TOKYO —

Mobile carrier NTT DoCoMo Inc on Friday unveiled its new corporate logo and branding strategy which aims to shift its focus from career-oriented to customer-oriented services to achieve customer satisfaction.

Admitting its decreasing number of users in the market, Masao Nakamura, president and CEO, said, “Currently, it is very difficult to differentiate ourselves from other carriers in terms of technology—which we have so far focused on as a selling point. It’s becoming more important to meet individual customers’ needs. Ultimately, customer loyalty and word of mouth bring in long-term contracts and new customers.”

Masahiko Uotani, special adviser to the company and Coca Cola Japan president, said, “DoCoMo has persisted and been successful in the past. They now need to be more flexible in a changing market by restructuring the organization.”

DoCoMo said the company has been working on making the organization more flexible for quicker decision-making as well as a new sales strategy and development of user-friendly handsets.

DoCoMo’s share of the Japanese mobile phone market came to 49.7% as of March 31, dipping below the 50% mark for the first time, while Softbank Mobile Corp has gradually been acquiring new users. Its share increased to 18.1% from 16.4%, the Telecommunications Carriers Association reported earlier this month.

The new corporate logo, color and message “Unlimited Potential, in Your Hand” will be used from July 1. Customer services will be strengthened, such as improvement of premium club service, DoCoMo said.

9 Comments

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  romulus3 at 05:24 PM JST - 18th April

  somebody's kid knock that thing up?

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  capone at 05:59 PM JST - 18th April

  wow...memorable

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  Bogi at 06:45 PM JST - 18th April

  Can you imagine how many "meetings" went into that one?!

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  GrouchyGaijin at 09:37 PM JST - 18th April

  Any corporation which thinks it will do better by having a new logo is like the country (Japan) which thought that introducing new banknotes would spur the economy. The problem with unemployment and underemployment and lack of consumer activity is...(drum roll, trumpet fanfare!)...the lack of disposable cash in people's pockets! Caused by...(drum roll, trumpet fanfare!)...the bad economy. Built in structural faults! Bow, applause and farewell!

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  cwhite at 09:39 PM JST - 18th April

  similar font type to Vodafone

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  MichaelJP at 09:57 PM JST - 18th April

  I see someone spent a few minutes experimenting with different fonts in MS Word. Probably the CEO just learned how to use a PC and no one had the guts to criticize his "brilliant" font selection effort. Next month we might see it underlined.

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  DenshaDeGO at 11:29 PM JST - 19th April

  It looks like Kodak's logo ... how long did it take to come up with that?

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  flammenwerfer at 07:09 AM JST - 20th April

  what this article fails to mention is that docomo will send 10 billion yen in fiscal 2008 on implementing this new logo. 10 billion.....money better spent discounting the price on their 50,000yen 905 series phones or on cheaper calling rates...

  Ultimately, customer loyalty and word of mouth bring in long-term contracts and new customers.”

  Don't good plans and prices, good coverage and good handsets do that? who made this guy CEO?

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  m2gym at 08:59 AM JST - 20th April

  Isn't the new message something that Bill C could have come up with?

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