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i-mode

iモード事件 松永真理

i-mode Event/Happening （by Mari Matsunaga）

iモード・ストラテジー夏野剛

I-mode Strategy (by Takeshi Natuno)

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・iモード i-mode

・松永真理 Mari Matsunaga

ゲートウェイビジネス部企画室長

iモード企画開発責任者

「iモード」の名づけ親

『iモード事件』

・夏野剛 Takeshi Natsuno

ゲートウェイビジネス部

コンテンツ担当部長

『iモード・ストラテジー』

・榎啓一 Kei-ichi Enoki

ゲートウェイビジネス部長

・松永と夏野と榎

iモード事件 松永真理

i-mode Event/Happening （by Mari Matsunaga）

１．４２歳のとらばーゆ 42 years old "travail" (change of vocation)

２．圧迫面接 Pressure interview

３．議論は平行線のまま Arguments are only in the parallel line

４．いきなり方向転換 Suddenly direction conversion

５．言葉が通じない！？ Words do not lead!?

６．ホテル西洋のあやしい大人たち Doubtful adults at the hotel West

７．「クラブ真理」オープン “Club MARI” opening

８．ビジネスモデルの確立 Establishment of business model

９．都銀がのった！ The mega bank rode!

１０．「iモード」誕生 “i mode” birth

１１．NYでザガットを口説く Persuade ZAGAT (Restaurant guide) at NY

１２．eメールを電話感覚で e-mail with telephone feeling

１３．端末が間に合わない！ The terminal is not in time!

１４．たった７人の記者会見 Press conference only with 7 attendants

１５．ヒロスエ作戦 "Hirosue (famous young actress)" maneuvers

１６．発売までのカウントダウン Countdown to sale

１７．マタニティ・ブルー Maternity blue

１８．最後の赤いバラ Last red rose

iモード・ストラテジー 夏野剛

I-mode Strategy (by Takeshi Natuno)

About the Author.

Foreword to the Japanese Edition.

Foreword to the English-language Edition.

Color Plates.

1 Success. 成功

IT Businesses Grow far More Than Expected or do not Grow at All.

ITビジネスは、予想をはるかに超えて伸びるか、あるいは一向に伸びないかのいずれかである

i-mode: Born with a Sense of Crisis.

Evolution of a Text-Based e-Mail Culture.

Beyond Talk.

New Services Emerge.

A Business Model the Wired Internet Cannot Support.

All Eyes on DoCoMo.

2 Concepts. 理論

Why Has Our Success in the IT Business Been so Overwhelming?

ITビジネスの勝利はなぜこれほどまでに圧倒的か

Differences in Platform are Meaningless.

Why is the Win so Overwhelming?

Life Today: Complex Systems.

3 Practice. 実践

Most People are Conservative; They Reject What Seems too New.

多くの人は保守的であり、新しすぎるものを受け入れない

DoCoMo’s Role: Two Points Only.

Sharing the Revenues Matters.

Keep Service Providers Motivated.

What is Internet-Style Marketing?

Finding i-mode Champions.

4 Alliances. 提携

Win–Win Relationships.

「WIN-WIN」の関係 - リスクを共有するパートナーとは、利益も共有する

Different Industries, Different Types of Alliances.

Alliances with Broadcasters.

Seamless Links between Mobile and Fixed-Line Networks.

Future Plans Call for Adding PC-Internet Users.

Point & Mobile Strategy and Convenience Store Alliances.

Printing: Our Next Project.

Alliances to Strengthen Electronic Settlement.

5 Effects. 波及

A Team of Individuals Working with the Same Ideas, Hand-in-Hand, is Stronger Than One Following a Single Boss.

１人に従う組織より、同じ意志をもつ人がそろった組織が強い

The Information Convenience Store and Gemlike Specialty Sites.

More Corporate Subscribers than We Had Expected.

Motorcycle Couriers and Exit Interviews.

Self-Organization in Off-the-Shelf Software.

Another Effect of Adopting HTML.

A Fast Conversion from a Telecom to an Internet Company.

An Organization of Empowered Individuals is a Far More Powerful Organization.

Accelerated Mobile Phone Evolution.

Like the Auto Industry in the 1980s.

The Media Rush.

Word of Mouth: Self-Organization among Individuals.

6 The Future. 未来

Emergence and Self-Organization on a Global Scale Gives Rise to Greater Positive Feedback.

グローバル規模の創発と自己組織化が、より大きなポジティブ・フィードバックを生む

The IMT-2000 Age is Drawing Near.

Seconds of Real Enjoyment.

Striking a Balance between Subscribers and Service Providers.

e-Money from Mobile Phones.

Alliances with Home Appliance Manufacturers: Another Possibility.

For Export: Our Business Model.

Appendix 1: History of i-mode.

Appendix 2: Proposal for the Basic i-mode Concept.

Appendix 3: The i-mode Menu List.