Corporate Strategy

Medium- and Long-Term Management Strategies

To respond to the increasingly harsh market conditions, our corporate group has decided to renew its brand taking advantage of the opportunity presented by the announcement of "New DOCOMO Commitments"and to reorganize its operational structure centered on the consolidation of eight regional subsidiaries into a single entity under NTT DoCoMo, Inc., while focusing on the following three priority policies in our business management: (1) enhance our competitiveness by strengthening the foundation of our core business, (2) grow revenues through new value creation, and (3) facilitate cost reduction and efficiency improvement.

(1) Enhance our competitiveness by strengthening the foundation of our core business

• We will work to enhance the level of satisfaction of customers who are using our group’s services, and provide products and services attaching utmost priority on strengthening our ties with customers.
• We will continually strive to reinforce our overall competitiveness by constructing high-quality and stable networks, improving our after-sales support, offering affordable billing plans and enriching our handset lineup, etc.
• We will endeavor to standardize and strengthen the services offered to our customers by integrating the eight regional subsidiaries with NTT DoCoMo, Inc. and reviewing our business processes.

(2) Grow revenues through new value creation

• We will explore opportunities to expand revenues in areas where further growth can be expected, for example, by enlarging our mobile credit business, facilitating widespread adoption of international roaming services provided in cooperation with overseas cellular operators and increasing solution proposals to enterprise customers.
• We will strive to provide highly value-added services that can improve the convenience of customers, for example, search-related content services on cellular phones and user-behavior assistance functions tailored to customers' lifestyles and preferences, etc., through collaboration with external partners.
• We will continue our efforts to build high-speed and high-quality networks suited to customers' spheres of activities and service usage scenes. We will also take up the challenge to create new services that will make our customers' lives richer leveraging these foundations.
• Our group will seek to further expand our business domains, both in Japan and abroad, through strategic investments in and/or alliances with partner companies.

(3) Facilitate cost reduction and efficiency improvement

• We will work to cut network costs by reviewing our operational processes and facilitate a more efficient use of distributor commissions by promoting the adoption of new handset purchase methods.
• Taking advantage of opportunity presented by the consolidation of the eight regional subsidiaries into a single entity under NTT DoCoMo, Inc., we will aim to speed up our decision-making as well as to improve our overall business efficiency by optimizing our call center and other sales/after-sales support-related operations, and achieving the integration of administrative and common operations.

At the same time, we are committed to ensuring compliance with relevant laws and regulations and thorough risk management at all levels of our corporate group, by properly establishing and operating an internal control system designed for lawful business execution. We will also work in earnest to fulfill our Corporate Social Responsibility, in an effort to win the trust and confidence of all stakeholders.

Corporate Philosophy

Disclaimer:
When reviewing this information please note that the information was created as of the date listed, reflected management views as of that date, should be considered in the context of the circumstances prevailing at that time and is only correct as of that date. The information contains certain forward-looking statements that are subject to known and unknown risks and uncertainties that could cause actual results to differ materially from those expressed or implied by such statements. Such risks and uncertainties include, but are not limited to, the Risk Factors noted in NTT DOCOMO's latest annual report on Form 20-F and NTT DOCOMO's other filings and submissions with the Securities and Exchange Commission.
NTT DOCOMO assumes no obligation to update the information in this section to reflect developments which may have occurred after the date of this information.

Posted on May 1, 2008