NTT Docomo’s Enterprise Strategy Focuses on Strategic Partnerships

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By Andrew Cavalier | 1Q 2022 | IN-6490


DOCOMO's Declaration for Transformation


Throughout the years, NTT Docomo has been a sizable player in Japan’s telecommunications market, with over 83.8 million domestic subscribers and 20,000 5G base stations located throughout 500 cities. Despite the company’s presence in the market, the company’s portfolio of business lines has seen mixed results. Mobile revenue, equipment sales, and Average Revenue per User (ARPU) have been on the decline while mobile subscriptions and enterprise partnerships have increased to 84 million subscribers and to over 3,400 partners. With aggressive competition from Softbank and KDDI, the company has been placing its enterprise strategy—"Declaration Beyond”—as a key driver for the company’s recovery. With the goal of transforming the business for the future, NTT Docomo aims to build a brand around six tenets that will create value through “excitement”, “satisfaction”, and “peace of mind”, as well as for enterprise partners through “industry creation”, “solving social issues”, and…

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