Foreword to the Japanese Edition.
Foreword to the English-language Edition.
IT Businesses Grow far More Than Expected or do not Grow at All.
i-mode: Born with a Sense of Crisis.
Evolution of a Text-Based e-Mail Culture.
New Services Emerge.
A Business Model the Wired Internet Cannot Support.
All Eyes on DoCoMo.
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.
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.
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.
Point & Mobile Strategy and Convenience Store Alliances.
Printing: Our Next Project.
Alliances to Strengthen Electronic Settlement.
A Team of Individuals Working with the Same Ideas, Hand-in-Hand, is Stronger Than One Following a Single Boss.
The Information Convenience Store and Gemlike Specialty Sites.
More Corporate Subscribers than We Had Expected.
Motorcycle Couriers and Exit Interviews.
Self-Organization in Off-the-Shelf Software.
Another Effect of Adopting HTML.
A Fast Conversion from a Telecom to an Internet Company.
An Organization of Empowered Individuals is a Far More Powerful Organization.
Accelerated Mobile Phone Evolution.
Like the Auto Industry in the 1980s.
The Media Rush.
Word of Mouth: Self-Organization among Individuals.
Emergence and Self-Organization on a Global Scale Gives Rise to Greater Positive Feedback.
The IMT-2000 Age is Drawing Near.
Seconds of Real Enjoyment.
Striking a Balance between Subscribers and Service Providers.
e-Money from Mobile Phones.
Alliances with Home Appliance Manufacturers: Another Possibility.
For Export: Our Business Model.
Appendix 1: History of i-mode.
Appendix 2: Proposal for the Basic i-mode Concept.
Appendix 3: The i-mode Menu List.
Afterword to the Japanese Edition.
"...all those interested in the outcome should read this book..." (IEE Review, February 2003)
"...ideal for the corporate telecomms executive ..readable and accessible..." (Telecomworldwire, 26 March 2003)