The case describes the emergence of a new technology for use in mobile phones, covering the applications and business case as well as technical aspects. It investigates the interests of several industry sectors involved, namely telecommunications, semiconductors, financial institutions, and public transport. In addition, it explores the role of international standards organisations.

The case describes the emergence of a new technology for use in mobile phones, covering the applications and business case as well as technical aspects. It investigates the interests of several industry sectors involved, namely telecommunications, semiconductors, financial institutions, and public transport. In addition, it explores the role of international standards organisations.

As of November 2001, NTT DoCoMo is the only company that has been able to make money out of the mobile Internet. This case study describes how, in a very competitive industry engaged in a technology race and strong price erosion, NTT DoCoMo has been able to achieve superior performance with its novel i-mode services.