Last week Mike Gauba explained why DoCoMo's control over handset design is of limited value for 3G synergy - "because these specifications are limited to key applications and the handset is primarily designed for voice".
Previously presented his proposition that Bouygues Telecoms' success with i-mode was not proof of the strength of the i-mode business model.
Initially he explained his definition of i-mode, as a prelude to explaining why he believes that its success was an accident (and therefore implying that its accidental success is the reason that success has not been forthcoming elsewhere).
This week Mike Gauba summarises his thoughts on what he believes that it will take for DoCoMo and i-mode to succeed outside Japan.
iCF: What do you believe are the challenges for i-mode outside Japan?
Mike Gauba: 1. Recognize that more than 80% of the population in any market is either technology conservative or technology averse and thus mobile commerce requires a different management science to succeed than that used for voice.
2. Recognize that the adoption dynamics of each market is a manifestation of the environmental forces, which is naturally different in Japan.
3. Understand that the environment in any market may provide the key to success. Explore and exploit it fully.
4. Recognize that piggy-backing on voice is a limiting factor to expansion in a saturated/saturating market and should consider partnering with the operators that have major market shares.
5. 25% data ARPU is not a notional but a technical ceiling in a voice-driven convergent business model. A radically new thinking is required to break this ceiling.
I would like to close this series of questions by encouraging mobile operators to adopt the use of high technology management principles for designing the success of their mobile commerce initiatives. Mike Gauba (mikegauba@gmail.com) see profile.
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