Top-Level Commitment

NTT DOCOMO INC. extends its deepest sympathies to the victims of the Great East Japan Earthquake and their families, and sincerest best wishes to all those affected by the disaster for their well-being and earliest possible recovery.
DOCOMO's communication network was greatly affected by the earthquake. In many places of the Tohoku and Kanto-Koshinetsu regions, commercial power was unavailable and communication equipment was damaged. As of March 12, 2011, DOCOMO had 6,720 base stations out of service. With customers in the disaster area waiting desperately for the resumption of mobile services, the company mobilized 4,000 people nationwide in an all-out effort to restore services as fast as possible. Most services were restored by the end of April, and call quality was confirmed to be equivalent to the period before the earthquake by September. During the recovery stage, for the first time ever DOCOMO posted Restoration Area Maps online to show areas where service was available and the state of restoration work in other areas.
Mobile phone service is essential to daily life and it also offers people safety and security. During natural disasters, mobile phones are essential tools for both victims and those carrying out rescue and recovery efforts. As a result of lessons learned in the recent disaster, DOCOMO has established new disaster preparedness covering 10 areas of safety and security. The main goals are to offer people safety and peace of mind by securing communication capabilities in areas where large numbers of people are gathered and government functions are located, responding as fast as possible in disaster areas and ensuring convenience for customers during the disaster.

The mobile phone business is undergoing dramatic changes due to accelerating economic globalization, spreading environmental problems and the proliferation of broadband. In addition, patterns of mobile phone usage continue to diversify and the nature of communication continues to evolve now that mobile phones are owned by virtually everyone and are thoroughly integrated with contemporary life.
DOCOMO took a hard look at where it wants to be in 10 years, based on which it devised a new corporate vision called Pursuing Smart Innovation: HEART. The "HEART" concept, established in July, 2010, is based on five themes: Harmonize, Evolve, Advance, Relate and Trust. "Smart Innovation" refers to continuous change (innovation) for the realization of a society where everyone can live a safe, secure and comfortable life filled with richness, beyond borders and across generations.
During the 10-year period of this vision, our pursuit of smart innovation will enable DOCOMO to evolve as a company that offers comprehensive services centered on mobility.

As past of our HEART corporate vision, we established an environmental vision called "SMART for GREEN 2020" in January 2011. Comprising three Actions — "Green of ICT," "Green by ICT" and "Green with Team NTT DOCOMO" — this vision clarifies our commitment to building societies characterized by low-carbon emissions, recycling and biodiversity. We are now implementing concrete activities based on this environmental vision.

DOCOMO places corporate social responsibility at the core of its business. In 2008, we issued a CSR message focused on customer service, consistent quality, safety and security, and environmental protection. Thereafter, through a variety of initiatives, we further elevated customer satisfaction and even earned top marks for both individual and corporate customer satisfaction among Japan's mobile phone operators in fiscal 2010.1 In fiscal 2011, as we work to maintain this top ranking, we are strengthening initiatives for even greater customer satisfaction, including in the smartphone market. For example, as the spread of smartphones rapidly accelerates Internet traffic, we are introducing more robust filtering service to enable customers to access websites safely and with peace of mind.
Other socially responsible initiatives that we are pursuing as a mobile operator include the adoption of universal designs, expansion of network coverage, and efforts to respect and protect the environment, human and labor rights, compliance and information security.

In the midst of ongoing social changes, we believe that corporate reputations depend greatly on CSR initiatives. DOCOMO will continue to fulfill its social responsibilities through CSR initiatives from the top down and group-wide, aiming to contribute positively to a healthy Japan and more prosperous world.

• 1 J.D. Power Asia Pacific 2010 Japan Mobile Phone Service StudySM. Study based on responses received in July and August 2010 from 7,500 Japanese individuals who use mobile phone services. (Open this content in a new window)www.jdpower.co.jp
  J.D. Power Asia Pacific 2010 Japan Business Mobile Phone Service StudySM. Study based on 2,345 responses from 3,222 companies with 100 or more employees (up to two responses per company) in 2010 regarding telecommunication firms who provide mobile phone/PHS services. (Open this content in a new window)www.jdpower.co.jp