Foreword.
Preface.
1 Success.
IT Businesses Grow Far More than Expected or Do Not Grow at All .
i-mode: Born of a Sense of Crisis.
Evolution of a Text-Based e-Mail Culture.
Beyond Talk .
New Services Emerge.
A Business Model the Wired Internet Cannot Support.
All Eyes on DoCoMo
2 Concepts.
Why has Our Success in the IT Business been so Overwhelming?
Differences in Platform are Meaningless.
Why is the Win so Overwhelming?
Life Today: Complex Systems.
3 Practice.
Most People are Conservative; They Reject What Seems too New.
DoCoMo's Role: Two Points Only.
Sharing the Revenues Matters.
Keep Service Providers Motivated.
What is Internet-Style Marketing?
Finding i-Mode Champions.
4 Alliances.
Win - Win Relationships.
Different Industries, Different Types of Alliances.
Alliances with Broadcasters.
Seamless Links between Mobile and Fixed-Line Networks.
Future Plans Call for Adding PC-Internet Users.
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