Themes: Differentiation
Period : 1992 - 2003
Organization : NTT DoCoMo (DoCoMo) Inc
Pub Date : 2003
Countries : Japan
Industry : Telecommunication
DoCoMo's history can be traced back to 1949, when the Ministry of Communication in Japan was split into the Ministry of Telecommunications (MTEL) and Ministry of Posts (MPosts). A few years after its formation, MTEL was renamed as Nippon Telegraph and Telephone (NTT). NTT operated as a legislative monopoly for telecommunication operations in Japan. The Ministry of Posts and Telecommunications acted as a regulatory authority for NTT's operations. According to reports, NTT took all accolades for rebuilding the Japanese telecom infrastructure after the Second World War.
NTT ran a monopoly regime in Japan till the 1970s. However, in the 1970s, the Ministry of International Trade and Industry (MITI) began pressurizing the Japanese government to break the NTT's monopoly, claiming that the convergence of communications required the opening up of the regulatory regime in the country. |
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NTT had a 67% majority stake in DoCoMo, while the remaining was held by the public. Kouji Ohboshi (Ohboshi), associate vice president of NTT's Chugoku Telecom division, was made the CEO of DoCoMo. DoCoMo began its operations in July 1992. Having inherited the wireless communication business of NTT, DoCoMo was primarily involved in offering various wireless communication devices and services.
The initial product portfolio of DoCoMo included mobile phones, car phones, maritime phones, in-flight phones and pagers. DoCoMo formulated its policies in line with this corporate philosophy of creating a new communications culture (Refer Table I for DoCoMo's basic management policies).
TABLE I
DoCoMo - BASIC MANAGEMENT POLICIES
Basic management policies of DoCoMo, based on its corporate philosophy included - |
Source: www.DoCoMo-usa.com