. In fiscal 2007, about 650 classes for (responses) used in product improvement and the development of
availability seniors and about 50 for persons with disabilities were Note: Raku Raku Phone questionnaire survey result (February 2008, 494 responses) related devices.
UD product try-out Display of UD products for customers to try out, etc. held in local welfare centers and other facilities
display Products: Raku Raku Phone series, Sound Leaf, nationwide. Classes in phone usage that are open to

Earth Connections
Flagship products Sound Leaf Plus
anyone are held at DOCOMO Shops, with an average of
Future Tasks to Promote a Universal Design Approach
about 7,000 people a month
• More publicity of our UD initiatives: We will use ads and other tools to communicate our efforts clearly to users.

•
participating in such classes in
Cultivating “Hearty Mind” Attitudes through • Promotion of mobile phone use among seniors and persons with disabilities: We will encourage greater use by
the Kanto Koshin-Etsu area alone
Training and Certification Programs explaining convenient features and usage methods through classes and other means.
during fiscal 2007.
• Creation of mechanisms for obtaining and utilizing feedback from seniors and persons with disabilities: We will
Our effor ts to make our shops more accessible to all
strive to gather a wide range of views through events and dialog with related organizations.
people through cultivating a Hearty Mind mindset among
• Nationwide UD development: We will integrate our initiatives throughout the country to better drive them forward.
our shop personnel include the promotion of Level 2

•
Service Helper certification and Hearty Mind training

CSR Support Activities

programs designed to enable employees to experience
Hearty Discounts Stakeholder Perspective
first-hand the kind of issues faced by people as a result of Mobile phones have come to be used increasingly by DOCOMO’s UD initiatives always attract favorable attention at exhibitions held by the Institute
aging or disability. persons with disabilities, enriching their communications for Human Centered Design (IHCD) and other international UD events and forums. In fiscal 2007
In fiscal 2007, 1,754 employees and helping to broaden the scope of their activities. To too, DOCOMO drafted its UD Guidelines and has started to implement UD in other products in
earned Level 2 Service further help promote inclusion, we offer persons with a d d i t i o n t o i t s R a k u R a k u P h o n e s . I t i s t h i s k i n d o f s u s t a i n e d e ff o r t t h a t p o w e r s U D .
Helper certification, and 485 disabilities a basic monthly user fee reduction and other Implementing UD globally requires the adoption of user-inclusive production processes that pay
employees par ticipated in discounts under our Hearty Discount service. We revised consideration to minorities ignored by product designers up to now, and the introduction and
Hearty Mind training programs. the Hearty Discount program on June 1, 2008, boosting the disclosure of mechanisms for user appraisal, and so forth. I hope to see DOCOMO continue to
We plan to expand such basic monthly user fee discount to 60% and offering play a worldwide leadership role in enabling as wide a diversity of people as possible to enjoy
training programs to further videophone calls at the same rate as voice calls, as well as the benefits of mobile communications.
enhance human aspects of making Dial 104 directory assistance calls completely free Shigeki Inoue, Visiting Fellow at IHCD and Guest Researcher at MIT
our accessibility systems. of call and service charges to users of the Hearty Discount.
Note: IHCD: an NPO dedicated to the international promotion of UD and human-centered design
19 20

Life Connections
Safety of Products and Services
Because mobile phones are used in close proximity to the body on a daily
basis, it is essential that they be safe. DOCOMO works with research
institutions and handset manufacturers to verify the safety of mobile
phones and radio frequency radiation to make them ever safer. A response
system is in place to ensure that customers’ convenience is not
compromised even in the event that a problem with a product arises, or a
product breaks or is damaged. Tomohiro Kurosawa
Progress in FY2007
• Increased to 2,283 the number of repair and service centers that handle product quality control and deal with
malfunctions.
• At Narita International Airport, Kansai International Airport, and Central Japan International Airport, we began
renting alternative handsets to customers traveling overseas whose World Wing-compatible mobile phones were
not functioning correctly.
• Joined and actively participated in the Voluntary Replacement Promotional Council for Portable Device-Use
Lithium-Ion Batteries, an industry body that informs customers and discloses information about recalls for
defective batteries.
•
Taking Product Safety into Consideration at Every Stage
We work in collaboration with our partner manufacturers
to ensure that safety is an important theme during product
development right from the design stage. We work closely
with each manufacturer, and held approximately 300
meetings during the course of the year.
Products undergo several types of testing before being
released on the market. In order to provide post-purchase
quality control and repairs, we are increasing the number
of repair and service centers. We opened 62 new repair
and service centers in fiscal 2007, which brought the total
to 2,283. Service and repair centers lend alternate mobile
Flowchart of Standard Development / Product Quality Flow (each model)
Process
Design (set guidelines)
Quality testing of prototypes
Decision to manufacture ・Final confirmation of handset safety and performance at development stage
Quality testing of production models
Market launch
After-sales service
21 Note: In addition, although not for each handset model, factory inspections are conducted for each type of battery.
Managing Director, Service Quality Management Department
phones to customers if the customer’s original handset needs
to be kept for repair, thereby eliminating any inconvenience to
the customer. Meanwhile, if a critical defect or other problem
occurs, the problem is identified, evaluated, and a response
plan is decided at a meeting led by the Senior Executive Vice
President.
Service and Repair Centers
FY2005
Number of service and
repair centers
Work Details
・Development of mobile phone safety standards
・Confirmation that no harmful materials are used
・Performance testing of handset’s physical parts
・Testing to ensure no overheating of handset
・Safety testing of battery packs
・Testing of handset based on specifications
・Repair service, quality control
FY2006 FY2007
2,011 2,221 2,283
Responsible Group
Communication Device
Development Department, etc.
Service Quality Management Department
Sales-related departments, etc.
Procurement and Supply Department
Service Quality Department, etc.
• Improved Training System for Repair Service Staff
We provide training according to skill level for DOCOMO
Shop staff to ensure that they can conduct a proper
diagnosis and take the appropriate course of action when
a customer brings in a malfunctioning or damaged
handset, and we have a certification system that
recognizes their technical qualifications. Staff at repair
service counters are required to attend trainings for basic
skills to identify the cause of handset malfunctions. To
develop leaders who can guide
other staff members, we have
introduced training and certification
systems that provide more
advanced trainings and certify
highly-skilled staff.
• Industry Cooperation on Defective Battery Recalls
In December 2006, Mitsubishi Electric announced that its
D06 battery pack, used in certain handsets, might
overheat and rupture. In August 2007, there were also
instances in which the NM01 battery pack manufactured
by Matsushita Battery Industrial Co., Ltd. for use in Nokia
handsets became hot and expanded while being charged.
Similar problems were also reported for battery packs
used in computers. In October 2007, lithium ion battery
manufacturers, handset manufacturers, and mobile phone
service providers joined the Voluntar y Replacement
Promotional Council for Portable Device-Use Lithium Ion
Batteries. This body informs customers about any relevant
issues, discloses information and otherwise promotes
recalls of defective products, in order to regain the
public’s trust.
•
Radio Frequency Radiation Safety
The safety of radio frequency (RF) radiation is a matter of
considerable public concern. Over 50 years of research has
been conducted on RF radiation, and this research has been
carefully reviewed by the World Health Organization (WHO) and
Japan’s Ministry of Internal Affairs and Communications. Based
on their findings, the government of Japan has established
Radio-Radiation Protection Guidelines and a regulatory
framework. We follow these guidelines and regulations in
operating base stations, and also verify that mobile phone
handsets meet the prescribed standards. On recommendation
of the Ministry of Internal Affairs and Communications and the
WHO, we are also conducting our own research into the impacts
of RF radiation on human health. Since 2002 we have conducted
Future Tasks to Ensure Safety and Security
• Continue researching radio frequency radiation safety and providing reliable information to eliminate concern from
handset users.
• Introduce new services incorporating customer feedback.
• Continue improving service quality in specific locations based on diligent attention to each individual customer's feedback.
Our Philosophy
experiments in collaboration with other mobile phone service
providers regarding impacts at the cellular and genetic levels,
and in January 2007 we announced that research had identified
no impacts. This was one example of scientific evidence that
dismisses the argument that RF radiation has an impact on cell
structure and function and can cause cancer.
DOCOMO’s Evolving CSR Approach
Numerous research studies concerning the safety of RF
radiation have been conducted throughout the world. At
DOCOMO, we regularly hold seminars in which experts from
within DOCOMO as well as outside guest lecturers speak to
DOCOMO employees about the effects of RF radiation on the
human body and other electronic
devices so that staff understand the
latest information on this topic,
such as the regulations relating to
protection from radio frequencies.
• Mobile Phone Services Support Handbook
Life Connections
In order to ensure that customers who purchase DOCOMO
mobile phones recognize and understand the services
they can use with peace of mind, we produced a Mobile
Phone Services Support Handbook and distributed it to
DOCOMO Shops in November 2007.
This guidebook explains the Keitai Anshin Pack (Mobile
Phone Security Package) of services. These services
include the DOCOMO Premier Club, a service that allows
Future Connections
customers that use the same mobile phone handset for at
least two continuous years to receive a free battery pack
and a subsidy for part of the cost of purchasing a new
handset in the event that they lose or damage their
handset. We also have a Mobile Phone Protection &
Delivery Service, in which we will ship an alternate
handset to a designated address in the event that the
customer’s handset is damaged by water, misplaced, or
not functioning correctly. There is also the “Omakase
Earth Connections
Lock” (omakase means “leave it to me”), a service that
allows a customer to remotely lock the functions of his or
her handset by calling us if the handset has been lost.
Note: The Mobile Phone Services Support
Handbook was incorporated into the Safety &
Security Handbook in June 2008.
CSR Support Activities
22

Life Connections
Safety of Products and Services
Because mobile phones are used in close proximity to the body on a daily
basis, it is essential that they be safe. DOCOMO works with research
institutions and handset manufacturers to verify the safety of mobile
phones and radio frequency radiation to make them ever safer. A response
system is in place to ensure that customers’ convenience is not
compromised even in the event that a problem with a product arises, or a
product breaks or is damaged. Tomohiro Kurosawa
Progress in FY2007
• Increased to 2,283 the number of repair and service centers that handle product quality control and deal with
malfunctions.
• At Narita International Airport, Kansai International Airport, and Central Japan International Airport, we began
renting alternative handsets to customers traveling overseas whose World Wing-compatible mobile phones were
not functioning correctly.
• Joined and actively participated in the Voluntary Replacement Promotional Council for Portable Device-Use
Lithium-Ion Batteries, an industry body that informs customers and discloses information about recalls for
defective batteries.
•
Taking Product Safety into Consideration at Every Stage
We work in collaboration with our partner manufacturers
to ensure that safety is an important theme during product
development right from the design stage. We work closely
with each manufacturer, and held approximately 300
meetings during the course of the year.
Products undergo several types of testing before being
released on the market. In order to provide post-purchase
quality control and repairs, we are increasing the number
of repair and service centers. We opened 62 new repair
and service centers in fiscal 2007, which brought the total
to 2,283. Service and repair centers lend alternate mobile
Flowchart of Standard Development / Product Quality Flow (each model)
Process
Design (set guidelines)
Quality testing of prototypes
Decision to manufacture ・Final confirmation of handset safety and performance at development stage
Quality testing of production models
Market launch
After-sales service
21 Note: In addition, although not for each handset model, factory inspections are conducted for each type of battery.
Managing Director, Service Quality Management Department
phones to customers if the customer’s original handset needs
to be kept for repair, thereby eliminating any inconvenience to
the customer. Meanwhile, if a critical defect or other problem
occurs, the problem is identified, evaluated, and a response
plan is decided at a meeting led by the Senior Executive Vice
President.
Service and Repair Centers
FY2005
Number of service and
repair centers
Work Details
・Development of mobile phone safety standards
・Confirmation that no harmful materials are used
・Performance testing of handset’s physical parts
・Testing to ensure no overheating of handset
・Safety testing of battery packs
・Testing of handset based on specifications
・Repair service, quality control
FY2006 FY2007
2,011 2,221 2,283
Responsible Group
Communication Device
Development Department, etc.
Service Quality Management Department
Sales-related departments, etc.
Procurement and Supply Department
Service Quality Department, etc.
• Improved Training System for Repair Service Staff
We provide training according to skill level for DOCOMO
Shop staff to ensure that they can conduct a proper
diagnosis and take the appropriate course of action when
a customer brings in a malfunctioning or damaged
handset, and we have a certification system that
recognizes their technical qualifications. Staff at repair
service counters are required to attend trainings for basic
skills to identify the cause of handset malfunctions. To
develop leaders who can guide
other staff members, we have
introduced training and certification
systems that provide more
advanced trainings and certify
highly-skilled staff.
• Industry Cooperation on Defective Battery Recalls
In December 2006, Mitsubishi Electric announced that its
D06 battery pack, used in certain handsets, might
overheat and rupture. In August 2007, there were also
instances in which the NM01 battery pack manufactured
by Matsushita Battery Industrial Co., Ltd. for use in Nokia
handsets became hot and expanded while being charged.
Similar problems were also reported for battery packs
used in computers. In October 2007, lithium ion battery
manufacturers, handset manufacturers, and mobile phone
service providers joined the Voluntar y Replacement
Promotional Council for Portable Device-Use Lithium Ion
Batteries. This body informs customers about any relevant
issues, discloses information and otherwise promotes
recalls of defective products, in order to regain the
public’s trust.
•
Radio Frequency Radiation Safety
The safety of radio frequency (RF) radiation is a matter of
considerable public concern. Over 50 years of research has
been conducted on RF radiation, and this research has been
carefully reviewed by the World Health Organization (WHO) and
Japan’s Ministry of Internal Affairs and Communications. Based
on their findings, the government of Japan has established
Radio-Radiation Protection Guidelines and a regulatory
framework. We follow these guidelines and regulations in
operating base stations, and also verify that mobile phone
handsets meet the prescribed standards. On recommendation
of the Ministry of Internal Affairs and Communications and the
WHO, we are also conducting our own research into the impacts
of RF radiation on human health. Since 2002 we have conducted
Future Tasks to Ensure Safety and Security
• Continue researching radio frequency radiation safety and providing reliable information to eliminate concern from
handset users.
• Introduce new services incorporating customer feedback.
• Continue improving service quality in specific locations based on diligent attention to each individual customer's feedback.
Our Philosophy
experiments in collaboration with other mobile phone service
providers regarding impacts at the cellular and genetic levels,
and in January 2007 we announced that research had identified
no impacts. This was one example of scientific evidence that
dismisses the argument that RF radiation has an impact on cell
structure and function and can cause cancer.
DOCOMO’s Evolving CSR Approach
Numerous research studies concerning the safety of RF
radiation have been conducted throughout the world. At
DOCOMO, we regularly hold seminars in which experts from
within DOCOMO as well as outside guest lecturers speak to
DOCOMO employees about the effects of RF radiation on the
human body and other electronic
devices so that staff understand the
latest information on this topic,
such as the regulations relating to
protection from radio frequencies.
• Mobile Phone Services Support Handbook
Life Connections
In order to ensure that customers who purchase DOCOMO
mobile phones recognize and understand the services
they can use with peace of mind, we produced a Mobile
Phone Services Support Handbook and distributed it to
DOCOMO Shops in November 2007.
This guidebook explains the Keitai Anshin Pack (Mobile
Phone Security Package) of services. These services
include the DOCOMO Premier Club, a service that allows
Future Connections
customers that use the same mobile phone handset for at
least two continuous years to receive a free battery pack
and a subsidy for part of the cost of purchasing a new
handset in the event that they lose or damage their
handset. We also have a Mobile Phone Protection &
Delivery Service, in which we will ship an alternate
handset to a designated address in the event that the
customer’s handset is damaged by water, misplaced, or
not functioning correctly. There is also the “Omakase
Earth Connections
Lock” (omakase means “leave it to me”), a service that
allows a customer to remotely lock the functions of his or
her handset by calling us if the handset has been lost.
Note: The Mobile Phone Services Support
Handbook was incorporated into the Safety &
Security Handbook in June 2008.
CSR Support Activities
22
 Our Philosophy
Future Connections
However, only about 30%3 of our customers up to the age of DOCOMO Family Safety Hotline Inquiries (FY2007)
Creating a Better World for Our Children 18 currently use our filtering services, and so from March Other 27.7%
2007, we have asked all new subscribers to confirm whether Access restriction
Nuisance calls 1.4%
Because we want both children and their parents to feel safe about or not they wish to use these services. From February 2008,
Total: Approx.
services 34.9%
we have followed a directive from the Ministry of Internal
children’s use of mobile phones, we strive to offer child-friendly phones Kids’ PHONE 3.1%
60,000calls
Affairs and Communications and enable filtering by default

DOCOMO’s Evolving CSR Approach

and child-safe services, and also conduct educational activities and for all newly subscribing minors, unless their parents or
i-mode email 6.2%

provide customer advice and other service to help ensure that our guardians specifically request otherwise. We are also Billing plans 12.1% Imadoco Search 14.6%

customers are able to use their phones with confidence. planning to apply filtering by default to all existing

•
Hiroyasu Asami, Managing Director, Consumer Services Department subscribers under the age of 18 unless parents or guardians
request otherwise. Mobile Phone Safety Program Classes
1: FY2005 Telecommunications Service Monitor 2nd Questionnaire result We hold Mobile Phone Safety Program classes throughout
2: February 2008 DOCOMO Premier Questionnaire result
the country to educate children in mobile phone etiquette
Progress in FY2007 (According to a Ministry of Internal Affairs and Communications questionnaire survey,
awareness level stood at 65.9% in May 2007.) and means of avoiding trouble. In recent years, these
• Promoted the use of services for restricting access to inappropriate sites, and launched DOCOMO Family Safety 3: Filtering service subscribers = approx. 2.1 million (Telecommunications Carriers
Association September 2007 survey), minors (kindergarten to grade 12 school students) classes have focused on such areas as raising awareness
Hotline, a dedicated customer advice call center. using Internet-enabled mobile phones = 7.5 million (October 2005 National Census, March of filtering services and precautions related to “flaming”
• Held approximately 2,400 Mobile Phone Safety Program classes that explain etiquette and safe use. 2007 Cabinet Office survey)
(abusive messages) on blogs and other sites. As of the
• Released FOMA F801i, the latest model in our Kids’ PHONE series featuring enhanced child safety and security features.
end of March 2008, we had held approximately 4,600 such
Combinations of DOCOMO access restriction services

Life Connections
classes nationwide since starting them in 2004, drawing a

•
Pattern Service name Accessible sites Time Kids i-menu Phone type total participation of 700,000. The number of classes held
The Changing Children’s Environment Kids i-mode Filter Late night
has doubled with every passing year. The animation used
1  access Kids i-menu
+ Time Restriction blocked
The number of mobile phone users in Japan topped 100 create a safer and more secure mobile environment for all. displayed as an educational aid for elementary school students was
i-mode menu sites
by default
million by the end of March 2008, which is nearly These measures include educational activities such as our 2 Kids i-mode Filter (FOMA only) awarded a prize for excellence at the 6th Consumer
equivalent to one per person. Recent years have seen a Mobile Phone Safety Program classes and intensified Late night
Education Materials Awards.
i-mode Filter + All sites All phones
3 except dating access
considerable rise in the number of children—particularly cooperation with local governments and law enforcement Time Restriction i-mode From March 23, supporting We will continue to customize
menu and other sites blocked 2007, i-mode
elementary and middle school students—whose parents a g e n c i e s . F u r t h e r m o re , w e h a v e b e e n b o o s t i n g t h e sites
considered the standard class contents and increase the
4 i-mode Filter to be i-menu became
provide them with phones to maintain contact with them. accuracy of our filtering services, and since 2006 have inappropriate
the default capacity of instructors to address

Future Connections
Kids i-menu.
While mobile phones offer tremendous convenience and also participated in industry-wide efforts to raise customer Late night
(FOMA only) increasingly diverse needs.
5 Time Restriction All sites access
protection by enabling children to stay in touch with family awareness of safety issues by distributing flyers and blocked

wherever they are, they also increase the risk to children posters for schools, libraries and other facilities. We
of exposure to inappropriate information or involvement in continue to study both the benefits and pitfalls of mobile Feedback from Mobile Phone Safety Program Participants

•
trouble. We conduct surveys of mobile phone users and phones with the aim of contributing to the betterment of We held a Mobile Phone Safety Program class on
implement various measures to mitigate such risks and the mobile communications environment.
Launch and Operation of DOCOMO Family November 15, 2007, for 44 fifth and sixth graders at a
Safety Hotline Nihonjin Gakko (Japanese School for native Japanese
Concerns about mobile phone use and approval rating of DOCOMO’s initiatives Nationwide Internet survey
Sample number: 3,000 Survey period: February 2008 Access to inappropriate sites is not the only concern of children living overseas) on the outskirts of Paris. Since the
70 parents regarding their children’s mobile phone use. They mobile phone environments of Japan and France differ
Level of Mobile phone user etiquette ●

Earth Connections
●
concern in public places Leak of personal information worry too about excessive use, spam messages, bogus considerably, we put considerable effort into the
60 Spam messages ●
due to loss bills and so forth. To alleviate such concerns and help preparation of the scenario in an animated presentation
/theft of mobile phone
mobile phone use
Concern regarding

50
customers to feel more confident about mobile phone use, and other components to enhance the children’s
we launched the DOCOMO Family Safety Hotline in April understanding of the contents,
Excessive mobile phone use by children ●
40 2007 to respond to inquiries from customers throughout and both teachers and students
Child access to dating sites ● the country regarding problems arising from their praised the class for its useful
30
children’s mobile phone usage, appropriate billing plans, and easy-to-grasp explanation
 0
user etiquette, and any other issues. of mobile phone safety and
5 10 15 20 25 30 35 40 （%）
45
Our access restriction services drew the most inquiries, with etiquette.

CSR Support Activities

Approval rating
Approval of DOCOMO’s efforts customers ranging from those wanting to subscribe their
Note: Our online version of this CSR report introduces initiatives to address issues raised here.
children to the services after being told about them by Mobile Phone Safety Program Participants (in Japan, cumulative)

• Restricting Access to Inappropriate Sites

We launched our first filtering service for restricting access 90% of DOCOMO subscribers.2
We provide the following
schools or law enforcement authorities, to others asking
how to disable the service because it blocked SNS access.
(Thousands)
800
691,211
  700
to inappropriate sites in 2003. Other mobile carriers provide three types of filtering service according to usage type: Many customers first learned about our filtering services
600
their own filtering services, and over 3.42 million users Kids i-mode Filter, which blocks access to all sites except when they used the Hotline. The next most frequent Hotline
500
currently take advantage of such services. However a i-mode menu sites considered appropriate for children; subject was our Imadoco Search service, followed by billing
400
nationwide survey conducted in 2005 by the Ministry of i-mode Filter, which blocks access to inappropriate sites, plans. As of the end of March 2008, the Hotline had 295,984
300
Inter nal Affairs and Communications showed that and a service for blocking access entirely during late night received a total of about 60,000 inquiries since its launch,
200
awareness of the existence of filtering services stood at a hours. By promoting the use of these three services in and users of the service have rated it highly for the 90,180
100
low 40%.1 We accordingly took actions to publicize our combination, we support the creation of a safer and more willingness shown by our Hotline communicators to take the 2,026
0
filtering services, boosting the awareness level to about secure mobile user environment. time to listen to their concerns in detail. 2004 2005 2006 2007 (FY)

23 24
 Our Philosophy
Future Connections
However, only about 30%3 of our customers up to the age of DOCOMO Family Safety Hotline Inquiries (FY2007)
Creating a Better World for Our Children 18 currently use our filtering services, and so from March Other 27.7%
2007, we have asked all new subscribers to confirm whether Access restriction
Nuisance calls 1.4%
Because we want both children and their parents to feel safe about or not they wish to use these services. From February 2008,
Total: Approx.
services 34.9%
we have followed a directive from the Ministry of Internal
children’s use of mobile phones, we strive to offer child-friendly phones Kids’ PHONE 3.1%
60,000calls
Affairs and Communications and enable filtering by default

DOCOMO’s Evolving CSR Approach

and child-safe services, and also conduct educational activities and for all newly subscribing minors, unless their parents or
i-mode email 6.2%

provide customer advice and other service to help ensure that our guardians specifically request otherwise. We are also Billing plans 12.1% Imadoco Search 14.6%

customers are able to use their phones with confidence. planning to apply filtering by default to all existing

•
Hiroyasu Asami, Managing Director, Consumer Services Department subscribers under the age of 18 unless parents or guardians
request otherwise. Mobile Phone Safety Program Classes
1: FY2005 Telecommunications Service Monitor 2nd Questionnaire result We hold Mobile Phone Safety Program classes throughout
2: February 2008 DOCOMO Premier Questionnaire result
the country to educate children in mobile phone etiquette
Progress in FY2007 (According to a Ministry of Internal Affairs and Communications questionnaire survey,
awareness level stood at 65.9% in May 2007.) and means of avoiding trouble. In recent years, these
• Promoted the use of services for restricting access to inappropriate sites, and launched DOCOMO Family Safety 3: Filtering service subscribers = approx. 2.1 million (Telecommunications Carriers
Association September 2007 survey), minors (kindergarten to grade 12 school students) classes have focused on such areas as raising awareness
Hotline, a dedicated customer advice call center. using Internet-enabled mobile phones = 7.5 million (October 2005 National Census, March of filtering services and precautions related to “flaming”
• Held approximately 2,400 Mobile Phone Safety Program classes that explain etiquette and safe use. 2007 Cabinet Office survey)
(abusive messages) on blogs and other sites. As of the
• Released FOMA F801i, the latest model in our Kids’ PHONE series featuring enhanced child safety and security features.
end of March 2008, we had held approximately 4,600 such
Combinations of DOCOMO access restriction services

Life Connections
classes nationwide since starting them in 2004, drawing a

•
Pattern Service name Accessible sites Time Kids i-menu Phone type total participation of 700,000. The number of classes held
The Changing Children’s Environment Kids i-mode Filter Late night
has doubled with every passing year. The animation used
1  access Kids i-menu
+ Time Restriction blocked
The number of mobile phone users in Japan topped 100 create a safer and more secure mobile environment for all. displayed as an educational aid for elementary school students was
i-mode menu sites
by default
million by the end of March 2008, which is nearly These measures include educational activities such as our 2 Kids i-mode Filter (FOMA only) awarded a prize for excellence at the 6th Consumer
equivalent to one per person. Recent years have seen a Mobile Phone Safety Program classes and intensified Late night
Education Materials Awards.
i-mode Filter + All sites All phones
3 except dating access
considerable rise in the number of children—particularly cooperation with local governments and law enforcement Time Restriction i-mode From March 23, supporting We will continue to customize
menu and other sites blocked 2007, i-mode
elementary and middle school students—whose parents a g e n c i e s . F u r t h e r m o re , w e h a v e b e e n b o o s t i n g t h e sites
considered the standard class contents and increase the
4 i-mode Filter to be i-menu became
provide them with phones to maintain contact with them. accuracy of our filtering services, and since 2006 have inappropriate
the default capacity of instructors to address

Future Connections
Kids i-menu.
While mobile phones offer tremendous convenience and also participated in industry-wide efforts to raise customer Late night
(FOMA only) increasingly diverse needs.
5 Time Restriction All sites access
protection by enabling children to stay in touch with family awareness of safety issues by distributing flyers and blocked

wherever they are, they also increase the risk to children posters for schools, libraries and other facilities. We
of exposure to inappropriate information or involvement in continue to study both the benefits and pitfalls of mobile Feedback from Mobile Phone Safety Program Participants

•
trouble. We conduct surveys of mobile phone users and phones with the aim of contributing to the betterment of We held a Mobile Phone Safety Program class on
implement various measures to mitigate such risks and the mobile communications environment.
Launch and Operation of DOCOMO Family November 15, 2007, for 44 fifth and sixth graders at a
Safety Hotline Nihonjin Gakko (Japanese School for native Japanese
Concerns about mobile phone use and approval rating of DOCOMO’s initiatives Nationwide Internet survey
Sample number: 3,000 Survey period: February 2008 Access to inappropriate sites is not the only concern of children living overseas) on the outskirts of Paris. Since the
70 parents regarding their children’s mobile phone use. They mobile phone environments of Japan and France differ
Level of Mobile phone user etiquette ●

Earth Connections
●
concern in public places Leak of personal information worry too about excessive use, spam messages, bogus considerably, we put considerable effort into the
60 Spam messages ●
due to loss bills and so forth. To alleviate such concerns and help preparation of the scenario in an animated presentation
/theft of mobile phone
mobile phone use
Concern regarding

50
customers to feel more confident about mobile phone use, and other components to enhance the children’s
we launched the DOCOMO Family Safety Hotline in April understanding of the contents,
Excessive mobile phone use by children ●
40 2007 to respond to inquiries from customers throughout and both teachers and students
Child access to dating sites ● the country regarding problems arising from their praised the class for its useful
30
children’s mobile phone usage, appropriate billing plans, and easy-to-grasp explanation
 0
user etiquette, and any other issues. of mobile phone safety and
5 10 15 20 25 30 35 40 （%）
45
Our access restriction services drew the most inquiries, with etiquette.

CSR Support Activities

Approval rating
Approval of DOCOMO’s efforts customers ranging from those wanting to subscribe their
Note: Our online version of this CSR report introduces initiatives to address issues raised here.
children to the services after being told about them by Mobile Phone Safety Program Participants (in Japan, cumulative)

• Restricting Access to Inappropriate Sites

We launched our first filtering service for restricting access 90% of DOCOMO subscribers.2
We provide the following
schools or law enforcement authorities, to others asking
how to disable the service because it blocked SNS access.
(Thousands)
800
691,211
  700
to inappropriate sites in 2003. Other mobile carriers provide three types of filtering service according to usage type: Many customers first learned about our filtering services
600
their own filtering services, and over 3.42 million users Kids i-mode Filter, which blocks access to all sites except when they used the Hotline. The next most frequent Hotline
500
currently take advantage of such services. However a i-mode menu sites considered appropriate for children; subject was our Imadoco Search service, followed by billing
400
nationwide survey conducted in 2005 by the Ministry of i-mode Filter, which blocks access to inappropriate sites, plans. As of the end of March 2008, the Hotline had 295,984
300
Inter nal Affairs and Communications showed that and a service for blocking access entirely during late night received a total of about 60,000 inquiries since its launch,
200
awareness of the existence of filtering services stood at a hours. By promoting the use of these three services in and users of the service have rated it highly for the 90,180
100
low 40%.1 We accordingly took actions to publicize our combination, we support the creation of a safer and more willingness shown by our Hotline communicators to take the 2,026
0
filtering services, boosting the awareness level to about secure mobile user environment. time to listen to their concerns in detail. 2004 2005 2006 2007 (FY)

23 24
 Our Philosophy
Future Connections

• Kids’ PHONE Handsets for Protecting Children

We have equipped the latest Kids’ PHONE, the FOMA helping children to avoid misplacing their
• School Construction in Thailand
To provide children in Asia with better learning environments, we have worked
F801i, with enhanced features for protecting children, phones, and waterproofing that provides a with the Asian Women & Children’s Network since 1998, focusing in particular on
including an alarm that alerts people nearby with a loud certain degree of protection against constructing schools in Thailand, where children in some regions are forced to
buzzer and high intensity light-emitting diode (LED) light if immersion or other exposure to water. take classes outside due to a shortage of classrooms. In fiscal 2007, we

DOCOMO’s Evolving CSR Approach

triggered by a child in an emergency situation, and is Access restriction services include support completed our tenth school construction project, which involved adding four new
integrated with our Imadoco Search service so that an for Anshin Schedule (“anshin” means classrooms and a meeting hall to a cramped and aging school used by children
email alert (Message R) is simultaneously sent to the “peace of mind”), a feature that enables from preschool to middle school age in a district in northeast Thailand. The
phone of a preregistered parent or guardian who can then configuration of settings according to completion ceremony held on November 15 was attended by the vice minister of
trace the location of the handset on a PC. A similar schedule, such as the blocking of access to Thailand’s Ministry of Education and many members of the local community.
feature, Chokotto Tsuchi Search, enables the user to send i-mode during school hours. These are
the same message without triggering the alarm by some examples of the efforts we make to
pressing a button on the side of the handset for a few enable safe and secure usage of mobile Chaiyapong Wongsingha, School Principal
seconds. Other features include Hanaretayo Alarm for phones by minors.
Construction started on April 20, 2007, and was completed by September 20.
Thanks to the new facilities, the local children will be able to study more effectively
and gain knowledge that will serve them throughout life. I hope that they grow up
VOICE

Life Connections
to take pride in this school and contribute to the local community as adults.
Behind the Scenes: Product Development
Keiko Asano, Product Department

For the FOMA F801i, we analyzed feedback from customers who had purchased its predecessor, the SA800i, and as a result TOPICS
added the following new features: (1) Omamorimokon – a remote control for preventing handset misplacement (an “omamori” DOCOMO Creative Kids’ Concert
is something that offers protection), (2) waterproofing, and (3) Anshin Setting for enabling easy configuration of features. We
used cutting edge component technology to develop the handset’s waterproofing, a capability still
available in only a very limited number of general purpose models. We developed Anshin Setting as a Creative Kids is a project that aims to open the eyes of Kids’ PHONE users and other children to their hidden interests and

Future Connections
means of enabling both parents and children to configure features easily by consolidating settings into potential by exposing them to top quality art and music and cultivating their creativity, appreciation of the arts, and powers
one interface in response to customer feedback regarding the difficulty of configuring safety and of communication. In March 2008, we invited 1,800 such children aged 3 to 12 to a DOCOMO Kids’ Concert by the Tokyo
security settings. The Anshin Setting interface is the first to appear after turning the phone on, and Philharmonic Orchestra that also provided the children with an
guides the user through a few simple steps to configure all relevant settings. opportunity to try out musical instruments for themselves and come up
on stage to listen to music being made at close quarters. Designed to
excite the children’s interest in music, the concert was a great success,
drawing an enthusiastic response from its young audience.
• Kids’ Advisory Board
A s w e s t r i v e t o o ff e r e v e n g re a t e r c o n v e n i e n c e a n d Kids’ Advisory Board Members

satisfaction through services such as i-mode, we have
made it one of our key goals to alleviate customers
concerns and enable them to feel completely confident
about using mobile phones. As part of this effort, we have
established a Kids’ Advisory Board to solicit the opinions
of a broad range of experts regarding the development of
products and services that pay attention to the needs and
capabilities of children and offer them solid protection.
The Kids’ Advisory Board held three meetings during fiscal
Earth Connections
R i sa Tanaka, Managi ng Edi tor, Senden Kai gi
K anae N omura, freel ance broadcaster
Yuka H arada, former C EO, D OC OMO.com
Future Tasks for Our Children’s Future
Koichi Uetakaya, Director and Chief Manager, Police Channel
We implement a wide range of measures and initiatives to contribute to the creation of a safe and secure mobile
Tatsuya H ori ta, A ssoci ate Professor, R& D D epartment, phone usage environment and prevent children from getting into trouble. In fiscal 2008, we will focus in particular on
N ati onal Insti tute of Medi a Educati on
enhancing our Mobile Phone Safety Program activities to raise awareness regarding safe usage and etiquette.

CSR Support Activities

2007 in July, October and March.

Stakeholder Perspective

Board Member Perspective Tatsuya Horita, Associate Professor, R&D Department, National Institute of Media Education
Incidents involving minors falling victim to Internet-based scams and other trouble are reported
almost daily in the media, and are becoming a serious social issue. The Kids’ Advisory Board
provides advice on the kind of Kids’ PHONE features and services for children that schools would like
to see, and discusses both the benefits and pitfalls of mobile phone use by minors. I feel that
businesses need to work with schools, parents and guardians to protect children, and that they could
do more to support education in information ethics in the home and at schools.
25
I think that the Mobile Phone Safety Program, which offers free classes to any parties expressing
an interest, has probably cost DOCOMO a considerable sum up to now, and so I applaud the
company’s commitment to further boost its efforts in fiscal 2008. I would also like to see DOCOMO
enhance its other activities in this area. Japan leads the world in mobile phone technology, and I’d
like to see it also at the cutting edge of efforts to protect children, setting an example for the rest
of the world to follow.
Akira Sak amo t o, Pro fessor, Ochanomizu Univ ersit y
26
 Our Philosophy
Future Connections

• Kids’ PHONE Handsets for Protecting Children

We have equipped the latest Kids’ PHONE, the FOMA helping children to avoid misplacing their
• School Construction in Thailand
To provide children in Asia with better learning environments, we have worked
F801i, with enhanced features for protecting children, phones, and waterproofing that provides a with the Asian Women & Children’s Network since 1998, focusing in particular on
including an alarm that alerts people nearby with a loud certain degree of protection against constructing schools in Thailand, where children in some regions are forced to
buzzer and high intensity light-emitting diode (LED) light if immersion or other exposure to water. take classes outside due to a shortage of classrooms. In fiscal 2007, we

DOCOMO’s Evolving CSR Approach

triggered by a child in an emergency situation, and is Access restriction services include support completed our tenth school construction project, which involved adding four new
integrated with our Imadoco Search service so that an for Anshin Schedule (“anshin” means classrooms and a meeting hall to a cramped and aging school used by children
email alert (Message R) is simultaneously sent to the “peace of mind”), a feature that enables from preschool to middle school age in a district in northeast Thailand. The
phone of a preregistered parent or guardian who can then configuration of settings according to completion ceremony held on November 15 was attended by the vice minister of
trace the location of the handset on a PC. A similar schedule, such as the blocking of access to Thailand’s Ministry of Education and many members of the local community.
feature, Chokotto Tsuchi Search, enables the user to send i-mode during school hours. These are
the same message without triggering the alarm by some examples of the efforts we make to
pressing a button on the side of the handset for a few enable safe and secure usage of mobile Chaiyapong Wongsingha, School Principal
seconds. Other features include Hanaretayo Alarm for phones by minors.
Construction started on April 20, 2007, and was completed by September 20.
Thanks to the new facilities, the local children will be able to study more effectively
and gain knowledge that will serve them throughout life. I hope that they grow up
VOICE

Life Connections
to take pride in this school and contribute to the local community as adults.
Behind the Scenes: Product Development
Keiko Asano, Product Department

For the FOMA F801i, we analyzed feedback from customers who had purchased its predecessor, the SA800i, and as a result TOPICS
added the following new features: (1) Omamorimokon – a remote control for preventing handset misplacement (an “omamori” DOCOMO Creative Kids’ Concert
is something that offers protection), (2) waterproofing, and (3) Anshin Setting for enabling easy configuration of features. We
used cutting edge component technology to develop the handset’s waterproofing, a capability still
available in only a very limited number of general purpose models. We developed Anshin Setting as a Creative Kids is a project that aims to open the eyes of Kids’ PHONE users and other children to their hidden interests and

Future Connections
means of enabling both parents and children to configure features easily by consolidating settings into potential by exposing them to top quality art and music and cultivating their creativity, appreciation of the arts, and powers
one interface in response to customer feedback regarding the difficulty of configuring safety and of communication. In March 2008, we invited 1,800 such children aged 3 to 12 to a DOCOMO Kids’ Concert by the Tokyo
security settings. The Anshin Setting interface is the first to appear after turning the phone on, and Philharmonic Orchestra that also provided the children with an
guides the user through a few simple steps to configure all relevant settings. opportunity to try out musical instruments for themselves and come up
on stage to listen to music being made at close quarters. Designed to
excite the children’s interest in music, the concert was a great success,
drawing an enthusiastic response from its young audience.
• Kids’ Advisory Board
A s w e s t r i v e t o o ff e r e v e n g re a t e r c o n v e n i e n c e a n d Kids’ Advisory Board Members

satisfaction through services such as i-mode, we have
made it one of our key goals to alleviate customers
concerns and enable them to feel completely confident
about using mobile phones. As part of this effort, we have
established a Kids’ Advisory Board to solicit the opinions
of a broad range of experts regarding the development of
products and services that pay attention to the needs and
capabilities of children and offer them solid protection.
The Kids’ Advisory Board held three meetings during fiscal
Earth Connections
R i sa Tanaka, Managi ng Edi tor, Senden Kai gi
K anae N omura, freel ance broadcaster
Yuka H arada, former C EO, D OC OMO.com
Future Tasks for Our Children’s Future
Koichi Uetakaya, Director and Chief Manager, Police Channel
We implement a wide range of measures and initiatives to contribute to the creation of a safe and secure mobile
Tatsuya H ori ta, A ssoci ate Professor, R& D D epartment, phone usage environment and prevent children from getting into trouble. In fiscal 2008, we will focus in particular on
N ati onal Insti tute of Medi a Educati on
enhancing our Mobile Phone Safety Program activities to raise awareness regarding safe usage and etiquette.

CSR Support Activities

2007 in July, October and March.

Stakeholder Perspective

Board Member Perspective Tatsuya Horita, Associate Professor, R&D Department, National Institute of Media Education
Incidents involving minors falling victim to Internet-based scams and other trouble are reported
almost daily in the media, and are becoming a serious social issue. The Kids’ Advisory Board
provides advice on the kind of Kids’ PHONE features and services for children that schools would like
to see, and discusses both the benefits and pitfalls of mobile phone use by minors. I feel that
businesses need to work with schools, parents and guardians to protect children, and that they could
do more to support education in information ethics in the home and at schools.
25
I think that the Mobile Phone Safety Program, which offers free classes to any parties expressing
an interest, has probably cost DOCOMO a considerable sum up to now, and so I applaud the
company’s commitment to further boost its efforts in fiscal 2008. I would also like to see DOCOMO
enhance its other activities in this area. Japan leads the world in mobile phone technology, and I’d
like to see it also at the cutting edge of efforts to protect children, setting an example for the rest
of the world to follow.
Akira Sak amo t o, Pro fessor, Ochanomizu Univ ersit y
26
 Our Philosophy
Future Connections

Preparing for Disasters • Satellite Links to More Quickly Establish Stable

Communications in Disaster Zones
In order to ensure stable communications in disaster situations,
When earthquakes and other disasters occur, the reliability of mobile phone we established a Disaster Satellite Entrance,* which uses satellite
networks is more important than ever. In order to restore services as quickly links as transmission path to connect with base stations. Based
as possible, and to respond to critical needs like the human desire to on the experience, in the case of the 2004 Mid Niigata
operations even in a disaster. DOCOMO is expanding its
Business Continuity Plan (BCP) to ensure the continuation of
critical corporate operations at all times. Because they support
business operations, information systems—such as those
involving the handling of customer information, processing of
services (requests, launch of service, halt of service , termination),

DOCOMO’s Evolving CSR Approach

Earthquake, of providing emergency assistance by using the
confirm the safety of relatives, DOCOMO works hard to create networks that
entrance circuit with base stations through satellite
are resilient in the face of disaster and to provide services that can improve communications, we made it possible to also use satellites for
greater safety and security. Masanori Ito, Executive Manager, Disaster Countermeasures Office entrance circuits of FOMA base stations.
In fiscal 2007, we also loaded this equipment
onto the mobile wireless base station vehicles
Progress in FY2007 to make the systems more reliable.
* Entrance: The relay path (between base station
• Launched “Area Mail” emergency bulletin service. and switching equipment)
• Raised awareness about the i-mode Disaster Message Board Service, which allows users to confirm safety of
handling of charges (calculation, billing, payment processing),
and management control, etc.—can be considered as a
company's critical infrastructure. We are taking a various steps to
ensure that these information systems continue to function even
during an earthquake or other disaster, including vibration
damping and seismic mitigation in buildings, the design of
redundancy into power supply and information networks, the
creation of data back-up centers in multiple locations, and so on.

•
family and friends. TOPICS
• Installed satellite links in mobile wireless base stations, allowing us to more rapidly ensure stable Agreement with Self-Defense Forces on Mutual
communications in disaster zones. Cooperation in Disasters Overseas Initiatives

•
Three Principles of Disaster Preparedness
It is during times of disaster that the greatest demands are
placed on the stability and reliability of a communications
network. When DOCOMO was first created, we
established Three Principles of Disaster Preparedness—
e n h a n c i n g s y s t e m r e l i a b i l i t y, e n s u r e e s s e n t i a l
This system promotes safety and peace of mind, as it not only
serves local residents but can also reach anyone in the area
(for example, travelers, persons commuting to work or school,
etc.) as long as they have configured the required settings on
the handset to receive the emergency information.
How to configure Area Mail Disaster Information Service:
http://www.nttdocomo.co.jp/english/service/anshin/areamail/#p02
Life Connections
Because of the heavy demands placed on mobile phones when
Using Information and Communications in
disasters occur, we are seeking Agreements on Mutual
Developing Countries to Provide Support for
Cooperation in Disasters that include, among other things, the
Displaced Persons and During Major Disasters
establishment of mutual cooperation with the national
government’s Self-Defense Forces and the transport of disaster DOCOMO provides support for the non-profit Basic Human
response equipment when road access has been cut. Based Needs Association, which is engaged in international
cooperation through the use of information and
on lessons learned from the Mid Niigata Earthquake we are

•
communications, and rapidly restore communications currently engaged in discussions with the Self-Defense Forces communications technologies. This organization offers free
services—and we conduct our network planning and Response to the Mid Niigata Earthquake telephone services to enable victims of natural disasters and
regarding mutual expectations in the event of a future disaster.

未 来 につ な げ る
Future Connections
operations with them in mind at all times. After a major earthquake struck the central Niigata region of We look forward to finalizing this agreement, persons displaced by conflicts to confirm the safety of
Three Principles of Disaster Preparedness
Japan on July 16, 2007, NTT DOCOMO offered various and are also engaged in discussions through relatives. It also provides assistance by helping to set up
services, including the use of mobile phones and satellite joint study groups regarding agreements with FM-radio broadcast stations, wireless communication networks
Guidelines Initiatives
phones at no charge, as well as battery charging services at local Ground Defense Forces. for relief workers, and mass-broadcast information systems.
Principle 1
• Have backup facilities/
equipment and circuits.
•
Design redundancy into
transmission paths between
the evacuation centers. We provided a total of 86 temporary After using one of these telephones to speak with his family, a
•
•
base stations. mobile phones at 41 evacuation centers, and 630 battery
Reinforce facilities, thankful Afghan refugee said, “The call put my mind at ease,”
Enhance system
reliability
including by seismic
upgrades of structures
•
Conduct seismic upgrades
of equipment, bury cables chargers at 39 evacuation centers (for earthquake victims to
Business Continuity Plans Ensure Corporate
showing just how such a service offers emotional relief. Radio
and towers. underground. Operations Even in Disaster
charge their mobile phones). In addition, to handle heavy programs broadcast by an FM station that DOCOMO donated
Principle 2
• Ensure essential
communications.
• Provide priority phone
service to disaster response demand on communications services at the disaster response In accordance with Japan’ s Disaster Measures Basic Law, a to a tsunami-affected disaster area in Indonesia are serving

Earth Connections
agencies during disasters.
headquarters and nearby evacuation centers, we made major task of a telecommunications provider is to continue as an information source for local citizens even to this day.
Ensure essential • Control networks efficiently.
communications • Lend mobile phones to local
government authorities, etc.
equipment available in order to provide more usable circuits
with mobile base stations for FOMA phones and the Future Tasks for Disaster Response
• Improve “hard” aspects
(physical infrastructure, etc.).
•
Deploy mobile base-station
vehicles and mobile power Kashiwazaki station. We also took other steps to respond to
Principle 3 • Improve “soft” aspects
(operations, organization, etc.).
generation vehicles.
•
Prepare disaster-response customer needs, like reducing the financial burden of mobile • Develop relief procedures and policies for a major flood- or water-related disaster, based on scenarios with various
Rapidly restore manuals. Plan for disaster-
phone purchases by offering free accessories such as battery degrees of damage to base stations. Give top priority to restoring base stations that cover disaster response
communications response headquarters
and other institutional
packs and chargers at DOCOMO Shops in the affected area headquarters, evacuation centers of local governments and essential services, etc.
services arrangements.
Conduct disaster response
designated by Japan’s Disaster Relief Act. The i-mode Disaster • For land-based earthquakes as well, review damage scenarios and determine priority and sequence for restoration of
drills.
Message Board Service is activated during disasters, and this critical base stations.

CSR Support Activities

Launch of Area Mail Disaster Information Service
In December 2007, we launched the Area Mail Disaster
Infor mation Service, which broadcasts to all mobile
p h o n e s i n a d e s i g n a t e d a re a a n y e a r t h q u a k e a l e r t s
c o m i n g f ro m t h e J a p a n M e t e o ro l o g i c a l A g e n c y a n d
disaster and evacuation information from national and
local government authorities. In our report last year, we
stated that one initiative for fiscal 2007 would be to
develop a system to allow e-mail broadcasts to all mobile
phones in a specific area without overloading the system.
Subscribers in an affected area can receive emergency
information for no monthly fee or communications charges.
27
time 58,372 persons in the affected zone posted information on • Consider systems to ensure that critical information gets proper priority when users access the Disaster Message Board
their status, while there were 49,250 instances of people Service, which becomes a communications focal point in a disaster.
outside the zone accessing the system to confirm someone’s • Continue discussions about national deployment of mobile wireless base stations with satellite-link capabilities.
status. These numbers are a measure of the
Stakeholder Perspective
heavy use of this service immediately after
The Iwate-Miyagi earthquake triggered landslides in mountain valleys, isolating many communities and cutting off their
the earthquake. Future initiatives include
communications with the outside world. If telecommunications relays and base stations are damaged in a large
working on the procedures to initiate this
disaster, it often becomes impossible for anyone to send out information about the state of damage and injuries. The
system when a major earthquake occurs,
deployment of satellite mobile phones is an urgent need in order to eliminate information blind spots in disasters. In this
and major upgrades in disaster response
context, now that Japanese islands have entered a seismically-active phase, the Widestar Satellite Mobile Phones
equipment.
system watching over Japan from 36,000 kilometers above is like a protector watching over us.
Note: On June 14, 2008, after the Iwate-Miyagi earthquake, we
acted quickly again to rapidly repair damaged equipment, improve
Widestar Satellite Mobile Phone: http://www.docomo.biz/html/product/widestar/e/ Takehiko Yamamura, Director, Disaster Prevention System Institute
communication quality in the quake-affected zone, and lend mobile
phones for emergency use, etc.
28
 Our Philosophy
Future Connections

Preparing for Disasters • Satellite Links to More Quickly Establish Stable

Communications in Disaster Zones
In order to ensure stable communications in disaster situations,
When earthquakes and other disasters occur, the reliability of mobile phone we established a Disaster Satellite Entrance,* which uses satellite
networks is more important than ever. In order to restore services as quickly links as transmission path to connect with base stations. Based
as possible, and to respond to critical needs like the human desire to on the experience, in the case of the 2004 Mid Niigata
operations even in a disaster. DOCOMO is expanding its
Business Continuity Plan (BCP) to ensure the continuation of
critical corporate operations at all times. Because they support
business operations, information systems—such as those
involving the handling of customer information, processing of
services (requests, launch of service, halt of service , termination),

DOCOMO’s Evolving CSR Approach

Earthquake, of providing emergency assistance by using the
confirm the safety of relatives, DOCOMO works hard to create networks that
entrance circuit with base stations through satellite
are resilient in the face of disaster and to provide services that can improve communications, we made it possible to also use satellites for
greater safety and security. Masanori Ito, Executive Manager, Disaster Countermeasures Office entrance circuits of FOMA base stations.
In fiscal 2007, we also loaded this equipment
onto the mobile wireless base station vehicles
Progress in FY2007 to make the systems more reliable.
* Entrance: The relay path (between base station
• Launched “Area Mail” emergency bulletin service. and switching equipment)
• Raised awareness about the i-mode Disaster Message Board Service, which allows users to confirm safety of
handling of charges (calculation, billing, payment processing),
and management control, etc.—can be considered as a
company's critical infrastructure. We are taking a various steps to
ensure that these information systems continue to function even
during an earthquake or other disaster, including vibration
damping and seismic mitigation in buildings, the design of
redundancy into power supply and information networks, the
creation of data back-up centers in multiple locations, and so on.

•
family and friends. TOPICS
• Installed satellite links in mobile wireless base stations, allowing us to more rapidly ensure stable Agreement with Self-Defense Forces on Mutual
communications in disaster zones. Cooperation in Disasters Overseas Initiatives

•
Three Principles of Disaster Preparedness
It is during times of disaster that the greatest demands are
placed on the stability and reliability of a communications
network. When DOCOMO was first created, we
established Three Principles of Disaster Preparedness—
e n h a n c i n g s y s t e m r e l i a b i l i t y, e n s u r e e s s e n t i a l
This system promotes safety and peace of mind, as it not only
serves local residents but can also reach anyone in the area
(for example, travelers, persons commuting to work or school,
etc.) as long as they have configured the required settings on
the handset to receive the emergency information.
How to configure Area Mail Disaster Information Service:
http://www.nttdocomo.co.jp/english/service/anshin/areamail/#p02
Life Connections
Because of the heavy demands placed on mobile phones when
Using Information and Communications in
disasters occur, we are seeking Agreements on Mutual
Developing Countries to Provide Support for
Cooperation in Disasters that include, among other things, the
Displaced Persons and During Major Disasters
establishment of mutual cooperation with the national
government’s Self-Defense Forces and the transport of disaster DOCOMO provides support for the non-profit Basic Human
response equipment when road access has been cut. Based Needs Association, which is engaged in international
cooperation through the use of information and
on lessons learned from the Mid Niigata Earthquake we are

•
communications, and rapidly restore communications currently engaged in discussions with the Self-Defense Forces communications technologies. This organization offers free
services—and we conduct our network planning and Response to the Mid Niigata Earthquake telephone services to enable victims of natural disasters and
regarding mutual expectations in the event of a future disaster.

未 来 につ な げ る
Future Connections
operations with them in mind at all times. After a major earthquake struck the central Niigata region of We look forward to finalizing this agreement, persons displaced by conflicts to confirm the safety of
Three Principles of Disaster Preparedness
Japan on July 16, 2007, NTT DOCOMO offered various and are also engaged in discussions through relatives. It also provides assistance by helping to set up
services, including the use of mobile phones and satellite joint study groups regarding agreements with FM-radio broadcast stations, wireless communication networks
Guidelines Initiatives
phones at no charge, as well as battery charging services at local Ground Defense Forces. for relief workers, and mass-broadcast information systems.
Principle 1
• Have backup facilities/
equipment and circuits.
•
Design redundancy into
transmission paths between
the evacuation centers. We provided a total of 86 temporary After using one of these telephones to speak with his family, a
•
•
base stations. mobile phones at 41 evacuation centers, and 630 battery
Reinforce facilities, thankful Afghan refugee said, “The call put my mind at ease,”
Enhance system
reliability
including by seismic
upgrades of structures
•
Conduct seismic upgrades
of equipment, bury cables chargers at 39 evacuation centers (for earthquake victims to
Business Continuity Plans Ensure Corporate
showing just how such a service offers emotional relief. Radio
and towers. underground. Operations Even in Disaster
charge their mobile phones). In addition, to handle heavy programs broadcast by an FM station that DOCOMO donated
Principle 2
• Ensure essential
communications.
• Provide priority phone
service to disaster response demand on communications services at the disaster response In accordance with Japan’ s Disaster Measures Basic Law, a to a tsunami-affected disaster area in Indonesia are serving

Earth Connections
agencies during disasters.
headquarters and nearby evacuation centers, we made major task of a telecommunications provider is to continue as an information source for local citizens even to this day.
Ensure essential • Control networks efficiently.
communications • Lend mobile phones to local
government authorities, etc.
equipment available in order to provide more usable circuits
with mobile base stations for FOMA phones and the Future Tasks for Disaster Response
• Improve “hard” aspects
(physical infrastructure, etc.).
•
Deploy mobile base-station
vehicles and mobile power Kashiwazaki station. We also took other steps to respond to
Principle 3 • Improve “soft” aspects
(operations, organization, etc.).
generation vehicles.
•
Prepare disaster-response customer needs, like reducing the financial burden of mobile • Develop relief procedures and policies for a major flood- or water-related disaster, based on scenarios with various
Rapidly restore manuals. Plan for disaster-
phone purchases by offering free accessories such as battery degrees of damage to base stations. Give top priority to restoring base stations that cover disaster response
communications response headquarters
and other institutional
packs and chargers at DOCOMO Shops in the affected area headquarters, evacuation centers of local governments and essential services, etc.
services arrangements.
Conduct disaster response
designated by Japan’s Disaster Relief Act. The i-mode Disaster • For land-based earthquakes as well, review damage scenarios and determine priority and sequence for restoration of
drills.
Message Board Service is activated during disasters, and this critical base stations.

CSR Support Activities

Launch of Area Mail Disaster Information Service
In December 2007, we launched the Area Mail Disaster
Infor mation Service, which broadcasts to all mobile
p h o n e s i n a d e s i g n a t e d a re a a n y e a r t h q u a k e a l e r t s
c o m i n g f ro m t h e J a p a n M e t e o ro l o g i c a l A g e n c y a n d
disaster and evacuation information from national and
local government authorities. In our report last year, we
stated that one initiative for fiscal 2007 would be to
develop a system to allow e-mail broadcasts to all mobile
phones in a specific area without overloading the system.
Subscribers in an affected area can receive emergency
information for no monthly fee or communications charges.
27
time 58,372 persons in the affected zone posted information on • Consider systems to ensure that critical information gets proper priority when users access the Disaster Message Board
their status, while there were 49,250 instances of people Service, which becomes a communications focal point in a disaster.
outside the zone accessing the system to confirm someone’s • Continue discussions about national deployment of mobile wireless base stations with satellite-link capabilities.
status. These numbers are a measure of the
Stakeholder Perspective
heavy use of this service immediately after
The Iwate-Miyagi earthquake triggered landslides in mountain valleys, isolating many communities and cutting off their
the earthquake. Future initiatives include
communications with the outside world. If telecommunications relays and base stations are damaged in a large
working on the procedures to initiate this
disaster, it often becomes impossible for anyone to send out information about the state of damage and injuries. The
system when a major earthquake occurs,
deployment of satellite mobile phones is an urgent need in order to eliminate information blind spots in disasters. In this
and major upgrades in disaster response
context, now that Japanese islands have entered a seismically-active phase, the Widestar Satellite Mobile Phones
equipment.
system watching over Japan from 36,000 kilometers above is like a protector watching over us.
Note: On June 14, 2008, after the Iwate-Miyagi earthquake, we
acted quickly again to rapidly repair damaged equipment, improve
Widestar Satellite Mobile Phone: http://www.docomo.biz/html/product/widestar/e/ Takehiko Yamamura, Director, Disaster Prevention System Institute
communication quality in the quake-affected zone, and lend mobile
phones for emergency use, etc.
28

Future Connections
Investing in the Future
We are actively working to build the future of mobile telecommunications through research and
development and corporate citizenship activities. We also conduct research on the social and
cultural impacts of mobile phones, and communicate findings that help to broaden horizons and
contribute to the betterment of society.
• •
Realizing the Full Potential of Mobile
Communications
Our business is built on the results of our research and
development activities. Examples include the world’s first
W-CDMA service and our packet transmission network-based
i-mode service. Network media that leverage mobile and
other technology can make a major contribution to society,
and mobile phones in particular can play an immeasurable
role. We shall continue to work for the future of mobile
communications by conducting a wide range of research and
development and communicating the results of our efforts.
At CEATEC JAPAN 2007 we exhibited prototype handsets
such as the Wellness Navigator developed to address
growing awareness of importance of combating lifestyle
diseases, and a handset that uses electronic paper in place
of a keypad to enable switching between displays so that
numbers can be displayed when the handset is being used
as a phone, and kana characters when it is used to write
emails. Such innovations drew an enthusiastic response
from the many visitors who flocked to the DOCOMO booth.
The number of patents we have applied for or already
obtained also testifies to the achievements of our research
and development efforts. In fiscal 2007, we submitted 2,950
patents applications and had 1,483 patents registered in
Japan and overseas.
Patent Applications from 1998 to Present (Consolidated)
■ Japan ■ Overseas
（Number）
2,000
1,500
1,000
500
0
1998 1999 2000 2001 2002 2003 2004 2005
Note: All overseas applications for the same patent have been counted as 1.
Patent Registered from 1998 to Present (Consolidated)
■ Japan ■ Overseas
（Number）
1,000
750
500
250
0
1998 1999 2000 2001 2002 2003 2004 2005 2006
Note: Overseas patent number represents total for all countries excluding Japan.
29
Benefits and Pitfalls of Mobile Phone Use
To better understand both the benefits and pitfalls of
mobile phone use, we work with experts in many different
fields to conduct research on the impacts of mobile
communications on current and future society and culture,
publishing our findings both in Japan and overseas.
In fiscal 2007, we conducted a survey to investigate the
changing impact of mobile communications on society
over the years, and also looked into the issues revealed by
past surveys into the environmental impacts of mobile
phones, referring as well to overseas studies to identify
issues and look into possibilities for resolving them. Other
areas of research included the use of mobile phones from
the perspective of people with disabilities, the rapidly
growing virtual society, mobile electronics culture, and
e-money. In fiscal 2008 we shall continue to identify
per tinent emerging issues at the interstices between
mobile communications and society at large, and conduct
o r i g i n a l re s e a rc h t h a t e n a b l e s u s t o a n t i c i p a t e a n d
address impacts.
TOPICS
Mobile Communication
Fund Activities
We established the Mobile Communication Fund (MCF) as
a non-profit organization dedicated to the development of
mobile communications and the betterment of society in
2002. MCF’s activities include the staging of the DOCOMO
Mobile Science Prize to pay recognition to outstanding
research related to mobile communications, and the award
of DOCOMO Scholarships for International Students to
deserving students from Asian countries, as well as public
welfare and civil society organizations in Japan. In fiscal
2006 2007（FY）
2007, MCF selected 20 Asian students wanting to study in
Japan from the 108 scholarship applications it received,
bringing the number of students supported by the
program since its establishment to 119.
2007（FY）
Initiatives
｜ Initiative 1｜ Using Mobile Phones to Provide
Health Guidance
As one of a package of health care reforms enacted by the
Japanese government in 2006, Japan launched a new health
checkup and guidance system in April 2008 under which
company health insurance unions and local authorities are
now required to conduct health checkups on people aged 40
to 74 aimed at preventing and remedying so-called metabolic
syndrome (accumulation of visceral fat), and provide
guidance to actual and potential metabolic syndrome
subjects. DOCOMO has teamed up with Order-Made Souyaku
Co., Ltd to launch a mobile phone-based service starting the
same month to provide metabolic syndrome-related guidance
and other health care information.
Subscribers to the service receive guidance via mobile
email, saving them the bother of having to go to a healthcare
facility for such guidance, and reducing costs for both
guidance providers and recipients.
Because subscribers to the service are required to respond
to emails detailing guidance, we built a system that reduces
the burdens of both guidance providers and recipients by
enabling response through simple button operations and
automatic email distribution by providers.
｜ Initiative 2｜ Mobile Phones of the Future: Human
Body Communication
Human body communications is technology for utilizing the
tiny electric signals that flow naturally through the human
body to operate mobile phones and transmit information.
One example is Mobile Phone Lock, a mechanism that uses
this technology to lock handsets automatically when not
being held by a human hand. While Mobile Phone Lock will
need to be combined with a separate human body
communications device that can identify specific individuals,
it is seen as a promising means of personal authentication.
Another human body communications technology enables
the download of data to a mobile phone just by standing on
a mat incorporating a transmission device. We are looking
into using this location-based data acquisition technology
using radio frequency identification (RFID tags, known in
Japan as IC tags) to provide street directions. Human body
technology also holds out promise for new uses of mobile
phones in medical care systems based on communication
between biosensors and mobile phones.
Our Philosophy
｜ Initiative 3｜ Global Survey on
Mobile Phone Usage
This is a survey on mobile phone usage that we have
conducted every year since 2004. We focused at first only
DOCOMO’s Evolving CSR Approach
on usage in Japan, but we added China in 2006 and
Sweden in 2007. The survey is aimed at tracking changes
in usage in Japan over the years and identifying trends in
other countries. By comparing usage in three different
countries, we have found that mobile phones are used in
different ways and play different roles according to the
society in which they are used.
｜ Initiative 4｜ Mobile Phone Survey for Persons
with Disabilities
We conducted a survey among persons with disabilities in
Life Connections
Japan to better understand the kind of issues they face
and expectations they have for mobile phones, analyzing
the results to identify how government, mobile
t e l e c o m m u n i c a t i o n s c a r r i e r s , m a n u f a c t u re r s , l o c a l
communities and so for th can better leverage mobile
technology to serve this community, and how mobile
phones can be fur ther improved as suppor t tools for
everyday life.
未 来 につ な げ る
Future Connections
｜ Initiative 5｜ Measures for Promoting
Mobile Payment and Point Systems
The launch of our Pasmo service in fiscal 2007 stimulated
the growth of e-money and corporate point systems, but
such new payment systems are also prompting calls for
more adequate consumer protections and restrictions on
business activities to prevent problems. Is it possible to
balance the measures taken to address negative aspects
Earth Connections
with growth opportunities for business? In our research,
we are looking into network designs for interchangeable
e-money and corporate point systems, and identifying
bottlenecks that might arise as these systems become
more common in society.
｜ Initiative 6｜ Studying Mobile Digital Culture
CSR Support Activities
New mobile phone-related gear and media such as mobile
phone novels, mobile SNSs, moblogs and One-Seg are
finding an increasing following and driving the emergence
o f a n e w m o b i l e d i g i t a l c u l t u re . We a re c o n d u c t i n g
research on this culture to identify its features, contributors
and appeal, and look into ways of further popularizing it
and establishing in mainstream culture. We consider the
development of technology and appropriate laws and
regulations for ensuring the growth of a wholesome mobile
culture to be an important priority.
30

Future Connections
Investing in the Future
We are actively working to build the future of mobile telecommunications through research and
development and corporate citizenship activities. We also conduct research on the social and
cultural impacts of mobile phones, and communicate findings that help to broaden horizons and
contribute to the betterment of society.
• •
Realizing the Full Potential of Mobile
Communications
Our business is built on the results of our research and
development activities. Examples include the world’s first
W-CDMA service and our packet transmission network-based
i-mode service. Network media that leverage mobile and
other technology can make a major contribution to society,
and mobile phones in particular can play an immeasurable
role. We shall continue to work for the future of mobile
communications by conducting a wide range of research and
development and communicating the results of our efforts.
At CEATEC JAPAN 2007 we exhibited prototype handsets
such as the Wellness Navigator developed to address
growing awareness of importance of combating lifestyle
diseases, and a handset that uses electronic paper in place
of a keypad to enable switching between displays so that
numbers can be displayed when the handset is being used
as a phone, and kana characters when it is used to write
emails. Such innovations drew an enthusiastic response
from the many visitors who flocked to the DOCOMO booth.
The number of patents we have applied for or already
obtained also testifies to the achievements of our research
and development efforts. In fiscal 2007, we submitted 2,950
patents applications and had 1,483 patents registered in
Japan and overseas.
Patent Applications from 1998 to Present (Consolidated)
■ Japan ■ Overseas
（Number）
2,000
1,500
1,000
500
0
1998 1999 2000 2001 2002 2003 2004 2005
Note: All overseas applications for the same patent have been counted as 1.
Patent Registered from 1998 to Present (Consolidated)
■ Japan ■ Overseas
（Number）
1,000
750
500
250
0
1998 1999 2000 2001 2002 2003 2004 2005 2006
Note: Overseas patent number represents total for all countries excluding Japan.
29
Benefits and Pitfalls of Mobile Phone Use
To better understand both the benefits and pitfalls of
mobile phone use, we work with experts in many different
fields to conduct research on the impacts of mobile
communications on current and future society and culture,
publishing our findings both in Japan and overseas.
In fiscal 2007, we conducted a survey to investigate the
changing impact of mobile communications on society
over the years, and also looked into the issues revealed by
past surveys into the environmental impacts of mobile
phones, referring as well to overseas studies to identify
issues and look into possibilities for resolving them. Other
areas of research included the use of mobile phones from
the perspective of people with disabilities, the rapidly
growing virtual society, mobile electronics culture, and
e-money. In fiscal 2008 we shall continue to identify
per tinent emerging issues at the interstices between
mobile communications and society at large, and conduct
o r i g i n a l re s e a rc h t h a t e n a b l e s u s t o a n t i c i p a t e a n d
address impacts.
TOPICS
Mobile Communication
Fund Activities
We established the Mobile Communication Fund (MCF) as
a non-profit organization dedicated to the development of
mobile communications and the betterment of society in
2002. MCF’s activities include the staging of the DOCOMO
Mobile Science Prize to pay recognition to outstanding
research related to mobile communications, and the award
of DOCOMO Scholarships for International Students to
deserving students from Asian countries, as well as public
welfare and civil society organizations in Japan. In fiscal
2006 2007（FY）
2007, MCF selected 20 Asian students wanting to study in
Japan from the 108 scholarship applications it received,
bringing the number of students supported by the
program since its establishment to 119.
2007（FY）
Initiatives
｜ Initiative 1｜ Using Mobile Phones to Provide
Health Guidance
As one of a package of health care reforms enacted by the
Japanese government in 2006, Japan launched a new health
checkup and guidance system in April 2008 under which
company health insurance unions and local authorities are
now required to conduct health checkups on people aged 40
to 74 aimed at preventing and remedying so-called metabolic
syndrome (accumulation of visceral fat), and provide
guidance to actual and potential metabolic syndrome
subjects. DOCOMO has teamed up with Order-Made Souyaku
Co., Ltd to launch a mobile phone-based service starting the
same month to provide metabolic syndrome-related guidance
and other health care information.
Subscribers to the service receive guidance via mobile
email, saving them the bother of having to go to a healthcare
facility for such guidance, and reducing costs for both
guidance providers and recipients.
Because subscribers to the service are required to respond
to emails detailing guidance, we built a system that reduces
the burdens of both guidance providers and recipients by
enabling response through simple button operations and
automatic email distribution by providers.
｜ Initiative 2｜ Mobile Phones of the Future: Human
Body Communication
Human body communications is technology for utilizing the
tiny electric signals that flow naturally through the human
body to operate mobile phones and transmit information.
One example is Mobile Phone Lock, a mechanism that uses
this technology to lock handsets automatically when not
being held by a human hand. While Mobile Phone Lock will
need to be combined with a separate human body
communications device that can identify specific individuals,
it is seen as a promising means of personal authentication.
Another human body communications technology enables
the download of data to a mobile phone just by standing on
a mat incorporating a transmission device. We are looking
into using this location-based data acquisition technology
using radio frequency identification (RFID tags, known in
Japan as IC tags) to provide street directions. Human body
technology also holds out promise for new uses of mobile
phones in medical care systems based on communication
between biosensors and mobile phones.
Our Philosophy
｜ Initiative 3｜ Global Survey on
Mobile Phone Usage
This is a survey on mobile phone usage that we have
conducted every year since 2004. We focused at first only
DOCOMO’s Evolving CSR Approach
on usage in Japan, but we added China in 2006 and
Sweden in 2007. The survey is aimed at tracking changes
in usage in Japan over the years and identifying trends in
other countries. By comparing usage in three different
countries, we have found that mobile phones are used in
different ways and play different roles according to the
society in which they are used.
｜ Initiative 4｜ Mobile Phone Survey for Persons
with Disabilities
We conducted a survey among persons with disabilities in
Life Connections
Japan to better understand the kind of issues they face
and expectations they have for mobile phones, analyzing
the results to identify how government, mobile
t e l e c o m m u n i c a t i o n s c a r r i e r s , m a n u f a c t u re r s , l o c a l
communities and so for th can better leverage mobile
technology to serve this community, and how mobile
phones can be fur ther improved as suppor t tools for
everyday life.
未 来 につ な げ る
Future Connections
｜ Initiative 5｜ Measures for Promoting
Mobile Payment and Point Systems
The launch of our Pasmo service in fiscal 2007 stimulated
the growth of e-money and corporate point systems, but
such new payment systems are also prompting calls for
more adequate consumer protections and restrictions on
business activities to prevent problems. Is it possible to
balance the measures taken to address negative aspects
Earth Connections
with growth opportunities for business? In our research,
we are looking into network designs for interchangeable
e-money and corporate point systems, and identifying
bottlenecks that might arise as these systems become
more common in society.
｜ Initiative 6｜ Studying Mobile Digital Culture
CSR Support Activities
New mobile phone-related gear and media such as mobile
phone novels, mobile SNSs, moblogs and One-Seg are
finding an increasing following and driving the emergence
o f a n e w m o b i l e d i g i t a l c u l t u re . We a re c o n d u c t i n g
research on this culture to identify its features, contributors
and appeal, and look into ways of further popularizing it
and establishing in mainstream culture. We consider the
development of technology and appropriate laws and
regulations for ensuring the growth of a wholesome mobile
culture to be an important priority.
30

Earth Connections
Environmental Management
Global environmental issues are a management priority, and we
endeavor to minimize the environmental impacts of our business
activities and implement environmental preservation measures to
protect the environment and value the connections among people of
the current and future generations. We have established environmental
targets for DOCOMO and seek to fulfill our social responsibilities while
boosting corporate value. Mitsunaga Shimojo, Senior Director, Corporate Citizenship Department
Progress in FY2007
• July 2007: Integrated our environment management systems.
• January 2008: Acquired ISO 14001 certification for the DOCOMO Group.
• Basic Philosophy
The NTT DOCOMO Group views global environmental problems
as important issues to be addressed by management and will
work to reduce the environmental impacts of its business activities.
By developing and providing services centered on the mobile
phone, we will stimulate innovation in diverse aspects of
lifestyle and business, and work with customers to support
society’s efforts to protect the environment.
DOCOMO Global Environmental Charter (Basic Policies)
Conduct Business with the Environment in Mind
•through
Promote business activities that actively incorporate environmental consideration
the provision of mobile multimedia.
•management
In all business activities, curb emissions of greenhouse gases, conduct proper
of hazardous materials, and encourage resource conservation by
promoting the “three Rs” (Reduce, Reuse, and Recycle).
Strengthen Environmental Management
• Comply with all environmental laws and regulations, and through environmental
management systems avoid risk and continuously improve performance.
Promote Environmental Communication
•processes—from
Promote environmental activities in cooperation with business partners, throughout all
procurement, research and development, and sales, through
after-sales services.
• Disclose accurate environmental information to help others understand the DOCOMO
Group’s environmental activities, and use feedback received to improve these activities.
• Enhance environmental awareness through the environmental education of employees
and communication among all corporate levels and departments.
•
Integration of Environmental Management Systems
In July 2007, the DOCOMO Group replaced the environmental
management systems (EMS) of each group company with a
single integrated EMS for the entire Group and acquired ISO
14001 certification for the new EMS in January 2008. The
DOCOMO Group has set environmental targets and seeks to
fulfill its social responsibilities while raising corporate value. A
Group-wide integrated EMS facilitates more effective
environmental activities, such as energy conservation for
telecommunications equipment, development of services, and
collection of used handsets. In the system, the Eco Activity
Committee is the chief decision-making body under which expert
committees set Group quantitative targets and address technical
issues and the Group’s Chief of Environmental Management
supervises the practical aspects of EMS implementation.
31
Organizational Structure for Environmental Management
in the DOCOMO Group
Internal Environmental Top Management
Auditing Team
(President/CEO and Senior Executive
Vice Presidents of DOCOMO)
Group Chief of Environmental Management
(Managing Director, DOCOMO Corporate Citizenship Department)
Group Secretariat for
Environmental Environmental Management
Managers’ Council (DOCOMO Corporate Citizenship
Department)
Secretariat Liaison
Council
Headquarters Hokkaido Tohoku Tokai Hokuriku Kansai
• Expert Committees and Goal Setting
Expert committees are aligned with business domains. The
committees work laterally to collect specific numerical data
on specific issues and to set clear goals and conduct
initiatives for the coming fiscal year.
•
Regulatory Compliance
DOCOMO makes every effort to comply with environmental
laws and regulations. We have identified key items to be
monitored and measured, and conduct regular measurements
to ensure full compliance with the Law Concerning the Rational
Use of Energy, Air Pollution Control Law, Waste Disposal and
Public Cleansing Law, Law Concerning Special Measures
Against PCB Waste, and related laws and regulations. In April
2009, the Amended Law Concerning the Rational Use of
Energy, the Law Concerning the Promotion of the Measures to
Cope with Global Warming, and the Law for the Promotion of
Effective Utilization of Recyclable Resources are expected to
enter into force. The Amended Law Concerning the Rational
Use of Energy will regulate corporations, expanding from the
earlier regulation of individual factories, and the Law
Concerning the Promotion of the Measures to Cope with
Global Warming is expected to include emission reduction
targets for office operations. Corporations will be expected to
conduct more detailed monitoring and measurement of CO2
emissions. In fiscal 2008, DOCOMO will work to further
develop its systems to comply with regulations.
Environmental Targets（The three expert committees set and implement measures to achieve environmental targets with the aim of
reducing the environmental impacts of the operations of the Group.）
Eco Network Facility Expert Committee:Environmental measures related to network facilities operations
Medium-term FY2010 targets
Reduce greenhouse gas emissions to less than 1.17
million t-CO2 by FY2010
Implement various measures to reduce waste emissions
with the aim of lowering total NTT Group emissions by
more than 15% from the fiscal 1990 level by fiscal 2010
Eco Customer Channel Expert Committee:Environmental measures related to customer channels and after-sales service
Medium-term FY2010 targets
Develop environmentally-friendly mobile phone products
Increase awareness of our used handset collection
activities
Eco Activity
Committee
Enhance our collection activities for used handsets,
batteries, and other items
Expert Committees Apply our environmentally-efficient Total Mobile Solutions
Eco Network Facility Expert Committee to system contract orders
Eco Customer Channel Expert Committee
Eco Management Expert Committee
• Reduce the volume of waste generated by our marketing
tools
• Incorporate environmentally-friendly marketing tools
• Establish a closed-loop recycling system for our
Chugoku Shikoku Kyushu
marketing tools
Promote e-billing to reduce paper waste
Conduct aggressive environmental PR and information
disclosure to enhance the environmental image of the
DOCOMO brand
Eco Management Expert Committee:Environmental measures and communications related to office operations and addressing of new environmental issues
Medium-term FY2010 targets
Reduce greenhouse gas emissions to less than 1.17
million t-CO2 by FY2010
Employ environmental communications to promote
correct understanding of the DOCOMO Group
environmental activities
Establish DOCOMO Woods tree planting projects in all 47
Japanese prefectures by 2012 to promote environmental
preservation activities
Increase the provision of information/communication
technologies (ICT) services to attain a net increase of 5.30
million t-CO2 in the amount of environmental contribution
(amount of CO2 emissions reduced by using ICT services
minus amount of CO2 emissions produced by ICT services)
and an environmental contribution multiple of 2.9 (amount
of CO2 reduction divided by amount of CO2 produced by
ICT services), for the entire Group, by FY2010.
FY2008 targets
Continue implementing specific environmental measures
Continue implementing specific environmental measures
FY2008 targets
Develop environmentally-friendly mobile phone products
using ecological materials, photovoltaic cell batteries, low
power consumption components, and common architecture
Raise customer awareness of our used handset collection
activities above the 77% level in FY2007
Increase the number of handset collection points
Unify DOCOMO corporate marketing depar tments
nationwide and propose systems that consider
environmental preservation activities to contribute to
reducing CO2 emissions
• Reduce the number of general catalogs that become
waste
• Ascertain the actual number of catalogs and pamphlets
Produce marketing tool materials based on in-house
guidelines
Simplify and reduce the amount of product containers and
wrapping
Achieve a net increase of 130,000 e-billing subscribers
Effectively utilize all types of media and enhance
accountability for our environmental activities.
FY2008 targets
Monitor and control emissions at each office
Use environmental communications to increase the
DOCOMO group’s awareness and understanding of
environmental issues
Establish five DOCOMO Woods projects around the
country
Conduct R&D to enhance the ICT effect and create a
s y s t e m t o i m p ro v e t h e a c c u r a c y o f e ff e c t i v e n e s s
measurements
Our Philosophy
Major action plans
Systematically incorporate optical feeder station to improve the
environmental efficiency of our network facilities and reduce CO2
emissions
Introduce high efficiency electric power sources and air conditioner
DOCOMO’s Evolving CSR Approach
units to lower conversion loss and reduce CO2 emissions
Introduce new highly environmentally efficient technology to reduce
CO2 emissions
Continue recycling programs for industrial waste from our network
facilities and increase our construction waste recycling efficiency
by contracting with construction firms with high recycling rates
Major action plans
Continue introducing and expanding the use of ecological materials
in mobile phone peripheral equipment and accessories (such as
tabletop holders) and utilizing PDF for operating manuals
Adequately explain disposal methods for unwanted mobile phones
to customers
Raise customer awareness of our used handset collection activities
above 80%
Life Connections
Use the biannual Premier Club Survey to determine the customer
awareness level of our collection activities
Identify the number of used handsets collected
Increase collection points at DOCOMO shops and other sites
Increase collection points at sites other than DOCOMO shops and
mass retailers
Introduce and promote FOMA ubiquitous modules
Ascertain the actual number of catalogs and pamphlets
Future Connections
Record unit production data at the time the marketing tools are
made and report the data to the relevant department
Simplify and reduce the amount of product containers and
wrapping
Raise awareness by including PR material in mailed (billing)
envelopes
Develop our environmental communications
Communicate our environmental information (CSR Reports)
outside the company
Earth Connections
Use the handset collection and recycling system to implement
social contribution activities
Major action plans
Initiate various measures as part of Group-wide Office Energy
Conservation Action Plans
Expand the Eco Mode Club nationally and aim for 10,000
subscriptions
Aim to reduce total annual plastic bag usage by 120,000 bags
CSR Support Activities
Promote Family Environment Minister activities at home
Conduct educational activities through distribution of the CSR
Report (printed and Web-based)
Survey 5,000 people for feedback on our CSR activities
Increase general training participation by 1% from the previous
fiscal year
Fukushima, Hyogo, Tottori, Oita, and Miyazaki Prefectures
Hold periodic meetings of relevant departments
32

Earth Connections
Environmental Management
Global environmental issues are a management priority, and we
endeavor to minimize the environmental impacts of our business
activities and implement environmental preservation measures to
protect the environment and value the connections among people of
the current and future generations. We have established environmental
targets for DOCOMO and seek to fulfill our social responsibilities while
boosting corporate value. Mitsunaga Shimojo, Senior Director, Corporate Citizenship Department
Progress in FY2007
• July 2007: Integrated our environment management systems.
• January 2008: Acquired ISO 14001 certification for the DOCOMO Group.
• Basic Philosophy
The NTT DOCOMO Group views global environmental problems
as important issues to be addressed by management and will
work to reduce the environmental impacts of its business activities.
By developing and providing services centered on the mobile
phone, we will stimulate innovation in diverse aspects of
lifestyle and business, and work with customers to support
society’s efforts to protect the environment.
DOCOMO Global Environmental Charter (Basic Policies)
Conduct Business with the Environment in Mind
•through
Promote business activities that actively incorporate environmental consideration
the provision of mobile multimedia.
•management
In all business activities, curb emissions of greenhouse gases, conduct proper
of hazardous materials, and encourage resource conservation by
promoting the “three Rs” (Reduce, Reuse, and Recycle).
Strengthen Environmental Management
• Comply with all environmental laws and regulations, and through environmental
management systems avoid risk and continuously improve performance.
Promote Environmental Communication
•processes—from
Promote environmental activities in cooperation with business partners, throughout all
procurement, research and development, and sales, through
after-sales services.
• Disclose accurate environmental information to help others understand the DOCOMO
Group’s environmental activities, and use feedback received to improve these activities.
• Enhance environmental awareness through the environmental education of employees
and communication among all corporate levels and departments.
•
Integration of Environmental Management Systems
In July 2007, the DOCOMO Group replaced the environmental
management systems (EMS) of each group company with a
single integrated EMS for the entire Group and acquired ISO
14001 certification for the new EMS in January 2008. The
DOCOMO Group has set environmental targets and seeks to
fulfill its social responsibilities while raising corporate value. A
Group-wide integrated EMS facilitates more effective
environmental activities, such as energy conservation for
telecommunications equipment, development of services, and
collection of used handsets. In the system, the Eco Activity
Committee is the chief decision-making body under which expert
committees set Group quantitative targets and address technical
issues and the Group’s Chief of Environmental Management
supervises the practical aspects of EMS implementation.
31
Organizational Structure for Environmental Management
in the DOCOMO Group
Internal Environmental Top Management
Auditing Team
(President/CEO and Senior Executive
Vice Presidents of DOCOMO)
Group Chief of Environmental Management
(Managing Director, DOCOMO Corporate Citizenship Department)
Group Secretariat for
Environmental Environmental Management
Managers’ Council (DOCOMO Corporate Citizenship
Department)
Secretariat Liaison
Council
Headquarters Hokkaido Tohoku Tokai Hokuriku Kansai
• Expert Committees and Goal Setting
Expert committees are aligned with business domains. The
committees work laterally to collect specific numerical data
on specific issues and to set clear goals and conduct
initiatives for the coming fiscal year.
•
Regulatory Compliance
DOCOMO makes every effort to comply with environmental
laws and regulations. We have identified key items to be
monitored and measured, and conduct regular measurements
to ensure full compliance with the Law Concerning the Rational
Use of Energy, Air Pollution Control Law, Waste Disposal and
Public Cleansing Law, Law Concerning Special Measures
Against PCB Waste, and related laws and regulations. In April
2009, the Amended Law Concerning the Rational Use of
Energy, the Law Concerning the Promotion of the Measures to
Cope with Global Warming, and the Law for the Promotion of
Effective Utilization of Recyclable Resources are expected to
enter into force. The Amended Law Concerning the Rational
Use of Energy will regulate corporations, expanding from the
earlier regulation of individual factories, and the Law
Concerning the Promotion of the Measures to Cope with
Global Warming is expected to include emission reduction
targets for office operations. Corporations will be expected to
conduct more detailed monitoring and measurement of CO2
emissions. In fiscal 2008, DOCOMO will work to further
develop its systems to comply with regulations.
Environmental Targets（The three expert committees set and implement measures to achieve environmental targets with the aim of
reducing the environmental impacts of the operations of the Group.）
Eco Network Facility Expert Committee:Environmental measures related to network facilities operations
Medium-term FY2010 targets
Reduce greenhouse gas emissions to less than 1.17
million t-CO2 by FY2010
Implement various measures to reduce waste emissions
with the aim of lowering total NTT Group emissions by
more than 15% from the fiscal 1990 level by fiscal 2010
Eco Customer Channel Expert Committee:Environmental measures related to customer channels and after-sales service
Medium-term FY2010 targets
Develop environmentally-friendly mobile phone products
Increase awareness of our used handset collection
activities
Eco Activity
Committee
Enhance our collection activities for used handsets,
batteries, and other items
Expert Committees Apply our environmentally-efficient Total Mobile Solutions
Eco Network Facility Expert Committee to system contract orders
Eco Customer Channel Expert Committee
Eco Management Expert Committee
• Reduce the volume of waste generated by our marketing
tools
• Incorporate environmentally-friendly marketing tools
• Establish a closed-loop recycling system for our
Chugoku Shikoku Kyushu
marketing tools
Promote e-billing to reduce paper waste
Conduct aggressive environmental PR and information
disclosure to enhance the environmental image of the
DOCOMO brand
Eco Management Expert Committee:Environmental measures and communications related to office operations and addressing of new environmental issues
Medium-term FY2010 targets
Reduce greenhouse gas emissions to less than 1.17
million t-CO2 by FY2010
Employ environmental communications to promote
correct understanding of the DOCOMO Group
environmental activities
Establish DOCOMO Woods tree planting projects in all 47
Japanese prefectures by 2012 to promote environmental
preservation activities
Increase the provision of information/communication
technologies (ICT) services to attain a net increase of 5.30
million t-CO2 in the amount of environmental contribution
(amount of CO2 emissions reduced by using ICT services
minus amount of CO2 emissions produced by ICT services)
and an environmental contribution multiple of 2.9 (amount
of CO2 reduction divided by amount of CO2 produced by
ICT services), for the entire Group, by FY2010.
FY2008 targets
Continue implementing specific environmental measures
Continue implementing specific environmental measures
FY2008 targets
Develop environmentally-friendly mobile phone products
using ecological materials, photovoltaic cell batteries, low
power consumption components, and common architecture
Raise customer awareness of our used handset collection
activities above the 77% level in FY2007
Increase the number of handset collection points
Unify DOCOMO corporate marketing depar tments
nationwide and propose systems that consider
environmental preservation activities to contribute to
reducing CO2 emissions
• Reduce the number of general catalogs that become
waste
• Ascertain the actual number of catalogs and pamphlets
Produce marketing tool materials based on in-house
guidelines
Simplify and reduce the amount of product containers and
wrapping
Achieve a net increase of 130,000 e-billing subscribers
Effectively utilize all types of media and enhance
accountability for our environmental activities.
FY2008 targets
Monitor and control emissions at each office
Use environmental communications to increase the
DOCOMO group’s awareness and understanding of
environmental issues
Establish five DOCOMO Woods projects around the
country
Conduct R&D to enhance the ICT effect and create a
s y s t e m t o i m p ro v e t h e a c c u r a c y o f e ff e c t i v e n e s s
measurements
Our Philosophy
Major action plans
Systematically incorporate optical feeder station to improve the
environmental efficiency of our network facilities and reduce CO2
emissions
Introduce high efficiency electric power sources and air conditioner
DOCOMO’s Evolving CSR Approach
units to lower conversion loss and reduce CO2 emissions
Introduce new highly environmentally efficient technology to reduce
CO2 emissions
Continue recycling programs for industrial waste from our network
facilities and increase our construction waste recycling efficiency
by contracting with construction firms with high recycling rates
Major action plans
Continue introducing and expanding the use of ecological materials
in mobile phone peripheral equipment and accessories (such as
tabletop holders) and utilizing PDF for operating manuals
Adequately explain disposal methods for unwanted mobile phones
to customers
Raise customer awareness of our used handset collection activities
above 80%
Life Connections
Use the biannual Premier Club Survey to determine the customer
awareness level of our collection activities
Identify the number of used handsets collected
Increase collection points at DOCOMO shops and other sites
Increase collection points at sites other than DOCOMO shops and
mass retailers
Introduce and promote FOMA ubiquitous modules
Ascertain the actual number of catalogs and pamphlets
Future Connections
Record unit production data at the time the marketing tools are
made and report the data to the relevant department
Simplify and reduce the amount of product containers and
wrapping
Raise awareness by including PR material in mailed (billing)
envelopes
Develop our environmental communications
Communicate our environmental information (CSR Reports)
outside the company
Earth Connections
Use the handset collection and recycling system to implement
social contribution activities
Major action plans
Initiate various measures as part of Group-wide Office Energy
Conservation Action Plans
Expand the Eco Mode Club nationally and aim for 10,000
subscriptions
Aim to reduce total annual plastic bag usage by 120,000 bags
CSR Support Activities
Promote Family Environment Minister activities at home
Conduct educational activities through distribution of the CSR
Report (printed and Web-based)
Survey 5,000 people for feedback on our CSR activities
Increase general training participation by 1% from the previous
fiscal year
Fukushima, Hyogo, Tottori, Oita, and Miyazaki Prefectures
Hold periodic meetings of relevant departments
32
 Our Philosophy
Earth Connections

Reducing the Environmental Impacts of Our Equipment/Facilities • Installation of High-Efficiency Power and
Air Conditioning Equipment
Recycling of Waste Materials from Telecommunications Facilities
Note: In fiscal 2007 there was a significant increase
from the previous year due to the dismantling of PHS
service-related telecommunications equipment.
The alternating current (AC) power supplied by power companies
• Fiber-optic
cables Final disposal volume Total volume
Reducing the amount of electricity consumed by our telecommunications facilities is vital to is converted using transformers and conversion devices before • Conversion devices 77t 15,205t
lowering our CO2 emissions, and we work with telecommunications equipment manufacturers to being supplied to our telecommunications equipment. We are • Power generators
Recycled volume
developing and introducing high-efficiency equipment to reduce • Scrap metal

DOCOMO’s Evolving CSR Approach

15,128t
develop energy-efficient equipment and reduce the amount of electricity consumed by each facility. • Concrete poles, etc.
the loss that accompanies such conversion. Amount of industrial waste materials from
Since July 2007, the DOCOMO Group has been working under an integrated environmental telecommunications facilities and recycling ratio (FY2007)
management system.
We will continue to work to conserve natural resources and energy through our business activities,
and strive to achieve our target of less than 1.17 million t-CO2 in fiscal 2010.
• Reuse and Recycling of Telecommunications
Equipment and Building Materials
• Development of Ultra-small Femtocell Base Stations
We developed an ultra-small base station for indoor use
On top of mobile phone development, network facilities, offices, that is smaller and lighter than previous versions. The
shops, and sales activities all involve the use of many resources. At device is for use in areas known as femtocells, which have
Progress in FY2007 DOCOMO, we strive to accurately identify the necessary amount of a radius of under approximately 30 meters, and is used for
these resources, use them carefully, and then recycle them. coverage in small areas with limited FOMA radio-wave
• Fiscal 2007 greenhouse gas (GHG) emissions were 1.09 million t-CO2.
Through these efforts we strive to ultimately have almost zero waste. re c e p t i o n . F u r t h e r m o re , r a t e d a t
• Introduced optical feeder stations, which contribute to energy-saving in the network facilities.
When telecommunications facilities and buildings are 12-watts, this equipment consumes
constructed or upgraded, we follow a basic policy of practicing
•
much less electricity than the
Greenhouse Gas Emissions Reduction Target

Life Connections
the fact that the number of base stations is increasing in environmentally-friendly design in line with the Green Design previous model of small base station
and Status in Current Year association with improvements in customer service quality, Guidelines for Buildings. We are therefore introducing facilities for indoor use (100 watts).
If we were to continue implementing our current global during 2007 we bolstered our efforts to conserve energy, that have a reduced environmental impact.

warming countermeasures, emissions in fiscal 2010 would
amount to 1.37 million t-CO2. However, at DOCOMO we aim
to beat this forecast by 15% and keep fiscal 2010 emissions
down to 1.17 million t-CO 2 or less. In the past, we used a
CO2 conversion factor of 0.378 (kgCO2/kWh) based on the
Ministry of the Environment’s Greenhouse Gas Emissions
particularly at telecommunications facilities, and proceeded
with a strategy of reducing energy use by introducing optical
feeder stations and high-efficiency rectifiers. We also
continue to strive to use renewable energy by adding and
operating solar and wind power generation systems, and
o t h e r w i s e w o r k t o re d u c e e n e r g y u s e . F i s c a l 2 0 0 7
When we construct new buildings, we assess the environmental
impact throughout the entire life-cycle of the building, including
the planning, design, construction, operation/management and
disposal stages, and use green design standards to ensure that
the building will have a long usage life.
Furthermore, we make sure that the recycling service providers we
•
Introduction of Renewable Energy
In fiscal 2007 we increased the total number of renewable
and clean energy facilities to 48 sites with solar power and
6 with wind power generation. Their total power output was
330 megawatt-hours.

Future Connections
Conversion Method, but from fiscal 2006 we have been greenhouse gas (GHG) emissions were 1.09 million t-CO 2 choose do not illegally dump waste materials and appropriately

using different CO 2 conversion factors applicable to each
power company. This change resulted in an increase in total
calculated CO 2 emissions. As a result, all areas of society,
including power companies, must work even harder to
reduce emissions (see graph).
Electricity powering our telecommunications facilities
accounts for approximately 88% of our greenhouse gas
emissions, and power used by these facilities is increasing
due to the expansion of telecommunications facilities.
Furthermore, in fiscal 2007 we analyzed, by use and by
corporate division, the energy consumption of buildings with
telecommunications facilities, which account for a large part of
our overall electricity consumption, and will use this information
to make emissions scenarios and create the foundations for
implementation of detailed plans starting in fiscal 2008.
Going forward, we will continue to push through with
•
handle all waste, and we carefully manage the issuance of manifest
slips for industrial waste disposal. Company Vehicles
We will continue to press through with initiatives with the aim of In fiscal 2007 we added 57 low-emission vehicles to our
achieving NTT Group’s overall target of lowering industrial waste corporate fleet for use by employees for sales activities,
disposal volume by at least 85% from the 1990 level in 2010 and bringing the total to 1,827 vehicles, or 78% of the fleet. In
thereafter. addition, we continued to prohibit the
new use of ozone layer-destroying
substances such as CFCs and
Reuse & recycling of telecommunications facilities materials

each year in conjunction with the increase and expansion of
these facilities. (The number of FOMA subscribers in fiscal
2007 was 23.6% higher than the previous year.) Also, due to
Group-wide efforts to achieve our targets, such as actively
installing energy-saving devices and efficient power supply
equipment.
Earth Connections
halons, and use nitrogen gas as a
When telecommunications facilities are dismantled or replaced, we re-use substitute for CFCs.
certain materials such as base station equipment and conversion
equipment. Waste materials are crushed and recycled, thereby allowing for

•
effective use in other materials.
NTT DOCOMO Group CO2 Emissions Helping the Environment with Solar Power Systems
(1,000 t)
1,400
■ Electricity (Telecommunications Facilities) ■ Electricity (Offices) ■ Other
• Installation of Optical Feeder Stations
We believe that introducing energy-saving equipment can
Construction-related recycling

Construction waste materials that cannot be re-used are separated and

and More (Green NTT) (tentative name)
In May 2008 we unveiled “Green NTT,” an initiative to promote
collected by a recycling service and recycled as resources. By using a the use of clean energy, particularly from solar power systems.
1,200 allow us to significantly reduce our CO 2 emissions. Base
1,045 1,090 recycling service with a high recycling ratio, our recycling ratio for specified
To date, the NTT Group has installed 1.8 megawatt renewable

CSR Support Activities

1,020 stations using fiber-optics to connect devices are small and materials is 99%, while the recycling ratio for other materials is 75%.
1,000
920 light, and therefore consume less electricity than conventional energy generation systems at 112 locations, and Green NTT
base stations. Furthermore, these optical feeder stations can calls for 5 megawatt solar power systems and other clean
800
be built in order to make improvements in small areas or to power generation facilities to be put in place by 2012, in order
600 provide service to areas in which it is difficult to install to enhance NTT Group’s efforts to prevent global warming. In
conventional base stations. addition, NTT Green LLP, a limited liability partnership, was
400 We also developed and established to spread the use of renewable energy within the
introduced energy-saving NTT Group, with an emphasis on solar power systems.
200
devices.

0
Future Tasks to Reduce Our Environmental Impacts
2005 2006 2007 2007 （FY） We will continue to work toward firmly establishing quick cycles of planning, implementing, monitoring, and revising
CO2 emission conversion
CO2 emission conversion factor factors for electricity used by our efforts, including comprehensive Group-wide management of initiatives based on action plans to reduce CO 2
for electricity of 0.378 respective power companies
emissions, and timely sharing of best practices across the Group.
33 34
 Our Philosophy
Earth Connections

Reducing the Environmental Impacts of Our Equipment/Facilities • Installation of High-Efficiency Power and
Air Conditioning Equipment
Recycling of Waste Materials from Telecommunications Facilities
Note: In fiscal 2007 there was a significant increase
from the previous year due to the dismantling of PHS
service-related telecommunications equipment.
The alternating current (AC) power supplied by power companies
• Fiber-optic
cables Final disposal volume Total volume
Reducing the amount of electricity consumed by our telecommunications facilities is vital to is converted using transformers and conversion devices before • Conversion devices 77t 15,205t
lowering our CO2 emissions, and we work with telecommunications equipment manufacturers to being supplied to our telecommunications equipment. We are • Power generators
Recycled volume
developing and introducing high-efficiency equipment to reduce • Scrap metal

DOCOMO’s Evolving CSR Approach

15,128t
develop energy-efficient equipment and reduce the amount of electricity consumed by each facility. • Concrete poles, etc.
the loss that accompanies such conversion. Amount of industrial waste materials from
Since July 2007, the DOCOMO Group has been working under an integrated environmental telecommunications facilities and recycling ratio (FY2007)
management system.
We will continue to work to conserve natural resources and energy through our business activities,
and strive to achieve our target of less than 1.17 million t-CO2 in fiscal 2010.
• Reuse and Recycling of Telecommunications
Equipment and Building Materials
• Development of Ultra-small Femtocell Base Stations
We developed an ultra-small base station for indoor use
On top of mobile phone development, network facilities, offices, that is smaller and lighter than previous versions. The
shops, and sales activities all involve the use of many resources. At device is for use in areas known as femtocells, which have
Progress in FY2007 DOCOMO, we strive to accurately identify the necessary amount of a radius of under approximately 30 meters, and is used for
these resources, use them carefully, and then recycle them. coverage in small areas with limited FOMA radio-wave
• Fiscal 2007 greenhouse gas (GHG) emissions were 1.09 million t-CO2.
Through these efforts we strive to ultimately have almost zero waste. re c e p t i o n . F u r t h e r m o re , r a t e d a t
• Introduced optical feeder stations, which contribute to energy-saving in the network facilities.
When telecommunications facilities and buildings are 12-watts, this equipment consumes
constructed or upgraded, we follow a basic policy of practicing
•
much less electricity than the
Greenhouse Gas Emissions Reduction Target

Life Connections
the fact that the number of base stations is increasing in environmentally-friendly design in line with the Green Design previous model of small base station
and Status in Current Year association with improvements in customer service quality, Guidelines for Buildings. We are therefore introducing facilities for indoor use (100 watts).
If we were to continue implementing our current global during 2007 we bolstered our efforts to conserve energy, that have a reduced environmental impact.

warming countermeasures, emissions in fiscal 2010 would
amount to 1.37 million t-CO2. However, at DOCOMO we aim
to beat this forecast by 15% and keep fiscal 2010 emissions
down to 1.17 million t-CO 2 or less. In the past, we used a
CO2 conversion factor of 0.378 (kgCO2/kWh) based on the
Ministry of the Environment’s Greenhouse Gas Emissions
particularly at telecommunications facilities, and proceeded
with a strategy of reducing energy use by introducing optical
feeder stations and high-efficiency rectifiers. We also
continue to strive to use renewable energy by adding and
operating solar and wind power generation systems, and
o t h e r w i s e w o r k t o re d u c e e n e r g y u s e . F i s c a l 2 0 0 7
When we construct new buildings, we assess the environmental
impact throughout the entire life-cycle of the building, including
the planning, design, construction, operation/management and
disposal stages, and use green design standards to ensure that
the building will have a long usage life.
Furthermore, we make sure that the recycling service providers we
•
Introduction of Renewable Energy
In fiscal 2007 we increased the total number of renewable
and clean energy facilities to 48 sites with solar power and
6 with wind power generation. Their total power output was
330 megawatt-hours.

Future Connections
Conversion Method, but from fiscal 2006 we have been greenhouse gas (GHG) emissions were 1.09 million t-CO 2 choose do not illegally dump waste materials and appropriately

using different CO 2 conversion factors applicable to each
power company. This change resulted in an increase in total
calculated CO 2 emissions. As a result, all areas of society,
including power companies, must work even harder to
reduce emissions (see graph).
Electricity powering our telecommunications facilities
accounts for approximately 88% of our greenhouse gas
emissions, and power used by these facilities is increasing
due to the expansion of telecommunications facilities.
Furthermore, in fiscal 2007 we analyzed, by use and by
corporate division, the energy consumption of buildings with
telecommunications facilities, which account for a large part of
our overall electricity consumption, and will use this information
to make emissions scenarios and create the foundations for
implementation of detailed plans starting in fiscal 2008.
Going forward, we will continue to push through with
•
handle all waste, and we carefully manage the issuance of manifest
slips for industrial waste disposal. Company Vehicles
We will continue to press through with initiatives with the aim of In fiscal 2007 we added 57 low-emission vehicles to our
achieving NTT Group’s overall target of lowering industrial waste corporate fleet for use by employees for sales activities,
disposal volume by at least 85% from the 1990 level in 2010 and bringing the total to 1,827 vehicles, or 78% of the fleet. In
thereafter. addition, we continued to prohibit the
new use of ozone layer-destroying
substances such as CFCs and
Reuse & recycling of telecommunications facilities materials

each year in conjunction with the increase and expansion of
these facilities. (The number of FOMA subscribers in fiscal
2007 was 23.6% higher than the previous year.) Also, due to
Group-wide efforts to achieve our targets, such as actively
installing energy-saving devices and efficient power supply
equipment.
Earth Connections
halons, and use nitrogen gas as a
When telecommunications facilities are dismantled or replaced, we re-use substitute for CFCs.
certain materials such as base station equipment and conversion
equipment. Waste materials are crushed and recycled, thereby allowing for

•
effective use in other materials.
NTT DOCOMO Group CO2 Emissions Helping the Environment with Solar Power Systems
(1,000 t)
1,400
■ Electricity (Telecommunications Facilities) ■ Electricity (Offices) ■ Other
• Installation of Optical Feeder Stations
We believe that introducing energy-saving equipment can
Construction-related recycling

Construction waste materials that cannot be re-used are separated and

and More (Green NTT) (tentative name)
In May 2008 we unveiled “Green NTT,” an initiative to promote
collected by a recycling service and recycled as resources. By using a the use of clean energy, particularly from solar power systems.
1,200 allow us to significantly reduce our CO 2 emissions. Base
1,045 1,090 recycling service with a high recycling ratio, our recycling ratio for specified
To date, the NTT Group has installed 1.8 megawatt renewable

CSR Support Activities

1,020 stations using fiber-optics to connect devices are small and materials is 99%, while the recycling ratio for other materials is 75%.
1,000
920 light, and therefore consume less electricity than conventional energy generation systems at 112 locations, and Green NTT
base stations. Furthermore, these optical feeder stations can calls for 5 megawatt solar power systems and other clean
800
be built in order to make improvements in small areas or to power generation facilities to be put in place by 2012, in order
600 provide service to areas in which it is difficult to install to enhance NTT Group’s efforts to prevent global warming. In
conventional base stations. addition, NTT Green LLP, a limited liability partnership, was
400 We also developed and established to spread the use of renewable energy within the
introduced energy-saving NTT Group, with an emphasis on solar power systems.
200
devices.

0
Future Tasks to Reduce Our Environmental Impacts
2005 2006 2007 2007 （FY） We will continue to work toward firmly establishing quick cycles of planning, implementing, monitoring, and revising
CO2 emission conversion
CO2 emission conversion factor factors for electricity used by our efforts, including comprehensive Group-wide management of initiatives based on action plans to reduce CO 2
for electricity of 0.378 respective power companies
emissions, and timely sharing of best practices across the Group.
33 34
 Our Philosophy
Earth Connections

Working with Customers for the Environment • Leveraging ICT for the Environment
Information and communication technologies (ICT) can
help lower CO2 emissions by reducing the need for people
Contributing to society and environmental protection requires the implementation both of and goods to travel, and by facilitating more efficient use
of resources and energy. For example, beverage makers
internal measures and of activities to address broader issues together with our customers.
can reduce CO 2 emissions from their vending machine
in about 2010 and then gradually expanding availability
nationwide. Nissan’s CARWINGS telematics service for
monitoring fuel consumption and providing eco-driving
advice through the Internet and mobile phones won the
Minster of Land, Infrastructure, Transport and Tourism’s Prize
in the Eco Services category of the 2007 Eco Products

DOCOMO’s Evolving CSR Approach

We do our utmost to reduce the environmental impacts of our services and products in replenishment operations through using a FOMA
cooperation with our customers. module-based system for checking vending machine
inventory online to boost the efficiency of their beverage
delivery operations and optimizing loads carried by their
Awards.
2: Intelligent Transportation Systems: New transportation systems that use technologies to
integrate information about people, vehicles and roads, in order to solve road transport
problems such as traffic accidents and congestion.

delivery vehicles. Coca-Cola West Japan Co., Ltd. has
Progress in FY2007 deployed such a system, and a lifecycle assessment of
• Increased the number of used handset collection points by deploying collection boxes in major retailers, four delivery routes covering 405 FOMA-enabled vending
convenience stores and other locations. machines found that the system cut CO 2 emissions by
• Used e-billing to reduce paper consumption by 640 tons (equivalent to 169 million sheets of A4-sized paper). about 12.5%. Based on average statistics for truck
transport, this is equivalent to a reduction of about 5.4
•
tons per year and use of the same system in all beverage
Recycling of Handsets convenience stores, and to further promote collection, we are vending machines in Japan that enable such use of ICT
•
Promoting the Use of Eco-Friendly Mobile Phones
As part of our efforts to protect the environment, we are
looking into the development of mobile phones designed
for low environmental impact. We already offer desktop
mobile phone holders and other products made of low
impact materials such as recycled ABS 3 or plant-derived
plastic, and our 905i models are equipped with features

We started to collect used handsets in 1998, and in 2001 we
worked with the Telecommunications Carriers Association to
create the Mobile Recycle Network for collecting all handsets
irrespective of carrier. Thanks to the understanding and
cooperation of our customers, we collected over 3.4 million
Life Connections
a p p ro a c h i n g o t h e r c o m m e rc i a l f a c i l i t i e s a n d l o c a l would thus result in a considerable reduction in CO 2 for reducing power consumption. We are also considering
governments. We conduct regular surveys to track the emissions. the use of low impact battery packs employing solar and
number of handsets disposed of as household waste and fuel cell technology.
identify potential means of boosting the ratio of used ICT-based Services 3: Acrylonitrile butadiene styrene, a common thermoplastic developed to overcome the poor
shock resistance of polystyrene
handsets collected. By collecting used handsets, we are able Before deployment After deployment

handsets in fiscal 2007, bringing the total number of handsets to recover valuable metals such as gold, silver, copper and
Replenishment Replenishment Replenishment Replenishment

•
collected since 1998 to 65.34 million. palladium, and we strive for 100% recycling of collected required required not required not required

To reduce the number of handsets disposed of as household handsets. Plastic is recycled as supplementary fuel or Reducing the Environmental Impact of Catalogs
Vending Vending Vending Vending
waste and collect handsets that regenerated plastic, and other residues from the recycling machine machine machine machine and Pamphlets

Future Connections
customers no longer need in a way that process are used as a cement ingredient. In our 2007 Premier We endeavor to create low environmental impact sales
e n s u re t h e p ro t e c t i o n o f p e r s o n a l Questionnaire 1 survey, 77% of respondents answered that promotion materials and reduce our waste output by
information, we educate the public about they know of DOCOMO’s handset collection program. • More efficient fine-tuning the production volume of such materials. In fiscal
delivery routes FOMA
our collection system, and have 1: Premier Questionnaire: a survey aimed at collecting customer feedback to improve our • Optimized delivery Online checking of 2007 we monitored catalog, pamphlet and novelty item
products and services. Over 22,000 customers completed the questionnaire in fiscal 2007. volumes vending machine
increased the number of used handset beverage inventory surpluses and reviewed disposal policies to consider ways of
• Reduced
collection boxes. In fiscal 2007, we replenishment reducing waste output and implementing collection of used
Collection and Recycling of Used Handsets workload
deployed collection boxes in an sales materials for the next fiscal year, and we also established
additional six major retail outlets and 50 Sorting into handsets,
Sorting Incineration, new guidelines in July for creating printed sales materials. We
battery packs, shredding
rechargers, etc. used paper manufactured from recycled sales materials to

Earth Connections
produce our CSR Report 2007, calendars for customers, and
Various Handset Collection Channels
Collection irrespective of carrier Beverage vendor (sales depot) Center leaflets distributed at environment-related events.

Collection at events
Collection in partnership with
law enforcement agencies
Increasing numbers of
collection boxes
We collect used handsets a t
various events. Collection
100% Recycled
materials
Recycle
(13,984 collected in fiscal 2007)
We collect handsets handed into police
stations as lost and found items and
DOCOMO Shops,
events, etc. Declaration Gold, silver, copper,
palladium and
other metals
• Services Based on Integration of Mobile Phones
with Car Navigation Systems
• Conserving Resources with e-billing
Our e-billing service saves paper resources by enabling
unclaimed within the requisite period.
Nissan, Xanavi Informatics, Panasonic and DOCOMO have customers to check on details of monthly phone charges
We place collection boxes in major retailers, Customers Manufacturers
since October 2006 been conducting a joint testing in through mobile phones or the Internet instead of receiving
convenience stores and other locations.
Recycled in various Recycled semiconductors, Yokohama under the name of Sky Project. The aim of this p r i n t e d s t a t e m e n t s a n d re c e i p t s . I n f i s c a l 2 0 0 7 w e

CSR Support Activities

(3,104 handsets collected in fiscal 2007) forms to customers copper wire, speakers
project is to utilize intelligent transportation systems (ITS)2 encouraged customers to switch to e-billing by publicizing
to reduce traffic accidents and congestion. DOCOMO is the service on our printed statements, a measure that
St akeholder P ers pective participating in the testing of a system that employs helped to boost e-billing subscribers by about 80,000 from
information (vehicle position, etc.) collected from “probes” the previous year to 2.34 million. This translates into a
As a company supporting consumer life, we have placed handset collection boxes in our outlets as a
in vehicles and transmitted through mobile phones. To saving of 169 million sheets of A4-sized paper (12 million
service to consumers and to contribute to environmental protection. I was a little worried at first that no
improve system accuracy, we are collecting probe m o re s h e e t s t h a n i n f i s c a l 2 0 0 6 ) . We a i m t o f u r t h e r
one would leave their used handsets, but we ended up collecting more than we had expected, and
information from taxis since they are always on the move. intensify our efforts to promote the use of e-billing.
questionnaire responses also showed that our customers supported the initiative. I feel that the boxes
The application of this data to navigation systems should
have helped to address a desire by customers to participate directly in environmental efforts. We hope
also help to reduce CO 2 emissions by having the system
to continue working with DOCOMO to expand joint initiatives that serve customers and the environment.
recommend travel routes based on information about
traffic congestion, thus reducing travel time. We are
Minoru Matsui, General Manager and CSR Group Leader, General Affairs Department, Management Division, am/pm Japan
considering launching the system as a commercial service
35 36
 Our Philosophy
Earth Connections

Working with Customers for the Environment • Leveraging ICT for the Environment
Information and communication technologies (ICT) can
help lower CO2 emissions by reducing the need for people
Contributing to society and environmental protection requires the implementation both of and goods to travel, and by facilitating more efficient use
of resources and energy. For example, beverage makers
internal measures and of activities to address broader issues together with our customers.
can reduce CO 2 emissions from their vending machine
in about 2010 and then gradually expanding availability
nationwide. Nissan’s CARWINGS telematics service for
monitoring fuel consumption and providing eco-driving
advice through the Internet and mobile phones won the
Minster of Land, Infrastructure, Transport and Tourism’s Prize
in the Eco Services category of the 2007 Eco Products

DOCOMO’s Evolving CSR Approach

We do our utmost to reduce the environmental impacts of our services and products in replenishment operations through using a FOMA
cooperation with our customers. module-based system for checking vending machine
inventory online to boost the efficiency of their beverage
delivery operations and optimizing loads carried by their
Awards.
2: Intelligent Transportation Systems: New transportation systems that use technologies to
integrate information about people, vehicles and roads, in order to solve road transport
problems such as traffic accidents and congestion.

delivery vehicles. Coca-Cola West Japan Co., Ltd. has
Progress in FY2007 deployed such a system, and a lifecycle assessment of
• Increased the number of used handset collection points by deploying collection boxes in major retailers, four delivery routes covering 405 FOMA-enabled vending
convenience stores and other locations. machines found that the system cut CO 2 emissions by
• Used e-billing to reduce paper consumption by 640 tons (equivalent to 169 million sheets of A4-sized paper). about 12.5%. Based on average statistics for truck
transport, this is equivalent to a reduction of about 5.4
•
tons per year and use of the same system in all beverage
Recycling of Handsets convenience stores, and to further promote collection, we are vending machines in Japan that enable such use of ICT
•
Promoting the Use of Eco-Friendly Mobile Phones
As part of our efforts to protect the environment, we are
looking into the development of mobile phones designed
for low environmental impact. We already offer desktop
mobile phone holders and other products made of low
impact materials such as recycled ABS 3 or plant-derived
plastic, and our 905i models are equipped with features

We started to collect used handsets in 1998, and in 2001 we
worked with the Telecommunications Carriers Association to
create the Mobile Recycle Network for collecting all handsets
irrespective of carrier. Thanks to the understanding and
cooperation of our customers, we collected over 3.4 million
Life Connections
a p p ro a c h i n g o t h e r c o m m e rc i a l f a c i l i t i e s a n d l o c a l would thus result in a considerable reduction in CO 2 for reducing power consumption. We are also considering
governments. We conduct regular surveys to track the emissions. the use of low impact battery packs employing solar and
number of handsets disposed of as household waste and fuel cell technology.
identify potential means of boosting the ratio of used ICT-based Services 3: Acrylonitrile butadiene styrene, a common thermoplastic developed to overcome the poor
shock resistance of polystyrene
handsets collected. By collecting used handsets, we are able Before deployment After deployment

handsets in fiscal 2007, bringing the total number of handsets to recover valuable metals such as gold, silver, copper and
Replenishment Replenishment Replenishment Replenishment

•
collected since 1998 to 65.34 million. palladium, and we strive for 100% recycling of collected required required not required not required

To reduce the number of handsets disposed of as household handsets. Plastic is recycled as supplementary fuel or Reducing the Environmental Impact of Catalogs
Vending Vending Vending Vending
waste and collect handsets that regenerated plastic, and other residues from the recycling machine machine machine machine and Pamphlets

Future Connections
customers no longer need in a way that process are used as a cement ingredient. In our 2007 Premier We endeavor to create low environmental impact sales
e n s u re t h e p ro t e c t i o n o f p e r s o n a l Questionnaire 1 survey, 77% of respondents answered that promotion materials and reduce our waste output by
information, we educate the public about they know of DOCOMO’s handset collection program. • More efficient fine-tuning the production volume of such materials. In fiscal
delivery routes FOMA
our collection system, and have 1: Premier Questionnaire: a survey aimed at collecting customer feedback to improve our • Optimized delivery Online checking of 2007 we monitored catalog, pamphlet and novelty item
products and services. Over 22,000 customers completed the questionnaire in fiscal 2007. volumes vending machine
increased the number of used handset beverage inventory surpluses and reviewed disposal policies to consider ways of
• Reduced
collection boxes. In fiscal 2007, we replenishment reducing waste output and implementing collection of used
Collection and Recycling of Used Handsets workload
deployed collection boxes in an sales materials for the next fiscal year, and we also established
additional six major retail outlets and 50 Sorting into handsets,
Sorting Incineration, new guidelines in July for creating printed sales materials. We
battery packs, shredding
rechargers, etc. used paper manufactured from recycled sales materials to

Earth Connections
produce our CSR Report 2007, calendars for customers, and
Various Handset Collection Channels
Collection irrespective of carrier Beverage vendor (sales depot) Center leaflets distributed at environment-related events.

Collection at events
Collection in partnership with
law enforcement agencies
Increasing numbers of
collection boxes
We collect used handsets a t
various events. Collection
100% Recycled
materials
Recycle
(13,984 collected in fiscal 2007)
We collect handsets handed into police
stations as lost and found items and
DOCOMO Shops,
events, etc. Declaration Gold, silver, copper,
palladium and
other metals
• Services Based on Integration of Mobile Phones
with Car Navigation Systems
• Conserving Resources with e-billing
Our e-billing service saves paper resources by enabling
unclaimed within the requisite period.
Nissan, Xanavi Informatics, Panasonic and DOCOMO have customers to check on details of monthly phone charges
We place collection boxes in major retailers, Customers Manufacturers
since October 2006 been conducting a joint testing in through mobile phones or the Internet instead of receiving
convenience stores and other locations.
Recycled in various Recycled semiconductors, Yokohama under the name of Sky Project. The aim of this p r i n t e d s t a t e m e n t s a n d re c e i p t s . I n f i s c a l 2 0 0 7 w e

CSR Support Activities

(3,104 handsets collected in fiscal 2007) forms to customers copper wire, speakers
project is to utilize intelligent transportation systems (ITS)2 encouraged customers to switch to e-billing by publicizing
to reduce traffic accidents and congestion. DOCOMO is the service on our printed statements, a measure that
St akeholder P ers pective participating in the testing of a system that employs helped to boost e-billing subscribers by about 80,000 from
information (vehicle position, etc.) collected from “probes” the previous year to 2.34 million. This translates into a
As a company supporting consumer life, we have placed handset collection boxes in our outlets as a
in vehicles and transmitted through mobile phones. To saving of 169 million sheets of A4-sized paper (12 million
service to consumers and to contribute to environmental protection. I was a little worried at first that no
improve system accuracy, we are collecting probe m o re s h e e t s t h a n i n f i s c a l 2 0 0 6 ) . We a i m t o f u r t h e r
one would leave their used handsets, but we ended up collecting more than we had expected, and
information from taxis since they are always on the move. intensify our efforts to promote the use of e-billing.
questionnaire responses also showed that our customers supported the initiative. I feel that the boxes
The application of this data to navigation systems should
have helped to address a desire by customers to participate directly in environmental efforts. We hope
also help to reduce CO 2 emissions by having the system
to continue working with DOCOMO to expand joint initiatives that serve customers and the environment.
recommend travel routes based on information about
traffic congestion, thus reducing travel time. We are
Minoru Matsui, General Manager and CSR Group Leader, General Affairs Department, Management Division, am/pm Japan
considering launching the system as a commercial service
35 36
 Our Philosophy
Earth Connections

Environmental Accounting Economic Benefits Derived from Environmental Protection Measures ( “Effective Benefits” ) (units: million yen)

Participants Participants Increase (decrease) compared

Key benefits
We implement environmental accounting to quantitatively track the costs and benefits of in FY2007 in FY2006 with previous year

implementing our environmental protection activities, using the results to formulate Profits Revenue from the sales of salvageable materials from the 456 264 328
removal of telecommunications

DOCOMO’s Evolving CSR Approach

environmental management strategy.
Cost savings Fuel savings derived from the deployment of low-pollution 4,801 3,924 (363)
vehicles, etc.

Purchase cost savings derived from reuse of removed 11,665 8,190 3,476
Environmental Protection Costs (units: million yen) telecommunications equipment

Participants in FY2007 Participants in FY2006

Total 16,922 12,378 3,440
Category Key details
Investments Costs Investments Costs
Scope of Environmental Accounting
(1) Costs within business areas 809 12,920 714 13,700 Period: Fiscal 2007 (April 1, 2007 – March 31, 2008)
Companies included: 37 core DOCOMO companies
(1)-1 Pollution prevention costs Water pollution prevention, appropriate PCB 0 8 0 7 Accounting standards: Ministry of the Environment Environmental Accounting Guidelines 2005 and DOCOMO Environmental Accounting Guidelines
disposal

(1)-2 Environmental protection costs Installation of solar and wind power systems, etc. 809 9,099 714 9,717
• Environmental Guidelines
• Environmental Education

Life Connections
(1)-3 Resource recycling costs Installation of grey water treatment systems, etc. 0 3,814 0 3,975 DOCOMO conducts its business in accordance with its own We provide environmental education to both position and type
detailed guidelines, based on the following three sets of of work in order to encourage our employees to proactively
(2) Upstream/downstream costs Measures related to the Containers and
8 321 9 421
guidelines established by the NTT Group. consider the environment in their work and train them in
Packaging Recycling Law, etc.
environmental activity methods. We also provide many
• Guidelines for Green Procurement: For procurement of products
(3) Management activity costs New and renewed ISO certification, etc.
programs for imparting specialized knowledge for work related
88 3,016 5 2,767 and materials that take environmental consideration into account
to environmental activities, and endeavor to raise the skills of all
• Green R&D Guidelines: For concrete actions to reduce
R e s e a rc h o n e n e r g y a n d re s o u rc e s a v i n g environmental impacts in research and development of services, of our employees. We plan to further enrich our environmental
(4) R&D costs 716 3,604 1,622 5,927
measures for telecommunications facilities, etc. systems and products education programs to ensure the continued effective

Future Connections
DOCOMO Woods and other tree-planting activities,
• Green Building Design Guidelines: For curbing energy implementation of our environment management system.
(5) Community activity costs 0 122 0 111 consumption and waste generation in building construction and
etc.
management Training Participants
in FY2007
(6) Costs related to the remedy of environmental N.A 0 0 0 0 General environmental training 43,543

•
damage
Waste and Emissions Management Eco-Leader and Eco-Staff training 812
Total 1,621 19,982 2,349 22,925 Environmental laws and regulations compliance assessment training 651
We p r a c t i c e t h e a p p ro p r i a t e d i s p o s a l o f w a s t e a n d
General EMS Internal Auditor practical training 427
emissions in accordance with the Waste Disposal Law and
Internal Environmental Auditor training 75
We include depreciation costs for all facilities completed in fiscal 2000 and onwards. For costs spanning more than one other legislation. We strictly comply with the Law
New officer training 14
category as a general rule we deduct environmental protection costs and enter the remaining sum, but in cases where Concerning Special Measures against PCB Waste in our

Earth Connections
environmental protection costs cannot be clearly separated, we categorize all costs as environmental protection costs.
•
storage and management of used PCBs. We designate PCB
storage and management items, storage location, storage Reducing Office and Shop Environmental Impacts

Environmental Protection Benefits and management methods, disposal methods and To reduce environmental impacts of our offices and shops, we
emergency procedures in our PCB item Management are striving to cut our paper consumption, boost waste recycling
Key indicators of environmental benefits Procedure Manual, and implement storage and rates, and reduce electricity consumption. Office electricity
Category Key details Increase management in accordance with its manual. consumption accounts for 7.8% of our total consumption. As a
Participants Participants (decrease)
Indicator (units)

•
in FY2007 in FY2006 compared with result of our efforts to raise awareness among our employees
previous year Internal Audits about preventing global warming and encourage them to switch
We implement internal environmental audits as an important

CSR Support Activities

(1) Benefits corresponding to costs (1) Benefits related to resources Electricity consumption (including 2,762,238 2,655,430 106,808 off equipment and lights when not in use, fiscal 2007 per capita
within business areas invested in business activities electricity generated by CGS) (MWh)
component for ensuring the appropriate operation of our electricity consumption fell by 15.9% year-on-year to 337 kWh,
Paper consumption (t) 37,484 32,306 5,178 environmental management system. Trained Inter nal and paper consumption by 5.6% to the equivalent of 526 sheets
Environmental Auditors carry out rigorous and impartial of A4 paper. We achieved a waste recycling rate of 84.3%.
Reduction in paper consumption due to 839 602 237 audits, the results of which are used to make necessary Per capita waste output, however, rose 22.2% year-on-year to
e-billing (t)
revisions to the environmental management system. 11 kg as a result of the discovery that security box waste in
(2) Benefits related to environmental GHG emissions (t-CO2) 1,045,117 1,111,156 (66,039)
certain regions had not been included in previous records.
impacts and waste and
emissions generated by
business activities Industrial waste of telecommunications 26,362 199,763 (173,401)
equipment and construction (t) Future Tasks to Protect the Environment Together with Our Customers
( 2 ) B e n e f i t s c o r re s p o n d i n g t o Benefits related to assets and Number of used handsets, etc. • Intensify our efforts to explore more concrete means of reducing waste output from sales promotion materials and
upstream / downstream costs services derived from business collected (unit:1000) 10,450 9,230 1,220
schemes for collecting used and surplus materials.
activities
• Further expand locations and channels for collecting used handsets.
37 38
 Our Philosophy
Earth Connections

Environmental Accounting Economic Benefits Derived from Environmental Protection Measures ( “Effective Benefits” ) (units: million yen)

Participants Participants Increase (decrease) compared

Key benefits
We implement environmental accounting to quantitatively track the costs and benefits of in FY2007 in FY2006 with previous year

implementing our environmental protection activities, using the results to formulate Profits Revenue from the sales of salvageable materials from the 456 264 328
removal of telecommunications

DOCOMO’s Evolving CSR Approach

environmental management strategy.
Cost savings Fuel savings derived from the deployment of low-pollution 4,801 3,924 (363)
vehicles, etc.

Purchase cost savings derived from reuse of removed 11,665 8,190 3,476
Environmental Protection Costs (units: million yen) telecommunications equipment

Participants in FY2007 Participants in FY2006

Total 16,922 12,378 3,440
Category Key details
Investments Costs Investments Costs
Scope of Environmental Accounting
(1) Costs within business areas 809 12,920 714 13,700 Period: Fiscal 2007 (April 1, 2007 – March 31, 2008)
Companies included: 37 core DOCOMO companies
(1)-1 Pollution prevention costs Water pollution prevention, appropriate PCB 0 8 0 7 Accounting standards: Ministry of the Environment Environmental Accounting Guidelines 2005 and DOCOMO Environmental Accounting Guidelines
disposal

(1)-2 Environmental protection costs Installation of solar and wind power systems, etc. 809 9,099 714 9,717
• Environmental Guidelines
• Environmental Education

Life Connections
(1)-3 Resource recycling costs Installation of grey water treatment systems, etc. 0 3,814 0 3,975 DOCOMO conducts its business in accordance with its own We provide environmental education to both position and type
detailed guidelines, based on the following three sets of of work in order to encourage our employees to proactively
(2) Upstream/downstream costs Measures related to the Containers and
8 321 9 421
guidelines established by the NTT Group. consider the environment in their work and train them in
Packaging Recycling Law, etc.
environmental activity methods. We also provide many
• Guidelines for Green Procurement: For procurement of products
(3) Management activity costs New and renewed ISO certification, etc.
programs for imparting specialized knowledge for work related
88 3,016 5 2,767 and materials that take environmental consideration into account
to environmental activities, and endeavor to raise the skills of all
• Green R&D Guidelines: For concrete actions to reduce
R e s e a rc h o n e n e r g y a n d re s o u rc e s a v i n g environmental impacts in research and development of services, of our employees. We plan to further enrich our environmental
(4) R&D costs 716 3,604 1,622 5,927
measures for telecommunications facilities, etc. systems and products education programs to ensure the continued effective

Future Connections
DOCOMO Woods and other tree-planting activities,
• Green Building Design Guidelines: For curbing energy implementation of our environment management system.
(5) Community activity costs 0 122 0 111 consumption and waste generation in building construction and
etc.
management Training Participants
in FY2007
(6) Costs related to the remedy of environmental N.A 0 0 0 0 General environmental training 43,543

•
damage
Waste and Emissions Management Eco-Leader and Eco-Staff training 812
Total 1,621 19,982 2,349 22,925 Environmental laws and regulations compliance assessment training 651
We p r a c t i c e t h e a p p ro p r i a t e d i s p o s a l o f w a s t e a n d
General EMS Internal Auditor practical training 427
emissions in accordance with the Waste Disposal Law and
Internal Environmental Auditor training 75
We include depreciation costs for all facilities completed in fiscal 2000 and onwards. For costs spanning more than one other legislation. We strictly comply with the Law
New officer training 14
category as a general rule we deduct environmental protection costs and enter the remaining sum, but in cases where Concerning Special Measures against PCB Waste in our

Earth Connections
environmental protection costs cannot be clearly separated, we categorize all costs as environmental protection costs.
•
storage and management of used PCBs. We designate PCB
storage and management items, storage location, storage Reducing Office and Shop Environmental Impacts

Environmental Protection Benefits and management methods, disposal methods and To reduce environmental impacts of our offices and shops, we
emergency procedures in our PCB item Management are striving to cut our paper consumption, boost waste recycling
Key indicators of environmental benefits Procedure Manual, and implement storage and rates, and reduce electricity consumption. Office electricity
Category Key details Increase management in accordance with its manual. consumption accounts for 7.8% of our total consumption. As a
Participants Participants (decrease)
Indicator (units)

•
in FY2007 in FY2006 compared with result of our efforts to raise awareness among our employees
previous year Internal Audits about preventing global warming and encourage them to switch
We implement internal environmental audits as an important

CSR Support Activities

(1) Benefits corresponding to costs (1) Benefits related to resources Electricity consumption (including 2,762,238 2,655,430 106,808 off equipment and lights when not in use, fiscal 2007 per capita
within business areas invested in business activities electricity generated by CGS) (MWh)
component for ensuring the appropriate operation of our electricity consumption fell by 15.9% year-on-year to 337 kWh,
Paper consumption (t) 37,484 32,306 5,178 environmental management system. Trained Inter nal and paper consumption by 5.6% to the equivalent of 526 sheets
Environmental Auditors carry out rigorous and impartial of A4 paper. We achieved a waste recycling rate of 84.3%.
Reduction in paper consumption due to 839 602 237 audits, the results of which are used to make necessary Per capita waste output, however, rose 22.2% year-on-year to
e-billing (t)
revisions to the environmental management system. 11 kg as a result of the discovery that security box waste in
(2) Benefits related to environmental GHG emissions (t-CO2) 1,045,117 1,111,156 (66,039)
certain regions had not been included in previous records.
impacts and waste and
emissions generated by
business activities Industrial waste of telecommunications 26,362 199,763 (173,401)
equipment and construction (t) Future Tasks to Protect the Environment Together with Our Customers
( 2 ) B e n e f i t s c o r re s p o n d i n g t o Benefits related to assets and Number of used handsets, etc. • Intensify our efforts to explore more concrete means of reducing waste output from sales promotion materials and
upstream / downstream costs services derived from business collected (unit:1000) 10,450 9,230 1,220
schemes for collecting used and surplus materials.
activities
• Further expand locations and channels for collecting used handsets.
37 38
 Our Philosophy
Earth Connections
Environmental Impacts of Our Business Activities
Working with Business Partners for the Environment Materials used Waste / emissions
There is a limit to what DOCOMO can do on its own for society and the
environment. Working in tandem with our business partners is essential at all Resources Industrial waste CO 2
Manufacturer

DOCOMO’s Evolving CSR Approach

stages, from materials procurement to product manufacturing and delivery.
Our CSR and green procurement activities aim to decrease the environmental
Electricity consumption Greenhouse gases
burden from the overall product lifecycle. Kunihiro Hayashi,
Managing Director, Procurement and Supply Department R&D / offices 210,039ＭWｈ Electricity R&D / offices 76,559t-CO2
Telecommunications facilities 2,435,793ＭWｈ Telecommunications facilities 968,618t-CO2
Gasoline Offices (vehicles) 7,613t-CO2
（MWh） ■ Generated electricity ■ Purchased electricity
Fuel R&D / offices / telecommunications facilities 37,379t-CO2
3,000,000
Progress in FY2007 2,500,000 138,758
124,357
116,405
（t） ■ Electricity ■ Fuel ■ Vehicles
1,200,000 8,765 7,613
• Revised the Guidelines for Green Procurement and made upgrades in each environmental category. 2,000,000
1,000,000 8,981
50,682 37,379
1,500,000 2,645,833 47,236
• Held frequent dialogue meetings and strengthened relationships with business partners. 2,302,512
2,531,071
800,000
1,000,000

DOCOMO’ s Direct Environmental Impacts

• Continued sharing demand forecasts and sought to reduce risk in such areas as procured product inventories. 500,000 600,000 1,051,709 1,045,177
400,000 87,035
0
2005 2006 2007 (FY)

•
200,000
Advances in Green and CSR Procurement maintains open and transparent procurement policies and 0
2005 2006 2007 (FY)
Fuel consumption

Life Connections
Reducing the environmental impacts of our products over supports impartial competition between domestic and 3
Natural gas R&D / offices / telecommunications facilities 17,743,000m
their entire lifecycle, from manufacture through distribution overseas suppliers. When selecting a new business partner, Waste products
Petroleum products Offices (fuel for vehicles) 3,279 kl
General waste products R&D / offices 5,802t
and use to disposal and recycling, is crucial to decreasing we take into account the company’s stance on employee Offices / telecommunications facilities (fuel oil) 87 kl
Industrial waste products R&D / offices 797t
the environmental impacts of society as a whole. To this end, Offices / telecommunications facilities (diesel) 93 kl
human rights, the prohibition of forced labor, child labor, and DOCOMO Telecommunications facilities 15,205t
DOCOMO seeks the understanding and cooperation of its illegal labor, its consideration of employee health, and its General waste Products
（t） ■ Amount sent for final disposal ■ Amount recycled
business partners to promote green procurement. In 2007, provision of safe and comfortable work environments. Paper consumption 6,000
909
we completely revised our Guidelines for Green Procurement, Offices / telecommunications facilities 37,484t 5,000
672 866
4,000

•
originally adopted in 1999, and set new standards for （t） 3,000
promoting supplier environmental protection activities,
Paper Purchasing Policy 40,000
2,000 4,021 3,988
4,893
35,000

Future Connections
1,000
product assessment, the restriction of hazardous substances When producing catalogs or other paper materials, we follow 30,000
25,000 0
(RoHS), and other procurement operations. Use restrictions the Purchasing Guidelines for Printing and Copying Papers 20,000 37,484
2005 2006 2007 (FY)

15,000 31,694 32,305

Industrial waste products
were further tightened for several substances, with more of Japan’ s Green Purchasing Network, and require printing 10,000 ■ Amount sent for final disposal ■ Amount recycled
（t）
designated as banned substances. The threshold level for companies to use either 100% recycled paper or a mix of 5,000 16,000 431
0 14,000
2005 2006 2007 (FY)
lead content, for example, was reduced to 1,000 parts per recycled paper and environmentally-friendly virgin pulp. All 12,000
10,000
million, and we immediately reflected the new standard in the of our printed materials bear the publicly-recognized “R Water consumption 8,000 15,571
paint used for base stations. Mark” certification, indicating the use of recycled paper 6,000 549 432
Tap water R&D / offices / telecommunications facilities 772,000m3 4,000 5,377
CSR is being increasingly recognized as an important products. Owing to the stricter enforcement of used-paper Recycled wastewater R&D / offices / telecommunications facilities 57,000m3 2,000
5,167

0
element of corporate value, and the scope of a company’s content labeling requirements after fraudulent claims by 2005 2006 2007 (FY)

Earth Connections
CSR is extending to business partners in the procurement certain corporations about recycled-paper content in Japan
chain and their performance in human rights, labor in 2008, we now print “contains recycled paper” on paper Product packaging
docomo

conditions, health and safety, and other areas. DOCOMO General waste products CO2
that comes with a certificate of the used-paper ratio. ・Plastic containers 343t ・Paper bags 1,439t
Sales
(number of stores: 2,225)
Supporting Biological Diversity

Cooperation in Research on Endangered Species

Several times each year, specialists from the Yamashina Institute for Ornithology visit the island of Torishima to observe and study the
Energy CO2
breeding activities and living conditions of Short-tailed Albatross, a designated Special Natural Monument of Japan. DOCOMO has been

CSR Support Activities

Customers
supporting the institute’ s efforts to preserve the albatross since 1996 as part of its program to participate in the
protection of endangered animal species. In 1997, we constructed a remote monitoring system using our
mobile telecommunications satellite network, enabling continuous surveillance of the breeding grounds from
600 kilometers away in Abiko, Chiba Prefecture. We also provide technical support for ecological research of
Collecting and Recycling Used Products from Customers (Approximate Number of Subscribers: 53 million)

the Iriomote Wildcat, an endangered species living on Iriomote Island in Okinawa. We plan to continue applying
(1,000) ■ Mobile handsets ■ Batteries ■ Battery chargers
our mobile telecommunications technology to support conservation of the natural environment. Used product 12,000
Major resources
collection 10,000
recycled
Tree Planting Program with PLDT (Philippines) 1,970 2,090

Mobile handsets 3.4 million units

8,000 1,910
Copper 28,769kg Resource
DOCOMO has joined with the Philippine Long Distance Telephone Company (PLDT) and its subsidiary SMART Communications, Inc., to 6,000 3,970
3,730 4,960
launch a tree planting program in the Philippines. DOCOMO helps fund the reforestation project with revenue from recyclable materials Batteries 4.96 million units
4,000
Gold 128kg reuse
recovered from used mobile phones, and thereby recruits its customers to participate in the effective use of resources and environmental Battery chargers 2.09 million units Silver 377kg
2,000 4,140 3,590 3,400
preservation. We plan to continue proactively supporting efforts to reduce CO 2 emissions and promote biodiversity, and other Palladium   13kg
0
2005 2006 2007 (FY)
environmental conservation activities.

39 40
 Our Philosophy
Earth Connections
Environmental Impacts of Our Business Activities
Working with Business Partners for the Environment Materials used Waste / emissions
There is a limit to what DOCOMO can do on its own for society and the
environment. Working in tandem with our business partners is essential at all Resources Industrial waste CO 2
Manufacturer

DOCOMO’s Evolving CSR Approach

stages, from materials procurement to product manufacturing and delivery.
Our CSR and green procurement activities aim to decrease the environmental
Electricity consumption Greenhouse gases
burden from the overall product lifecycle. Kunihiro Hayashi,
Managing Director, Procurement and Supply Department R&D / offices 210,039ＭWｈ Electricity R&D / offices 76,559t-CO2
Telecommunications facilities 2,435,793ＭWｈ Telecommunications facilities 968,618t-CO2
Gasoline Offices (vehicles) 7,613t-CO2
（MWh） ■ Generated electricity ■ Purchased electricity
Fuel R&D / offices / telecommunications facilities 37,379t-CO2
3,000,000
Progress in FY2007 2,500,000 138,758
124,357
116,405
（t） ■ Electricity ■ Fuel ■ Vehicles
1,200,000 8,765 7,613
• Revised the Guidelines for Green Procurement and made upgrades in each environmental category. 2,000,000
1,000,000 8,981
50,682 37,379
1,500,000 2,645,833 47,236
• Held frequent dialogue meetings and strengthened relationships with business partners. 2,302,512
2,531,071
800,000
1,000,000

DOCOMO’ s Direct Environmental Impacts

• Continued sharing demand forecasts and sought to reduce risk in such areas as procured product inventories. 500,000 600,000 1,051,709 1,045,177
400,000 87,035
0
2005 2006 2007 (FY)

•
200,000
Advances in Green and CSR Procurement maintains open and transparent procurement policies and 0
2005 2006 2007 (FY)
Fuel consumption

Life Connections
Reducing the environmental impacts of our products over supports impartial competition between domestic and 3
Natural gas R&D / offices / telecommunications facilities 17,743,000m
their entire lifecycle, from manufacture through distribution overseas suppliers. When selecting a new business partner, Waste products
Petroleum products Offices (fuel for vehicles) 3,279 kl
General waste products R&D / offices 5,802t
and use to disposal and recycling, is crucial to decreasing we take into account the company’s stance on employee Offices / telecommunications facilities (fuel oil) 87 kl
Industrial waste products R&D / offices 797t
the environmental impacts of society as a whole. To this end, Offices / telecommunications facilities (diesel) 93 kl
human rights, the prohibition of forced labor, child labor, and DOCOMO Telecommunications facilities 15,205t
DOCOMO seeks the understanding and cooperation of its illegal labor, its consideration of employee health, and its General waste Products
（t） ■ Amount sent for final disposal ■ Amount recycled
business partners to promote green procurement. In 2007, provision of safe and comfortable work environments. Paper consumption 6,000
909
we completely revised our Guidelines for Green Procurement, Offices / telecommunications facilities 37,484t 5,000
672 866
4,000

•
originally adopted in 1999, and set new standards for （t） 3,000
promoting supplier environmental protection activities,
Paper Purchasing Policy 40,000
2,000 4,021 3,988
4,893
35,000

Future Connections
1,000
product assessment, the restriction of hazardous substances When producing catalogs or other paper materials, we follow 30,000
25,000 0
(RoHS), and other procurement operations. Use restrictions the Purchasing Guidelines for Printing and Copying Papers 20,000 37,484
2005 2006 2007 (FY)

15,000 31,694 32,305

Industrial waste products
were further tightened for several substances, with more of Japan’ s Green Purchasing Network, and require printing 10,000 ■ Amount sent for final disposal ■ Amount recycled
（t）
designated as banned substances. The threshold level for companies to use either 100% recycled paper or a mix of 5,000 16,000 431
0 14,000
2005 2006 2007 (FY)
lead content, for example, was reduced to 1,000 parts per recycled paper and environmentally-friendly virgin pulp. All 12,000
10,000
million, and we immediately reflected the new standard in the of our printed materials bear the publicly-recognized “R Water consumption 8,000 15,571
paint used for base stations. Mark” certification, indicating the use of recycled paper 6,000 549 432
Tap water R&D / offices / telecommunications facilities 772,000m3 4,000 5,377
CSR is being increasingly recognized as an important products. Owing to the stricter enforcement of used-paper Recycled wastewater R&D / offices / telecommunications facilities 57,000m3 2,000
5,167

0
element of corporate value, and the scope of a company’s content labeling requirements after fraudulent claims by 2005 2006 2007 (FY)

Earth Connections
CSR is extending to business partners in the procurement certain corporations about recycled-paper content in Japan
chain and their performance in human rights, labor in 2008, we now print “contains recycled paper” on paper Product packaging
docomo

conditions, health and safety, and other areas. DOCOMO General waste products CO2
that comes with a certificate of the used-paper ratio. ・Plastic containers 343t ・Paper bags 1,439t
Sales
(number of stores: 2,225)
Supporting Biological Diversity

Cooperation in Research on Endangered Species

Several times each year, specialists from the Yamashina Institute for Ornithology visit the island of Torishima to observe and study the
Energy CO2
breeding activities and living conditions of Short-tailed Albatross, a designated Special Natural Monument of Japan. DOCOMO has been

CSR Support Activities

Customers
supporting the institute’ s efforts to preserve the albatross since 1996 as part of its program to participate in the
protection of endangered animal species. In 1997, we constructed a remote monitoring system using our
mobile telecommunications satellite network, enabling continuous surveillance of the breeding grounds from
600 kilometers away in Abiko, Chiba Prefecture. We also provide technical support for ecological research of
Collecting and Recycling Used Products from Customers (Approximate Number of Subscribers: 53 million)

the Iriomote Wildcat, an endangered species living on Iriomote Island in Okinawa. We plan to continue applying
(1,000) ■ Mobile handsets ■ Batteries ■ Battery chargers
our mobile telecommunications technology to support conservation of the natural environment. Used product 12,000
Major resources
collection 10,000
recycled
Tree Planting Program with PLDT (Philippines) 1,970 2,090

Mobile handsets 3.4 million units

8,000 1,910
Copper 28,769kg Resource
DOCOMO has joined with the Philippine Long Distance Telephone Company (PLDT) and its subsidiary SMART Communications, Inc., to 6,000 3,970
3,730 4,960
launch a tree planting program in the Philippines. DOCOMO helps fund the reforestation project with revenue from recyclable materials Batteries 4.96 million units
4,000
Gold 128kg reuse
recovered from used mobile phones, and thereby recruits its customers to participate in the effective use of resources and environmental Battery chargers 2.09 million units Silver 377kg
2,000 4,140 3,590 3,400
preservation. We plan to continue proactively supporting efforts to reduce CO 2 emissions and promote biodiversity, and other Palladium   13kg
0
2005 2006 2007 (FY)
environmental conservation activities.

39 40
 Our Philosophy
CSR Support Activities

A Dynamic Workplace Environment • Enhancing the Skills Development Program for

Employees
We are committed to developing the skills of our employees,
We strive to create an open working environment where employees are energized who represent the foundation of our business, in order to
and enjoy work. We believe that personnel are the foundation of business, and respond to customers’ increasingly diverse and
sophisticated needs. We provide training programs for
lecturer and talk about their own personal experiences as a
means of motivating employees and to build a culture of
teaching and communicating within DOCOMO. We also
actively promoted a “Big Brother/Big Sister Program,” in
which veteran employees provide advice and other support
to newly-hired employees.

DOCOMO’s Evolving CSR Approach

we are committed to developing our employees’ skills so that they can respond

to customers’ increasingly diverse and sophisticated needs, thereby allowing
DOCOMO to continuously grow.
Managing Director, Human Resources Management Department
Progress in FY2007
• Held forums and provided e-learning training in order to promote diversity.
• Enhanced system to allow employees to balance work and child-raising.
• Utilized in-house venture system to create a testing company.
specific purposes, including training programs suited to
each career level and training to develop specific areas of
Takashi Tanaka
exper tise. In fiscal 2007, approximately 124 training
programs were offered to help develop expertise in specific
areas that are critical for DOCOMO Group’ s business
operations. These training programs were attended by
roughly 4,000 employees (NTT DOCOMO Group).
Fur ther more, we offered approximately 400 distance
education courses and expanded our range of support for
obtaining certification in an effort to enhance our support for
•
Encouraging Manager Development through Awareness
S i n c e f i s c a l 2 0 0 3 w e h a v e c o n d u c t e d “ 3 6 0 d e g re e
multi-sided” evaluations involving the individual, as well as
superiors, colleagues, and subordinates to evaluate
managing directors, general managers, managers, and
other managerial-level employees on a set of eight factors,
including vision, communication, knowledge management,
and coaching. By providing feedback to the individual
being assessed as well as superiors, we give the persons

•
personal growth. We support our employees’ individual involved an opportunity to become aware of the attitude
Philosophy on Employees employees, and the results of the Survey are used to make efforts to develop their skills, as evidenced by the fact that in and actions that are expected of them, which results in

Our workplace environment emphasizes a balance between
our employees’ work and their lives away from the office.
We bring out our employees’ maximum potential and desire
by helping them develop professional skills, placing people
in positions that best suit their abilities, and evaluating them
in a fair and just manner. We aim to create a diverse
workplace where employees with diverse backgrounds and
values enjoy their work and perform at a high level.
•
improvements for the following fiscal year.
In October 2007, a survey concerning diversity was conducted
targeting all employees. Employees were asked if their
workplace provided them an opportunity to succeed regardless
of individual factors such as gender or nationality, and what the
issues were for promoting diversity in each organization.
In order to promote workplace diversity, in February 2008, a
discussion was held to share the results of surveys in each
organization and to discuss ways to resolve any issues that exist.
fiscal 2007 approximately 1,700 employees (NTT DOCOMO
Group) obtained public certifications.
Following the various personnel development programs and
the Employee Energy Survey in fiscal 2006, it became clear
that many of our employees were not working hard to resolve
their own work-related issues, and that only roughly one-half
of our employees felt they had a role model to look up to in
the company. In fiscal 2007, we introduced a number of new
programs and actively worked with personnel with the aim of
Life Connections
improved awareness and actions.
By conducting such evaluations regularly each year, we
a i m t o b u i l d a c u l t u re i n w h i c h t h e i n d i v i d u a l b e i n g
assessed wishes to listen with an open mind to hear the
assessments and opinions of others in the workplace.
•
Supporting the Desire to Try New Challenges
We employ an internal job posting system that allows us to
find dynamic, motivated staff within the company and

Using Employee Feedback to Create A Dynamic
Organization
At DOCOMO, a variety of employee surveys are used to
incorporate employee feedback into business operations and
company systems, and otherwise make the organization more
dynamic. An Employee Energy Survey targeting employees is
conducted every other year to gauge the motivation level of
Emplo yment D a t a
Future Connections
Also, three e-learning training programs were offered to quickly improving this situation. We introduced a program in position them where they can excel. This internal job
employees between November 2007 and January 2008. These the career level-based training to foster personal motivation, posting system allows employees to apply for work in which
programs focused on understanding the need to promote as well as a training program in which managers serve as the they have a particular interest, such as positions requiring
diversity, career building from a long-term perspective, and specific skills, or working in a new business area. Through
Business Skills Development Programs (Trainings / Personal Growth)
balancing one’s personal life and work life. These e-learning Managers General employees
fiscal 2007, approximately 1,200 employees applied for
training programs used case studies and other tools to encourage Mid-level/leader training (3 types) positions through this system in the NTT DOCOMO Group,
Training for Manager-level
employees to recognize the importance of these topics. Third year training / second year training
career level training (4 types)
New employee training with roughly 160 of them now showcasing their talents in
Common business Elective-type training their new roles. We also encourage personnel exchanges
skills training
Global OJT among NTT Group companies. Specifically, we have put in
Work-specific

Earth Connections
specialist skills Expert training Beginner-level place a “Job Challenge System” that allows employees to
Number of Employees Key Employee Data training (sales-related / engineering-related, etc.) engineering training
Male Female Total Average age 37.8 Distance education/support for obtaining certification/ apply for positions at other NTT Group companies, as well
Personal growth language school support/TOEIC Group Testing
Employee count 9,706 1,968 11,674 Average total annual hours worked 1,957h as DOCOMO's In-House Venture System.
Number of People Hired (NTT DOCOMO Group) Average annual salary*1 ¥8,257,000
Male Female Total Average years of continued service 15.8（excluding persons seconded out / in） TOPICS
Recent college graduates 203 74 277 An Innovative Environment: In-House Venture System Leads to Launch of New Company
Mid-career hires ー ー 58 Work Accidents (NTT DOCOMO Group）
2006 2007
Male / Female Manager Ratio Number of people The In-House Venture System gives employees the opportunity to submit business plans for new businesses, and gives proponents the
13 18

CSR Support Activities

Percentage of managers Male Female chance to participate in the creation and management of a new company. This system was launched in March 2001 to foster an
（at or above assistant manager rank）
Note: Comparison of managers at or above assistant 96.3％ 3.7％ entrepreneurial spirit, to energize employees, and to actively seek new business areas.
manager rank Average Percentage of Paid Holiday Taken (NTT DOCOMO Group)
Business plans submitted by employees are screened a total of three times before the launch of a company, with reviewers paying careful
Usage of Childcare / Nursing Care Programs and
Volunteer Leave Program (NTT DOCOMO Group) attention to factors such as how new the idea is, whether or not a market exists, and whether or not the idea is practical. In August 2007
Male Female Total the fifth start-up company was launched through this program. In addition to their excellent business plans, successful applicants need to
Maternity leave ー 256 256 have business knowledge, personal networking skills, and the ability to execute a business plan, as well as energy and determination.
Percentage of paid holiday taken
Childcare leave 3 427 430 Dynastep
Voice of the Employees who Launched a Mobile Phone-based Testing Business
Shortened working hours for childcare 2 253 255 90.5％ Motoharu Terasaki, President and Chief Executive Officer
Tatsuya Yokoyama, Member of the Board of Directors
Nursing care leave 3 5 8
We began with the desire to tap into our knowledge and experience to do something that would benefit society.
Shortened working hours for nursing care 0 2 2
Based on this desire, we came up with an original type of mobile phone-testing as well as a new style of promotion.
Volunteer leave 142 23 165
With these in hand, we applied through the In-house Venture System.
Number of times childcare support services used*1 29 12 41
The company is just starting to get on its feet, but it is exciting to see our ideas come to life. This program gave us an opportunity
Number of times nursing care support services used*1 5 2 7
*1 Kanto-Koshinetsu region
to accept a new challenge in a new environment, and to take the first step towards discovering a new part of ourselves.
41 42
 Our Philosophy
CSR Support Activities

A Dynamic Workplace Environment • Enhancing the Skills Development Program for

Employees
We are committed to developing the skills of our employees,
We strive to create an open working environment where employees are energized who represent the foundation of our business, in order to
and enjoy work. We believe that personnel are the foundation of business, and respond to customers’ increasingly diverse and
sophisticated needs. We provide training programs for
lecturer and talk about their own personal experiences as a
means of motivating employees and to build a culture of
teaching and communicating within DOCOMO. We also
actively promoted a “Big Brother/Big Sister Program,” in
which veteran employees provide advice and other support
to newly-hired employees.

DOCOMO’s Evolving CSR Approach

we are committed to developing our employees’ skills so that they can respond

to customers’ increasingly diverse and sophisticated needs, thereby allowing
DOCOMO to continuously grow.
Managing Director, Human Resources Management Department
Progress in FY2007
• Held forums and provided e-learning training in order to promote diversity.
• Enhanced system to allow employees to balance work and child-raising.
• Utilized in-house venture system to create a testing company.
specific purposes, including training programs suited to
each career level and training to develop specific areas of
Takashi Tanaka
exper tise. In fiscal 2007, approximately 124 training
programs were offered to help develop expertise in specific
areas that are critical for DOCOMO Group’ s business
operations. These training programs were attended by
roughly 4,000 employees (NTT DOCOMO Group).
Fur ther more, we offered approximately 400 distance
education courses and expanded our range of support for
obtaining certification in an effort to enhance our support for
•
Encouraging Manager Development through Awareness
S i n c e f i s c a l 2 0 0 3 w e h a v e c o n d u c t e d “ 3 6 0 d e g re e
multi-sided” evaluations involving the individual, as well as
superiors, colleagues, and subordinates to evaluate
managing directors, general managers, managers, and
other managerial-level employees on a set of eight factors,
including vision, communication, knowledge management,
and coaching. By providing feedback to the individual
being assessed as well as superiors, we give the persons

•
personal growth. We support our employees’ individual involved an opportunity to become aware of the attitude
Philosophy on Employees employees, and the results of the Survey are used to make efforts to develop their skills, as evidenced by the fact that in and actions that are expected of them, which results in

Our workplace environment emphasizes a balance between
our employees’ work and their lives away from the office.
We bring out our employees’ maximum potential and desire
by helping them develop professional skills, placing people
in positions that best suit their abilities, and evaluating them
in a fair and just manner. We aim to create a diverse
workplace where employees with diverse backgrounds and
values enjoy their work and perform at a high level.
•
improvements for the following fiscal year.
In October 2007, a survey concerning diversity was conducted
targeting all employees. Employees were asked if their
workplace provided them an opportunity to succeed regardless
of individual factors such as gender or nationality, and what the
issues were for promoting diversity in each organization.
In order to promote workplace diversity, in February 2008, a
discussion was held to share the results of surveys in each
organization and to discuss ways to resolve any issues that exist.
fiscal 2007 approximately 1,700 employees (NTT DOCOMO
Group) obtained public certifications.
Following the various personnel development programs and
the Employee Energy Survey in fiscal 2006, it became clear
that many of our employees were not working hard to resolve
their own work-related issues, and that only roughly one-half
of our employees felt they had a role model to look up to in
the company. In fiscal 2007, we introduced a number of new
programs and actively worked with personnel with the aim of
Life Connections
improved awareness and actions.
By conducting such evaluations regularly each year, we
a i m t o b u i l d a c u l t u re i n w h i c h t h e i n d i v i d u a l b e i n g
assessed wishes to listen with an open mind to hear the
assessments and opinions of others in the workplace.
•
Supporting the Desire to Try New Challenges
We employ an internal job posting system that allows us to
find dynamic, motivated staff within the company and

Using Employee Feedback to Create A Dynamic
Organization
At DOCOMO, a variety of employee surveys are used to
incorporate employee feedback into business operations and
company systems, and otherwise make the organization more
dynamic. An Employee Energy Survey targeting employees is
conducted every other year to gauge the motivation level of
Emplo yment D a t a
Future Connections
Also, three e-learning training programs were offered to quickly improving this situation. We introduced a program in position them where they can excel. This internal job
employees between November 2007 and January 2008. These the career level-based training to foster personal motivation, posting system allows employees to apply for work in which
programs focused on understanding the need to promote as well as a training program in which managers serve as the they have a particular interest, such as positions requiring
diversity, career building from a long-term perspective, and specific skills, or working in a new business area. Through
Business Skills Development Programs (Trainings / Personal Growth)
balancing one’s personal life and work life. These e-learning Managers General employees
fiscal 2007, approximately 1,200 employees applied for
training programs used case studies and other tools to encourage Mid-level/leader training (3 types) positions through this system in the NTT DOCOMO Group,
Training for Manager-level
employees to recognize the importance of these topics. Third year training / second year training
career level training (4 types)
New employee training with roughly 160 of them now showcasing their talents in
Common business Elective-type training their new roles. We also encourage personnel exchanges
skills training
Global OJT among NTT Group companies. Specifically, we have put in
Work-specific

Earth Connections
specialist skills Expert training Beginner-level place a “Job Challenge System” that allows employees to
Number of Employees Key Employee Data training (sales-related / engineering-related, etc.) engineering training
Male Female Total Average age 37.8 Distance education/support for obtaining certification/ apply for positions at other NTT Group companies, as well
Personal growth language school support/TOEIC Group Testing
Employee count 9,706 1,968 11,674 Average total annual hours worked 1,957h as DOCOMO's In-House Venture System.
Number of People Hired (NTT DOCOMO Group) Average annual salary*1 ¥8,257,000
Male Female Total Average years of continued service 15.8（excluding persons seconded out / in） TOPICS
Recent college graduates 203 74 277 An Innovative Environment: In-House Venture System Leads to Launch of New Company
Mid-career hires ー ー 58 Work Accidents (NTT DOCOMO Group）
2006 2007
Male / Female Manager Ratio Number of people The In-House Venture System gives employees the opportunity to submit business plans for new businesses, and gives proponents the
13 18

CSR Support Activities

Percentage of managers Male Female chance to participate in the creation and management of a new company. This system was launched in March 2001 to foster an
（at or above assistant manager rank）
Note: Comparison of managers at or above assistant 96.3％ 3.7％ entrepreneurial spirit, to energize employees, and to actively seek new business areas.
manager rank Average Percentage of Paid Holiday Taken (NTT DOCOMO Group)
Business plans submitted by employees are screened a total of three times before the launch of a company, with reviewers paying careful
Usage of Childcare / Nursing Care Programs and
Volunteer Leave Program (NTT DOCOMO Group) attention to factors such as how new the idea is, whether or not a market exists, and whether or not the idea is practical. In August 2007
Male Female Total the fifth start-up company was launched through this program. In addition to their excellent business plans, successful applicants need to
Maternity leave ー 256 256 have business knowledge, personal networking skills, and the ability to execute a business plan, as well as energy and determination.
Percentage of paid holiday taken
Childcare leave 3 427 430 Dynastep
Voice of the Employees who Launched a Mobile Phone-based Testing Business
Shortened working hours for childcare 2 253 255 90.5％ Motoharu Terasaki, President and Chief Executive Officer
Tatsuya Yokoyama, Member of the Board of Directors
Nursing care leave 3 5 8
We began with the desire to tap into our knowledge and experience to do something that would benefit society.
Shortened working hours for nursing care 0 2 2
Based on this desire, we came up with an original type of mobile phone-testing as well as a new style of promotion.
Volunteer leave 142 23 165
With these in hand, we applied through the In-house Venture System.
Number of times childcare support services used*1 29 12 41
The company is just starting to get on its feet, but it is exciting to see our ideas come to life. This program gave us an opportunity
Number of times nursing care support services used*1 5 2 7
*1 Kanto-Koshinetsu region
to accept a new challenge in a new environment, and to take the first step towards discovering a new part of ourselves.
41 42

CSR Support Activities
Diversity of Personnel
We believe that promoting employee diversity by creating a
working environment where people from diverse backgrounds
and with differing values can thrive is a key management
objective for DOCOMO. We want each and every employee
to think about diversity while taking action, and aim to
create a dynamic workplace for all employees, regardless
of gender, nationality, or other personal differences.
• •
Forum for Employees Taking Childcare Leave
Our efforts to promote diversity are centered on the following
three objectives: support for female employees in their career
development, promotion of work-life balance, and the full
acceptance of diversity as a part of the DOCOMO culture.
The Diversity Development Office holds meetings (with the
individual, her direct superior, and the Diversity Development
Office participating) before and after a female employee gives
birth. The meeting before childbirth focuses on making sure that
the individual has a good understanding of the childcare-related
system as well as the associated procedures, to dispel the
employee’s concerns about handling both work and childcare
after returning to work, and to raise awareness about career
planning. The number of employees taking advantage of
childcare-related programs such as maternity leave, childcare
leave and shorter working hours has been increasing each year.
In addition to these employees themselves, their superiors and
colleagues must also understand the system.
In November 2007 the fourth Annual Win-D* Forum was held
for employees who were taking childcare leave at the time.
The purpose of the forum was to help alleviate these
employees’ concerns about preparing for their return to work
as well as balancing work with childcare.
A daycare service was hired to take care of participants’ children on
the day of the forum, which allowed approximately 80 employees to
participate in the event. The forum’s program consisted of an
overview of recent business trends as well as a panel discussion
which included employees who had experienced returning to work
after taking childcare leave and members of management. During
the panel discussion, participants talked about things that should
be done before returning to work and ways to adjust upon return
to work, and heard messages from the superiors’ perspective.
These discussions were based on experience, and the
participants were eager to receive the advice.
For some participants this was the first time to use
a childcare service, and some participants noted
that it was positive experience for both mother
and child before the mother returned to work.
*Win-D = (Women’ s Innovative Network in DOCOMO): A working group comprised of female managers.
•
Enhanced Childcare Support Program
We enhanced our system for helping employees balance their
work with taking care of their children. In fiscal 2007 we
extended the program which lets employees to shorten their
working hours to take care of their children from until the age of
seven to until the end of the child’s third year of elementary
school, thereby expanding the number of people assisted by
43
this system. We also plan to enhance the following programs:
• Allow shortened working hours for childcare to be taken more than once.
• Expand the scope of restrictions on overtime work and late-night work for
employees raising children (extension of maximum age of seven to until
the end of the third year of elementary school).
• Recognize more reasons for taking Life-Planning Leave (childcare and
fertility treatment).
• Introduce a system for re-hiring employees who have quit working to
focus on childcare.
Training and Work Scheduling for Temporary Employees
Temporary staff are given training to ensure they protect
and appropriately manage confidential information.
Each May and November regular training is provided by the
respective employment agencies, and we check to ensure that
training has been given based on reports from each agency.
We have taken measures to appropriately manage the working
hours of temporary staff. If, due to uncontrollable circumstances,
a temporary employee must work overtime or on weekends
/holidays, such working hours/days are kept to within a scope
as determined in the temporary employee’s individual contract.
•
Employing Foreign Nationals
There are over 70 (as of March 31, 2008) foreign nationals
from a wide range of countries working at DOCOMO. In
addition to the Global Business Division, foreign nationals
work in many other areas, including the Research and
Development Division and the Corporate Marketing Division.
Furthermore, work practices at our overseas offices meet
Japanese regulations.
• Employing and Supporting Independence
of Persons with Disabilities
We take a proactive stance towards employing persons with
disabilities. As of March 31, 2008, approximately 180
persons with disabilities were working at DOCOMO, making
u p 1. 9 1 % o f o u r t o t a l w o r k f o rc e a n d e x c e e d i n g t h e
government-mandated ratio of 1.80%.
• System for Re-Hiring After Compulsory Retirement
Employees reaching the compulsory retirement age are able to
continue working by taking advantage of the Career Staff System
(system for re-hiring employees who have reached the company’s
compulsory retirement age). As of March 31, 2008, approximately
50 people in DOCOMO Group were working based on this system.
Creating a Comfortable Working Environment
•
Employee-Management Communication
Communication between employees and management is
facilitated through the Negotiation Committee, which focuses on
working conditions, and the Management Council, which
discusses management’s basic policies. In addition, the Human
Life Improvement Committee works on relevant issues such as
streamlining overtime work and the shortening of working hours,
while the Safety & Health Committee focuses on employee
safety measures and ways to improve the health of employees.
Our Philosophy
• Promoting Communication Using Internal SNS
In September 2007 a social networking service (SNS) was
a Group-wide basis. As of April 30, 2008 there were 12,022
participants using the system. Employees use the SNS in a
l a u n c h e d i n o rd e r t o i m p ro v e c o m m u n i c a t i o n w i t h i n wide variety of ways. These include exchanging
DOCOMO Group and to provide a source of additional work-related advice through
energy to employees. The SNS is a community website that personal blogs and consultations
DOCOMO’s Evolving CSR Approach
encourages and supports bonds between people. After a about work-related concerns, as
f o u r- m o n t h t r i a l , 7 4 % o f t h e 3 , 6 9 5 t r i a l p a r t i c i p a n t s well as general interaction among
expressed a desire to continue using the service, and soon employees who otherwise do not
afterwards a decision was made to introduce the system on interact regularly through work.
TOPICS
Exchange of Opinions with Regional Office Managing Director to Create
a Comfortable Working Environment
Since fiscal 2004, the Shikoku Regional Office has periodically held a Regional Office Manager Roundtable Discussion in order to
bolster communication between the Managing Director and employees in the office. In fiscal 2007, 31
roundtable discussions were held, with all employees nationwide welcome to participate. In addition, as a
Life Connections
first-time trial, two roundtable discussions were held for female employees only. Elsewhere, the Kyushu
Regional Office and the Kitakyushu Branch also held meetings to facilitate discussion between the general
managers and employees. These roundtable discussions also provided an opportunity for employees
serving similar functions in different divisions to talk and gain a common understanding of company issues.
Employee Comment Kumiko Kondo, Corporate Strategy & Planning Department, Shikoku Regional Office
At the roundtable discussion for female employees, there were questions and opinions concerning
issues specific to female employees such as balancing work and childcare as well as placement of
Future Connections
female employees. These opinions are being studied by the various departments and used to help
create a comfortable working environment.
• Honoring Employees who Contribute to Business
Honoring employees who make significant contributions to
Business awards are given in four areas: work contributing
to higher market value (Marketing Award), work contributing
DOCOMO’s business both serves as a means of motivating to higher value with respect to business processes (Process
employees and promotes the smooth operation of business. Award), work contributing to overseas business
The DOCOMO Business Awards honor those employees development (Global Award), and work contributing to
Earth Connections
who have significantly contributed to DOCOMO’s business. higher corporate name value (Higher Image Award).
Mental Health Support for Employees
• Mental Health Counseling
In line with the Guidelines for the Promotion of Mental Health in the Workplace (Ministry of Health, Labour and Welfare), we
offer self-care, business line-level counseling, counseling from in-house industrial health staff, and mental health care from
off-site resources. Self-care involves mental health questionnaires and a stress check, while mental health care at the business
CSR Support Activities
line level consists of feedback and training based on the results of mental health
questionnaires as well as mental health training for managers. In-house In-person counseling 235
industrial health staff monitor the workplace, follow up on health diagnoses, hold Telephone counseling 58
meetings with all employees, and meet especially with employees who work
long hours to discuss health-related issues. Mental health care from off-site Online counseling via Internet 19
resources involves exter nal counseling centers. The number of cases
Reservation-based telephone counseling 9
(Kanto-Koshinetsu region) in fiscal 2007 is shown in the chart.
Future Tasks to Make DOCOMO a Great Place to Work
Create a work environment that stimulates the abilities of our diverse workforce, and aim to be a company and
provide a workplace that is attractive and self-fulfilling for workers. In fiscal 2008, further enhance the work-life
balance program and continue efforts to create a comfortable working environment.
44

CSR Support Activities
Diversity of Personnel
We believe that promoting employee diversity by creating a
working environment where people from diverse backgrounds
and with differing values can thrive is a key management
objective for DOCOMO. We want each and every employee
to think about diversity while taking action, and aim to
create a dynamic workplace for all employees, regardless
of gender, nationality, or other personal differences.
• •
Forum for Employees Taking Childcare Leave
Our efforts to promote diversity are centered on the following
three objectives: support for female employees in their career
development, promotion of work-life balance, and the full
acceptance of diversity as a part of the DOCOMO culture.
The Diversity Development Office holds meetings (with the
individual, her direct superior, and the Diversity Development
Office participating) before and after a female employee gives
birth. The meeting before childbirth focuses on making sure that
the individual has a good understanding of the childcare-related
system as well as the associated procedures, to dispel the
employee’s concerns about handling both work and childcare
after returning to work, and to raise awareness about career
planning. The number of employees taking advantage of
childcare-related programs such as maternity leave, childcare
leave and shorter working hours has been increasing each year.
In addition to these employees themselves, their superiors and
colleagues must also understand the system.
In November 2007 the fourth Annual Win-D* Forum was held
for employees who were taking childcare leave at the time.
The purpose of the forum was to help alleviate these
employees’ concerns about preparing for their return to work
as well as balancing work with childcare.
A daycare service was hired to take care of participants’ children on
the day of the forum, which allowed approximately 80 employees to
participate in the event. The forum’s program consisted of an
overview of recent business trends as well as a panel discussion
which included employees who had experienced returning to work
after taking childcare leave and members of management. During
the panel discussion, participants talked about things that should
be done before returning to work and ways to adjust upon return
to work, and heard messages from the superiors’ perspective.
These discussions were based on experience, and the
participants were eager to receive the advice.
For some participants this was the first time to use
a childcare service, and some participants noted
that it was positive experience for both mother
and child before the mother returned to work.
*Win-D = (Women’ s Innovative Network in DOCOMO): A working group comprised of female managers.
•
Enhanced Childcare Support Program
We enhanced our system for helping employees balance their
work with taking care of their children. In fiscal 2007 we
extended the program which lets employees to shorten their
working hours to take care of their children from until the age of
seven to until the end of the child’s third year of elementary
school, thereby expanding the number of people assisted by
43
this system. We also plan to enhance the following programs:
• Allow shortened working hours for childcare to be taken more than once.
• Expand the scope of restrictions on overtime work and late-night work for
employees raising children (extension of maximum age of seven to until
the end of the third year of elementary school).
• Recognize more reasons for taking Life-Planning Leave (childcare and
fertility treatment).
• Introduce a system for re-hiring employees who have quit working to
focus on childcare.
Training and Work Scheduling for Temporary Employees
Temporary staff are given training to ensure they protect
and appropriately manage confidential information.
Each May and November regular training is provided by the
respective employment agencies, and we check to ensure that
training has been given based on reports from each agency.
We have taken measures to appropriately manage the working
hours of temporary staff. If, due to uncontrollable circumstances,
a temporary employee must work overtime or on weekends
/holidays, such working hours/days are kept to within a scope
as determined in the temporary employee’s individual contract.
•
Employing Foreign Nationals
There are over 70 (as of March 31, 2008) foreign nationals
from a wide range of countries working at DOCOMO. In
addition to the Global Business Division, foreign nationals
work in many other areas, including the Research and
Development Division and the Corporate Marketing Division.
Furthermore, work practices at our overseas offices meet
Japanese regulations.
• Employing and Supporting Independence
of Persons with Disabilities
We take a proactive stance towards employing persons with
disabilities. As of March 31, 2008, approximately 180
persons with disabilities were working at DOCOMO, making
u p 1. 9 1 % o f o u r t o t a l w o r k f o rc e a n d e x c e e d i n g t h e
government-mandated ratio of 1.80%.
• System for Re-Hiring After Compulsory Retirement
Employees reaching the compulsory retirement age are able to
continue working by taking advantage of the Career Staff System
(system for re-hiring employees who have reached the company’s
compulsory retirement age). As of March 31, 2008, approximately
50 people in DOCOMO Group were working based on this system.
Creating a Comfortable Working Environment
•
Employee-Management Communication
Communication between employees and management is
facilitated through the Negotiation Committee, which focuses on
working conditions, and the Management Council, which
discusses management’s basic policies. In addition, the Human
Life Improvement Committee works on relevant issues such as
streamlining overtime work and the shortening of working hours,
while the Safety & Health Committee focuses on employee
safety measures and ways to improve the health of employees.
Our Philosophy
• Promoting Communication Using Internal SNS
In September 2007 a social networking service (SNS) was
a Group-wide basis. As of April 30, 2008 there were 12,022
participants using the system. Employees use the SNS in a
l a u n c h e d i n o rd e r t o i m p ro v e c o m m u n i c a t i o n w i t h i n wide variety of ways. These include exchanging
DOCOMO Group and to provide a source of additional work-related advice through
energy to employees. The SNS is a community website that personal blogs and consultations
DOCOMO’s Evolving CSR Approach
encourages and supports bonds between people. After a about work-related concerns, as
f o u r- m o n t h t r i a l , 7 4 % o f t h e 3 , 6 9 5 t r i a l p a r t i c i p a n t s well as general interaction among
expressed a desire to continue using the service, and soon employees who otherwise do not
afterwards a decision was made to introduce the system on interact regularly through work.
TOPICS
Exchange of Opinions with Regional Office Managing Director to Create
a Comfortable Working Environment
Since fiscal 2004, the Shikoku Regional Office has periodically held a Regional Office Manager Roundtable Discussion in order to
bolster communication between the Managing Director and employees in the office. In fiscal 2007, 31
roundtable discussions were held, with all employees nationwide welcome to participate. In addition, as a
Life Connections
first-time trial, two roundtable discussions were held for female employees only. Elsewhere, the Kyushu
Regional Office and the Kitakyushu Branch also held meetings to facilitate discussion between the general
managers and employees. These roundtable discussions also provided an opportunity for employees
serving similar functions in different divisions to talk and gain a common understanding of company issues.
Employee Comment Kumiko Kondo, Corporate Strategy & Planning Department, Shikoku Regional Office
At the roundtable discussion for female employees, there were questions and opinions concerning
issues specific to female employees such as balancing work and childcare as well as placement of
Future Connections
female employees. These opinions are being studied by the various departments and used to help
create a comfortable working environment.
• Honoring Employees who Contribute to Business
Honoring employees who make significant contributions to
Business awards are given in four areas: work contributing
to higher market value (Marketing Award), work contributing
DOCOMO’s business both serves as a means of motivating to higher value with respect to business processes (Process
employees and promotes the smooth operation of business. Award), work contributing to overseas business
The DOCOMO Business Awards honor those employees development (Global Award), and work contributing to
Earth Connections
who have significantly contributed to DOCOMO’s business. higher corporate name value (Higher Image Award).
Mental Health Support for Employees
• Mental Health Counseling
In line with the Guidelines for the Promotion of Mental Health in the Workplace (Ministry of Health, Labour and Welfare), we
offer self-care, business line-level counseling, counseling from in-house industrial health staff, and mental health care from
off-site resources. Self-care involves mental health questionnaires and a stress check, while mental health care at the business
CSR Support Activities
line level consists of feedback and training based on the results of mental health
questionnaires as well as mental health training for managers. In-house In-person counseling 235
industrial health staff monitor the workplace, follow up on health diagnoses, hold Telephone counseling 58
meetings with all employees, and meet especially with employees who work
long hours to discuss health-related issues. Mental health care from off-site Online counseling via Internet 19
resources involves exter nal counseling centers. The number of cases
Reservation-based telephone counseling 9
(Kanto-Koshinetsu region) in fiscal 2007 is shown in the chart.
Future Tasks to Make DOCOMO a Great Place to Work
Create a work environment that stimulates the abilities of our diverse workforce, and aim to be a company and
provide a workplace that is attractive and self-fulfilling for workers. In fiscal 2008, further enhance the work-life
balance program and continue efforts to create a comfortable working environment.
44
 Our Philosophy
CSR Support Activities

Corporate Governance Compliance and Risk Management

Enhancing corporate governance is a key management issue if we are to We have established a Code of Ethics to ensure that as a corporate
raise corporate value. Besides building a governance system that group we are both ethically and legally compliant. Based on this

DOCOMO’s Evolving CSR Approach

increases the speed of management decision-making, and bolstering our Code of Ethics, we work to ensure compliance on all fronts. This
audit and control functions, we will continue working to improving includes strengthening internal systems for promoting compliance,
communications with stakeholders, and to ensure that our corporate providing training to raise the level of awareness of corporate officers
management style is timely, transparent, and robust. and employees, and establishing compliance consultation desks.
Kaoru Kato Hideaki Kawada
Managing Director, Corporate Strategy & Planning Department Managing Director, Human Rights Enlightenment Office, General Affairs Department

• System of Directors and Corporate Auditors

We employ a corporate governance system comprised of
directors and corporate auditors. In order to promote
management conduct that reflects the customer’s perspective,
we believe that directors should be involved in making
• Advisory Boards
We have formed Advisory Boards in both Japan and the
United States in order to receive objective input about
business issues from experts representing a variety of fields.
As bodies to receive objective input and suggestions, these
• NTT DOCOMO Group Code of Ethics
The NTT DOCOMO Group Code of Ethics consists of ten
articles to further enhance our ethical standards. These
policies convey the basis for compliance with laws or
ethics, and the very essence of management, and are
• Compliance Consultation Desks and Response Process
We have established an internal and external Consultation
Desk to smoothly handle consultations regarding ethical
or legal compliance. Employees are informed of the
Consultation Desks through posters, mobile i-cards, as well

Life Connections
important management decisions. We believe the sound and Advisory Boards are comprised of experts from a wide range shared, promoted, and thoroughly implemented throughout as the Risk Compliance website.
efficient management of business requires a system in which of disciplines, and the advice received by these members is the Group. In fiscal 2007, 85 compliance-related reports were received.

directors serve as corporate auditors in order to allow for
mutual oversight, and in which the execution of business is
audited by both internal and external corporate auditors. With
the adoption of a corporate officers system, some of authority
for the execution of business, previously held by the Board of
incorporated into business activities. For example, under the
advice of the Advisory Boards, we established the Mobile
Society Research Institute to conduct independent research
about both the benefits and pitfalls of mobile phones.
Mobile Society Research Institute: http://www.moba-ken.jp/english
•
Risk Management
We actively engage in risk management from the
standpoint of bolstering our internal control systems.
We have established Risk Management Regulations to set
The privacy of employees who inform the Compliance
Consultation Desk of any suspect business activities they
have observed is protected, and all efforts are made to ensure
that the individual is not disadvantaged in any way. The matter
is investigated and a response is given to the individual.

•
Directors, has been delegated to representative directors the framework for our risk management system. We have
a n d c o r p o r a t e o ff i c e r s . T h i s a p p ro a c h e n a b l e s t h e
Committees and Internal Controls to also established guidelines which contain detailed risk
Compliance Consultation Desk System

Future Connections
responsible corporate officers to conduct business more
Ensure Appropriate Management management-related operational policies and points for Reporters (DOCOMO Group employees, business partner employees, etc.)

flexibly. In addition, we have enhanced mutual oversight of In addition to the CSR Promotion Committee, we have a particular attention. Each area regularly identifies risks
Investigation
the execution of business by having more than half of our number of other committees, such as the Compliance and the newly-created Internal Control Committee singles Investigation Consultation
results
Consultation results
directors serve concurrently as corporate officers. Promotion Committee, to ensure appropriate business out risks that require management on a Group-wide level response External Consultation Desk
The fiscal 2007 general audit revealed that corporate practices. These committees discuss and determine the and determines ways to handle these risks. Specific risks
Internal Consultation Desk (lawyer’s office)
governance had improved overall from the previous fiscal year. nature of management activities from a variety of perspectives. are tracked by regular committees and other meetings,
(Compliance Promotion Committee Office)
Our internal controls systems and management in accordance In fiscal 2007 an Internal Control Committee was created to and efforts are made to prevent such risks from occurring Investigation Investigation
request results report
with the Company Law were found to be effective, as were our manage more effectively on a Group-wide level the internal and to prepare for a quick response should they occur.
Response /

•
internal controls for financial reporting in accordance with the control functions held by each committee. Report
instructions
Compliance Promotion
Compliance Administration Regulations

Earth Connections
Committee Office
United States’ Public Company Accounting Reform and In fiscal 2007 we focused our attention on internal auditing
Investor Protection Act of 2002 (the Sarbanes-Oxley Act). of information security management, the credit operations, Our Compliance Administration Regulations stipulate the Response /
Corporate officer responsible Report
and other areas. instructions
standards aimed at ensuring compliance with all laws and for corporate ethics
Corporate Governance System regulations as well raising the ethical standards of the Corporate officer responsible
Group. Corporate officers and employees are able to for corporate ethics
General Meeting of Shareholders Investigation
Investigation
access the Compliance Administration Regulations on the report Investigation
request Investigation
Appointment/dismissal of directors Appointment/dismissal of corporate auditors submission report
Group intranet. request
submission
Auditing

•
Board of Directors Board of Corporate Auditors
Compliance Promotion Committee Investigation of facts (head of area in question)
13 directors (one external) 5 corporate auditors (3 external)

CSR Support Activities

Reporting
Appointment/
Supervision
dismissal The Compliance Promotion Committee is tasked with the
TOPICS
President and Chief Executive Officer Monitoring Reporting Corporate Auditor’s Office following three objectives: (1) to facilitate the understanding
Advisory Advice Corporate Strategy Committee Coordination and widespread recognition of the Code of Ethics and Employee Awareness Questionnaire
Board Internal Control Committee decide on initiatives regarding ethical and legal
Accounting
Compliance Promotion Committee audit Appointment/dismissal
Registered Public Accountants compliance; (2) to determine matters concer ning the We conducted an awareness questionnaire targeting
・

CSR Promotion Committee Coordination

・

management and improvement of the ethical and legal employees in order to measure the extent to which they
・

compliance management system; and (3) to accurately understand the NTT DOCOMO Group Code of Ethics as
Raise and report Delegation of executive authority
on important monitor the efforts and activities aimed at promoting ethical well as their level of awareness of compliance issues.
matters ・
・・
and legal compliance. Going forward, we will continue taking action to further raise
Internal audit Internal Audit
Executive Vice President (Corporate Officer) ・
・・ Senior Vice President (Corporate Officer) ・
・・ awareness about ethical and legal compliance based on
Department
Division Managing Directors, Regional Office Managing Directors, Branch General Managers, the results of the questionnaire.
and others

45 46
 Our Philosophy
CSR Support Activities

Corporate Governance Compliance and Risk Management

Enhancing corporate governance is a key management issue if we are to We have established a Code of Ethics to ensure that as a corporate
raise corporate value. Besides building a governance system that group we are both ethically and legally compliant. Based on this

DOCOMO’s Evolving CSR Approach

increases the speed of management decision-making, and bolstering our Code of Ethics, we work to ensure compliance on all fronts. This
audit and control functions, we will continue working to improving includes strengthening internal systems for promoting compliance,
communications with stakeholders, and to ensure that our corporate providing training to raise the level of awareness of corporate officers
management style is timely, transparent, and robust. and employees, and establishing compliance consultation desks.
Kaoru Kato Hideaki Kawada
Managing Director, Corporate Strategy & Planning Department Managing Director, Human Rights Enlightenment Office, General Affairs Department

• System of Directors and Corporate Auditors

We employ a corporate governance system comprised of
directors and corporate auditors. In order to promote
management conduct that reflects the customer’s perspective,
we believe that directors should be involved in making
• Advisory Boards
We have formed Advisory Boards in both Japan and the
United States in order to receive objective input about
business issues from experts representing a variety of fields.
As bodies to receive objective input and suggestions, these
• NTT DOCOMO Group Code of Ethics
The NTT DOCOMO Group Code of Ethics consists of ten
articles to further enhance our ethical standards. These
policies convey the basis for compliance with laws or
ethics, and the very essence of management, and are
• Compliance Consultation Desks and Response Process
We have established an internal and external Consultation
Desk to smoothly handle consultations regarding ethical
or legal compliance. Employees are informed of the
Consultation Desks through posters, mobile i-cards, as well

Life Connections
important management decisions. We believe the sound and Advisory Boards are comprised of experts from a wide range shared, promoted, and thoroughly implemented throughout as the Risk Compliance website.
efficient management of business requires a system in which of disciplines, and the advice received by these members is the Group. In fiscal 2007, 85 compliance-related reports were received.

directors serve as corporate auditors in order to allow for
mutual oversight, and in which the execution of business is
audited by both internal and external corporate auditors. With
the adoption of a corporate officers system, some of authority
for the execution of business, previously held by the Board of
incorporated into business activities. For example, under the
advice of the Advisory Boards, we established the Mobile
Society Research Institute to conduct independent research
about both the benefits and pitfalls of mobile phones.
Mobile Society Research Institute: http://www.moba-ken.jp/english
•
Risk Management
We actively engage in risk management from the
standpoint of bolstering our internal control systems.
We have established Risk Management Regulations to set
The privacy of employees who inform the Compliance
Consultation Desk of any suspect business activities they
have observed is protected, and all efforts are made to ensure
that the individual is not disadvantaged in any way. The matter
is investigated and a response is given to the individual.

•
Directors, has been delegated to representative directors the framework for our risk management system. We have
a n d c o r p o r a t e o ff i c e r s . T h i s a p p ro a c h e n a b l e s t h e
Committees and Internal Controls to also established guidelines which contain detailed risk
Compliance Consultation Desk System

Future Connections
responsible corporate officers to conduct business more
Ensure Appropriate Management management-related operational policies and points for Reporters (DOCOMO Group employees, business partner employees, etc.)

flexibly. In addition, we have enhanced mutual oversight of In addition to the CSR Promotion Committee, we have a particular attention. Each area regularly identifies risks
Investigation
the execution of business by having more than half of our number of other committees, such as the Compliance and the newly-created Internal Control Committee singles Investigation Consultation
results
Consultation results
directors serve concurrently as corporate officers. Promotion Committee, to ensure appropriate business out risks that require management on a Group-wide level response External Consultation Desk
The fiscal 2007 general audit revealed that corporate practices. These committees discuss and determine the and determines ways to handle these risks. Specific risks
Internal Consultation Desk (lawyer’s office)
governance had improved overall from the previous fiscal year. nature of management activities from a variety of perspectives. are tracked by regular committees and other meetings,
(Compliance Promotion Committee Office)
Our internal controls systems and management in accordance In fiscal 2007 an Internal Control Committee was created to and efforts are made to prevent such risks from occurring Investigation Investigation
request results report
with the Company Law were found to be effective, as were our manage more effectively on a Group-wide level the internal and to prepare for a quick response should they occur.
Response /

•
internal controls for financial reporting in accordance with the control functions held by each committee. Report
instructions
Compliance Promotion
Compliance Administration Regulations

Earth Connections
Committee Office
United States’ Public Company Accounting Reform and In fiscal 2007 we focused our attention on internal auditing
Investor Protection Act of 2002 (the Sarbanes-Oxley Act). of information security management, the credit operations, Our Compliance Administration Regulations stipulate the Response /
Corporate officer responsible Report
and other areas. instructions
standards aimed at ensuring compliance with all laws and for corporate ethics
Corporate Governance System regulations as well raising the ethical standards of the Corporate officer responsible
Group. Corporate officers and employees are able to for corporate ethics
General Meeting of Shareholders Investigation
Investigation
access the Compliance Administration Regulations on the report Investigation
request Investigation
Appointment/dismissal of directors Appointment/dismissal of corporate auditors submission report
Group intranet. request
submission
Auditing

•
Board of Directors Board of Corporate Auditors
Compliance Promotion Committee Investigation of facts (head of area in question)
13 directors (one external) 5 corporate auditors (3 external)

CSR Support Activities

Reporting
Appointment/
Supervision
dismissal The Compliance Promotion Committee is tasked with the
TOPICS
President and Chief Executive Officer Monitoring Reporting Corporate Auditor’s Office following three objectives: (1) to facilitate the understanding
Advisory Advice Corporate Strategy Committee Coordination and widespread recognition of the Code of Ethics and Employee Awareness Questionnaire
Board Internal Control Committee decide on initiatives regarding ethical and legal
Accounting
Compliance Promotion Committee audit Appointment/dismissal
Registered Public Accountants compliance; (2) to determine matters concer ning the We conducted an awareness questionnaire targeting
・

CSR Promotion Committee Coordination

・

management and improvement of the ethical and legal employees in order to measure the extent to which they
・

compliance management system; and (3) to accurately understand the NTT DOCOMO Group Code of Ethics as
Raise and report Delegation of executive authority
on important monitor the efforts and activities aimed at promoting ethical well as their level of awareness of compliance issues.
matters ・
・・
and legal compliance. Going forward, we will continue taking action to further raise
Internal audit Internal Audit
Executive Vice President (Corporate Officer) ・
・・ Senior Vice President (Corporate Officer) ・
・・ awareness about ethical and legal compliance based on
Department
Division Managing Directors, Regional Office Managing Directors, Branch General Managers, the results of the questionnaire.
and others

45 46
 Our Philosophy
Third Party Comment Corporate Profile
Third Party Comment on CSR Report, and Future Expectations Company name NTT DOCOMO, Inc. Business Segment Description

Capital ¥949,679,500,000 (as of March 31, 2008) Mobile phone (FOMA) services, mobile phone (mova)
Upon reading this CSR Report, my impressions are that it is well written, with the kind of attention to detail that one would services, packet communications services,
Mobile Phones

DOCOMO’s Evolving CSR Approach

expect from a client manual. The document provides considerable detail about your initiatives and about how you have No. of employees 22,100 international phone services, satellite phone services,
(consolidated) and the sale of equipment for each service
responded to the diverse expectations of various stakeholders.
Main business DOCOMO’s main business is mobile phone services
But it is important to remember that the mobile phone, which has spread rapidly in the past fifteen years, is now a major social areas (see table on right for details).
PHS PHS phone services
phenomenon that has significantly changed our lifestyles and thinking. We must especially note that NTT DOCOMO, Credit services, wireless LAN services,
Other IP telephone services, etc.
commanding a market share of more than 50% in Japan, is more than just another private corporation. It’s really a part of the
Note: PHS services were terminated as of January 7, 2008.
very infrastructure of our society, and because of that, it must bear an enormous responsibility. From that perspective, what I’d
like to expect of DOCOMO’s social responsibility is a vision of how you can exert leadership in this mobile phone culture that has
so vastly changed our society, and how you can contribute, through the mobile phone, to the creation of the ideal sustainable
society. I believe that a detailed strategy would arise from that vision, and as a result, that this CSR Report should therefore
Economic Relationships with Our Stakeholders Expenses, by stakeholder (billion yen) Calculation Method
“Taxes and public dues” and
describe in detail what kinds of activities will be conducted. DOCOMO is engaged in business activities that involve a Government 361.8
“income tax” in operating expenses
Also, this report is written with an awareness of certain stakeholders in mind. That makes it easy to understand, but I also get the variety of stakeholders. The economic relationships between “Personnel expenses”
Employees 233.4
impression that your environmental initiatives are given little importance compared to other aspects. You convey the idea that DOCOMO business activities and stakeholders is shown in in operating expenses

information and communication technologies are not physical things, but rather, that they carry information and therefore help to the table on the right. Shareholders 190.5 “Dividends paid”

Life Connections
reduce environmental impacts. But no one can deny that if the amount of information being processed increases, so too will the Business partners “Non-personnel expenses” and “communications
(suppliers) 2,779.5
equipment use expense” in operating expenses
environmental impacts. In fact, this report does express the idea that expanded services will also increase CO2 emissions. We
Note: To ensure objectivity, these figures are based on the consolidated financial statements.
must reduce the absolute amounts of these emissions in order to move toward a low-carbon society. You are collecting used Dividends in fiscal 2007 were 4,800 yen per share for the year. This is based on figures
mobile phones in the interest of resource conservation, but what you really need to do is probably to suppress the urge to launch reported in financial statements. Actual amounts paid may differ slightly in some cases.

new models so frequently and stop encouraging consumers to buy new models so often to replace
older ones. In the future, I would very much like to see a report of comprehensive environmental
policies, including aspects such as these, that will lead us toward a low-carbon society.
Fiscal 2007 Operating Performance
I have made some challenging demands here, but the mobile phone has already changed society During fiscal 2007, we introduced a new business model suited to the mobile phone market, which has entered the mature
dramatically and it will continue to be a force that moves society. I am sure you will understand that this is phase in Japan. New discount services like the “Fami-wari MAX50,” which debuted in August 2007, rose to about 22.1 million

Future Connections
the other side of the coin, so to speak, of the enormous expectations placed upon NTT DOCOMO as a contracts as of March 31, 2008, and among new models the “Value Courses” surpassed sales of 5 million cellular subscribers
leading mobile phone company. in just four months starting in November 2007. As a result, the mobile phone churn rate has improved considerably compared
Mariko Kawaguchi, Daiwa Institute of Research, Management Consulting Institute
Masters degree (1986) from Hitotsubashi University Graduate School. Same year entered Daiwa Securities. Transferred to Daiwa Institute of Research to the prior fiscal year since the third quarter of fiscal 2007.
(1994), engaged in corporate research and other duties before current position. Research themes include socially-responsible investment, corporate
social responsibility. Member of Environmental Council of Tokyo Metropolitan Government, Part-Time Instructor at Aoyama Gakuin University. Operating Revenues (Sales) Operating Income Net Income
(billion yen) (billion yen) (billion yen)
6,000 1,200 800 747.6
1,102.9
Response from DOCOMO 5,000
5,048.1 4,844.6
4,765.9 4,788.1 4,711.8 1,000 650
610.5
832.6 808.3 600
784.2 773.5
4,000 800 491.2
In this 2008 report, besides describing initiatives to address priority issues, we aimed to produce a report that also offers 457.3

Earth Connections
comprehensive coverage of topics and adequate disclosure of information. I believe we have generally achieved our goals 3,000 600 400

on those points, but Ms. Kawaguchi has pointed out that we need a vision of how we can contribute, through the mobile 2,000 400
phone, to the creation of the ideal sustainable society. This reminds us of the high expectations placed on DOCOMO now 200
1,000 200
that the mobile phone has such a great impact on society, and reminds us of the importance of
0 0 0
making CSR permeate throughout the core of our business. 03 04 05 06 07 (FY) 03 04 05 06 07 (FY) 03 04 05 06 07 (FY)
With the recent corporate consolidation at NTT DOCOMO, we have strengthened our CSR structure, Fiscal 2007 operating revenues were ¥4,711.8 Fiscal 2007 operating income was ¥808.3 billion, Fiscal 2007 net income was ¥491.2 billion, up 7.4%
billion, down 1.6% from the prior fiscal year. up 4.5% from the prior fiscal year. from the prior fiscal year.
and with the New DOCOMO Commitments as well, we have included “global environmental
protection,” “strengthening of the Mobile Phone Safety Program,” and “Universal Design in stores,”
Number of mobile phone Contracts Mobile Phone Churn Rate Mobile Phone Market Share

CSR Support Activities

as important areas to address. Going forward, while keeping the customer first, we intend to (FOMA + mova) (includes communications module services) (as of March 31, 2008)
■ Mobile phone subscriptions  （％） SoftBank
collaborate with stakeholders, including other companies in our industry, industry organizations, and (million contracts)
■ FOMA subscriptions
60 2.0 Mobile
the relevant government authorities, and make an effort to play leading and central role in moving 51.14 52.62 53.39 1.8 0.77% 18%
48.83 for the period
50 46.33 1.6 0.78%
toward a sustainable society. Hiroshi Matsui, Senior Executive Vice President 43.95 for the period
1.4 0.80%
40 1.2 for the period
35.53
1.0 0.80 0.93 0.85
30 0.8 0.72 0.97 0.94 0.74
23.46 0.64
0.81
0.6 0.75 0.68
Third Party Evaluations 20 0.4 0.60 KDDI
11.50 (au + Tu-ka)
0.2
10 30%
• Selected as one of 150 corporations for the Morningstar Socially Responsible Investment Index. 3.05 0
1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q

• Included in the responsible investment index FTSE Good Index, from FTSE International Limited.
0
03 04 05 06 07 (FY)
Apr- Jul- Oct- Jan- Apr- Jul-

FY2005
Oct- Jan- Apr- Jul-
Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec
FY2006
Oct- Jan-
Mar
FY2007
52 %
At the end of fiscal 2007, the number of cellular
• Selected by Innovest Strategic Value Advisors Inc. as “one of the world’s 100 most sustainable companies.” subscribers was 53.39 million, up 1.5% over the In the fourth quarter of fiscal 2007 the contract Note: Calculated from number of contracts reported by
p r i o r y e a r. T h e re w e re 4 3 . 9 5 m i l l i o n F O M A cancellation rate was 0.68%, down 0.29 percentage the Telecommunications Carriers Association for three
subscribers, up 23.7% over the prior year. points from the prior year. major mobile phone companies in Japan.

47 48
 Our Philosophy
Third Party Comment Corporate Profile
Third Party Comment on CSR Report, and Future Expectations Company name NTT DOCOMO, Inc. Business Segment Description

Capital ¥949,679,500,000 (as of March 31, 2008) Mobile phone (FOMA) services, mobile phone (mova)
Upon reading this CSR Report, my impressions are that it is well written, with the kind of attention to detail that one would services, packet communications services,
Mobile Phones

DOCOMO’s Evolving CSR Approach

expect from a client manual. The document provides considerable detail about your initiatives and about how you have No. of employees 22,100 international phone services, satellite phone services,
(consolidated) and the sale of equipment for each service
responded to the diverse expectations of various stakeholders.
Main business DOCOMO’s main business is mobile phone services
But it is important to remember that the mobile phone, which has spread rapidly in the past fifteen years, is now a major social areas (see table on right for details).
PHS PHS phone services
phenomenon that has significantly changed our lifestyles and thinking. We must especially note that NTT DOCOMO, Credit services, wireless LAN services,
Other IP telephone services, etc.
commanding a market share of more than 50% in Japan, is more than just another private corporation. It’s really a part of the
Note: PHS services were terminated as of January 7, 2008.
very infrastructure of our society, and because of that, it must bear an enormous responsibility. From that perspective, what I’d
like to expect of DOCOMO’s social responsibility is a vision of how you can exert leadership in this mobile phone culture that has
so vastly changed our society, and how you can contribute, through the mobile phone, to the creation of the ideal sustainable
society. I believe that a detailed strategy would arise from that vision, and as a result, that this CSR Report should therefore
Economic Relationships with Our Stakeholders Expenses, by stakeholder (billion yen) Calculation Method
“Taxes and public dues” and
describe in detail what kinds of activities will be conducted. DOCOMO is engaged in business activities that involve a Government 361.8
“income tax” in operating expenses
Also, this report is written with an awareness of certain stakeholders in mind. That makes it easy to understand, but I also get the variety of stakeholders. The economic relationships between “Personnel expenses”
Employees 233.4
impression that your environmental initiatives are given little importance compared to other aspects. You convey the idea that DOCOMO business activities and stakeholders is shown in in operating expenses

information and communication technologies are not physical things, but rather, that they carry information and therefore help to the table on the right. Shareholders 190.5 “Dividends paid”

Life Connections
reduce environmental impacts. But no one can deny that if the amount of information being processed increases, so too will the Business partners “Non-personnel expenses” and “communications
(suppliers) 2,779.5
equipment use expense” in operating expenses
environmental impacts. In fact, this report does express the idea that expanded services will also increase CO2 emissions. We
Note: To ensure objectivity, these figures are based on the consolidated financial statements.
must reduce the absolute amounts of these emissions in order to move toward a low-carbon society. You are collecting used Dividends in fiscal 2007 were 4,800 yen per share for the year. This is based on figures
mobile phones in the interest of resource conservation, but what you really need to do is probably to suppress the urge to launch reported in financial statements. Actual amounts paid may differ slightly in some cases.

new models so frequently and stop encouraging consumers to buy new models so often to replace
older ones. In the future, I would very much like to see a report of comprehensive environmental
policies, including aspects such as these, that will lead us toward a low-carbon society.
Fiscal 2007 Operating Performance
I have made some challenging demands here, but the mobile phone has already changed society During fiscal 2007, we introduced a new business model suited to the mobile phone market, which has entered the mature
dramatically and it will continue to be a force that moves society. I am sure you will understand that this is phase in Japan. New discount services like the “Fami-wari MAX50,” which debuted in August 2007, rose to about 22.1 million

Future Connections
the other side of the coin, so to speak, of the enormous expectations placed upon NTT DOCOMO as a contracts as of March 31, 2008, and among new models the “Value Courses” surpassed sales of 5 million cellular subscribers
leading mobile phone company. in just four months starting in November 2007. As a result, the mobile phone churn rate has improved considerably compared
Mariko Kawaguchi, Daiwa Institute of Research, Management Consulting Institute
Masters degree (1986) from Hitotsubashi University Graduate School. Same year entered Daiwa Securities. Transferred to Daiwa Institute of Research to the prior fiscal year since the third quarter of fiscal 2007.
(1994), engaged in corporate research and other duties before current position. Research themes include socially-responsible investment, corporate
social responsibility. Member of Environmental Council of Tokyo Metropolitan Government, Part-Time Instructor at Aoyama Gakuin University. Operating Revenues (Sales) Operating Income Net Income
(billion yen) (billion yen) (billion yen)
6,000 1,200 800 747.6
1,102.9
Response from DOCOMO 5,000
5,048.1 4,844.6
4,765.9 4,788.1 4,711.8 1,000 650
610.5
832.6 808.3 600
784.2 773.5
4,000 800 491.2
In this 2008 report, besides describing initiatives to address priority issues, we aimed to produce a report that also offers 457.3

Earth Connections
comprehensive coverage of topics and adequate disclosure of information. I believe we have generally achieved our goals 3,000 600 400

on those points, but Ms. Kawaguchi has pointed out that we need a vision of how we can contribute, through the mobile 2,000 400
phone, to the creation of the ideal sustainable society. This reminds us of the high expectations placed on DOCOMO now 200
1,000 200
that the mobile phone has such a great impact on society, and reminds us of the importance of
0 0 0
making CSR permeate throughout the core of our business. 03 04 05 06 07 (FY) 03 04 05 06 07 (FY) 03 04 05 06 07 (FY)
With the recent corporate consolidation at NTT DOCOMO, we have strengthened our CSR structure, Fiscal 2007 operating revenues were ¥4,711.8 Fiscal 2007 operating income was ¥808.3 billion, Fiscal 2007 net income was ¥491.2 billion, up 7.4%
billion, down 1.6% from the prior fiscal year. up 4.5% from the prior fiscal year. from the prior fiscal year.
and with the New DOCOMO Commitments as well, we have included “global environmental
protection,” “strengthening of the Mobile Phone Safety Program,” and “Universal Design in stores,”
Number of mobile phone Contracts Mobile Phone Churn Rate Mobile Phone Market Share

CSR Support Activities

as important areas to address. Going forward, while keeping the customer first, we intend to (FOMA + mova) (includes communications module services) (as of March 31, 2008)
■ Mobile phone subscriptions  （％） SoftBank
collaborate with stakeholders, including other companies in our industry, industry organizations, and (million contracts)
■ FOMA subscriptions
60 2.0 Mobile
the relevant government authorities, and make an effort to play leading and central role in moving 51.14 52.62 53.39 1.8 0.77% 18%
48.83 for the period
50 46.33 1.6 0.78%
toward a sustainable society. Hiroshi Matsui, Senior Executive Vice President 43.95 for the period
1.4 0.80%
40 1.2 for the period
35.53
1.0 0.80 0.93 0.85
30 0.8 0.72 0.97 0.94 0.74
23.46 0.64
0.81
0.6 0.75 0.68
Third Party Evaluations 20 0.4 0.60 KDDI
11.50 (au + Tu-ka)
0.2
10 30%
• Selected as one of 150 corporations for the Morningstar Socially Responsible Investment Index. 3.05 0
1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q

• Included in the responsible investment index FTSE Good Index, from FTSE International Limited.
0
03 04 05 06 07 (FY)
Apr- Jul- Oct- Jan- Apr- Jul-

FY2005
Oct- Jan- Apr- Jul-
Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec
FY2006
Oct- Jan-
Mar
FY2007
52 %
At the end of fiscal 2007, the number of cellular
• Selected by Innovest Strategic Value Advisors Inc. as “one of the world’s 100 most sustainable companies.” subscribers was 53.39 million, up 1.5% over the In the fourth quarter of fiscal 2007 the contract Note: Calculated from number of contracts reported by
p r i o r y e a r. T h e re w e re 4 3 . 9 5 m i l l i o n F O M A cancellation rate was 0.68%, down 0.29 percentage the Telecommunications Carriers Association for three
subscribers, up 23.7% over the prior year. points from the prior year. major mobile phone companies in Japan.

47 48
 GRI Index
Item Indicator Pages Item Indicator Pages Item Indicator Pages Item Indicator Pages
1. Strategy and Analysis 4. Governance, Commitments, and Engagement aspect: Materials aspect: Training and Education
1.1 Statement from the most senior decisionmaker of the organization 1, 3-4 Governance EN1 CORE Materials used by weight or volume. 40 LA11 ADD Programs for skills management and lifelong learning that 42
(e.g., CEO, chair, or equivalent senior position) about the relevance 4.1 Governance structure of the organization, including committees 8, 31, 45 EN2 CORE Percentage of materials used that are recycled input materials. 39 support the continued employability of employees and assist
of sustainability to the organization and its strategy. under the highest governance body responsible for specific tasks, aspect: Energy them in managing career endings.
1.2 Description of key impacts, risks, and opportunities. 1, 5-8 such as setting strategy or organizational oversight. EN3 CORE Direct energy consumption by primary energy source. 40 LA12 CORE Percentage of employees receiving regular performance and 42
2. Organizational Profile 4.2 Indicate whether the Chair of the highest governance body is also 45 EN5 ADD Energy saved due to conservation and efficiency improvements. 38 career development reviews.
2.1 Name of the organization. 2, 48 an executive officer (and, if so, their function within the organization’s EN6 ADD Initiatives to provide energy-efficient or renewable energy 34, 39 aspect: Diversity and Equal Opportunity
2.2 Primary brands, products, and/or services. 48 management and the reasons for this arrangement). based products and services, and reductions in energy LA13 CORE Composition of governance bodies and breakdown of 41, 43
2.3 Operational structure of the organization, including main divisions, 2, 48 4.3 For organizations that have a unitary board structure, state the 45 requirements as a result of these initiatives. employees per category according to gender, age group,
operating companies, subsidiaries, and joint ventures. number of members of the highest governance body that are EN7 ADD Initiatives to reduce indirect energy consumption and 36 minority group membership, and other indicators of diversity.
2.4 Location of organization’s headquarters. 48 independent and/or non-executive members. reductions achieved. Human Rights
2.5 Number of countries where the organization operates, and names 15 4.4 Mechanisms for shareholders and employees to provide 45 aspect: Water Disclosure on Management Approach. 7-8, 9-10, 11-12, 39, 46
of countries with either major operations or that are specifically recommendations or direction to the highest governance body. EN8 CORE Total water withdrawal by source. 40 aspect: Investment and Procurement Practices
relevant to the sustainability issues covered in the report. 4.6 Processes in place for the highest governance body to ensure 45 EN10 ADD Percentage and total volume of water recycled and reused. 40 HR3 ADD Total hours of employee training on policies and procedures Web only
(Japanese version)
2.6 Nature of ownership and legal form. 48 conflicts of interest are avoided. aspect: Biodiversity concerning aspects of human rights that are relevant to (Compliance and
Risk Management)
2.7 Markets served (including geographic breakdown, sectors served, 48 4.8 Internally developed statements of mission or values, 1, 6, 7-8, 17, 31 EN12 CORE Description of significant impacts of activities, products, and 39 operations, including the percentage of employees trained.
and types of customers/beneficiaries). codes of conduct, and principles relevant to economic, environmental, services on biodiversity in protected areas and areas of high aspect: Freedom of Association and Collective Bargaining
2.8 Scale of the reporting organization, including: 48 and social performance and the status of their implementation. biodiversity value outside protected areas. HR5 CORE Operations identified in which the right to exercise freedom of 43
• Number of employees; 4.9 Procedures of the highest governance body for overseeing 7-8, 31-32, 45 EN13 ADD Habitats protected or restored. 39 association and collective bargaining may be at significant risk,
• Net sales (for private sector organizations) or net revenues the organization’s identification and management of economic, EN14 ADD Strategies, current actions, and future plans for managing 39 and actions taken to support these rights.
(for public sector organizations); environmental, and social performance, including relevant risks and impacts on biodiversity. aspect: Child Labor
• Total capitalization broken down in terms of debt and equity opportunities, and adherence or compliance with internationally agreed aspect: Emissions, Effluents, and Waste HR6 CORE Operations identified as having significant risk for incidents of child 39
(for private sector organizations); and standards, codes of conduct, and principles. EN16 CORE Total direct and indirect greenhouse gas emissions by weight. 34, 40 labor, and measures taken to contribute to the elimination of child labor.
• Quantity of products or services provided. 4.10 Processes for evaluating the highest governance body’s 7-8, 11-12, 31 EN18 ADD Initiatives to reduce greenhouse gas emissions and reductions 34, 36 aspect: Forced and Compulsory Labor
2.9 Significant changes during the reporting period regarding size, 48 own performance, particularly with respect to economic, achieved. HR7 CORE Operations identified as having significant risk for incidents 39
structure, or ownership including: environmental, and social performance. EN22 CORE Total weight of waste by type and disposal method. 40 of forced or compulsory labor, and measures to contribute
• The location of, or changes in operations, including facility openings, Commitments to External Initiatives aspect: Products and Services to the elimination of forced or compulsory labor.
closings, and expansions; and 4.11 Explanation of whether and how the precautionary 7-8, 31-32, 46 EN26 CORE Initiatives to mitigate environmental impacts of products 35-36, 39 Society
• Changes in the share capital structure and other capital formation, approach or principle is addressed by the organization. and services, and extent of impact mitigation. Disclosure on Management Approach. 7-8, 9-10, 11-12, 23, 46
maintenance, and alteration operations (for private sector organizations). 4.12 Externally developed economic, environmental, and social charters, 2 EN27 CORE Percentage of products sold and their packaging materials 35, 40 aspect: Community
2.10 Awards received in the reporting period. 14, 18-19, 24, 47 principles, or other initiatives to which the organization subscribes or endorses. that are reclaimed by category. SO1 CORE Nature, scope, and effectiveness of any programs and practices 15
3. Report Parameters 4.13 Memberships in associations (such as industry associations) and/or 35 aspect: Compliance that assess and manage the impacts of operations on communities,
Report Profile national/international advocacy organizations in which the organization: EN28 CORE Monetary value of significant fines and total number of 31 including entering, operating, and exiting.
3.1 Reporting period (e.g., fiscal/calendar year) for information provided. 2 • Has positions in governance bodies; nonmonetary sanctions for noncompliance with environmental aspect: Corruption
3.2 Date of most recent previous report (if any). see CSR report 2007 • Participates in projects or committees; laws and regulations. SO3 CORE Percentage of employees trained in organization’s anticorruption 46
3.3 Reporting cycle (annual, biennial, etc.). 2 • Provides substantive funding beyond routine membership dues; or aspect: Transport policies and procedures.
3.4 Contact point for questions regarding the report or its contents. Back cover • Views membership as strategic. EN29 ADD Significant environmental impacts of transporting 34, 36, 39, 40 SO4 CORE Actions taken in response to incidents of corruption. 16
Report Scope and Boundary Stakeholder Engagement products and other goods and materials used for the Product Responsibility
3.5 Process for defining report content, including: 2 4.14 List of stakeholder groups engaged by the organization. 5, 9-10 organization’s operations, and transporting members of the workforce. Disclosure on Management Approach. 7-8, 9-10, 11-12, 13, 17, 21
• Determining materiality; 4.15 Basis for identification and selection of stakeholders with whom 5, 9-10 aspect: Overall aspect: Customer Health and Safety
• Prioritizing topics within the report; and to engage. EN30 ADD Total environmental protection expenditures and investments by type. 37 PR1 CORE Lifecycle stages in which health and safety impacts of 21- 22, 23-25
25
• Identifying stakeholders the organization expects to use the report. 4.16 Approaches to stakeholder engagement, including 5, 9-10, 13-14, 20, Labor Practices and Decent Work products and services are assessed for improvement, and percentage of
3.6 Boundary of the report (e.g., countries, divisions, subsidiaries, 2 frequency of engagement by type and by stakeholder 24-26, 28, 35, Disclosure on Management Approach. 7-8, 9-10, 11-12, 41 significant products and services categories subject to such procedures.
leased facilities, joint ventures, suppliers). group. 42-44, 45, 47 aspect: Employment PR2 ADD Total number of incidents of non-compliance with regulations 22
3.7 State any specific limitations on the scope or boundary of the report. 2 4.17 Key topics and concerns that have been raised through 5, 9-10, 13-14, 20, LA1 CORE Total workforce by employment type, employment contract, 41-44 and voluntary codes concerning health and safety impacts of
3.8 Basis for reporting on joint ventures, subsidiaries, leased facilities, 48 stakeholder engagement, and how the organization has responded 24-26, 28, 35, and region. products and services during their life cycle, by type of outcomes.
outsourced operations, and other entities that can significantly affect to those key topics and concerns, including through its reporting. 42-44, 45, 47 LA2 CORE Total number and rate of employee turnover by age group, 41 aspect: Product and Service Labeling
comparability from period to period and/or between organizations. 5. Management Approach and Performance Indicators gender, and region. PR3 CORE Type of product and service information required by procedures, 17-20
3.9 Data measurement techniques and the bases of calculations, 31, 37 Economic LA3 ADD Benefits provided to full-time employees that are not provided 41 and percentage of significant products and services subject to
including assumptions and techniques underlying estimations applied Disclosure on Management Approach. 7-8, 9-10, 11-12, 48 to temporary or part-time employees, by major operations. such information requirements.
to the compilation of the Indicators and other information in the report. aspect: Economic Performance aspect: Labor / Management Relations PR5 ADD Total number of incidents of non-compliance with 13-15, 20, 24
3.10 Explanation of the effect of any re-statements of information provided - EC1 CORE Direct economic value generated and distributed, including 48 LA4 CORE Percentage of employees covered by collective bargaining agreements 43 regulations and voluntary codes concerning product and
in earlier reports, and the reasons for such re-statement revenues, operating costs, employee compensation, donations LA5 CORE Minimum notice period(s) regarding operational changes, 43 service information and labeling, by type of outcomes.
(e.g., mergers/ acquisitions, change of base years/periods, nature of and other community investments, retained earnings, and payments including whether it is specified in collective agreements. aspect: Marketing Communications
business, measurement methods). to capital providers and governments. aspect: Occupational Health and Safety PR6 CORE Programs for adherence to laws, standards, and voluntary codes 16
3.11 Significant changes from previous reporting periods in the scope, 2 aspect: Market Presence LA6 ADD Percentage of total workforce represented in formal joint 43 related to marketing communications, including advertising,
boundary, or measurement methods applied in the report. EC6 CORE Policy, practices, and proportion of spending on locally-based 48 management-worker health and safety committees that help promotion, and sponsorship.
GRI content index suppliers at significant locations of operation. monitor and advise on occupational health and safety programs. PR7 CORE Total number of incidents of non-compliance with regulations and 16
3.12 Table identifying the location of the Standard Disclosures GRI Index EC7 CORE Procedures for local hiring and proportion of senior management 43 LA7 CORE Rates of injury, occupational diseases, lost days, and 41 voluntary codes concerning marketing communications, including
in the report. hired from the local community at locations of significant operation. absenteeism, and number of workrelated fatalities by region. advertising, promotion, and sponsorship by type of outcomes.
Assurance aspect: Indirect Economic Impacts LA8 CORE Education, training, counseling, prevention, and risk-control 44 aspect: Customer Privacy
3.13 Policy and current practice with regard to seeking external assurance 47 EC8 CORE Development and impact of infrastructure investments 13, 19, 24, programs in place to assist workforce members, their families, PR8 CORE Total number of substantiated complaints regarding breaches 16
for the report. If not included in the assurance report accompanying and services provided primarily for public benefit through 26, 27-28 or community members regarding serious diseases. of customer privacy and losses of customer data.
the sustainability report, explain the scope and basis of any external commercial, inkind, or pro bono engagement. LA9 CORE Health and safety topics covered in formal agreements with 43
assurance provided. Also explain the relationship between the reporting Environmental trade unions.
organization and the assurance provider(s). Disclosure on Management Approach. 7-8, 9-10, 11-12, 31-32, 38, 40

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 GRI Index
Item Indicator Pages Item Indicator Pages Item Indicator Pages Item Indicator Pages
1. Strategy and Analysis 4. Governance, Commitments, and Engagement aspect: Materials aspect: Training and Education
1.1 Statement from the most senior decisionmaker of the organization 1, 3-4 Governance EN1 CORE Materials used by weight or volume. 40 LA11 ADD Programs for skills management and lifelong learning that 42
(e.g., CEO, chair, or equivalent senior position) about the relevance 4.1 Governance structure of the organization, including committees 8, 31, 45 EN2 CORE Percentage of materials used that are recycled input materials. 39 support the continued employability of employees and assist
of sustainability to the organization and its strategy. under the highest governance body responsible for specific tasks, aspect: Energy them in managing career endings.
1.2 Description of key impacts, risks, and opportunities. 1, 5-8 such as setting strategy or organizational oversight. EN3 CORE Direct energy consumption by primary energy source. 40 LA12 CORE Percentage of employees receiving regular performance and 42
2. Organizational Profile 4.2 Indicate whether the Chair of the highest governance body is also 45 EN5 ADD Energy saved due to conservation and efficiency improvements. 38 career development reviews.
2.1 Name of the organization. 2, 48 an executive officer (and, if so, their function within the organization’s EN6 ADD Initiatives to provide energy-efficient or renewable energy 34, 39 aspect: Diversity and Equal Opportunity
2.2 Primary brands, products, and/or services. 48 management and the reasons for this arrangement). based products and services, and reductions in energy LA13 CORE Composition of governance bodies and breakdown of 41, 43
2.3 Operational structure of the organization, including main divisions, 2, 48 4.3 For organizations that have a unitary board structure, state the 45 requirements as a result of these initiatives. employees per category according to gender, age group,
operating companies, subsidiaries, and joint ventures. number of members of the highest governance body that are EN7 ADD Initiatives to reduce indirect energy consumption and 36 minority group membership, and other indicators of diversity.
2.4 Location of organization’s headquarters. 48 independent and/or non-executive members. reductions achieved. Human Rights
2.5 Number of countries where the organization operates, and names 15 4.4 Mechanisms for shareholders and employees to provide 45 aspect: Water Disclosure on Management Approach. 7-8, 9-10, 11-12, 39, 46
of countries with either major operations or that are specifically recommendations or direction to the highest governance body. EN8 CORE Total water withdrawal by source. 40 aspect: Investment and Procurement Practices
relevant to the sustainability issues covered in the report. 4.6 Processes in place for the highest governance body to ensure 45 EN10 ADD Percentage and total volume of water recycled and reused. 40 HR3 ADD Total hours of employee training on policies and procedures Web only
(Japanese version)
2.6 Nature of ownership and legal form. 48 conflicts of interest are avoided. aspect: Biodiversity concerning aspects of human rights that are relevant to (Compliance and
Risk Management)
2.7 Markets served (including geographic breakdown, sectors served, 48 4.8 Internally developed statements of mission or values, 1, 6, 7-8, 17, 31 EN12 CORE Description of significant impacts of activities, products, and 39 operations, including the percentage of employees trained.
and types of customers/beneficiaries). codes of conduct, and principles relevant to economic, environmental, services on biodiversity in protected areas and areas of high aspect: Freedom of Association and Collective Bargaining
2.8 Scale of the reporting organization, including: 48 and social performance and the status of their implementation. biodiversity value outside protected areas. HR5 CORE Operations identified in which the right to exercise freedom of 43
• Number of employees; 4.9 Procedures of the highest governance body for overseeing 7-8, 31-32, 45 EN13 ADD Habitats protected or restored. 39 association and collective bargaining may be at significant risk,
• Net sales (for private sector organizations) or net revenues the organization’s identification and management of economic, EN14 ADD Strategies, current actions, and future plans for managing 39 and actions taken to support these rights.
(for public sector organizations); environmental, and social performance, including relevant risks and impacts on biodiversity. aspect: Child Labor
• Total capitalization broken down in terms of debt and equity opportunities, and adherence or compliance with internationally agreed aspect: Emissions, Effluents, and Waste HR6 CORE Operations identified as having significant risk for incidents of child 39
(for private sector organizations); and standards, codes of conduct, and principles. EN16 CORE Total direct and indirect greenhouse gas emissions by weight. 34, 40 labor, and measures taken to contribute to the elimination of child labor.
• Quantity of products or services provided. 4.10 Processes for evaluating the highest governance body’s 7-8, 11-12, 31 EN18 ADD Initiatives to reduce greenhouse gas emissions and reductions 34, 36 aspect: Forced and Compulsory Labor
2.9 Significant changes during the reporting period regarding size, 48 own performance, particularly with respect to economic, achieved. HR7 CORE Operations identified as having significant risk for incidents 39
structure, or ownership including: environmental, and social performance. EN22 CORE Total weight of waste by type and disposal method. 40 of forced or compulsory labor, and measures to contribute
• The location of, or changes in operations, including facility openings, Commitments to External Initiatives aspect: Products and Services to the elimination of forced or compulsory labor.
closings, and expansions; and 4.11 Explanation of whether and how the precautionary 7-8, 31-32, 46 EN26 CORE Initiatives to mitigate environmental impacts of products 35-36, 39 Society
• Changes in the share capital structure and other capital formation, approach or principle is addressed by the organization. and services, and extent of impact mitigation. Disclosure on Management Approach. 7-8, 9-10, 11-12, 23, 46
maintenance, and alteration operations (for private sector organizations). 4.12 Externally developed economic, environmental, and social charters, 2 EN27 CORE Percentage of products sold and their packaging materials 35, 40 aspect: Community
2.10 Awards received in the reporting period. 14, 18-19, 24, 47 principles, or other initiatives to which the organization subscribes or endorses. that are reclaimed by category. SO1 CORE Nature, scope, and effectiveness of any programs and practices 15
3. Report Parameters 4.13 Memberships in associations (such as industry associations) and/or 35 aspect: Compliance that assess and manage the impacts of operations on communities,
Report Profile national/international advocacy organizations in which the organization: EN28 CORE Monetary value of significant fines and total number of 31 including entering, operating, and exiting.
3.1 Reporting period (e.g., fiscal/calendar year) for information provided. 2 • Has positions in governance bodies; nonmonetary sanctions for noncompliance with environmental aspect: Corruption
3.2 Date of most recent previous report (if any). see CSR report 2007 • Participates in projects or committees; laws and regulations. SO3 CORE Percentage of employees trained in organization’s anticorruption 46
3.3 Reporting cycle (annual, biennial, etc.). 2 • Provides substantive funding beyond routine membership dues; or aspect: Transport policies and procedures.
3.4 Contact point for questions regarding the report or its contents. Back cover • Views membership as strategic. EN29 ADD Significant environmental impacts of transporting 34, 36, 39, 40 SO4 CORE Actions taken in response to incidents of corruption. 16
Report Scope and Boundary Stakeholder Engagement products and other goods and materials used for the Product Responsibility
3.5 Process for defining report content, including: 2 4.14 List of stakeholder groups engaged by the organization. 5, 9-10 organization’s operations, and transporting members of the workforce. Disclosure on Management Approach. 7-8, 9-10, 11-12, 13, 17, 21
• Determining materiality; 4.15 Basis for identification and selection of stakeholders with whom 5, 9-10 aspect: Overall aspect: Customer Health and Safety
• Prioritizing topics within the report; and to engage. EN30 ADD Total environmental protection expenditures and investments by type. 37 PR1 CORE Lifecycle stages in which health and safety impacts of 21- 22, 23-25
25
• Identifying stakeholders the organization expects to use the report. 4.16 Approaches to stakeholder engagement, including 5, 9-10, 13-14, 20, Labor Practices and Decent Work products and services are assessed for improvement, and percentage of
3.6 Boundary of the report (e.g., countries, divisions, subsidiaries, 2 frequency of engagement by type and by stakeholder 24-26, 28, 35, Disclosure on Management Approach. 7-8, 9-10, 11-12, 41 significant products and services categories subject to such procedures.
leased facilities, joint ventures, suppliers). group. 42-44, 45, 47 aspect: Employment PR2 ADD Total number of incidents of non-compliance with regulations 22
3.7 State any specific limitations on the scope or boundary of the report. 2 4.17 Key topics and concerns that have been raised through 5, 9-10, 13-14, 20, LA1 CORE Total workforce by employment type, employment contract, 41-44 and voluntary codes concerning health and safety impacts of
3.8 Basis for reporting on joint ventures, subsidiaries, leased facilities, 48 stakeholder engagement, and how the organization has responded 24-26, 28, 35, and region. products and services during their life cycle, by type of outcomes.
outsourced operations, and other entities that can significantly affect to those key topics and concerns, including through its reporting. 42-44, 45, 47 LA2 CORE Total number and rate of employee turnover by age group, 41 aspect: Product and Service Labeling
comparability from period to period and/or between organizations. 5. Management Approach and Performance Indicators gender, and region. PR3 CORE Type of product and service information required by procedures, 17-20
3.9 Data measurement techniques and the bases of calculations, 31, 37 Economic LA3 ADD Benefits provided to full-time employees that are not provided 41 and percentage of significant products and services subject to
including assumptions and techniques underlying estimations applied Disclosure on Management Approach. 7-8, 9-10, 11-12, 48 to temporary or part-time employees, by major operations. such information requirements.
to the compilation of the Indicators and other information in the report. aspect: Economic Performance aspect: Labor / Management Relations PR5 ADD Total number of incidents of non-compliance with 13-15, 20, 24
3.10 Explanation of the effect of any re-statements of information provided - EC1 CORE Direct economic value generated and distributed, including 48 LA4 CORE Percentage of employees covered by collective bargaining agreements 43 regulations and voluntary codes concerning product and
in earlier reports, and the reasons for such re-statement revenues, operating costs, employee compensation, donations LA5 CORE Minimum notice period(s) regarding operational changes, 43 service information and labeling, by type of outcomes.
(e.g., mergers/ acquisitions, change of base years/periods, nature of and other community investments, retained earnings, and payments including whether it is specified in collective agreements. aspect: Marketing Communications
business, measurement methods). to capital providers and governments. aspect: Occupational Health and Safety PR6 CORE Programs for adherence to laws, standards, and voluntary codes 16
3.11 Significant changes from previous reporting periods in the scope, 2 aspect: Market Presence LA6 ADD Percentage of total workforce represented in formal joint 43 related to marketing communications, including advertising,
boundary, or measurement methods applied in the report. EC6 CORE Policy, practices, and proportion of spending on locally-based 48 management-worker health and safety committees that help promotion, and sponsorship.
GRI content index suppliers at significant locations of operation. monitor and advise on occupational health and safety programs. PR7 CORE Total number of incidents of non-compliance with regulations and 16
3.12 Table identifying the location of the Standard Disclosures GRI Index EC7 CORE Procedures for local hiring and proportion of senior management 43 LA7 CORE Rates of injury, occupational diseases, lost days, and 41 voluntary codes concerning marketing communications, including
in the report. hired from the local community at locations of significant operation. absenteeism, and number of workrelated fatalities by region. advertising, promotion, and sponsorship by type of outcomes.
Assurance aspect: Indirect Economic Impacts LA8 CORE Education, training, counseling, prevention, and risk-control 44 aspect: Customer Privacy
3.13 Policy and current practice with regard to seeking external assurance 47 EC8 CORE Development and impact of infrastructure investments 13, 19, 24, programs in place to assist workforce members, their families, PR8 CORE Total number of substantiated complaints regarding breaches 16
for the report. If not included in the assurance report accompanying and services provided primarily for public benefit through 26, 27-28 or community members regarding serious diseases. of customer privacy and losses of customer data.
the sustainability report, explain the scope and basis of any external commercial, inkind, or pro bono engagement. LA9 CORE Health and safety topics covered in formal agreements with 43
assurance provided. Also explain the relationship between the reporting Environmental trade unions.
organization and the assurance provider(s). Disclosure on Management Approach. 7-8, 9-10, 11-12, 31-32, 38, 40

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