Docomo unveils medium-term strategy for 2020

02 May 2017

NTT Docomo has announced plans to implement a “medium-term” strategy by 2020, through which the Japanese mobile giant aims to “realize a more innovative business structure in the coming era of 5G”.

According to Docomo, the plan is designed to “exceed the expectations of customers and help them connect with their aspirations via exciting and unexpected services.”

From May 2017, 5G trial sites will be launched to enable partner companies and Docomo to collaborate in creating standard-setting new services which leverage 5G strengths including low latency, ultra-high speed, ultra-large capacity and massive device connectivity, the Kapane.

Docomo also plans to leverage 5G technology to launch new services under a company-wide project dubbed ‘empower+d challenge’ (empowered challenge). Through the application of virtual reality, artificial intelligence and IoT technologies, Docomo will launch initiatives to target nine sectors in three fields - experience innovation (new entertainment, next-generation mobility and sharing); life style innovation (AI agent, FinTech and Total healthcare); and work style innovation (drone robotics, work innovation and work matching).

Docomo will use AI to develop new customer contact points for the provision of optimal, stress-free support for each customer, anytime and anywhere, with a special emphasis on reducing customer wait times. A new system will enable customers to consult their smartphones about a wide range of issues, and measures for enhanced communication will be implemented for issues requiring specialized assistance.

By fiscal 2020, Docomo plans to increase the total number of ‘d Point’ partners to more than 300, with the aim of establishing ‘d Point’ as one of Japan's largest point programs. As a first step, on 10 May 10, ‘docomo Points’ earned under the former loyalty program will be transferred to the ‘d Point’ program, extending the validity period of the points and expanding the ways they can be used. On 24 May, the operator will introduce new ‘Simple Plan’ and ‘Ultra Share Pack 30’ subscriber plans.

Docomo also intends to collaborate with partners in six key fields-primary industries, education, sports, healthcare, mobility and work style reform. In the case of work style reform, collaborations will facilitate telework environments and share offices, to be introduced this year.

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