Initiatives FY2010 FY2011
Goals Major Achievements Goals
Customer Service
Customers
Customer satisfaction
  • Enhancing service and support
  • Communicating with customers
  • Easy-to-understand billing plans
  • Accurate and clear advertising
  • R&D on raising customer satisfaction
  • Hearty Style products and services
  • Hearty Style customer support
  • Further promote initiatives to achieve No. 1 ranking in customer satisfaction in fiscal 2010
  • Develop social support services in medicine/healthcare, environment/ecology and other fields
  • Further enhance services and support for customers traveling abroad for a short or long period
  • Ranked No. 1 in customer satisfaction in the J.D. Power Asia Pacific 2010 Japan Mobile Phone Service StudySM for both business and individual customers in Japan
  • Started environmental sensor network business
  • Promoted commercialization of bicycle-sharing service
  • Launched Phone Number Storage service for the convenience of customers going overseas for a long period of time
  • Earned No. 1 ranking in overall customer satisfaction by working to raise satisfaction levels of customers using smartphones
  • Develop social support services in medical/healthcare, environment/ecology and other fields
  • Improve convenience of using smartphones overseas
  • Increase number of battery charging sites overseas
Universal design
  • Develop mobile phones that incorporate universal design principles (improve usability, functions for seniors)
  • Further promote barrier-free initiatives at docomo Shops
  • Launched Raku-Raku PHONE 7 incorporating universal design
  • Made 397 docomo Shops barrier-free on a nationwide basis
  • Develop mobile phones that incorporate universal design principles (improve usability, functions for seniors)
  • Hold 45 classes during the year that help make mobile phone use more convenient for people with disabilities
Consistent Quality
Customers
Product and service quality
  • Coverage area improvement and expansion
  • Ensuring stable communications
  • Product quality assurance
  • Continue to respond to customer feedback on coverage area (on-site survey within 48 hours, in principle)
  • Responded to feedback on coverage area by conducting on-site surveys within 48 hours in principle (52,000 surveys/responses)
  • Continue to respond to customer feedback on coverage area (on-site survey within 48 hours, in principle)
Society
Disaster preparedness
  • Disaster preparedness
  • Deploy mobile power generators and satellite-entrance mobile base-station vehicles with satellite link
  • Conduct comprehensive disaster preparedness drills for potential Tokai earthquake
  • Further promote the Area Mail Disaster Information Service
  • Deployed two mobile power generators nationwide (total of 72 now deployed)
  • Deployed one satellite-entrance mobile base-station vehicles with satellite link (total of 10 now deployed)
  • Conducted comprehensive disaster preparedness drills
  • Made the Disaster Message Board Service available on sp-mode
  • Provided Area Mail to 26 municipalities (49 municipalities now use the service)
  • Implement new disaster preparedness measures
  • Conduct disaster preparedness drills based on the experience and response to the Great East Japan earthquake
  • Enhance Area Mail functions and promote further adoption
Safety and Security
Society
Safety and security
  • Addressing impact on children
  • Assistance for seniors
  • Dealing with spam email and nuisance calls
  • Phone etiquette
  • Preventing fraud
  • Ensuring information security
  • Radio wave safety
  • Products and services for keeping children safe
  • Research and development for the future
  • Hold 6,000 Mobile Phone Safety Classes during the year
  • Hold 700 Mobile Phone Safety Classes for seniors during the year
  • Conducted approximately 5,200 Mobile Phone Safety Classes
  • Held approximately 800 Mobile Phone Safety Classes for seniors
  • Hold 5,500 Mobile Phone Safety Classes during the year
  • Hold 900 Mobile Phone Safety Classes for seniors during the year
  • Promote and further improve mail filtering
  • Promote measures to eliminate spam email
  • Improve data security services
  • Continue to monitor domestic and international research on radio wave safety and participate in research activities
  • Launched sp-mode Filter and sp-mode Filter Customizer
  • Spam email reporting function included on some phone models
  • Launched a data backup service for images and video via computers
  • Launched "Oazukari Plus service" with greater backup capacity
  • Continued to monitor laws and regulations on radio wave protection and research on radio wave safety
  • Actively participated in surveys and research activities of the Association of Radio Industries and Businesses
  • Provide communication promotion service that enables mobile phone usage status for customers with Raku-Raku PHONES to be sent to family members and other designated individuals
  • Provide virus scanning service for smartphones to ensure peace of mind for customers who use them
  • Continue to monitor domestic and international research on radio wave safety and participate in research activities
Environmental Protection
Environment
Network facilities
  • Preventing global warming
  • Saving resources and reducing waste
  • Developing environmentally-friendly phones
  • Communicating with customers
  • Environmental management systems
  • Complying with environmental laws and regulations
  • Promoting green procurement
  • Promoting reforestation initiatives
  • Environmental contribution activities
  • Reduce CO2 emissions to less than 1.17 million tons-CO2
  • Achieved reducing CO2 emission target, 1.108 million tons-CO2
  • Actively installed power-saving devices
  • Reduced power consumption by utilizing the outcome which was tested and verified at the Tachikawa ICT Ecology Center
  • Actively install energy-saving and high-efficiency devices
  • Install cutting edge environmentally-friendly technologies
Customer channel
  • Raise awareness of used mobile phone recycling to at least 80%
  • The "Premier Questionnaire" revealed the awareness of collected mobile phones raised to 80.1%
  • Collect at least 4.41 million used mobile phone
Management
  • Increase environmental contribution through ICT services to more than 5.30 million tons-CO2
  • Achieved environmental contribution target, 8.221million tons-CO2 by providing ICT services
  • Worked to promote and popularize ICT services to reduce CO2 emissions
  • Review measurement means by ICT services
  • Boost waste recycling rates at offices
Nature conservation
  • Establish docomo Woods in Okinawa to extend the program to all 47 prefectures.
  • Hold Summer Vacation docomo Woods Nature Classes for elementary school students at four docomo Woods locations nationwide
  • Continue to conduct joint reforestation initiative with the PLDT Group in the Philippines
  • Established docomo Woods in Okinawa and extended the program to all 47 prefectures
  • Held Summer Vacation docomo Woods Nature Classes at four locations nationwide
  • Planted approximately 377,000 trees in joint reforestation initiative with the PLDT Group in the Philippines
  • Biodiversity preservation: Conduct jointly with related divisions through business activities
  • Continue conducting forest maintenance activities at docomo Woods
  • Hold docomo Woods Nature Classes at two locations nationwide
  • Continue joint reforestation initiative with the PLDT Group in the Philippines
Social Contribution Activities
Society
Social contributions
  • Activities in support of children
  • Social welfare activities
  • International contribution activities
  • Social contribution activities together with customers
  • Mobile Communication Fund
  • Contribute to sound development of young people through Youth Sports School (soccer and baseball clinics, etc.)
  • Conduct social contribution activities together with customers
  • Promote Ecocap Movement (plan to collect 1.5 million bottle caps)
  • Continue conducting social contribution activities through the Mobile Communication Fund
  • Conducted Youth Sports School for soccer, baseball, rugby and other sports
  • Participated in Ecocap Movement (collected 2,828,216 bottle caps, equivalent to vaccines for 3,535 people)
  • Mobile Communication Fund carried out academic and welfare support programs
    (Support for 101 organizations; support for 20 international students from Asia; awarded four people the DOCOMO Mobile Science Prize)
  • Promote the sound development of young people through Youth Sports School (soccer, baseball clinics and rugby, etc.)
  • Conduct social contribution activities together with customers
  • Promote Ecocap Movement
  • Continue conducting social contribution activities through the Mobile Communication Fund
For Our Employees and Business Partners
Employees
  • Diversity
  • Work-life balance
  • Human resources development
  • Employment and compensation
  • Respecting human rights at the workplace
  • Promoting work-life balance
  • Professional skill development
  • Mental health support
  • Communicating with employees
  • Continue promoting diversity at the workplace
  • Encourage and fully support employee work-life balance
  • Enhance communication between organizations and between employees
  • Established rehiring program for employees leaving the company due to their spouse's transfer or relocation
  • Established Working from Home program
  • Held a seminar for male managers with female staff members, a seminar on balancing work and nursing care and a seminar on postpartum depression, and 268 people participated
  • Management visited workplaces to get feedback directly from employees (88 visits by the president)
  • Continue promoting diversity at the workplace
  • Encourage and fully support employee work-life balance
  • Enhance communication between organizations and between employees
Business partners
Relations with suppliers, docomo Shops, etc. Promoting free and fair transactions
  • Enhance training for docomo Shop staff to improve product and service related skills and support certification efforts
  • Conduct initiatives to more fully establish CSR procurement
  • Instituted new Smartphone Meister certification program
  • Held briefings for new suppliers on CSR Procurement Guidelines
  • Further enhance skill certifications and training on products and services for docomo Shop staff
  • Revise CSR Procurement Guidelines based on ISO 26000
Management Structure
Management
  • Corporate governance system
  • Compliance
  • Information security
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  • Carry out initiatives based on the findings of a survey on compliance and human rights awareness
  • Utilize internal website to further raise compliance awareness
  • Conducted survey on compliance and human right awareness for all Group employees
  • Conducted compliance seminar for top management, training for Risk Compliance Leaders, and other training for managers and employees
  • Revised the NTT DOCOMO Group Code of Ethics and publicized the revisions
  • Regularly issued information to raise compliance and human rights awareness
  • Carry out initiatives based on the findings of a survey on compliance and human rights awareness
  • Distribute the NTT DOCOMO Group Code of Ethics Handbook to all Group employees to further foster a compliance mindset

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