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i-mode

i-mode. What success factors account for i-modes overwhelming success in Japan? The case describes a number of decisions made by DoCoMo in launching the i-mode service including decisions about initial target market, third-part content, advertising, and pricing.

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i-mode

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Presentation Transcript

  1. i-mode • What success factors account for i-modes overwhelming success in Japan? • The case describes a number of decisions made by DoCoMo in launching the i-mode service including decisions about initial target market, third-part content, advertising, and pricing. • What was the rational behind all of these decisions? • In what sense, if at all, can we call i-mode a “networked product”?

  2. A company aggressively markets… “tainting” the product and killing momentum. who spread negative word-of-mouth… but the product FAILS to meet expectations… …an imperfect, first-gen technology… turning early adopters into early rejecters… to consumers with critical needs… Vicious Cycle of Bad Word of Mouth

  3. The Production of a Frame for new Products

  4. The Power of the Frame

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