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NTT DOCOMO FACTBOOKApr. 2011
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About NTT DOCOMO
2
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3
HeadquartersTokyo, Japan
Employees (consolidated)22,297 (March 31, 2010)
Establishment
August 1991
Stock ListingsTokyo (9437)London (NDCM)New York (DCM)
Ryuji Yamada assumed the posts
of NTT DOCOMO, INC. President
and CEO in June 2008, crowning
a distinguished 35-year career
with both DOCOMO and its parent
company, Nippon Telegraph and
Telephone Corporation (NTT).Mr. Yamada is a principal architect
of the NTT Groups strategic long-
NTT DOCOMO, INC. is the world's leading mobile communications company with over 57 millioncustomers in January 2011. Of these, 55 million subscribe to FOMA, launched as the world's first 3Gmobile service based on the W-CDMA mobile standard in 2001.
DOCOMO offers a wide variety of leading-edge mobile-multimedia services, including i-mode, the world'smost popular mobile e-mail/Internet platform, used by 48 million people.
With the addition of credit-card and other mobile-wallet functions, DOCOMOs handset has become highlyversatile tools for daily life.
DOCOMO had net income of JPY 494.8billion (USD 5,318 million) on operating revenue of JPY 4,284.4
billion (USD 46,049 million) in fiscal 2009 (ended March 2010). (JPY93.04 = USD1.00; Mar. 31, 10 )
term transition from fixed voice services to IP and related
services, including mobile communications.
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Corporate Philosophy
With the aim of creating a new world of communications culture, we NTT DOCOMO will devote all the skills, know-
how and energy towards the establishment of more "personal communication" with our customers that contributesto their heartfelt satisfaction.
We will create a
newcommunication
culture
We will satisfy ourcustomers
We will fully utilizeindividualpotential
Concept Tree
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2.6%
21.1%
27.7%
48.7%
Subscriber Market ShareJapans mobile phone market has continued to expand even as it showed signs of maturing. At the end of 2007, total
subscriptions surpassed 100 million and the penetration rate reached approx. 80%. Down through the years,DOCOMO has consistently maintained a subscriber market share of approx. 50%.However, DOCOMO needed to make a clear break from its former business model, which had reached its limit.
SubscribersSubscribersas ofas ofFeb.28 2011Feb.28 2011
DOCOMO
au
SoftBank
EMOBILE
Source: Telecommunications Carriers Association (TCA)
5
54% 54% 53% 52% 51.2%53% 52% 52%
increase of 10 millions
subscriber per year
20
40
60
80
100
(Millions of subscribers)
Growth period Mature period
New Customer Customer Retention
97/3 99/3 01/3 03/3 05/3 07/3 09/3
Total Number ofTotal Number of SubscriSubscriptionsptions
Market Overall
increase of 5 millions
subscriber per year
SubscriberSubscriber Market ShareMarket Share
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New Logo
(July 1, 2008)
New Logo
(July 1, 2008)
Integration of Regional Subsidiaries
(July 1, 2008)
Integration of Regional Subsidiaries
(July 1, 2008)
New Commitments
(April 18, 2008)
New Commitments
(April 18, 2008)
HokkaidoHokkaido
TohokuTohoku
ChuoChuo
HokurikuHokuriku
TokaiTokai
KansaiKansai
ShikokuShikoku
ChugokuChugoku
KyushuKyushuNationwide operationsunder a single entity
In fiscal 2008, DOCOMO shifted the focus of its marketing efforts to concentrate on strengthening brand
loyalty among its 54 million existing customers. Previously focused on acquiring new customers andminimizing churn, DOCOMO is now striving to extend the depth and duration of its existing customerrelationships. DOCOMO has supported this effort by renewing its commitments, introducing newcorporate branding and integrating its former regional-subsidiary structure for greater efficiency.
6
Stronger Brand Loyalty
We will revamp our brand and strengthen
ties with our customers.
We will actively seek out the voices andopinions of our customers so that we cancontinue to exceed their expectations.
We will continue to drive innovation so
that we can earn the respect andadmiration of people worldwide.
We will become an organization whoseenergetic staff is capable of overcoming
all challenges in pursuit of our corporatevision.
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Received No.1 ranking in J.D. Power Asia Pacific Japan Business Mobile Phone/PHS Service CustomerSatisfaction Index Study for 2 straight years (Sept. 16, 2010)*1
Received No. 1 ranking in Nikkei BP Consulting customer satisfaction survey on mobile data communicationsservices for 2 straight years*2
*1 Source: J.D. Power Asia Pacific 2009-2010 Japan Business Mobile Phone/PHS Service Customer Satisfaction Index StudySM. Study results was based on 3,222 responses from individuals responsible
for supervising or deciding upon telephone services at 2,345 businesses with more than 100 employees. (Each respondent evaluated up to two mobile telephone/PHS providers). www.jdpower.co.jp*2 Source; Nikkei BP Consulting 2nd Mobile data devices customer satisfaction survey: area coverage (outdoor), area coverage (indoor) , communications quality (disruption of connection),responsiveness of retailer/shop attendants, after-sales support scores
No. 1 ranking in FY2009-2010customer satisfaction survey for 2 straight years
Responsivenessof sales contact
Service content
Service quality
Cost
Overall scoreOverall score No. 1No. 1
Awarded No.1 for 2straight years
Received highest score in 6 items out of
total 15 items including overall satisfaction
Area coverage(Outdoor & indoor)
Area coverage(Outdoor & indoor) Communication quality
Communication quality
Responsiveness of retailer/shopattendants
Responsiveness of retailer/shopattendants After-sales support
After-sales support
No. 1satisfaction scores for:
Service area Communication quality Overall rating
Data card use
Awarded No.1 for 2 straight years
No. 1 ranking in FY2009-2010customer satisfaction survey for 2 straight years
Customer Satisfaction Improvement
7
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0.460.49
0.94
0.44
0.490.450.460.44
0.52
0.44
0.520.51
0.68
0.74
0.85
0.00
0.50
1.00
1.50
2.00
1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q
Cellular (Xi+FOMA+mova) Churn Rate
(%)
FY2007 FY2008 FY2009
Company ACompany A
Company BCompany B
docomodocomo
FY2010
Churn Rate
Maintained churn rate at a very low level of 0.46% in FY2010/3Q
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Networks
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Total number of migrations in FY2010/1-3Q (cumulative): 1.06 million Aim to increase FOMA subs to 98% of total cellular subs by Mar. 31, 2011
Subscriber Migration to FOMA / Xi
(Million subs) Numbers in parentheses indicate the percentage of FOMA+Xi subscriptions to total cellular subscriptions
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1 2 3 4 5 6 7 8
movamova
20
40
60
80
100 FOMAFOMA
8181
99
88
1010
00
HSDPAHSDPA
Principal actions taken in FY2009
HSDPA coverage expansion
No. of years after launchYear of service launch
Service launch (nationwide)
2002/4
Service launch (Chuo) 2001/10
Service launch 1993/3
Service launch 2006/8
Pop. coverage (%)
Seek higher customer satisfaction
Customer visit within 48 hours
Enhancement ofHSDPA speed
(7.2Mbps)
pop. coverage: 100%
Area quality improvementusing compact BS (booster)
(indoors)
Visiting customerwithin 48 hours
Tokyo MetropolitanExpressway
quality
improvement
Achieved 100% pop. coverage in 2 years and 4 months
after service launch
2008/07 Trial service in some areas of Kanto Koshinetsu
2008/10 Full-scale launch in Kanto Koshinetsu, Hokurikuand Kyushu
2009/01 Expanded to nationwide scale
Actions taken during customer visit:
Area quality investigation, installation of FOMA
repeater/indoor auxiliary antenna, explanation of area
quality improvement plans, etc.
Network Coverage
Implemented various measures to improve FOMA coverage and quality
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Launched Japans first LTE (Long Term Evolution) mobile service on December 24, 2010 Provide brand-new services leveraging LTEs distinctive featureshigh-speed, large-capacity andlow-latency transmission
LTEs distinctive features Service brand/logo
(Pronounced Crossy)
The X denotes both connectionand infinite possibility,
and the i both individual user and innovation.
LTE (1)
High-speed Low-latencyLarge-capacity
Approx.10-fold*
Approx.1/4
Approx.3-fold
Spectrum efficiencyTransmission latency
(maximum effect)Transmission rate
(Comparison with FOMA (HSPA) service)
3G area
LTE areas
Area expansion using an overlayapproach to existing 3G areas
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Achieving steadfast progress in base station roll-outPlanned base station deployment in FY2010: Approx. 1,000 BTSs in Tokyo/Nagoya/Osaka
LTE (2)
(From June)
Trialoperation
ofcomm
ercialnetwork
LTE-related CAPEX:
Approx 35.0 billionApprox. 100.0 billion Approx. 170.0 billion
FY2010 FY2011 FY2012
(Dec.)
FY2013 FY2014
Further areaexpansion
LT
Eservice
lau
nch
Data communication device
Mobile Wi-Fi router (planned)
Handset-type device (planned)
Prefectural capital-size cities
Major cities across Japan
No. of base stations:
Approx. 1,000 BTSs
Approx. 7% POP coverage
(breakdown)
Tokyo: Approx. 800Nagoya: Approx. 100
Osaka: Approx. 100
Approx. 15,000 BTSsApprox. 40%POP coverage
Tokyo/Nagoya/Osaka
Approx. 35,000 BTSsApprox. 70%
POP coverage
Approx. 5,000 BTSsApprox. 20%
POP coverage
(From June)
Trialoperation
ofcomm
ercialnetwork
LTE-related CAPEX:
Approx 35.0 billionApprox. 100.0 billion Approx. 170.0 billion
FY2010 FY2011 FY2012
(Dec.)
FY2013 FY2014
Further areaexpansion
LT
Eservice
lau
nch
Data communication device
Mobile Wi-Fi router (planned)
Handset-type device (planned)
Prefectural capital-size cities
Major cities across Japan
No. of base stations:
Approx. 1,000 BTSs
Approx. 7% POP coverage
(breakdown)
Tokyo: Approx. 800Nagoya: Approx. 100
Osaka: Approx. 100
Approx. 15,000 BTSsApprox. 40%POP coverage
Tokyo/Nagoya/Osaka
Approx. 35,000 BTSsApprox. 70%
POP coverage
Approx. 5,000 BTSsApprox. 20%
POP coverage
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Services
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Rolesofmobileph
ones Advancement of ITAdvancement of IT
Transformation intoTransformation into
lifestyle infrastructurelifestyle infrastructure
Time/evolution
CommunicationCommunication
InformationInformation
accessaccess
LifeLife
assistanceassistance
BehaviorBehavior
assistanceassistance
MusicVideophoneIntl
dialing
Telephone
Internet access
GamingVideo
Push-to-talk 2 in 1Comic
One-seg TV
SecurityAuction
Osaifu-keitaie-wallet
Locating
FilteringSearch engine
Deco-mail
DOCOMO
DOCOMO
sChalle
nge
sChalle
nge
Personalization ofPersonalization of
servicesservices
Continual evolution of mobile phones and network
DOCOMO aims to evolve mobile phone to take the role of assisting customers individual behavior.
We will take on the challenge of advancing the roles of mobile phone.
Advancement ofAdvancement ofcommunicationcommunication
Advancing the Roles of Mobile Phone
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Growth of Packet ARPU
YOY packet ARPU comparison
Growth rate of packet ARPU has acceleratedExpanded uptake of smartphones/PC data services and increased i-mode revenues significantly contributed to
growth of packet revenues
Breakdown of increased packet revenues:
1-3Q (9 months) cumulative 3Q 3 months
16
Historical growth of packet revenues
(Billions of yen)
FY2010/1-3Q (cumulative):
1,261.8 billion
FY2009/1-3Q (cumulative):
1,185.2 billion
YOY growth rate*1 (%)
Packet ARPU (yen)
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One of our lifestyle applications is Osaifu-Keitai, mobile-wallet service for e-money, e-credit cards, travel tickets,
membership cards, ID, door keys and more. iD, DOCOMO platform for e-credit cards has more than 15.5millionsubscribers and some 494,000 payment terminals installed. DCMX, DOCOMOs e-credit card, has more than 10million members.
DCMX
494,000 as of Dec 31, 2010
Guam
iD payment terminals installed
iD deployment overseas
Lifestyle Applications for Payments
DOCOMO platform for storing e-credit cards of any brand. Phone ismerely waved over merchant terminal to complete transaction.
1717
iD is acceptable to make payments at all McDonalds shops,
and major franchising convenience stores in Japan
iD is acceptable to make payments at all McDonalds shops,
and major franchising convenience stores in Japan
DOCOMO brand for e-credit cardhas more than 10 million members
As of August 31,2010
2
4
6
8
10
12
14
16
Jan
Feb
Mar
Apr
May
Jun
July
Aug
Sep
Oct
Nov
Dec
2007
Subscribersof
iD
million
50
150
250
350
450
550
iD
paymentterminalsinstalled(thousand)
SubscribersiD payment terminals installed
July
Aug
Sep
Oct
Nov
Dec
2006
Jan
Feb
Mar
Apr
May
Jun
July
Aug
Sep
Oct
Nov
Dec
2008
Feb
Mar
Apr
May
Jun
July
Aug
Sep
Oct
Nov
Dec
2009
Jan
Feb
Mar
Apr
May
Jun
July
Aug
2010
Jan
15milloion subscribers
in August 2010
iD
0
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Handset LineupLaunched 2010 Winter 2011 Spring Model handsets comprising 28 different models in 72 colors, the largestand most diverse collection of models ever released by DOCOMO. The lineup offers a wide selection of FOMA 3G
handsets in four user-segmented series, highly versatile smartphones, data terminals for DOCOMOs upcoming Xi(read Crossy) LTE extra-high-speed service, and more.
LTEdocomo Smartphone
OthersLTE
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Service Personalization -i-concier- Aim to increase i-concier subscriptions to 7.90 million by increasing no. of compatible handsets Increase local information content, aiming to offer personal agent service to enhance convenience of everyday life
i-concier
1.56
0.93
244
332
423
493 548
Auto-GPS enabled services (Launched November 2009)
Auto GPS information
Auto GPS reminder
Last train alert
Local machi-chara passport
Auto GPS weather/earthquake info
New type of behaviorsupport service
611
19
No. of subscriptions
(Million subs)
08/12 09/3 09/06 09/09 09/12 10/3 10/6 10/9 10/12
Steadfa
stgrow
th
i-concier functional enhancement -Memo function-
(Launched November 2010)
1.560.93
2.34
4.784.20
3.10
5.415.80
(Million subs)
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Address social issuesAddress social issues Utilize DOCOMOs strengthsUtilize DOCOMOs strengths
Expand revenue base by further advancing new businesses in the fields of health care finance/payment and
environment/ecology that are beginning to take off.
Safety/
security
business
Environment/
ecologybusiness
Education
support
business
Establish information infrastructureby combining sensing technologieswith mobile communications
Environment sensor network
Bicycle sharing business
Smart tap(visualization of power usage)
Medical support
Wellness support
Social-Support Services
Environment/ecology business
Social PlatformHealth care
business
Finance/payment business
Aim to further diversifyfinance/payment services and
businesses
docomo one-time insurance
docomo mobile remittanceservice
Promotion of mobile CRM
Establish infrastructure fordistributing personal medicalinformation using mobile phones
MD+
(Medical information service)
Medical Brain(Information support service for
health care workers)
Wellness support
Health care/medical management business
Finance/
payment
business
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International Business
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More services for international travelers Expanded service areas for international roaming (voice, videophone and packet data communication) Wider lineup of phones that support international roaming.
International solutions for companies One-stop enterprise solutions (mainly for companies with communication needs both in Japan and overseas). Solutions developed and delivered in collaboration with overseas subsidiaries and capital/business partners,
including members of the Conexus Mobile Alliance.
Overseas Business Deployment
New business developed with capital or business partners, mainly in the Asian Pacific region. Reinforced alliances in Asian Pacific, centered on the Conexus Mobile Alliance.
Diversified International Services
For travelers / visitors For overseas offices Mainly in Asian Pacific
Internationalphone services
Enterprisesolutions
Overseas BusinessDeployment
Capital & business partners
Preferred roaming
International roaming
Solutions for Japaneseenterprises overseas
Seamless mobile servicesthrough collaborations
Dialing from Japan
DOCOMO is steadily increasing its international service offerings, focusing on both travelers and multinationalenterprise customers, as well as the development of new business in collaboration with foreign partners.
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India
Singapore
Japan
Mobile alliance comprising280 million customers
S. Korea
Hong Kong/Macau
Taiwan
Indonesia
Thailand
Established in April 2006 primarily to develop international roaming and corporate mobile services, the Conexus
Mobile Alliance has become one of Asia's biggest mobile alliances. The alliance members combined have about280 million users of mobile voice, video and data roaming on GSM, GPRS and W-CDMA networks, some includingHSDPA.
International Roaming via Conexus Partners
Vietnam
Philippines
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Investment in Mobile Operators Overseas
Since 1999, DOCOMO has been expanding its influence in the Asian Pacific by establishing equity positions incompanies that operate in important markets within the region. These investments enable DOCOMO to use itstechnical expertise and business know-how to help partners increase their corporate value.
(As of January, 2010)
S. Korea
Hong Kong/Macau Taiwan
Dec. 2005
5.46% ownership
Philippines
Mar. 200614.1% ownership(20% by NTT groupcombined)
Feb. 20014.7% ownership
Dec. 1999
24.1% ownership
Dec. 2006100% ownership
Guam & Mariana
Sept. 200830% ownership
Bangladesh
India
Mar. 200926% ownership
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Global Expansion
Deploy and expand business in each layer in markets outside JapanTTSL achieves favorable growth in subscriber count, with GSM coverage being expanded on a continual basis
Deployment mainly in growth markets
Content
Network/ infrastructure
Application/Platform
Deploy
mentmainlyin
maturemarkets
Accelerate growth by providing know-how on network roll-out, etc.
Enhance added value
Enhance enterprise value through networkconstruction support, etc.
Capture growth of investee
Enhance enterprise value through network
construction support, etc.
Capture growth of investee
Expand and strengthenvalue-added service businessleveraging net mobile AG
Expand and strengthenvalue-added service business
leveraging net mobile AG
Comic deliveryComic delivery Info. deliveryInfo. delivery New contentNew content
New service brand for GSM(TATA DOCOMO)
GSM service launched in South India onJune 24, 2009.
i-channel service launched on
September 7,2009.
India (TTSL)
Actions aimed at enhancingenterprise value of investee
3G spectrum auction results in India
Haryana
Punjab
Jammu &
KashmirHimachalPradesh
Delhi
Assam,North East
Bihar
UP(E)
UP(W)
Rajasthan
Gujarat
MaharashtraMumbai
KarnatakaKerala
TamilNadu
Chennai
Andhra
Pradesh
OrissaKolkata
West
BengalMadhya
Pradesh
Haryana
Punjab
Jammu &
KashmirHimachalPradesh
Delhi
Assam,North East
Bihar
UP(E)
UP(W)
Rajasthan
Gujarat
MaharashtraMumbai
KarnatakaKerala
TamilNadu
Chennai
Andhra
Pradesh
OrissaKolkata
West
BengalMadhya
Pradesh Circles not won
Circles won by TTSL
Circles won by TTML
(Out of total 22 circles)
Won licenses in 9 circles
(Out of total 22 circles)
Won licenses in 9 circles
25
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DOCOMO interTouch (Dec. 2004 )
Singapore-based high-speed Internetaccess provider for hotels
DOCOMODOCOMO interTouchinterTouch (Dec. 2004 )(Dec. 2004 )
Singapore-based high-speed Internetaccess provider for hotels
Mobile Innovation (May. 2004)
Thai fleet management serviceprovider
Mobile Innovation (May. 2004)Mobile Innovation (May. 2004)
Thai fleet management serviceprovider
Dates of investments appear in parentheses.
KT-NTT DoCoMo MobileInvestment Limited
Partnership (Nov. 2007)Korean venture fundtargeting mobile/ITcompanies
KTKT--NTTNTT DoCoMoDoCoMo MobileMobileInvestment LimitedInvestment Limited
Partnership (Nov. 2007)Partnership (Nov. 2007)Korean venture fundtargeting mobile/ITcompanies
(As of April 2, 2010)
Gobi Fund (Dec. 2003)Gobi Fund(May.2007)Chinese venture fundtargeting media companies
Gobi Fund (Dec. 2003)Gobi Fund (Dec. 2003)Gobi FundGobi Fund(May.2007)(May.2007)Chinese venture fundtargeting media companies
DOCOMO Capital (Jul.2005)
U.S. high-tech venturecapital firm
DOCOMO Capital (Jul.DOCOMO Capital (Jul.2005)2005)
U.S. high-tech venturecapital firm
Blue Ocean Wireless (Sept. 2008)
Ireland-based company offering MaritimeGSM services
Blue Ocean Wireless (Sept. 2008)Blue Ocean Wireless (Sept. 2008)
Ireland-based company offering MaritimeGSM services
Investment in Other Companies Overseas
Besides investing in mobile operators overseas, DOCOMO is also investing in a range of other companies
that have the potential for not only further growth, but also synergy with DOCOMO.
Technologies
Fleet Management Services
Global Mobility Support
26
net mobile (Dec. 2009)
Germany-based
mobile-content distribution-platform company
net mobile (Dec. 2009)net mobile (Dec. 2009)
Germany-based
mobile-content distribution-platform company
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