iMode is a set of technologies that was developed by DoCoMo for its home turf, Japan. It's a service that makes use of a Telco’s existing data transmission services. On the basis of regular HTTP traffic over the internet, and of a specific HTML-like markup language, it allows mobile phone users equipped with special handsets to access textual, visual and interactive content. Functionally, it is very similar to the GSM association's ill-fated WAP, or to the more successful Live! service offered by Vodafone worldwide. It features an efficient micro-payment system, allowing content producers to levy small fees on some sections of their sites.
(Note: beyond iMode, most of the indications given in this article also apply to these other services and the competition, as well as to regular web access using other mobile platforms such as Opera on Symbian as featured on SonyEricsson's P910, or Palm One’s Treo handset and its mobile browser. The issue here is features and strategy, more than technology itself, which does differ.)
At this point, it is not sure at all that iMode will meet the same success in Europe or in the US as it has in Japan, for various reasons, including better billing methods, a much larger and consistent market, a huge offer, and DoCoMo's skill at creating a full ecosystem where many parties stand to benefit from the service. Japanese consumers seem to be very interested in data services, and content producers there have ensured that much interesting material is available. In Europe, no such takeoff has yet happened.
However, if it is successful, iMode will become another diffusion channel which web site owners will also need to serve. Being present on iMode is much more than just converting your site's technology or graphics. The difference in usage is radical, and the offer will need to adapt accordingly. In order to make the best of what iMode has to offer, web builders must be aware of the opportunities it creates as well as of its peculiarities.
(Note: beyond iMode, most of the indications given in this article also apply to these other services and the competition, as well as to regular web access using other mobile platforms such as Opera on Symbian as featured on SonyEricsson's P910, or Palm One’s Treo handset and its mobile browser. The issue here is features and strategy, more than technology itself, which does differ.)
At this point, it is not sure at all that iMode will meet the same success in Europe or in the US as it has in Japan, for various reasons, including better billing methods, a much larger and consistent market, a huge offer, and DoCoMo's skill at creating a full ecosystem where many parties stand to benefit from the service. Japanese consumers seem to be very interested in data services, and content producers there have ensured that much interesting material is available. In Europe, no such takeoff has yet happened.
However, if it is successful, iMode will become another diffusion channel which web site owners will also need to serve. Being present on iMode is much more than just converting your site's technology or graphics. The difference in usage is radical, and the offer will need to adapt accordingly. In order to make the best of what iMode has to offer, web builders must be aware of the opportunities it creates as well as of its peculiarities.
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