Association of Marketing Theory and Practice Proceedings 2011


Japanese Wireless: A Okay in the USA?

Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date



In this paper we examine the concept of how one country's technological innovation (Japan’s NTT DoCoMo's wireless web i-Mode) is being translated/implemented into another country (US AT&T Wireless’ mMode). We seek to fill the literature gap of the paucity of studiescomparing the US and Japan mobile commerce markets. We do this by first presenting a factual overview comparing the differing features and dynamics in each comapny's mobile commerce offerings. During this, we cite various relevant strategy literatures. In the course of this discussion, we make a series of propositions. We conclude with directions for future research.

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Digital Commons@Georgia Southern License

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