How Do Japanese Consumers Perceive Wireless Ads?
A multivariate analysis
Shintaro Okazaki Autonomous University of Madrid, SpainINTRODUCTION
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...