Exploration Into The Early Success Of I-Mode Product Launch

Abstract

In Japan, i-mode was launched in February 1999 and becomes the world’s first mobile Internet access service.  Since the launch, the product has rapidly achieved early success and continues to be the dominant force in the market, in spite of escalating challenges by late competitor-comers.  What are the key success factors of i-mode?  This study examines which factors might be more important than the others in accounting for i-mode success.  The study also probes into the trait of early diffusion and the perceived associative image of the product.  In order to address the research issues noted above, this study adopts a mixed-method approach.  First, an interview is conducted with a company representative of i-mode in order to explore conditions leading to the success of the product.  Then, a questionnaire addressing these and other possibly key conditions is administered to a sample of i-mode subscribers as respondents in Japan.  Results demonstrate that the effective manipulation of marketing strategies, particularly the product and promotion strategies, play a pivotal role throughout the six-year period from product launch to the currently leading position of i-mode in Japan’s mobile communication market.