Change of Tack Boosts i-mode Overseas
Directly investing in foreign carriers was a fairly hefty blunder for NTT DoCoMo. It took big financial losses, and failed to establish i-mode as a global force. But a new president and a new plan have seen things change significantly. Former DoCoMo CEO Keiji Tachikawa led a number of huge investments in overseas carriers like AT&T Wireless and Three in the UK, in hopes of turning the operators into users of its i-mode system. The plan failed, to say the least, costing the company $17 billion in writedowns — a far cry from its runaway success in its home market.

Japan’s wireless industry provides some of the coolest mobile experiences on planet Earth. It should come as no surprise, therefore, that mobile players here are also masters at the street-level marketing of cell phones and wireless services — and KDDI’s Designing Studio is not only the latest over-the-top effort at creating a consumer-targeted mobile funland, it’s also the best. In today’s program, WWJ’s Gail Nakada speaks with the Studio’s general manager, tours five floors’ worth of interactive games, live handsets and mobile demos, and plugs into Harajuku’s ultimate mobile zeitgeist.