different approach to the wireless Web called i-mode (information-mode). She convinced
the wireless subsidiary of the former Japanese telephone monopoly that her approach was
right, and in Feb. 1999 NTT DoCoMo (literally: Japanese Telephone and Telegraph Company
everywhere you go) launched the service in Japan. Within 3 years it had over 35 million
Japanese subscribers, who could access over 40,000 special i-mode Web sites. It also had
most of the world's telecom companies drooling over its financial success, especially in light of
the fact that WAP appeared to be going nowhere. Let us now take a look at what i-mode is and
how it works.
The i-mode system has three major components: a new transmission system, a new handset,
and a new language for Web page design. The transmission system consists of two separate
networks: the existing circuit-switched mobile phone network (somewhat comparable to D-
AMPS), and a new packet-switched network constructed specifically for i-mode service. Voice
mode uses the circuit switched network and is billed per minute of connection time. I-mode
uses the packet-switched network and is always on (like ADSL or cable), so there is no billing
for connect time. Instead, there is a charge for each packet sent. It is not currently possible to
use both networks at once.
The handsets look like mobile phones, with the addition of a small screen. NTT DoCoMo heavily
advertises i-mode devices as better mobile phones rather than wireless Web terminals, even
though that is precisely what they are. In fact, probably most customers are not even aware
they are on the Internet. They think of their i-mode devices as mobile phones with enhanced
services. In keeping with this model of i-mode being a service, the handsets are not user
programmable, although they contain the equivalent of a 1995 PC and could probably run
Windows 95 or UNIX.
When the i-mode handset is switched on, the user is presented with a list of categories of the
officially-approved services. There are well over 1000 services divided into about 20
categories. Each service, which is actually a small i-mode Web site, is run by an independent
company. The major categories on the official menu include e-mail, news, weather, sports,
games, shopping, maps, horoscopes, entertainment, travel, regional guides, ringing tones,
recipes, gambling, home banking, and stock prices. The service is somewhat targeted at
teenagers and people in their 20s, who tend to love electronic gadgets, especially if they come
in fashionable colors. The mere fact that over 40 companies are selling ringing tones says
something. The most popular application is e-mail, which allows up to 500-byte messages, and
thus is seen as a big improvement over SMS (Short Message Service) with its 160-byte
messages. Games are also popular.
There are also over 40,000 i-mode Web sites, but they have to be accessed by typing in their
URL, rather than selecting them from a menu. In a sense, the official list is like an Internet
portal that allows other Web sites to be accessed by clicking rather than by typing a URL.
NTT DoCoMo tightly controls the official services. To be allowed on the list, a service must
meet a variety of published criteria. For example, a service must not have a bad influence on
society, Japanese-English dictionaries must have enough words, services with ringing tones
must add new tones frequently, and no site may inflame faddish behavior or reflect badly on
NTT DoCoMo (Frengle, 2002). The 40,000 Internet sites can do whatever they want.
The i-mode business model is so different from that of the conventional Internet that it is
worth explaining. The basic i-mode subscription fee is a few dollars per month. Since there is a
charge for each packet received, the basic subscription includes a small number of packets.
Alternatively the customer can choose a subscription with more free packets, with the per-
packet charge dropping sharply as you go from 1 MB per month to 10 MB per month. If the
free packets are used up halfway through the month, additional packets can be purchased on-
line.