Listening to the Customer

We provide the number one network in the Kansai region. What do I mean by “number one”? There are two aspects. First, we provide a quality communication environment. Our network covers an extensive area. Second, we provide safe and secure networks. DOCOMO takes proactive measures against disasters. I can assure you that DOCOMO spent resources on them most extensively among communications companies in Japan. Especially, DOCOMO spent resources on proactive measures against earthquakes. In Kansai, the Great Hanshin-Awaji earthquake occurred in the past; in the near future, the Nankai megathrust earthquake is predicted to occur. If it occurs, the coastal areas of Kansai, namely, Osaka, Kobe, Awaji Island, and Wakayama, are predicted to suffer damage not only from the earthquake but also from tsunamis.

What should we do to prepare for such hazards? A challenge posed to DOCOMO is how to ensure reliable and dependable communications. If the function of a relay base station is disrupted, we must go there to fix it. However, some situations may not allow access to the site. So, from base stations located along the coastal areas of Kansai, we have chosen 35 base stations that are considered resistant to the largest predicted tsunami, to which we have implemented the following three strategies.

The antennas of base stations are connected with optical fibers. If roads are swept away or utility poles are tumbled down by tsunamis in a disaster, underground optical fibers or communications networks will be disrupted. One of our strategies against these situations is implementation of wireless transmission by microwave, which can transmit broadband signals and is therefore used in the relay transmission of television broadcasting and multiplex telephone signals. We will amplify and relay these wireless microwave signals at base stations installed about every 50 km of sight distance. Both transmission routes have already been in operation; so, preparation for an emergency has been in place.

Our second strategy is our stock of alcohol fuel cells; that is, fuel cells in which alcohol is used as the fuel. To transmit radio waves, electric power is required. Because electric power cannot be transmitted, fuel cells that can run with alcohol for three days are stocked. This means that the communications service will not be interrupted if the base stations can be refueled within three days of the occurrence of a disaster.

Our third strategy is communication area control. If there is an intact communications network to which base stations are connected, then the stations may be remotely controlled. If radio waves are directed more upward to the sky by remote control, the range of the radio waves may be increased, thereby expanding the coverage. The radio waves are usually directed downward because they otherwise interfere with the antennas in adjacent areas, but in the event of disasters, we remotely control the angle of radio waves in particular areas, making sure people in the affected areas can use our service.

With these strategies, we are aiming to ensure communications of 96% of our users in the event of the Nankai megathrust earthquake, during which we predict that smartphones will not function as usual, but emergency services such as the disaster message board and the disaster voice messaging service will work properly.

In Kansai, there is also a possibility of river flood damage in mountain forest areas of Wakayama or Nara Prefecture. For such situations, we are prepared to implement measures similar to those described above to secure intact communications. “If something happens, use DOCOMO,” this is what we aspire to hear from mobile phone users. To accomplish this goal, we are working to ensure safety and security with the number one effort in the industry.

DOCOMO is conducting numerous experiments to realize the practical application of the 5G networks around 2020, in which the Tokyo Olympics will be held. We are contemplating the best timing for our new service launch including the internet of things, or IoT. It is believed that IoT will grow exponentially during the 5G era. Various things and services have been automated already: For example, vending machines throughout a town are networked, and their inventory and money management are remotely controlled. In healthcare management, IoT not only aids data collection from the wearable devices but also allows integration of various healthcare data, such as the data of training machines of a fitness gym and the biological data from a blood pressure monitor or bathroom scale, via near field communication, or NFC. There is a possibility that the 5G network technology will be used in autonomous driving in the future.

We have been contemplating providing a system that connects the devices controlling power production of operating solar power systems to a network and remotely controls them to achieve the most efficient power production. The system should also be able to detect the sites that are out of order, thereby reducing unnecessary maintenance work.

Makers have already been entering into an era of transition: from the old era of product marketing, to a new era of service marketing via networks. If makers can provide proactive maintenance services before the end of the service life of hardware, they can make a new business proposition. For instance, makers of airplanes and cars may be able to estimate from collected data what speed and which driving practices improve fuel consumption; or, makers may be able to guide which routes to choose to arrive at the destination on time. We will be entering into a new era, in which these kinds of services are expected, I think.

DOCOMO wants to be a partner of that kind of business. DOCOMO has a communication platform to manage things. In the 2011 Tohoku earthquake (also known as the Great East Japan earthquake) , we mapped out where actual communications were taking place based on users’ information. The maps showed us where on affected roads or in affected areas people were active or inactive. This type of information may be used in preparing municipal urban design. The information will be useful for planning the location of public buildings, roads, or new stations.

The realization of IoT is likely to change how people conduct business drastically. Where is sold merchandise used? How long does it serve its purpose? How is it used in real life? The answers that IoT will provide to these questions may change marketing strategies today.

A cycle of evolution of communication technologies is 10 years. 6G will replace 5G in the future. When I used to work as an engineer, increasing a frequency band for a mobile terminal was a challenge. In contrast, a mobile terminal today works in multiple frequency bands: More than one frequency band is combined for communication, or unused frequency bands are scanned for the same purpose.

This can be accomplished because device makers like Murata can provide inexpensive and quality components, which I think will support the 5G technologies. Murata has long focused on technologies; and its technological edge is what has made Murata successful in the global market. Doing business from the global marketing perspective—this is what DOCOMO lacks completely. Until the era of 3G, what we needed to think about was only communications in the domestic market; but from now, global standards will determine our marketing strategy. We admire what Murata has done so far: Murata has strengthened its technological edge from the perspective of global standards, paid close attention to global trends, and always chosen the right time to seize business opportunities. When the United States went ahead of us in the day of 4G, Murata’s manufactured components had already been incorporated in the U.S. products. I was simply amazed.

I assumed two positions from June 2015 to June 2016: managing director of NTT DOCOMO Kansai regional office and president of DOCOMO CS Kansai. DOCOMO CS Kansai is primarily responsible for sales; it also runs customer call centers and does the maintenance and management of networks. It has branch offices. Since when the managing director of NTT DOCOMO Kansai regional office took presidency of DOCOMO CS Kansai concurrently, both organizations have become less bureaucratic and the integration and sharing of information has improved. When it comes to sales to clients, DOCOMO Kansai reginal office takes care of big companies, whereas DOCOMO CS Kansai takes care of medium-size and small companies. The representative of both organizations is the same, so clients have become less confused now.

I often say, “DOCOMO’s innovation will start from Kansai,” and “Transform DOCOMO from Kansai.” Kansai is a tough market. If we take the same approach as elsewhere in Japan, we will have no chance of succeeding. Conversely, if we succeed here in Kansai, our approach will work anywhere in Japan. We must continue to try and challenge something new: for example, by introducing new projects, or inventing new marketing strategies, etc.

My principle, or rather something that I have been telling myself, is to try anything if I think the likelihood of its success is 51%; I will regret it if I do not. I hope those who are trying product development, sales promotion, or something new will agree with me. Kansai is still a very vibrant region.