NTT DOCOMO FACTBOOK

Sept. 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, 54 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 49 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 494.8billion (USD 5,318 million) on operating revenue of JPY 4,284.4
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)
2.3%
Growth period Mature period
New Customer Customer Retention
100 20.0%
increase of 5 millions
subscriber per year Subscribers
as of
July 31 49.6%
80 2010
28.1%
increase of 10 millions
subscriber per year Market Overall
60 50.8%
50.6%
54% 54% 53% 53% 52% 52% 52% 51.2%
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 FY2010/1Q : 0.45 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 57.45
55.19 55.44 56.08 56.51 1.23
53.94 54.16 54.60 54.86 2.35
52.85 52.94 53.15 53.39 53.63 2.88
4.62 3.93 3.39
6.66 5.56
50.0 mova 8.43 7.49
9.44
12.90 11.07
14.99 56.22
54.16 (98%)
53.20 (95.8%)
40.0 52.05
51.26 (93.9%)
(94.9%)
49.04 50.25 (92.9%)
47.49 (89.8%) (91.6%)
46.44 (87.7%)
45.20 (86.1%)
30.0 43.95 (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 10/6 11/3

FY2007 FY2008 FY2009 FY2010 (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
 Churn Rate/Net Additions
・ Maintained churn rate at record low level of 0.44% in FY2010/1Q
・ No. of net additions in FY2010/1Q increased by 64% year-on-year

■ Churn rate ■ No. of net additions

Record low level ：FY2009
on par with FY2008/3Q (Million subs) ：FY2010
and FY2009/1Q 0.7
(%)
Up
Up 64%
64% 0.65
0.55 0.6
year-on-year
year-on-year
0.52 0.52
0.5
0.51
0.50 0.49

0.4 0.43
0.46

0.45 0.45
0.3 0.32
0.44 0.44
0.44
0.26 0.25
0.2
0.40
1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q
0.1
FY2008 FY2009 FY2010

0.0
1Q 2Q 3Q 4Q
 Growth of Packet ARPU
・ Growth rate of packet ARPU has accelerated
・ No. of packet flat-rate services subscriptions grew to approx. 27.50 million as a result of aggressive promotion

YOY packet ARPU comparison

【FY2010
【FY2010 Targets】
Targets】
(Growth rate) (Yen) No.
No. of
of packet
packet flat-rate
flat-rate services
services subs:
subs: 31.70
31.70 million
million
4.0% 2,550
Packet
Packet flat-rate
flat-rate services
services subscription
subscription rate:
rate: 63%
63%

：YOY growth rate*1 (%)

：Packet ARPU (yen)

■ “BeeTV”subscriptions
3.0% 2,500
・ No. of “BeeTV” subs increased steadily
・Bee TV is one of factors to increase packet
ARPU of light users

2.0% 2,450
(Million subs)
1.25
1.2
1.07
1.0
0.86
0.8 0.77
1.0% 2,400

0.6
0.44
0.4

0.2
0.0% 0
2,350
0.0
09/6 09/9 09/12 10/3 10/6 09/6 09/9 09/12 10/3 10/6
*1: Excludes impact of i-mode monthly charge hike applied from June 2008
 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 481,000 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
10 million
■ iD payment terminals installed
4
DCMX subscribers • 481,000 as of July 31, 2010
3 on August 24, 2009
2
1
■ iD deployment overseas
0
Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Sep. Dec. Mar. Jun. Aug. • Guam & China
2006 2007 2008 2009

iD
iD is
is acceptable
acceptable to
to make
make payments
payments at
at all
all McDonald’s
McDonald’s shops,
shops, and
and major
major franchising
franchising convenience
convenience stores
stores

14
 Handset Lineup
Launched “2010 Summer Model” handsets comprising 20 different models, including handsets designed in
collaboration with external brands, models offering rich color variations and phones equipped with camera for
shooting HD video.

10 models 4 models 2 models 1 model

F-０７B Ｆ-０８B L-０４B F-０６B N-０４B N-０７B N-０８B

Ｎ-０５B N-０６B P-０４B SH-０７B SH-０９B

Ｐ-０５B P-０６B Ｐ-０７B 3 models

docomo Smartphone

LYNX dynapocket BlackＢｅｒｒｙ Bold９７００

SH-０８B SH-０２B marimekko
 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

New type of behavior support service

6.00

■ No. of content sites

4.78 (sites) 600
4.00
4.20 611
548
493
3.10
400 423
2.00
2.34 332
1.56
200
244
191
0.93

08/12 09/06 09/12 10/6 11/3

FY2010 08/12 09/3 09/6 09/9 09/12 10/3 10/6
(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
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
280 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
280 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
 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) ■ 3G spectrum auction results in India

Jammu &
Himachal
Kashmir
Pradesh
Punjab

New service brand for GSM Haryana

Delhi
(TATA DOCOMO) Actions aimed at enhancing
Rajasthan
UP(W)
Assam,
Circles won by TTSL
UP(E) North East

enterprise value of investee

Madhya
Bihar
West
Circles won by TTML
GSM service launched in South India on Gujarat
Pradesh
Bengal Circles not won
Kolkata
June 24, 2009. Mum bai Maharashtra
Orissa

Andhra
Pradesh
“i-channel” service launched on (Out
(Out of
of total
total 22
22 circles)
circles)
September 7,2009. Karnataka
Kerala Chennai Won
Won licenses
licenses in
in 99 circles
circles
Tamil
Nadu
 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.

23
(As of April 2, 2010)
 LTE (1)

・ Provide brand-new services leveraging LTE’s distinctive features—

“high-speed”, “large-capacity” and “low-latency” transmission

■ LTE’s distinctive features

Area expansion using an overlay
High-speed Large-capacity Low-latency approach to existing 3G areas
Transmission latency
Transmission rate Spectrum efficiency
(maximum effect)
Approx. Approx. Approx. 3G area
10-fold* 3-fold 1/4
(Comparison with FOMA (HSPA) service) LTE areas

AR (Augmented Reality) service Automatic voice translation (for future)

Konnichiwa! Automatic Bonjour!

Massive voice
LTE volume of translation
data

LTE
Display content on images captured by camera

* Comparison of LTE max. downlink speed of 75Mbps with HSPA max. downlink speed of 7.2Mbps
 LTE (2)

・ LTE-related capital expenditures for the first three years after launch
estimated to be approx. ¥300.0 billion

FY2010 FY2011 FY2012

LTE-related CAPEX:
Approx ¥35.0 billion
Approx. ¥100.0 billion Approx. ¥170.0 billion

(From (Dec. 2010)

June 2010)

Data communication device

commercial network

LTE service launch

▲
Trial operation of

▲Handset-type device
(Planned for release)

Approx. 5,000 BTSs

(cumulative)
Approx. 20%
Approx. 1,000 BTSs (cumulative) POP coverage
Approx. 15,000 BTSs
Approx. 7% POP coverage (cumulative)
Approx. 40%
POP coverage

Tokyo/Osaka/ Prefectural capital-size

Major cities across Japan
Nagoya cities
Technologies

26
 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
27
 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 28