DoCoMo’s Innovative Strategy: Moving Against the Grain

DoCoMo, Japan’s largest cell phone service provider, made a bold decision years ago not to join the iPhone trend. While the iPhone symbolized modernity and was hugely popular, DoCoMo felt the cost of adopting it wasn’t worth it. Instead of chasing trends, the company chose to focus on a different, untapped market segment that matched their core strengths.

Spotting the Opportunity: The Elderly Market

In Japan, the elderly population is rapidly growing. People aged 65 and older make up 23% of the population, and this group’s needs are quite different from the younger demographic. While the iPhone dominated among younger adults, with more than 51% of people aged 20-29 owning a smartphone, only about 6% of people aged 65+ owned one. This was a gap that DoCoMo saw as an opportunity for innovation. 📱👴👵

DoCoMo’s Innovation for the Elderly

DoCoMo took a strategic turn and began designing products and services specifically for the elderly market. They focused on creating user-friendly smartphones with:

• Larger keys
• Simpler, easier-to-use apps
• Voice-recognition software for sending emails

They even started training sessions across Japan to help older customers get familiar with smartphones. By focusing on the practical needs of older adults—like ease of use and accessibility—DoCoMo distinguished itself from competitors who were more focused on cutting-edge, trendy tech for younger users. 📞📚

A Growing Market

This innovation paid off. People aged 60+ now account for more than 24% of DoCoMo’s business. The company’s success with this demographic shows that, instead of following trends, understanding the unique needs of an overlooked segment can lead to great success.

DoCoMo’s focus on the elderly market and its willingness to offer innovative yet retro solutions—rather than just pushing the latest tech—has helped it stay ahead in this niche. 🎯🧓

In summary, while other companies compete to attract younger tech-savvy users, DoCoMo has created a unique position by focusing on the elderly and offering practical, accessible solutions that cater specifically to their needs.