NTT DoCoMo i-mode: Creating a solution for the masses

The Internet: wow, what a great concept! And wouldn’t it be even better if you could access it from your mobile phone? Kouiji Ohboshi, chairman of the Japanese telephone giant, NTT DoCoMo, thought so. But back in the early days of 1999, it seemed that few others agreed. In this story of a contrarian business leader, Professors W. Chan Kim, Renée Mauborgne and Ben M. Bensaou, along with Yasushi Shiina, INSEAD MBA ’00, explain how Ohboshi stood back and questioned the future direction of the mobile phone industry while many others, busy rolling around in the euphoria of the mobile phone success, never bothered to look ahead.

This case is particularly appropriate in an MBA strategy course or executive education program focused on value innovation and winning business ideas.

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