Abstract
The Japanese operator that deciphered how to marry successfully the worlds of mobile telephony and the Internet is trying to replicate the experience in Europe. NTT DoCoMo launched its completely new service, i-mode, in Japan five years ago, and one year had 4 million paying customers. This revolutionary service allows users to access information and entertainment Web sites specifically designed for the mobile phone environment. Today, it has 40 million subscribers and a content community that has developed over 75,000 Web sites. In 2002, i-mode services were launched in Germany, Netherlands, Belgium and France, and, in 2003, in Spain and Italy. Take-up has not been as rapid as in Japan. The article discusses the business model and looks at the prospects for the service.
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