How Do Japanese Consumers Perceive Wireless Ads?

A multivariate analysis

Shintaro Okazaki
Autonomous University of Madrid, Spain


In 1999, the largest mobile operator in Japan, NTT DoCoMo, launched 'i-mode', which offers a broad range of internet services, including email, transaction services such as ticket reservations, banking, and shopping, as well as infotainment and directory services (NTT DoCoMo 2004a). By January 2004, there were 44.7 million 'i-mode' subscribers in Japan, and more than 3 million elsewhere (NTT DoCoMo 2004b). DoCoMo's European user base has expanded through partnerships with key mobile operators, including E-Plus in Germany, KPN Mobile in the Netherlands, BASE in Belgium, Bouygues Telecom in France, Telefnica Mviles in Spain, WIND Telecomunicazioni in Italy and COSMOTE in Greece. In the USA, DoCoMo is engaged in the development of mobile multimedia business with AT&T Wireless (NTT DoCoMo 2004b).