The Direction of mobile evolution examined through the NTT DoCoMo strategy, "Mobile Frontier"

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Title: The Direction of mobile evolution examined through the NTT DoCoMo strategy, "Mobile Frontier"
Author: Kakimoto, Akihiro
Abstract: NTT DoCoMo is Japan's biggest mobile service provider. They added extra value into cellular phone as "telephone", and contributed to the explosive spread of the mobile phone in Japan. They have still led Japan as a country with the world's largest mobile Internet. The mobile phone now changes our lifestyles or work styles, and has a great influence also on business. In 1997, NTT DoCoMo created the company vision towards the year 2010, "Mobile Frontier". It consists of five concepts, named "MAGIC", and indicates the mobile phone figure in the future as a whole. I regard it as a guideline of this paper, and examine the direction of mobile evolution by researching the following topics: the present situation, the issues needed to realize each concept, and the future. At first, I state the background of the mobile phone spread in Japan and the cultural aspects peculiar to Japan. After that, I examine the mobile evolution along with the five concepts. The objective of this paper is to refer to and understand the vision of a leading company in the telecommunication field, and consider mobile communications' influence and applications in the future. The goal is to expand knowledge in the present situation of the mobile phone and the trend towards future mobile, and to examine the direction the Mobile Frontier aims.
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Date: 2003

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