I-mode is successful because it’s

I-mode is successful because it’s simple

The race to justify spend on 3G
licenses in Europe is leading the owners into an arms race of features,
content rights and technology spend… but they won’t get any return on
their investment unless they listen to what users want… like I-Mode

“Since its launch in February 1999, the product has been
aimed not at sophisticates but at ordinary people who want “normal,
normal, Internet applications,” he stressed. Though casual observers of
i-mode activity in Japan might conclude that most people who use it are
teenagers, he said, in reality the majority of Japanese users are
adults. After a semi-slow beginning, when i-mode took six months to
land its first one million subscribers, his company now counts just
over 19 million subscribers, Natsuno said.”

Stepping back from the features and functionality mindset
to one of sensitive and contextual strategic design of 3G services is
going to happen – it’s whether the big players spending right now will
do it before or after they realise what consumers want…

The Minimalist Invasion of i-mode : HBSWK Pub. Date:26-Feb-01

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