[ Tips ] 一分鐘使用導覽
商品編號： 9-502-031 出版日期： 2002/06/07 作者姓名： Moon, Youngme 商品類別： Marketing 商品規格： 25p 再版日期： 2002/07/17 地域： Japan 產業： Telecom 個案年度： 2002 - 2002
商品敘述：
i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan''s mobile Internet market, making it the most successful mobile data service in the world. It is now early 2002 and Keiichi Enoki, managing director of NTT DoCoMo''s i-mode service, faces two challenges. On the domestic front, i-mode must fend off two strong competitors while managing the migration of i-mode''s existing customer base to DoCoMo''s new 3G (third-generation) wireless service. On the international front, the company must figure out a way to bring the i-mode model to U.S. and European markets, where consumers appear reluctant to adopt the mobile Internet.
涵蓋領域：
Cause marketing;Organizational behavior;Technology adoption lifecycle;Marketing channels;Consumer markets;Product introduction;Brand management;Pricing strategy;Competitive strategy;Internet;Interpersonal communication;Disruptive innovation
相關資料：
Case Teaching Note, (5-503-097), 23p, by Youngme Moon
哪些人也有訂購？