NTT DOCOMO FACTBOOK

Dec 2009

1
About NTT DOCOMO

2
 NTT DOCOMO INC. is the world's leading mobile communications company with over 54 million customers
in December 2008. Of these, 50 million subscribe to FOMA™, launched as the world's first 3G mobile
service based on the W-CDMA mobile standard in 2001.

 DOCOMO offers a wide variety of leading-edge mobile-multimedia services, including i-mode™, the world's
most popular mobile e-mail/Internet platform, used by 48 million people.

 With the addition of credit-card and other mobile-wallet functions, DOCOMO’s handset has become highly
versatile tools for daily life.

 DOCOMO had net income of JPY 4,719 billion (USD 4,804 million) on operating revenue of JPY 44,480
billion (USD 45,281 million) in fiscal 2008 (ended March 2009). (JPY98.23 = USD1.00; Mar. 31, ‘09 )

Ryuji Yamada assumed the posts Headquarters

of NTT DOCOMO INC. President Tokyo, Japan
and CEO in June 2008, crowning
Employees (consolidated)
a distinguished 35-year career
22,843 (June 30, 2009)
with both DOCOMO and its parent
company, Nippon Telegraph and Establishment
Telephone Corporation (NTT). August 1991
Mr. Yamada is a principal architect
Stock Listings
of the NTT Group’s strategic long-
Tokyo (9437)
term transition from fixed voice services to IP and related London (NDCM)
services, including mobile communications. New York (DCM)

3
 Corporate Philosophy
With the aim of creating a new world of communications culture, we NTT DOCOMO will devote all the skills, know-
how and energy towards the establishment of more "personal communication" with our customers that contributes
to their heartfelt satisfaction.

We will create a
new
communication
culture

We will fully utilize

We will satisfy our individual
customers potential

Concept Tree

4
 Subscriber Market Share
Japan’s mobile phone market has continued to expand even as it showed signs of maturing. At the end of 2007, total
subscriptions surpassed 100 million and the penetration rate reached approx. 80%. Down through the years,
DOCOMO has consistently maintained a subscriber market share of approx. 50%.
However, DOCOMO needed to make a clear break from its former business model, which had reached its limit.

Total Number of Subscriptions Subscriber Market Share

(Millions of subscribers) 1.8%

Growth period Mature period

New Customer Customer Retention
100 19.5%
increase of 5 millions
subscriber per year Subscribers
as of
End Oct. 50.2%
80 2009

increase of 10 millions 28.5%

subscriber per year Market Overall
60
54% 54% 53% 53% 52% 52% 52% 51.2% 50.8%
50.6%

DOCOMO
40
au
SoftBank
EMOBILE
20

Source: Telecommunications Carriers Association (TCA)

97/3 99/3 01/3 03/3 05/3 07/3 09/3
5
 Stronger Brand Loyalty
In fiscal 2008, DOCOMO shifted the focus of its marketing efforts to concentrate on strengthening brand
loyalty among its 54 million existing customers. Previously focused on acquiring new customers and
minimizing churn, DOCOMO is now striving to extend the depth and duration of its existing customer
relationships. DOCOMO has supported this effort by renewing its commitments, introducing new
corporate branding and integrating its former regional-subsidiary structure for greater efficiency.

New
New Commitments
Commitments New
New Logo
Logo
(April
(April 18,
18, 2008)
2008) (July
(July 1,
1, 2008)
2008)

We will revamp our brand and strengthen

１ ties with our customers.

We will actively seek out the voices and

２ opinions of our customers so that we can
continue to exceed their expectations.
Integration
Integration of
of Regional
Regional Subsidiaries
Subsidiaries
We will continue to drive innovation so (July
(July 1,
1, 2008)
2008)
３ that we can earn the respect and
admiration of people worldwide.
Hokkaido
Hokkaido Hokuriku
Hokuriku Chugoku
Chugoku

We will become an organization whose Tohoku Tokai Shikoku

Tohoku Tokai Shikoku
４ energetic staff is capable of overcoming
all challenges in pursuit of our corporate Nationwide operations
Chuo
Chuo Kansai
Kansai Kyushu
Kyushu
vision. under a single entity

6
Networks

7
 Subscriber Migration to FOMA
・ Accelerate subscriber migration to FOMA in view of scheduled termination of mova services
(March 31, 2012)
・ Aim to grow FOMA subscriptions to 95% of total by Mar. 31, 2010

(Million subs.) Numbers in parentheses indicate the percentage of FOMA subscriptions to total cellular subscriptions
60

54.60 55.19 55.80

53.39 53.94 2.77
52.94 3.93
5.56
50 7.49
9.44
mova 12.90
53.03
51.26 （95.0%）
40 49.04 （92.9%）
46.44 （89.8%）
43.95 （86.1%）
40.04 （82.3%）
（75.6%）
30

20

10

0
07/6 07/9 07/12 08/3 08/6 08/9 08/12 09/3 09/6 09/9 10/3（forecast）
FY2007 FY2008 FY2009

◆Inclusive of Communication Module Services subscriptions 8

 Network Coverage
Implemented various measures to improve FOMA coverage and quality

■ Principal actions taken in FY2008

Enhancement of Tokyo Metropolitan
HSDPA speed Visiting customer Expressway Area quality improvement
(7.2Mbps) quality using compact BS (booster)
within 48 hours (indoors)
pop. coverage: 100% improvement

■ HSDPA coverage expansion ■ Customer visit within 48 hours

Achieved 100% pop. coverage in 2 years and 4 months 2008/07 Trial service in some areas of Kanto Koshinetsu
after service launch 2008/10 Full-scale launch in Kanto Koshinetsu, Hokuriku
Pop. coverage (%) and Kyushu
10 HSDPA FOMA
100 9 2009/01 Expanded to nationwide scale
8 0 mova

80 81
Service launch 2006/8
Actions taken during customer visit:
Area quality investigation, installation of FOMA
60
repeater/indoor auxiliary antenna, explanation of area
quality improvement plans, etc.

Service launch (nationwide)

40 2002/4

20
Service launch 1993/3
Service launch (Chuo) 2001/10 Seek higher customer satisfaction

1 2 3 4 5 6 7 8
Year of service launch No. of years after launch
9
Services

10
 Advancing the Roles of Mobile Phone
DOCOMO aims to evolve mobile phone to take the role of assisting customers’ individual behavior. We will
take on the challenge of advancing the roles of mobile phone.
Roles of mobile phones

Personalization of
services

DOCOMO’s Challenge
Behavior
assistance
Transformation into
lifestyle infrastructure
Life ・Locating
・Security
assistance
・Auction
Advancement of IT
・Osaifu-keitai e-wallet

Information・Internet access ・Search engine

Advancement of access ・Video ・Filtering
communication ・Gaming ・One-seg TV
・Music ・Comic

・Telephone ・Int’l ・Videophone ・Push-to-talk ・2 in 1

Communication dialing
・e-mail ・Deco-mail

Continual evolution of mobile phones and network Time/evolution

11
 Expansion of Packet Usage
Packet usage continued to grow due to expanded uptake to flat-rate packet access plans and enrichment of
video services.

“Pake-hodai*1” subscriptions Video content

(Million subs.) Total subs: Topped

(Million subs.)
25.80
Topped 800,000
(As of Oct. 12, 2009)

Percentage of subs who have joined

22.40 paid service after free trial period:

21.52 Over 70%

0.77
19.58
0.70

17.61
0.56
Pake-hodai subscription rate*2
15.75 47% 0.44
(As of Sep. 30, 2009)

13.95 0.33
13.40 FY09 Pake-hodai subscription rate target: 55％
(Initial target (announced 4/28/2009):47%)

０８/６ ０８/９ ０８/１２ ０９/３ ０９/６ ０９/９ １０/３ １０/３

０９/５ ０９/６ ０９/７ ０９/８ ０９/９
（forecast） （forecast）
(Announced (Announced
4/28/2009) 10/30/2009)

*1 Inclusive of “Pake-hodai full” and “Pake-hodai double” subscriptions

*2 Pake-hodai subscription rate= No. of Pake-hodai subscriptions/Total FOMA i-mode subscriptions
12
 Lifestyle Applications for Payments
One of our lifestyle applications is Osaifu-Keitai™, mobile-wallet service for e-money, e-credit cards, travel tickets,
membership cards, ID, door keys and more. DCMX™, DOCOMO’s e-credit card, has more than 10 million members
and the iD™ platform for e-credit cards has some 420,000 payment terminals installed.

DCMX iD
DOCOMO brand for e-credit card DOCOMO platform for storing e-credit cards of
Steady Growth in DCMX Subscriptions any brand. Phone is merely waved over merchant
(Total subscriptions to DCMX mini, DCMX and DCMX GOLD) terminal to complete transaction.
11
10
9
8
7
millions

6
5 ■ iD payment terminals installed
4 10 million • 420,000 as of September 30, 2009
DCMX subscribers
3 on August 24, 2009 •430,000 as of March 31, 2010(forcast)
2
1
■ iD deployment overseas
• Guam & China
0
Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Aug.
2006 2007 2008 2009

13
 Location-based Lifestyle Services
With more than 21 million people now owning a GPS-enabled DOCOMO handset, customers are increasingly
taking advantage of convenient location services. Most newer models, beginning with the 905i and 705i
series, come with a navigation system and preinstalled map application.

GPS-enabled Handsets Location Information

21.1 million (As of June 2009) By combining location information with a cartographic
database, subscribers can search for location-based
enterprises, such as restaurants, hotels or stores, and then
navigate to the enterprise.

■ Maps ■GPS navigation

© NATIVIME JAPAN
Map: Shobunsha Publications, Inc./
Sumitomo Electric Industries, Ltd.

14
 Latest Handsets
DOCOMO unveiled its new handset lineup which is closely attuned to the latest preferences and lifestyles of mobile
phone users.

F-０２B L-０１B L-０２B F-０１B F-０４B N-０２B

L-０３B N-０１B P-０１B SH-０１B

Digital photo frame

N-０３B P-０２B SH-０２B
F-０３B SC-０１B

Photo Panel 02

SH-０４B SH-０５B P-０３B SH-０３B

15
 Personalization
・ Number of “i-concier” subscriptions topped 2.3 million.
・ Aim to provide personalized services at the right timing in an optimal manner through the introduction of
GPS-linkage function.

“i-concier”
Introduction of GPS-linkage function (Planned for Nov. 2009 )
■ No. of subscriptions

Information “only available on the spot” to be delivered

(Million subs.) Topped 2.30 million “at the right timing”
(As of Sept. 30, 2009)
2.5 3.90

2.34 Automatic delivery of

2.0 weather forecast, earthquake
information, etc.,
Automatic reminder of of outdoor destinations
last train information
1.5 from your current location
1.56
1.0

0.93
0.5

0.30
０８/１２ ０９/３ ０９/６ ０９/９ １０/３
(forecast)

■ No. of content Automatic delivery of

(content sites) information on
６００ Recommendation of your favorite restaurants
time-sale information, etc.

４００
423
332
２００
244
191
０８/１２ ０９/３ ０９/６ ０９/９

16
 Social Support
Establish infrastructure that enhances efficiency of information distribution in such areas as environment/ecology,
safety/security and health care/medical management and develop into commercial business to contribute to
sustainable growth of society.

Address social issues Leverage DOCOMO’s strengths

Finance/
Health Education
payment
care support
Environment/ business business
business
ecology Safety/security
business Social
SocialPlatform
Platform business

Environment/ecology Health care Finance/payment

business
Establish infrastructure for
information collection by combining
sensing technologies with mobile
communications
business business
Establish infrastructure for Further diversify services and
delivering personal medical business in finance and payment
information using mobile fields
communications

■ Environmental sensing ■ Health care/medical ■Promotion of mobile CRM

Environmental support by rolling
out sensing infrastructure
■ Eco-life support
(energy-saving support)
information delivery service
■New convergence service in
Medical support,
Wellness support the field of finance
Mobile remittance service
■ Remote medical support

＊ ＣＲＭ：Ｃｕｓｔｏｍｅｒ Ｒｅｌａｔｉｏｎｓｈｉｐ Ｍａｎａｇｅｍｅｎｔ

17
 Converged Services
Introduced as Japan’s first home area service using Femtocell BTS in November 2009

Femto BTS

Ｉｎｔｅｒｎｅｔ

Content/service
provider

Registered phone
DOCOMO
network
Install
high-performance Broadband Subscriber
network
Femtocell BTS in home Femtocell BTS

FOMA base station Registered phone

High-performance Femtocell BTS equipment

Realizes dedicated FOMA area
for your own home

launched in November 2009: Future plans

Stable communications environment In/out of home area alert Convergence with

home appliances

Comfortable access to video, music or Provision of return-to-home Remote control of home

other large-capacity content confirmations linked with in/out of home appliances and equipment
area information

18
International Business

19
 Diversified International Services
DOCOMO is steadily increasing its international service offerings, focusing on both travelers and multinational
enterprise customers, as well as the development of new business in collaboration with foreign partners.

More services for international travelers

• Expanded service areas for international roaming (voice, videophone and packet data communication)
• Wider lineup of phones that support international roaming.

International solutions for companies

• One-stop enterprise solutions (mainly for companies with communication needs both in Japan and overseas).
• Solutions developed and delivered in collaboration with overseas subsidiaries and capital/business partners,
including members of the Conexus Mobile Alliance.

Overseas Business Deployment

• New business developed with capital or business partners, mainly in the Asian Pacific region.
• Reinforced alliances in Asian Pacific, centered on the Conexus Mobile Alliance.

International Enterprise Overseas Business

phone services solutions Deployment
For travelers / visitors For overseas offices Mainly in Asian Pacific

International roaming Capital & business partners

Solutions for Japanese
enterprises overseas
Dialing from Japan

Seamless mobile services

Preferred roaming through collaborations

20
 International Business
International service revenues have been growing steadily in recent years and are expected to exceed ¥55 billion
in fiscal 2008. A wider range of compatible handsets is enabling more users to enjoy these convenient services.

■ International dialing/roaming revenues ■ International roaming users

(Inclusive of inbound roaming revenues)
(% of own-handset roamers
(Roaming service users: 1,000 subs.) to total roaming users)

： Int’l dialing revenues 1,200 100

： Int’l roaming revenues
：Int’l roaming users (aggregate)
(Billions of yen)
：% of own-handset roamers to total
60 ＋9％ 59.0 1,000
54.1 80

＋14％

47.4 800
21.1
60
40
19.9 600

40

33.0 400

20 27.5
20
200

0 0 0
FY07 FY08 FY09 (forecast) 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q
ＦＹ０６ ＦＹ０７ ＦＹ０８

21
 International Roaming via Conexus Partners

Established in April 2006 primarily to develop international roaming and corporate mobile services, the Conexus
Mobile Alliance has become one of Asia's biggest mobile alliances. The alliance members combined have about
240 million users of mobile voice, video and data roaming on GSM, GPRS and W-CDMA networks, some including
HSDPA.

S. Korea Japan

Mobile alliance comprising

Hong Kong/Macau
240 million customers
Taiwan

India

Vietnam

Singapore
Thailand Philippines

Indonesia

22
 Investment in Mobile Operators Overseas
Since 1999, DOCOMO has been expanding its influence in the Asian Pacific by establishing equity positions in
companies that operate in important markets within the region. These investments enable DOCOMO to use its
technical expertise and business know-how to help partners increase their corporate value.

S. Korea
Dec. 2005
③ 2.2% ownership

Hong Kong/Macau Taiwan

① ②
⑦ Dec. 1999
India 24.1% ownership Feb. 2001
4.7% ownership

Guam & Mariana

Mar. 2009 Philippines ⑤
26% ownership ④
Dec. 2006
100% ownership
Bangladesh Mar. 2006
⑥ 14% ownership
(20% by NTT group
combined)
Sept. 2008
30% ownership

(As of October 1, 2009)

23
 Investment in Other Companies Overseas
Besides investing in mobile operators overseas, DOCOMO is also investing in a range of other companies
that have the potential for not only further growth, but also synergy with DOCOMO.

Advertising
Technologies
Digital
Digital Media
Media group
group (Feb.
(Feb. 2005)
2005)
China-based KTF-
KTF -NTT DOCOMO
KTF-NTT DOCOMO Mobile
Mobile
China-based company offering digital
company offering digital Investment
media
media services
services Investment (Nov.
(Nov. 2007)
2007)
Korean
Korean venture
venture fund
fund
targeting
targeting mobile/IT
mobile/IT
companies
companies

DOCOMO
DOCOMO CapitalCapital (Jul.
(Jul.
2005)
2005)
U.S.
U.S. high-tech
high-tech venture
venture
capital
capital firm
firm

Gobi
Gobi Fund
Fund (Dec.
(Dec. 2003)
2003)
Gobi
Gobi FundⅡ
Fund Ⅱ(May.2007)
FundⅡ(May.2007)
Chinese
Chinese venture
venture fund
fund
targeting
targeting media
media companies
companies
Global Mobility Support Fleet Management Services
MontaVista
MontaVista Software
Software
Emcore
Emcore Technology
Technology (Jan.
(Jan. 2005)
2005) (Dec.
(Dec. 2004)
2004)
Blue
Blue Ocean
Ocean Wireless
Wireless (Sep.
(Sep. 2008)
2008)
China-based company offering
China-based company offering U.S.
U.S. developer
developer of
of Linux
Linux
Ireland-based
Ireland-based company
company offering
offering Maritime
Maritime location-based
location-based services
services software
software
GSM
GSM services
services

Mobile
Mobile Innovation
Innovation (May.
(May. 2004)
2004)
DOCOMO
DOCOMO interTouch
interTouch (Dec.
(Dec. 2004
2004 )) Thai fleet management service
Thai fleet management service
Singapore-based
Singapore-based high-speed
high-speed Internet
Internet provider
provider
access
access provider
provider for
for hotels
hotels

Dates of investments appear in parentheses.

24
(As of June, 2009)
 Global Expansion
・ Promote actions aimed at expanding higher-layer businesses, e.g. content, platform, etc.
・ TTSL achieves favorable growth in subscriber count, with GSM coverage being expanded on a continual basis.

Higher-layer businesses India (TTSL)

Actions aimed at enhancing

“MANGA MODE”
Distribution of Japanese
“Manga” comics through
Content/
services Bouygues Telecom (France)
(Launched Jun. 11, 2009)
“i-channel” enterprise value of investee
Business & Technology Cooperation Committee
India: Provided by TTSL
(BTCC)
Board representation/employee secondment
UK: Launched for Japanese
nationals living in UK GSM network roll-out support

Cooperation for value-added service development

Present TOB for net mobile AG

New service brand for GSM
in progress (TATA DOCOMO)

Platform Content distributed centrally Further strengthen

from DOCOMO Netherlands
to other overseas markets platform for overseas
content distribution

GSM service launched in South India on

June 24, 2009.
Network Delivery of content/services through networks
of carriers in Europe, Asia, etc. “i-channel” service launched on
September 7,2009.
25
Technologies

26
 Network Evolution Plan
・DOCOMO introduced its W-CDMA-based 3G service in 2001, and then eventually launched HSDPA(※) for
high-speed data communication up to 7.2 Mbps.
・DOCOMO’s 3G network is being overlain with HSPA(※), and later LTE(※) (Super 3G), for even faster data speed and
greater data volume.
・DOCOMO is developing a next-generation network to smooth the migration to a 4G (IMT-Advanced) service offering
ultra high-speed communication of up to 1Gps.

Maximum
data rate ～2006 2007 2008 2009 2010～
(bps)
4G
First in the world (IMT-Advanced)
1G to succeed in
5Gbps outdoor
transmission (in 2006)
ion of NW LTE (※) (Super3G)
t
100 M通信速度
u al evolu Downlink: 300 Mbps
n tin
Co Uplink: 75 Mbps

HSPA (※)
10 M
Downlink: 7.2/14 Mbps
Uplink: 5.7 Mbps
HSDPA(※)
1M Downlink: 3.6/7.2 Mbps
Uplink: 384 Kbps

W-CDMA
100 K Downlink: 384 Kbps ■ HSUPA (HSPA): Introduced in June 2009
Uplink: 384 Kbps ■ LTE: Planned for introduction in Dec 2010 as one of the first adopters in the world

※HSPA: High Speed Packet Access HSDPA: High Speed Downlink Packet Access LTE: Long Term Evolution
27
 LTE(Super3G) Demonstration Experiments
• In July 2007, DOCOMO began laboratory experiments for LTE, an advanced version of HSDPA / HSUPA (※).
• The experiments recorded a downlink transmission rate of 250Mbps and uplink rate of 50Mbps in an outdoor test,
in February 2008.

Base Station Mobile Station

YRP DOCOMO R&D Center

approx.
Downlink 250 Mbps
4 Tx antennas
for MIMO (2 sectors)
approx. 50 Mbps Uplink

Achieved peak data

rate

Sent and Received

constellation

Delay profile
eNode B Core NW emulator

(※)
HSUPA : High Speed Uplink Packet Access 28