DoCoMo is always an interesting player to watch, and not just by comparison within our domestic market. Recently they made a clear ‘Mid-Term Vision’ statement shifting focus towards a so-called ‘Lifestyle Services’ company. Fair guess at first-blush on this for most folks overseas would be somewhere between ‘sure, nice PR speak’ and ‘good luck with that’ based on experience with their own local telcos. However, for those who have paid attention, again not just in Japan, the increasing action in OTT (as noted *importantly* below) and the 4th Wave concept are well upon us here.