Download DoCoMo--Japan's Wireless Tsunami: How One Mobile Telecom by John Beck, Mitchell Wade PDF

By John Beck, Mitchell Wade

DoCoMo is the high-tech department of the staid and stable Nippon Telegraph and phone (NTT). DoCoMo tells the dramatic story of the way this company-within-a-company made a quantum bounce in high-speed instant expertise - and constructed "I-mode," the 1st attainable, internet-ready cellular phone process. The booklet offers a desirable examine DoCoMo's "rebellion" in the highly-bureaucratic NTT - and the way I-mode has replaced the total tradition of younger-generation Japan.

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In recent years, this traditional approach has been modified by a really useful observation: Each of these groups adopts technology, or any innovation, for different reasons. And, if you’re trying to generate adoption for your product, that can create challenges. 2 26 DoCoMo: Japan’s Wireless Tsunami Box 1-3. A man without love? One of John’s most vivid childhood memories has his eighty-yearold Mormon grandmother dressed in a purple bell-bottom pantsuit…getting ready for an Englebert Humperdinck concert.

At least on this side of the Pacific, we are more accustomed to treating inequality as a social issue. It’s a question of law, or policy, not business. But whether we talk about it or not, executives and managers need to be highly aware of inequality. For we would argue that all markets, all of economics, all profitability, and—quite frankly—all business success depends on this difference in levels. For Tachikawa, the experience of inequality, and its business power, obviously flowed from early childhood.

4 In adopting a new product, people of all ages look to their peers. And some peers matter much more than others. A student of com- Love 33 plexity might add, although you can’t always predict ahead of time which peers will have the most influence, you can identify them on the fly—if you’re quick. From either point of view, complex phenomenon or social epidemic, if what you need is a successful innovation, then you’re in the business of creating hits. DoCoMo is, and it certainly has! Some would argue that a “real” high technology product, with hard differences in performance and cost—and i-mode could be included—can’t be analyzed like a hit record or a clothing fad.

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