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DoCoMo is a cell phone service provided by NTT Docomo, Inc. (株式会社エヌ・ティ・ティ・ドコモ). The name DoCoMo comes from the phrase “DO COmmunications over the MObile network.” It is also a play on words, as the word “Docomedo” in Japan means “everywhere” which is one of the ways they advertise their mobile phone network. Docomo is the leading provider of mobile phone services in Japan, with over 50 million customers and over half of the total market share. Its major competitors are au by KDDI and Softbank.



NTT began as Nippon Telegraph and Telephone but spun off in 1991 to start venturing into the mobile phone service industry. Though NTT owns the majority of the company, a large percentage of it is government owned. There were also investments in North American and Europe was well, including a part of AT&T Wireless. The company had to sell off those investments, however.

NTT Docomo was also the first mobile phone company to introduce 3G because they were undergoing substantial research and development on their wireless systems.


In addition to their mobile phone services, they also have one of the most popular mascots of any business in Japan. Docomodake, a giant mushroom, has been its mascot for several years and can be seen in video games, on television, and in various pieces of merchandise that hang from backpacks and cell phones. In addition to Docomodake, NTT often advertises their new products with attractive female Japanese models that they hire for the unveiling events of new cell phones.


NTT Docomo’s latest unveiling is the Osaifu-Keitai, or “Wallet Mobile.” They are cell phones that have Sony FeliCa capabilities, which involve chips that allow for electronic money to be transferred using the cell phone. The chips also handle event tickets, credit cards, coupons, member cards and other various pieces of monetary value. NTT was the first to develop Osaifu-Keitai, but it is now available to a variety of other cell phone carriers, including all of NTT’s competitors.

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