NTT DOCOMO FACTBOOK

May. 2010

1
About NTT DOCOMO

2
 NTT DOCOMO INC. is the world's leading mobile communications company with over 56 million customers
in March 2010. Of these, 53 million subscribe to FOMA™, launched as the world's first 3G mobile service
based on the W-CDMA mobile standard in 2001.

 DOCOMO offers a wide variety of leading-edge mobile-multimedia services, including i-mode™, the world's
most popular mobile e-mail/Internet platform, used by 48 million people.

 With the addition of credit-card and other mobile-wallet functions, DOCOMO’s handset has become highly
versatile tools for daily life.

 DOCOMO had net income of JPY 4,948billion (USD 5,319 million) on operating revenue of JPY 42,844
billion (USD 46,049 million) in fiscal 2009 (ended March 2010). (JPY93.04 = USD1.00; Mar. 31, ‘10 )

Ryuji Yamada assumed the posts Headquarters

of NTT DOCOMO INC. President Tokyo, Japan
and CEO in June 2008, crowning
Employees (consolidated)
a distinguished 35-year career
22,297 (March 31, 2010)
with both DOCOMO and its parent
company, Nippon Telegraph and Establishment
Telephone Corporation (NTT). August 1991
Mr. Yamada is a principal architect
Stock Listings
of the NTT Group’s strategic long-
Tokyo (9437)
term transition from fixed voice services to IP and related London (NDCM)
services, including mobile communications. New York (DCM)

3
 Corporate Philosophy
With the aim of creating a new world of communications culture, we NTT DOCOMO will devote all the skills, know-
how and energy towards the establishment of more "personal communication" with our customers that contributes
to their heartfelt satisfaction.

We will create a
new
communication
culture

We will fully utilize

We will satisfy our individual
customers potential

Concept Tree

4
 Subscriber Market Share
Japan’s mobile phone market has continued to expand even as it showed signs of maturing. At the end of 2007, total
subscriptions surpassed 100 million and the penetration rate reached approx. 80%. Down through the years,
DOCOMO has consistently maintained a subscriber market share of approx. 50%.
However, DOCOMO needed to make a clear break from its former business model, which had reached its limit.

Total Number of Subscriptions Subscriber Market Share

(Millions of subscribers) 2.1%

Growth period Mature period

New Customer Customer Retention 19.5%
100
increase of 5 millions Subscribers
subscriber per year as of 50.0%
End Mar.
2010
80 28.4%

increase of 10 millions
subscriber per year Market Overall
60
54% 54% 53% 53% 52% 52% 52% 51.2% 50.8%
50.6%
DOCOMO
au
40 SoftBank
EMOBILE

20

Source: Telecommunications Carriers Association (TCA)

97/3 99/3 01/3 03/3 05/3 07/3 09/3
5
 Stronger Brand Loyalty
In fiscal 2008, DOCOMO shifted the focus of its marketing efforts to concentrate on strengthening brand
loyalty among its 54 million existing customers. Previously focused on acquiring new customers and
minimizing churn, DOCOMO is now striving to extend the depth and duration of its existing customer
relationships. DOCOMO has supported this effort by renewing its commitments, introducing new
corporate branding and integrating its former regional-subsidiary structure for greater efficiency.

New
New Commitments
Commitments New
New Logo
Logo
(April
(April 18,
18, 2008)
2008) (July
(July 1,
1, 2008)
2008)

We will revamp our brand and strengthen

１ ties with our customers.

We will actively seek out the voices and

２ opinions of our customers so that we can
continue to exceed their expectations.
Integration
Integration of
of Regional
Regional Subsidiaries
Subsidiaries
We will continue to drive innovation so (July
(July 1,
1, 2008)
2008)
３ that we can earn the respect and
admiration of people worldwide.
Hokkaido
Hokkaido Hokuriku
Hokuriku Chugoku
Chugoku

We will become an organization whose Tohoku Tokai Shikoku

Tohoku Tokai Shikoku
４ energetic staff is capable of overcoming
all challenges in pursuit of our corporate Nationwide operations
Chuo
Chuo Kansai
Kansai Kyushu
Kyushu
vision. under a single entity

6
Networks

7
 Subscriber Migration to FOMA
・ No. of subscribers who have migrated to FOMA in FY2009 (full-year): 2.27 million
・ Aim to increase FOMA subs to 98% of total cellular subs by Mar. 31, 2011

(Million subs) Numbers in parentheses indicate the percentage of FOMA subscriptions to total cellular subscriptions

60.0
55.44 56.08 57.45
53.94 54.16 54.60 54.86 55.19 1.23
52.85 52.94 53.15 53.39 53.63 2.88
3.93 3.39
5.56 4.62
50.0 mova 7.49 6.66
9.44 8.43
12.90 11.07
14.99
56.22
(98%)
52.05 53.20
40.0 51.26 (94.9%)
50.25 (93.9%)
49.04 (92.9%)
47.49 (89.8%) (91.6%)
46.44 (87.7%)
45.20
43.95 (86.1%)
30.0 (84.3%)
42.08 (82.3%)
40.04 (79.2%)
37.85 (75.6%)
(71.6%)

20.0

10.0

0
07/6 07/9 07/12 08/3 08/6 08/9 08/12 09/3 09/6 09/9 09/12 10/3 11/3
FY2007 FY2008 FY2009 (Forecast)

◆ Inclusive of Communication Module Service subscriptions

 Network Coverage
Implemented various measures to improve FOMA coverage and quality

■ Principal actions taken in FY2009

Enhancement of Tokyo Metropolitan
HSDPA speed Visiting customer Expressway Area quality improvement
(7.2Mbps) quality using compact BS (booster)
within 48 hours (indoors)
pop. coverage: 100% improvement

■ HSDPA coverage expansion ■ Customer visit within 48 hours

Achieved 100% pop. coverage in 2 years and 4 months 2008/07 Trial service in some areas of Kanto Koshinetsu
after service launch 2008/10 Full-scale launch in Kanto Koshinetsu, Hokuriku
Pop. coverage (%) and Kyushu
10 HSDPA FOMA
100 9 2009/01 Expanded to nationwide scale
8 0 mova

80 81
Service launch 2006/8
Actions taken during customer visit:
Area quality investigation, installation of FOMA
60
repeater/indoor auxiliary antenna, explanation of area
quality improvement plans, etc.

Service launch (nationwide)

40 2002/4

20
Service launch 1993/3
Service launch (Chuo) 2001/10 Seek higher customer satisfaction

1 2 3 4 5 6 7 8
Year of service launch No. of years after launch
9
Services

10
 Advancing the Roles of Mobile Phone
DOCOMO aims to evolve mobile phone to take the role of assisting customers’ individual behavior. We will
take on the challenge of advancing the roles of mobile phone.
Roles of mobile phones

Personalization of
services

DOCOMO’s Challenge
Behavior
assistance
Transformation into
lifestyle infrastructure
Life ・Locating
・Security
assistance
・Auction
Advancement of IT
・Osaifu-keitai e-wallet

Information・Internet access ・Search engine

Advancement of access ・Video ・Filtering
communication ・Gaming ・One-seg TV
・Music ・Comic

・Telephone ・Int’l ・Videophone ・Push-to-talk ・2 in 1

Communication dialing
・e-mail ・Deco-mail

Continual evolution of mobile phones and network Time/evolution

11
 Expansion of Packet Usage
Packet usage continued to grow due to expanded uptake to flat-rate packet access plans and enrichment of
video services.

Paket flat-rate subscription count/ Video content

subscription rate Total subs: Topped
■ “BeeTV” service
Topped 1,000,000
25.80
(As of Mar. 14, 2010)
【FY2010
【FY2010 Targets】
Targets】
No.
No. of
of packet
packet flat-rate subscriptions*1*1:: 31.70
flat-rate subscriptions 31.70 million
million Percentage of subs who have
Over
Packet flat-rate subscription rate*2
*2: 63% joined paid service after free
Packet flat-rate subscription rate : 63% trial period: 70%

70%
(Million subs)

63% ■ No. of subscriptions

Topped 1.00 million

53% 31.70
(Million subs)
1.07
25.77
39% 0.86
0.77
31%
17.79
12.81 0.44

FY2007 FY2008 FY2009 FY2010 (forecast) FY2012 (forecast)

09/6 09/9 09/12 09/3

*1: Include subscriptions to Pake-hodai full” “Pake-hodai double” , “Pake-hodai simple”, “Biz-hodai”, “Biz-hodai double” , “Biz-hodai simple” and flat-rate data plan services.
*2: Packet flat-rate subscription rate: No. of packet flat-rate subscriptions / (Total FOMA i-mode subscriptions + No. of “Biz-hodai” subs + No. of data plan subs)
12
 Lifestyle Applications for Payments
One of our lifestyle applications is Osaifu-Keitai™, mobile-wallet service for e-money, e-credit cards, travel tickets,
membership cards, ID, door keys and more. DCMX™, DOCOMO’s e-credit card, has more than 10 million members
and the iD™ platform for e-credit cards has some 440,000 payment terminals installed.

DCMX iD
DOCOMO brand for e-credit card DOCOMO platform for storing e-credit cards of
Steady Growth in DCMX Subscriptions any brand. Phone is merely waved over merchant
(Total subscriptions to DCMX mini, DCMX and DCMX GOLD) terminal to complete transaction.
11
10
9
8
7
millions

6
5 ■ iD payment terminals installed
4 10 million • 440,000 as of March 31, 2010
DCMX subscribers
3 on August 24, 2009
2
1
■ iD deployment overseas
• Guam & China
0
Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Aug.
2006 2007 2008 2009

13
 Latest Handsets
DOCOMO unveiled its new handset lineup which is closely attuned to the latest preferences and lifestyles of
mobile phone users.

F-０２B L-０１B L-０２B F-０１B F-０４B N-０２B

L-０３B N-０１B P-０１B SH-０１B

Digital photo frame

N-０３B P-０２B SH-０２B Photo Panel 02
F-０３B SC-０１B

docomo Smartphone
Xperia™
SH-０４B SH-０５B P-０３B SH-０３B

14
 Service Personalization -“i-concier”-
・ Aim to double “i-concier” subscriptions to 7.90 million by increasing no. of compatible handsets
・ Increase local information content, aiming to offer “personal agent” service to enhance convenience of everyday life

“i-concier” Introduction of auto-GPS (Launched November 2009)

Auto GPS information

■ No. of subscriptions
Auto GPS reminder

Last train alert

Local “machi-chara” passport You have arrived near

(Million subs) the area you set with
the “Auto GPS
8.00 reminder” service. “The
Auto GPS weather/earthquake info TV feature…”
7.90
Double
Double
New type of behavior support service
6.00

■ No. of content sites

4.00 (sites) 600

4.20
548
493
3.10 423
400
2.00 2.34
332
1.56
200
244
0.93 191

08/12 09/3 09/06 09/09 09/12 10/3 11/3

FY2010 08/12 09/3 09/6 09/9 09/12 10/3
(forecast)
 Social-Support Services
Expand revenue base by further advancing new businesses in the fields of “health care” “finance/payment” and
“environment/ecology” that are beginning to take off.

Address
Address social
social issues
issues Utilize
Utilize DOCOMO’s
DOCOMO’s strengths
strengths

Finance/ Environment/ Education

payment ecology support
business business business
Safety/
Health care
security
business
Social Platform business

Medical support
Wellness support

Health care/
Finance/payment business Environment/ecology business
medical management business

Establish infrastructure for Aim to further diversify Establish information infrastructure

distributing personal medical finance/payment services and by combining sensing technologies
information using mobile phones businesses with mobile communications

■ “MD+”
(Medical information service) ■ Environment sensor network
■ “Medical Brain” ■ “docomo one-time insurance” ■ Bicycle sharing business
(Information support service for
health care workers) ■ docomo mobile remittance ■ “Smart tap”
service (visualization of power usage)
■ Wellness support ■ Promotion of mobile CRM
 Converged Services
Launched “MyArea”, Japan’s first Femtocell BTS-based home area service.

“MyArea”
■ Launched a new value-added service, “MyArea” wireless coverage, to realize dedicated
use of bandwidth and offer information service leveraging in/out of home area data

Private FOMA area in home

Dedicated use of bandwidth In/out of home area info.

Constant access to “Imasuka”
（（（high-speed communication））） function

Exclusive content for Informs family member’s departure

from/return to home via e-mail
“MyArea”
High-
performance Possible to check family members’
presence/absence status from outside
Femtocell
Compatible with BTS
Message can be stored and delivered
long-form video upon return to home

Aim to acquire 1.00 million subs (cumulative) by FY2012

17
International Business

18
 Diversified International Services
DOCOMO is steadily increasing its international service offerings, focusing on both travelers and multinational
enterprise customers, as well as the development of new business in collaboration with foreign partners.

More services for international travelers

• Expanded service areas for international roaming (voice, videophone and packet data communication)
• Wider lineup of phones that support international roaming.

International solutions for companies

• One-stop enterprise solutions (mainly for companies with communication needs both in Japan and overseas).
• Solutions developed and delivered in collaboration with overseas subsidiaries and capital/business partners,
including members of the Conexus Mobile Alliance.

Overseas Business Deployment

• New business developed with capital or business partners, mainly in the Asian Pacific region.
• Reinforced alliances in Asian Pacific, centered on the Conexus Mobile Alliance.

International Enterprise Overseas Business

phone services solutions Deployment
For travelers / visitors For overseas offices Mainly in Asian Pacific

International roaming Capital & business partners

Solutions for Japanese
enterprises overseas
Dialing from Japan

Seamless mobile services

Preferred roaming through collaborations

19
 International Roaming via Conexus Partners
Established in April 2006 primarily to develop international roaming and corporate mobile services, the Conexus
Mobile Alliance has become one of Asia's biggest mobile alliances. The alliance members combined have about
240 million users of mobile voice, video and data roaming on GSM, GPRS and W-CDMA networks, some including
HSDPA.

S. Korea Japan

Mobile alliance comprising

Hong Kong/Macau
240 million customers
Taiwan

India

Vietnam

Singapore
Thailand Philippines

Indonesia

20
 Investment in Mobile Operators Overseas
Since 1999, DOCOMO has been expanding its influence in the Asian Pacific by establishing equity positions in
companies that operate in important markets within the region. These investments enable DOCOMO to use its
technical expertise and business know-how to help partners increase their corporate value.

S. Korea
Dec. 2005
③ 5.46% ownership

Hong Kong/Macau Taiwan

① ②
⑦ Dec. 1999
India 24.1% ownership Feb. 2001
4.7% ownership

Guam & Mariana

Mar. 2009 Philippines ⑤
26% ownership ④
Dec. 2006
100% ownership
Bangladesh Mar. 2006
⑥ 14.1% ownership
(20% by NTT group
combined)
Sept. 2008
30% ownership

(As of January, 2010)

21
 Investment in Other Companies Overseas
Besides investing in mobile operators overseas, DOCOMO is also investing in a range of other companies
that have the potential for not only further growth, but also synergy with DOCOMO.

Technologies
KTF-
KTF -NTT DOCOMO
KTF-NTT DOCOMO Mobile
Mobile
Investment
Investment (Nov.
(Nov. 2007)
2007)
Korean
Korean venture
venture fund
fund
targeting
targeting mobile/IT
mobile/IT
companies
companies

DOCOMO
DOCOMO CapitalCapital (Jul.
(Jul.
2005)
2005)
U.S.
U.S. high-tech
high-tech venture
venture
capital
capital firm
firm

Gobi
Gobi Fund
Fund (Dec.
(Dec. 2003)
2003)
Gobi
Gobi FundⅡ
Fund Ⅱ(May.2007)
FundⅡ(May.2007)
Chinese
Chinese venture
venture fund
fund
targeting
targeting media
media companies
companies
Global Mobility Support
net
net mobile
mobile (Dec.
(Dec. 2009)
2009)
Blue
Blue Ocean
Ocean Wireless
Wireless (Sept.
(Sept. 2008)
2008)
Germany-based
Germany-based
Ireland-based
Ireland-based company
company offering
offering Maritime
Maritime mobile-content
mobile-content distribution-
distribution-
GSM
GSM services
services platform
platform company
company
Fleet Management Services
DOCOMO
DOCOMO interTouch
interTouch (Dec.
(Dec. 2004
2004 )) Mobile
Mobile Innovation
Innovation (May.
(May. 2004)
2004)
Singapore-based
Singapore-based high-speed
high-speed Internet
Internet
access Thai
Thai fleet
fleet management
management service
service
access provider
provider for
for hotels
hotels provider
provider

Dates of investments appear in parentheses.

22
(As of April 2, 2010)
 Global Expansion
・Deploy and expand business in each layer in markets outside Japan
・TTSL achieves favorable growth in subscriber count, with GSM coverage being expanded on a continual basis

Enhance added value

Comic
Comic delivery
delivery Info.
Info. delivery
delivery New
New content
content

Content
Deployment mainly in
mature markets

Expand
Expand and
and strengthen
strengthen
Application/Platform value-added
value-added service
service business
business
leveraging
leveraging net
net mobile
mobile AG
AG

Network/ infrastructure

Deployment mainly in growth markets •Enhance

•Enhance enterprise
enterprise value
value through
through network
network
construction
construction support,
support, etc.
etc.
Accelerate growth by providing know-how on network roll-out, etc. •Capture
•Capture growth
growth of
of investee
investee

India (TTSL)
Actions aimed at enhancing New service brand for GSM
enterprise value of investee
(TATA DOCOMO)
Business & Technology Cooperation Committee
(BTCC) GSM service launched in South India on
Board representation/employee secondment June 24, 2009.

GSM network roll-out support “i-channel” service launched on

Cooperation for value-added service development
September 7,2009.
 LTE Roll-Out
・ Plan to launch LTE in December 2010
・ LTE-related CAPEX for FY2010 is estimated to be approximately ¥35.0 billion

Area Devices
• Plan to install approx. 1,000 base stations • Start LTE services with data devices, and later
in FY2010 add more variety to product lineup

Data devices： To be released in Dec. 2010

• Progressive roll-out from high demand areas (Handsets: Planned for release in 2011)
(Tokyo, Osaka, Nagoya) using an overlay
approach to existing 3G areas

Spectrum
• Downlink speeds of up to 37.5Mbps
(75Mbps in some areas) to be offered
at service launch* • Plan to introduce LTE using 2GHz band
(carrier bandwidth: 5MHz/10MHz)

• Plan to use 1.5GHz band from FY2012/3Q

3G area

LTE areas

* Peak data rates are provisional and may change in the future depending on the method of calculation.
Technologies

25
 Network Evolution Plan
・DOCOMO introduced its W-CDMA-based 3G service in 2001, and then eventually launched HSDPA(※) for
high-speed data communication up to 7.2 Mbps
・DOCOMO’s 3G network is being overlain with HSPA(※), and later LTE(※) (Super 3G), for even faster data speed and
greater data volume
・DOCOMO is developing a next-generation network to smooth the migration to a 4G (IMT-Advanced) service offering
ultra high-speed communication of up to 1Gps

Maximum
data rate ～2006 2007 2008 2009 2010～
(bps)
4G
First in the world (IMT-Advanced)
1G to succeed in
5Gbps outdoor
transmission (in 2006)
ion of NW LTE (※)
t
100 M通信速度
u al evolu Downlink: 300 Mbps
n tin
Co Uplink: 75 Mbps

HSPA (※)
10 M
Downlink: 7.2/14 Mbps
Uplink: 5.7 Mbps
HSDPA(※)
1M Downlink: 3.6/7.2 Mbps
Uplink: 384 Kbps

W-CDMA
100 K Downlink: 384 Kbps ■ HSUPA (HSPA): Introduced in June 2009
Uplink: 384 Kbps ■ LTE: Planned for introduction in Dec 2010 as one of the first adopters in the world

※HSPA: High Speed Packet Access HSDPA: High Speed Downlink Packet Access LTE: Long Term Evolution
26
 LTE Demonstration Experiments
• In July 2007, DOCOMO began laboratory experiments for LTE, an advanced version of HSDPA / HSUPA (※)
• The experiments recorded a downlink transmission rate of 250Mbps and uplink rate of 50Mbps in an outdoor test,
in February 2008

Base Station Mobile Station

YRP DOCOMO R&D Center

approx.
Downlink 250 Mbps
4 Tx antennas
for MIMO (2 sectors)
approx. 50 Mbps Uplink

Achieved peak data

rate

Sent and Received

constellation

Delay profile
eNode B Core NW emulator

(※)
HSUPA : High Speed Uplink Packet Access 27