Masao Nakamura, President and CEO of NTT DoCoMo, made a presentation here recently to announce the companies new corporate identity, and more importantly strategy, will be ‘reborn’ after careful consideration of the ever evolving domestic mobile industry. He characterized the years past as a period defined by innovation driven tactics to gain new net subscribers and increase market share. However, with recent developments — including the impact of Mobile Number Portability, intense competition from new operators and the end of subsidized handset offerings — the environment has changed. Feeling that the DoCoMo “brand had diminished” and the company was “facing a crisis” Nakamura-san established (and led) the new branding division announced in August 2007.
On behalf of DoCoMo he pledged four commitments as the platform base:
1 – Polish-up the brand and strengthen ties with the customers
2 – Listen to the voices of customers and become a company that can beat their expectations
3 – Continue making innovations and aim to become a company highly appraised by the world
4 – Become a group of people with lively spirits who will keep-on challenging toward a common dream
Following those “Pillars” Nakamura-san stated that going forward the expectations of their existing subscribers will be given the highest priority. Together with special advisor Masahikko Uatoni, Chairman of Coca-Cola Japan, they began by reviewing market data and customer opinions to map a future roadmap, which clearly goes far beyond a new logo, for the company.
