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DoCoMo and the i-Mode Ecosystem

Overview report of DoCoMo, the world's most admired mobile operator, and i-Mode, the pioneering mobile internet system with 48.5 Million paying subscribers which started in Japan in February 1999.
Version 25 of June 1, 2009
approx. 187 pages, including approx. 48 Figures and 140 Photographs and 10 tables, pdf-format, 7 Mbyte
[BUY Single copy license : US$ 475]
[BUY Corporate license: US$ 2375]
Any questions? Contact us because we need your feedback!

2. Using i-Mode - the user perspective:

2.1 Where can I use i-Mode?

In Japan since February 1999 nationwide in almost all areas of Japan with almost all DoCoMo phones, except for some special phones. You can also use i-Mode in practically all subway stations in Japan (usually not in the tunnels between stations however), and also in Japan's high-speed Shinkansen trains.

If you subscribe to DoCoMo's competitors: KDDI, SoftBank, eMobile or Willcom, these offer similar mobile internet services.

If you have one of the most recent DoCoMo mobile phones (e.g. 906i series) you can also use i-Mode in almost all areas of the world, including most areas of Europe and US.

2.2 How can I subscribe to i-Mode?

You subscribe to i-Mode in combination with a DoCoMo phone subscription (there is no prepaid i-Mode use in Japan, and the number of prepaid useage overall in Japan is extremely low). You need to subscribe to i-Mode to use mobile emails and messaging, and almost all other services except for voice calls.

2.3 How does i-Mode work?

Once you have subscribed to i-Mode with your DoCoMo subscription, you can either use i-Mode immediately or starting a day after subscribing in some cases. Your phone will have an i-Mode button, leading to the i-Mode menu, and an email button for the email interface.

2.4 How much do i-Mode phones cost?

Mobile phones in Japan are expensive. The full cost is usually somewhere between US$ 500 and US$ 700, however partially the phones are subsidized by the operators via call charges, and since 2008 customers can chose between 12 months or 24 months installment plans, where the purchase prize is paid partially from voice call discounts and partially by cash installment repayments.

2.5 How much does it cost to use i-Mode?

There is a monthly fixed charge of YEN 200-300 (US$ 2 - 3), plus data transmission charges. Data transmission charges depend strongly on the type of plan selected, and an increasing fraction of users have fixed all-you-can-eat data plans.

2.6 With an i-mode handset, can I look at internet sites which are not specifically formatted for i-Mode?

Yes, usually you can, unless the sites contain too much data, or unless the scripting language cannot understood by the browsers installed in the phone, or there are other incompatibilities with the browsers in the phone. Most mobile phones also have a "full browser" for browsing ordinary websites.

2.7 What about paid, premium sites?

There are about 8000 or more paid premium sites collected on DoCoMo's official menu. In addition there are other pay sites outside DoCoMo's controlled i-Mode menu system - for these sites payment is by credit card or via other electronic payment systems, or subscription systems.

2.8 Can I look at i-Mode sites with an ordinary browser on a PC/Mac?

Yes, normally you can, unless the owner of the site specifically excludes particular user-agents, or unless the sites are official sites which are closed to anybody except DoCoMo subscribers from DoCoMo official phones. Premium sites will only be accessible to those who have entered the subscription agreements.