THE DIFFUSION OF I-MODE OVERSEAS: A PERSPECTIVE OF INSTITUTIONAL DIFFERENCES
Chia-Liang Hung () and
Shu-Yu Yeh ()
Additional contact information
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.
International Journal of Innovation and Technology Management (IJITM), 2007, vol. 04, issue 01, 69-86
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.
Keywords: Institution; mobile standard; diffusion strategy (search for similar items in EconPapers)
Date: 2007
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)
Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0219877007000916
Access to full text is restricted to subscribers
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:wsi:ijitmx:v:04:y:2007:i:01:n:s0219877007000916
Ordering information: This journal article can be ordered from
DOI: 10.1142/S0219877007000916
Access Statistics for this article
International Journal of Innovation and Technology Management (IJITM) is currently edited by H K Tang
More articles in International Journal of Innovation and Technology Management (IJITM) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().