Pursuing Smart Innovation: HEART

NTT DOCOMO, INC. introduced a new corporate vision in 2010, named “Pursuing Smart Innovation: HEART,” under which the company will achieve new growth by delivering new value to customers and ever-changing society.

In the first decade of the 21st century, DOCOMO implemented its former corporate vision, “Challenging the Mobile Frontier: MAGIC,” to successfully create new communications culture by delivering diverse services and enhanced value. Under its new vision, DOCOMO will leverage its considerable powers of innovation to align its future growth with the challenges and opportunities of the next 10 years, including accelerating globalization, environmental protection and the increasing spread of broadband.

DOCOMO’s innovations will address the needs of society during a time when the use of mobile technologies continues to diversify and the quality of communication continues to evolve, particularly in the approaching era when mobile phones are owned by virtually everyone and are thoroughly integrated with daily life.

Through its new corporate vision, DOCOMO intends to enhance the uniquely joyful and inspirational qualities of mobile communication, as well as pioneer innovative new solutions for pressing social issues. The company expects to partner with a broad range of companies to drive such innovation, and thereby connect people and society in smart, innovative ways for enhanced quality of life.
HEART

Harmonize: Social contribution beyond borders, across generations
During this decade DOCOMO will continue to enhance and add values to industries and to our daily lives through further evolution of mobile technologies. A society where the hearts of people resonate and they can feel the richness of life – DOCOMO will contribute toward the realization of this vision.
Evolve: Evolution of service and network
Leveraging the vast array of technologies and knowhow we have accumulated in the mobile sector, DOCOMO will continue to bring evolution to the high-speed, high-capacity broadband network, provide easy-to-use services, and deliver seamless comfort where you are not even aware of devices or connections.
Advance: Advance industries through convergence of services
A vast range of devices will be connected to the network in diverse ways in the coming years, bringing ever-increasing convenience. DOCOMO will continue to help connect industries and services in the network, and contribute toward smart innovation and advancement of industries and infrastructure through convergence of services.
Relate: Creating joy through connections
People, materials and information connected freely and flexibly beyond time and space — through this visionary world, DOCOMO will help people each day to express, enjoy and create knowledge and fun that fit individual lifestyles, anywhere, anytime.
Trust: Support for safe, secure and comfortable living
Environment, healthcare, and education will continue to attract more attention in future society. DOCOMO will connect expert knowledge and knowhow from diverse specialized fields to provide timely assistance and support for greater safety, security and comfort in a broad range of daily activities.

Smart Innovation

Continuous change (innovation) for realization of a society where everyone can live a safe, secure, and comfortable life, filled with richness, beyond borders, and across generations.