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Mobile Marketing: Not Just for Content

Today, WWJ’s Portable Reportable presents a mobile marketing case study involving Shizuoka Bank which used the opt-in “Message Free” free email marketing service on i-mode to grab new, younger customers for its “My Car Loan” campaign. Message Free is just one of the mobile marketing services on i-mode operated by D2 Communications on behalf of NTT DoCoMo. This case study is an excellent example of how a wide variety of consumer-facing companies, not just mobile content providers — like ring tone sites or screen image providers — are using the mobile channel for effective marketing via web, pull email, push email, and even interactive voice. Full program run-time: 4:31Portable Reportable audio updates are short, 3- to 5-minute news items in MP3 format. You can listen via PC or download and copy to your portable player for tomorrow morning’s commute. — Eds.

DoCoMo Releases Premini i-mode Phone

NTT DoCoMo, Inc. and its eight regional subsidiaries announced today the July 1 nationwide release of the premini, [image] the smallest i-mode handset ever released, weighing just 69g and measuring only 90mm (height), 40mm (width) and 19.8mm (thickness). Prior to the launch, premini handsets will be displayed at four shops in Tokyo and Osaka from June 26 to 30. Get a peek at this tiny unit in our our video coverage of the Tokyo Business Show.

New Open Mobile Terminal Platform

A group of mobile operators announced yesterday their intention to define widely accepted requirements for an open mobile terminal platform (“OMTP”). The founding members of this initiative are mmO2, NTT DoCoMo, Orange, SMART Communications, Telefónica Móviles, TIM (Telecom Italia Mobile), T-Mobile and Vodafone. These members will establish a new company based in London, OMTP Limited (“the OMTP group”), to achieve their goals. It’s about time.

Vodafone's ex-CEO: The Pre-Postmortem

The news out of Vodafone today is that Darryl E. Green, CEO of both Vodafone KK and Vodafone Holdings KK, has resigned for personal reasons. An interim CEO has been appointed while the companies search for a permanent replacement. Green’s departure is not unrelated, we suspect, to Vodafone’s recent grim Japanese financial results. While it’s too early for a full postmortem, it might help bring perspective to the situation to point out a number of successes that Vodafone achieved on Green’s watch.

NTT DoCoMo's Nakamura: New and Luke Warm!

In a series of subtle and not so subtle remarks that made it clear all is not well at NTT DoCoMo, new president and CEO Masao Nakamura vowed to recover the company’s tarnished record of delivering huge profits. He also said the company would plunge into Asia for global revenue expansion, just like ex-CEO Keiji Tachikawa vowed to do in 2001. Beyond that, Nakamura promised that DoCoMo would put the customer first — but then said he’d put the shareholder first; later, apparently contradicting the propaganda put out by i-mode boss Takeshi Natsuno last week, he said he wasn’t sure how big the market for FeliCa was going to be. But there was plenty of new news broached by Nakamura and he’s set some hard targets in his (somewhat foggy) sights.

Carlyle Group & Kyocera Buy DDI

U.S. buyout specialist Carlyle Group and Kyocera Corp. are right now announcing details of their purchase of keitai mini and Personal Handy Phone (PHS) operator DDI Pocket from KDDI. Carlyle and Kyocera are expected to snap up a 90 percent stake in DDI Pocket in the $2.1 billion deal. The purchase is sure to give Kyocera, a major PHS phone and base-station maker, a platform to hit the booming China market and gives KDDI a chance to offload the strugging DDI unit (now down to its last 3 million subs) as au concentrates on improving its CDMA 1X EV-DO WIN service against a resurgent DoCoMo. Under the deal announced yesterday, Carlyle will own 60%, Kyocera 10% and KDDI will keep the remaining 10%.