Japanese mobile operator NTT DoCoMo announced it will shift the direction of its business.
The company plans to focus on personalization of services as well as the development of converged services, with an emphasis on mobile video.
According to NTT DoCoMo, which presently serves over 53 million customers, the Japanese market has reached maturity.
This has minimized prospects for future subscriber growth unless operators make significant leaps forward via services spotlighting real-time immediacy, personal authentication and locating capabilities.
DoCoMo said it will respond by reviewing its operational structure, promoting customer-focused marketing and improving customer satisfaction response--plans call for personalized services and functions catering to different lifestyles and subscriber needs, converged services tailored to specific usage scenarios and value-added mobile video efforts launched in collaboration with content providers.
In addition, NTT DoCoMo said it will provide handsets and devices geared to specific consumer needs, vowing to adopt open platforms in addition to enhancing hardware and software functions and diversifying designs and user interfaces.
Also on tap: LTE-based mobile broadband services and new businesses in fields such as ecology, safety, security and health management. DoCoMo added it will expand its international businesses and create new domestic investments and alliances.
For more on NTT DoCoMo's future:
- read this release