News
Struggling NTT DoCoMo rebrands
Stuart O'Brien Apr 21 2008, 9:59am
Shining light of the mobile content biz tries new logo to attract wayward customers.
The Japanese operator, which arguably kicked off the mobile content industry with i-mode, has undertaken a 'massive' and presumably quite expensive rebranding strategy encompassing services and 1,800 retail stores.
The FT says DoCoMo has been struggling lately in the face of stiff competition from Softbank and KDDI, who thanks to recently arrived number portability are busying themselves stealing its customers.
As for the meaning of the logo and slogan - Unlimited Potential, in Your Hand - refers to DoCoMo's 'commitment to offer high-quality, value-added mobile services and technologies that enhance human relationships and lifestyles.'
