Harvard Case - NTT DoCoMo, Inc.: Mobile FeliCa
"NTT DoCoMo, Inc.: Mobile FeliCa" Harvard business case study is written by Stephen P. Bradley, Masako Egawa, Akiko Kanno, Thomas R. Eisenmann. It deals with the challenges in the field of Strategy. The case study is 20 page(s) long and it was first published on : Apr 13, 2005
This case study solution recommends that NTT DoCoMo, Inc. leverage its Mobile FeliCa platform to become a leading provider of mobile payment and digital identity solutions in Japan and beyond. This strategy involves a multi-pronged approach encompassing strategic alliances, product development, market expansion, and digital transformation to capitalize on the growing global demand for secure and convenient mobile solutions.
2. Background
NTT DoCoMo, a Japanese telecommunications giant, developed the Mobile FeliCa platform, a contactless smart card technology, in 2004. This platform enabled secure mobile payments, electronic ticketing, and other services, gaining significant traction in Japan. The case study focuses on DoCoMo's efforts to expand the FeliCa platform beyond the Japanese market, facing challenges like competition from other mobile payment systems and the need to adapt to different cultural contexts.
The main protagonists of the case study are:
- NTT DoCoMo: The company spearheading the expansion of the Mobile FeliCa platform.
- Sony: A key partner in developing and promoting the FeliCa technology.
- Visa: A potential collaborator for international expansion of the FeliCa platform.
- Other mobile payment providers: Competitors like Apple Pay, Google Pay, and Samsung Pay.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong brand recognition and market presence in Japan: DoCoMo holds a dominant position in the Japanese mobile market, providing a solid foundation for FeliCa expansion.
- Secure and reliable technology: FeliCa's contactless nature and robust security features offer a competitive advantage in the mobile payment space.
- Diverse ecosystem of partners: DoCoMo's partnerships with Sony, Visa, and other companies enable a robust ecosystem for FeliCa adoption.
Weaknesses:
- Limited international presence: FeliCa's dominance is primarily confined to Japan, hindering global market penetration.
- Cultural and regulatory barriers: Adapting FeliCa to different cultural contexts and navigating varying regulations poses a significant challenge.
- Competition from established players: DoCoMo faces stiff competition from global mobile payment giants like Apple Pay and Google Pay.
Opportunities:
- Growing global demand for mobile payments: The increasing adoption of smartphones and mobile payments presents a significant opportunity for FeliCa expansion.
- Emerging markets: Expanding into developing countries with high mobile penetration and limited traditional payment infrastructure offers significant growth potential.
- Strategic alliances and partnerships: Collaborating with international companies and financial institutions can accelerate FeliCa's global reach.
Threats:
- Technological advancements: The rapid evolution of mobile payment technologies could render FeliCa obsolete if it fails to innovate.
- Security breaches: Cybersecurity threats pose a constant risk to mobile payment systems, potentially undermining user trust.
- Regulatory changes: Evolving regulations in different countries could hinder FeliCa's expansion.
Porter's Five Forces Analysis:
- Threat of new entrants: The mobile payment industry is characterized by high barriers to entry due to the need for significant investment in technology and infrastructure. However, new entrants with innovative solutions could pose a threat.
- Bargaining power of buyers: Consumers have a high degree of choice in the mobile payment market, potentially limiting pricing power for providers.
- Bargaining power of suppliers: The bargaining power of suppliers like chip manufacturers and software developers is moderate, as multiple players exist in the market.
- Threat of substitute products: Traditional payment methods like credit cards and cash remain viable alternatives, posing a potential threat to mobile payments.
- Rivalry among existing competitors: The mobile payment market is highly competitive, with established players like Apple Pay, Google Pay, and Samsung Pay vying for market share.
Value Chain Analysis:
DoCoMo's value chain for Mobile FeliCa involves:
- Inbound logistics: Sourcing components and materials for FeliCa devices and infrastructure.
- Operations: Manufacturing and assembling FeliCa devices and managing the platform's infrastructure.
- Outbound logistics: Distributing FeliCa devices and promoting the platform to consumers and merchants.
- Marketing and sales: Building brand awareness, educating consumers, and securing merchant partnerships.
- Customer service: Providing technical support and resolving customer issues.
Business Model Innovation:
DoCoMo can innovate its business model by:
- Expanding beyond mobile payments: Leveraging FeliCa's capabilities for digital identity verification, access control, and other services.
- Developing a multi-platform strategy: Integrating FeliCa with other mobile payment systems and platforms to enhance user convenience.
- Building a global network of partners: Collaborating with international companies to offer FeliCa-based services across multiple markets.
4. Recommendations
1. Strategic Alliances:
- Partner with global payment processors: Collaborate with companies like Visa and Mastercard to enable seamless integration of FeliCa with international payment networks.
- Form strategic alliances with mobile operators: Partner with mobile operators in key target markets to facilitate FeliCa adoption and expand the platform's reach.
- Collaborate with technology companies: Work with companies like Samsung and Huawei to integrate FeliCa into their mobile devices and software.
2. Product Development:
- Enhance security features: Invest in advanced security technologies to address evolving cybersecurity threats and maintain user trust.
- Expand functionality: Develop new features and services, such as loyalty programs, digital coupons, and contactless ticketing, to enhance FeliCa's value proposition.
- Develop a multi-device strategy: Ensure FeliCa compatibility with various devices, including smartphones, smartwatches, and wearable technology.
3. Market Expansion:
- Target emerging markets: Focus on expanding FeliCa into developing countries with high mobile penetration and limited traditional payment infrastructure.
- Adapt to local cultural preferences: Customize FeliCa's features and marketing strategies to cater to the specific needs and preferences of different markets.
- Build strong partnerships with local businesses: Collaborate with merchants and retailers to promote FeliCa adoption and create a robust ecosystem.
4. Digital Transformation:
- Invest in data analytics: Leverage data analytics to understand customer behavior, optimize marketing campaigns, and improve the FeliCa platform.
- Develop a mobile-first strategy: Focus on providing a seamless and intuitive user experience for mobile devices.
- Embrace emerging technologies: Integrate technologies like AI and machine learning to enhance FeliCa's security, functionality, and user experience.
5. Basis of Recommendations
These recommendations are based on:
- Core competencies and consistency with mission: Leveraging FeliCa's strengths in security, reliability, and user experience aligns with DoCoMo's mission to provide innovative and convenient mobile solutions.
- External customers and internal clients: The recommendations address the needs of consumers, merchants, and other stakeholders in the mobile payment ecosystem.
- Competitors: The recommendations aim to differentiate FeliCa from competitors by offering a secure, convenient, and feature-rich platform.
- Attractiveness: Expanding FeliCa's global reach and diversifying its offerings presents significant growth opportunities and potential for increased revenue.
Assumptions:
- Continued growth in mobile phone adoption and mobile payment usage.
- Increasing consumer demand for secure and convenient payment solutions.
- Willingness of international partners to collaborate with DoCoMo.
6. Conclusion
By implementing these recommendations, NTT DoCoMo can leverage its Mobile FeliCa platform to become a leading provider of mobile payment and digital identity solutions in Japan and beyond. This strategy will enable DoCoMo to capitalize on the growing global demand for secure and convenient mobile solutions, expanding its reach and market share while strengthening its competitive advantage.
7. Discussion
Alternatives not selected:
- Focusing solely on the Japanese market: This strategy would limit DoCoMo's growth potential and expose it to increased competition from international players.
- Acquiring existing mobile payment providers: While this could provide immediate market access, it would require significant investment and integration challenges.
Risks and key assumptions:
- Technological disruption: The rapid evolution of mobile payment technologies could render FeliCa obsolete if it fails to innovate.
- Security breaches: Cybersecurity threats could undermine user trust and damage FeliCa's reputation.
- Regulatory changes: Evolving regulations in different countries could hinder FeliCa's expansion.
8. Next Steps
- Develop a detailed strategic plan: Outline specific goals, timelines, and resource allocation for implementing the recommendations.
- Establish strategic partnerships: Initiate discussions with potential partners and secure agreements for collaboration.
- Pilot FeliCa in target markets: Conduct pilot programs in key markets to test the platform's viability and gather user feedback.
- Develop a comprehensive marketing and communication strategy: Promote FeliCa's features and benefits to consumers and merchants.
- Continuously monitor and adapt: Track the performance of FeliCa, analyze market trends, and adjust strategies accordingly.
By taking these steps, NTT DoCoMo can successfully expand its Mobile FeliCa platform and achieve its goal of becoming a global leader in mobile payment and digital identity solutions.
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Case Description
Managers of DoCoMo, Japan's largest mobile phone company, are formulating a strategy for mobile FeliCa: contactless integrated circuits that will be built into DoCoMo phones, allowing them to be used for quick and convenient retail or commuter fare payments, building entry, airline boarding passes, and other applications. DoCoMo's managers must determine how best to profit from mobile FeliCa. The options, which are not mutually exclusive, include: increasing mobile phone subscriber acquisition and retention rates by offering "sticky" differentiated new services; extracting monopoly rents from a joint venture (with Sony, FeliCa's inventor) that will license FeliCa technology to other mobile phone companies and application providers; and profiting from eMoney (retail payments) either through partnerships with incumbent financial services firms or by offering payment services directly.
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