1. The i-mode Story Prepared: Jerry Gao Ph.D. San Jose State University email: jerrygao@email.sjsu.edu URL: http://www.engr.sjsu.edu/gaojerry Oct., 2002

2. Topic: Overview of i-mode - A Successful Story -> The i-mode story - i-mode services - Basic Features of i-mode - i-mode structure and architecture - i-mode Experience and Lessons - Advantages and Limitations - Comparisons of i-mode and WAP - Challenges and Future of i-mode Jerry Gao Ph.D.10/2002 Presentation Outline All Rights Reserved

3. The most popular wireless data service on the plant is i-mode. i-mode was developed by DoCoMo ( which means “anywhere” in Japanese) as a subsidiary of NTT (The Japan’s largest telecommunication service provider Nippon Telegraph and Telephone Corp.) in 1992. i-mode (The “i” stands for information) is a wireless technology and service mark. The i-mode service, begun in Feb. 1999, enable users to access Internet services via their cellular i-mode phones. With each subscriber on average signing up for three additional services at $1 per month per service, NTT DoCoMo earns $36 per year per subscriber in incremental business. Jerry Gao Ph.D.10/2002All Rights Reserved The I-mode Story Topic: Overview of I--mode

4. The provided services for I-mode customers: Voice communications A large number of sites by simply pressing the i-mode key. Over a dozen I-mode search engines and sites that provide a lot of information services on sports, stock quotes, maps, weather forecasts, restaurant coupon discounts, and horoscopes. The convenient and useful mobile commerce services, such as mobile banking, stock trading, and ticket reservations. i-mode is compatible with Internet e-mail and can also transfer mail between i-mode devices. Application downloads from more than 1600 web sites. As of July 2001, there were 25 million subscribers and more than 37,000 i-mode sites, including 1,420 preferred sites. Jerry Gao Ph.D.10/2002All Rights Reserved The i-mode Services Topic: Overview of I--mode

5. i-mode 2G service has a transmission speed of 9.6 kbps. i-mode has the underlying packet-switching system. i-mode uses SSL or Secure Socket Layer, provided by RSA. i-mode uses Sun Solaris servers on the back end. i-mode service uses compression technology to increase the volume of data that is transmitted. i-mode service uses I-mode browser to interact with users i-mode uses Compact HTML (C-HTML) and proprietary protocol stack. i-mode provides an always-on service -> no dial is needed. Jerry Gao Ph.D.10/2002All Rights Reserved The Basic Features of i-mode Topic: Overview of I--mode

6. Suite of applications that make up the total iMode Service including: –Browser – currently based on cHTML but changing to xHTML –iMode Email client – Proprietary HTTP Mail –Security Stack – based on SSL 3.0 –iMelody – downloadable ringer tone service using MII –iAnimation – Animated GIF support in grayscale and color –DoCoMo pictograms – downloadable graphics such as a Pokemon (future of Japanese economy) –i-appli Java service supporting application downloads Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved The Basic Features of i-mode

8. i-mode Features Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

10. i-mode Features Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

11. i-mode Structure Connecting to sites, receiving messages and transmitting e-mail are done via the DoCoMo i-mode center. Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

12. i-mode Architecture Web Server Content CGI Scripts etc. C-HTML with CHTML-Script Portal Client HTTP SSL W-TCP IP iMode CHTML HTTP SSL W-TCP IP CHTML HTTP SSL TCP IP CHTML HTTP SSL TCP IP CHTML HTTP Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

13. i-mode Success Japan marketed iMode as an experience not a technology –Targeted to consumers –Large, readable screens COLOR –Phone enables (email, melodies, animations, etc.) –Lots of content sites: 500+ official, 15K+ unofficial content provider sites. Business Model: –Gateways provide email, notification, DoCoMo served content tracks usage –DoCoMo collects fees, takes part of it, and sells packets. They can barely keep up with demand. Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

14. Lessons from Japan’s i-mode Success The big secret of the success of I-mode is that Internet developers can put their web site content online with few changes. If you keep a customer on the air, DoCoMo or a third party will given you the major cut of the transaction. Other Japanese merits: –Packet-switched service is always connected. Pay for exchanged information or data No need to access network (for example, no dial-up service and time) –Attraction comes from personal value, not Internet hype. They want to attract ordinary people, not techies. Keep operations and service simple, technology are hidden. –The service is a viable national technology enclave. Hardware, network, and software are perfectly matched Network and device standards are harmonized. Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

15. Lessons from Japan’s i-mode Success –Content makers are given choices. Wild content on the Internet are offered A trusted service is provided to subscribers –The micro-billing economy encourages consumer purchasing. –Simple Internet standards make everyone’s work easier. –Subscribers use quality handsets. I-mode handsets are the work of art and standardized. –Complete products are offered from the carrier. Subscribers have comprehensive billing. –Satisfied subscribers get what they want. At the beginning of 2001, the i-mode application breakdown is 64% entertainment, 21% information, 9% transaction, and 6% database. –A mature commercial infrastructure contributes to use. Japanese commercial infrastructure, including hotel, restaurants, taxi companies,and banks, grouped and supported by an i-mode society. Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

16. i-mode is Evolving Video clips being added. More sound support/voices. Kjava arrived in 1Q’01. SSL coming online. Emphasis is on what end users will find exciting and interesting. Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

17. Advantages and Disadvantages Advantages: iMode technology does not require special language for the mobile unit. It could access all existing web sites by using cHTML (compact HTML). iMode is accessible by a packet-switched network, meaning that users are always online. iMode users are charged only for the amount of information downloaded to the iMode unit, not the time they spend at the web sites. Disadvantages: iMode service and technology is currently only available in Japan. iMode is not an entirely open protocol. That limits the drive the developers can make for this technology. Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

18. iMode vs. WAP - Network Neither WAP nor iMode rely on one particular underlying network type. WAP in Europe has been deployed on a circuit-switched network. iMode in Japan has been deployed on a packet-switched network. WAP users will have to endure waiting during connection set-up and being charged for time spent on-line until their network operators upgrade to a packet-switched network. iMode users enjoys almost-instant downloads and the response times needed for online gaming with their "always-on" network. Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

19. iMode vs. WAP - Markup Language WAP uses WML which is a new language. iMode uses cHTML which is simply an extended subset of the existing HTML Web standard. iMode can immediately make use of the skills of current WWW developers, but those interested in producing content for WAP browsers must learn WML from scratch. As the WWW community migrates away from HTML and towards XML in the next few years, iMode may find that it's short-term stop- gap approach loses out to WAP's longer-term measured approach. Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

20. iMode vs. WAP - Deployed Applications WAP in Europe uses text and no images small screen. iMode in Japan uses text and color images and larger screen. WAP is Marketed for business application (banking, stock portfolio, business news, flight booking). iMode marketed for consumer applications (restaurant guide, fun images, ringing melodies). Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

21. Comparison i-mode & WAP Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

22. Comparison i-mode & WAP Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

23. Market of i-mode & WAP Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

24. Future of WAP and i-mode WAP 1.x WTP WTLS IP Network Bearer WSP WML WDPUDP WSP WML WDPUDP WAP 2.0 TLS W-TCP IP Network Bearer HTTP XML iMode on IMT-2000 SSL/TLS W-TCP IP Network Bearer IMT 2000 HTTP XML Current i-mode SSL TL IP Network Bearer PDC-P HTTP CHTML Future Protocol Proposed Stack Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved

25. Challenges of i-mode i-mode's content seems to be heavily tied to Japanese culture and may not easily translate to other countries. CHTML is incompatible with full HTML. i-mode does not support security layer because it is not required for consumer applications. i-mode uses the PDC-P network which is not a world standard while other parts of the world like Asia and Europe have circuit switched networks in place. Topic: Overview of i-mode Jerry Gao Ph.D.10/2002All Rights Reserved