Docomo started as a mobile phone rental company but then shifted strategies by launching its own handset models for purchase rather than rental. This helped it grow its subscriber base. It also found major success with the launch of I-mode, one of the first mobile internet services, through keeping services simple, adopting AOL's billing model, and focusing on customer needs. While Docomo's early 3G strategies showed overconfidence before technologies were ready, it was able to survive competitive pressures later by cutting executive pay and focusing on new niche markets like photo phones.

1. Class Project Bussiness Strategy