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The Diffusion Of I-Mode Overseas: A Perspective Of Institutional Differences

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  • CHIA-LIANG HUNG

    (Department of Information Management, National Chi Nan University, Puli, Nantou, Taiwan 545, R.O.C.)

  • SHU-YU YEH

    (Graduate Institute of Management Science, Ming Chuan University, Taipei, Taiwan 111, R.O.C.)

Abstract

The Japanese telecom giant DoCoMo launched promoted its proprietary i-mode mobile services in 1999 and overseas in 2002. Diffusion overseas was much slower than expected, however. This paper investigates the diffusion of Japanese i-mode mobile internet in Europe from an institutional perspective, focusing on five earlier i-mode overseas operators located in Taiwan, The Netherlands, Germany, Belgium, and France. We found four strategic institutional levers that stimulated i-mode domestic diffusion but failed to appear in overseas areas: operator leadership, subscriber scale, mobile penetration rate, and the ability of the firm to coordinate capability among complements. We propose strategies to internationalize a new standard by co-branding with local vendors and by using penetration pricing as an incentive for switching. Additionally, we recommend an industrial policy that drives cannibalization to facilitate mobile migration to a more advanced standard.

Suggested Citation

  • Chia-Liang Hung & Shu-Yu Yeh, 2007. "The Diffusion Of I-Mode Overseas: A Perspective Of Institutional Differences," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 4(01), pages 69-86.
    • Handle: RePEc:wsi:ijitmx:v:04:y:2007:i:01:n:s0219877007000916
    DOI: 10.1142/S0219877007000916
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    References listed on IDEAS

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    1. Jeffrey L. Funk, 2002. "Global Competition Between and Within Standards," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-28886-7, December.
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    Cited by:

    1. Brenda Mak & Robert C. Nickerson & Henri Isaac, 2009. "A Model Of Attitudes Towards The Acceptance Of Mobile Phone Use In Public Places," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 6(03), pages 305-326.

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