Promoting CSR Based on the CSR Message of NTT DOCOMO

Background of CSR Message:
Communicating DOCOMO's Stance Toward Stakeholders

CSR is a core foundation of DOCOMO's success as a business and its contributions toward the realization of sustainable societies.
DOCOMO's business is based on relationships with not just customers but all stakeholders, including shareholders and investors, sales channels (docomo shops) and business partners. The company is highly cognizant of the need to continually communicate the theory and practice of its basic stance toward stakeholders, as well as respond proactively to their expectations and interests.
This viewpoint is fully reflected in both the company's Corporate Philosophy and New DOCOMO Commitments, the latter of which was announced together with DOCOMO's CSR Message in April 2008.

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CSR Categories:
Comprehensive CSR Focusing on Four Key Themes

DOCOMO's CSR Message was crafted from a broad-based perspective encompassing a wide range of ideas, including those of distinguished persons outside the company. It is a proclamation of the social responsibilities inherent to the company's mobile phone business, and how the company proactively addresses social challenges through the conduct of this business. The message clarifies CSR activities for which DOCOMO is uniquely qualified to pursue, spanning the fields of customer service, consistent quality, safety and security, and environmental protection.
Additional CSR initiatives involve corporate governance, compliance and diversity.

CSR Organizational Framework:
Group-Wide Implementation by Committee

DOCOMO established the CSR Promotional Committee in 2005 to improve CSR activities on an ongoing basis. Chaired by the president, its members include group heads involved in CSR, regional office managing directors and others. The committee meets twice a year. In addition to the committee itself, positioned under the committee are three working groups and three task forces principally involved in CSR activities.
One of committee's key tasks is the management of CSR guidelines and strategies suited to regional offices and relevant units in accordance with their functions and concerns, as well as initiatives implemented uniformly throughout the DOCOMO group.
In fiscal 2010, the committee reported on CSR programs carried out in 56 group offices, including overseas. The report, with gives due consideration for ISO26000 international guidelines on social responsibility, also explains how DOCOMO responded to inquires from corporate customers regarding its CSR program.
Nationwide, small committees carry out CSR activities concerning issues such as internal control and compliance, information security and diversity. The committees hold regular meetings to ensure systematic and comprehensive CSR management.

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CSR Penetration:
Training for Executives and Employees

Image of Seminar for upper management

Key outside figures were invited to DOCOMO in October 2010 to give a seminar about ISO 26000 and CSR case studies for about 80 executives, including the president and vice presidents.
Meetings are organized so that executives and young employees can gather to discuss CSR topics. In October 2010, about 30 young employees from regional offices and group companies met to discuss CSR programs as individuals and in groups. The discussions can be view by all employees on the company intranet. In addition, about 36,000 group employees, including temporary workers, received CSR e-learning in March to May 2011.
Going forward, DOCOMO will never cease to enhance CSR awareness among executives and employees.

Major activities of working groups and task forces

Universal Design Promotion Working Group:
Raku-Raku PHONE 7 Incorporates Universal Design

Image of Hitomi Arimitsu Product Department

This working group promotes DOCOMO Hearty Style, which seeks to make products and services easy to use for all customers, and I am involved in product planning and development. From fiscal 2010 to fiscal 2011 we launched several phone models that incorporate universal design principles, including Raku-Raku PHONE 7 and Raku-Raku PHONE BASIC 3. We intend to continue to improve current models while listening closely to feedback from customers.

Environmental Protection Committee:
SMART for GREEN 2020 Established to Strengthen Environmental Protection Activities

Image of Ryoichi Nakanishi Assistant Manager, Corporate Citizenship Department

Utilizing the environmental management system in ISO 14001, the Eco Network Equipment Expert Committee, Eco Customer Channel Expert Committee, and Eco Management Expert Committee have been established for their respective business areas and work to solve a variety of issues. A main initiative in fiscal 2010 was establishing a new environmental vision, "SMART for GREEN 2020."

Creation of Safe, Secure Mobile Phone Society Working Group:
Strengthening Youth Protection, Anti-Spam Measures and Data Security Services

Image of Mayumi Nakayama Smart Communication Services Department

This working group conducts initiatives to provide customers with real peace of mind regarding use of DOCOMO mobile phones and conducts surveys and various other activities to this end. In fiscal 2010, we worked to strengthen youth protection, anti-spam measures and data security services. We also disseminated pertinent information like the findings of customer surveys. In fiscal 2011, we will carry out measures for the safely and security of smartphones in particular.

Social Contribution Activities Task Force:
Actively Promotes Social Contribution Activities by Disseminating Information

Image of Kayoko Shirakawa Corporate Citizenship Department

This task force disseminates information on social contributions and plans and promotes related activities. In fiscal 2010, we completed the project of establishing docomo Woods in all 47 prefectures and conducted Mobile Phone Safety Classes at schools and in local communities to raise awareness and promote safe mobile phone use. Going forward, we are reviewing the curriculum of the Mobile Phone Safety Classes in light of current needs and will further enhance activities.

Emergency Preparedness Working Group:
Strengthening Disaster Preparedness by Launching Disaster Message Board Service for Smartphones

Image of Takayuki Fukushima Project Assistant Manager, Disaster Countermeasures Office

This working group conducts enhancements to facilities and operational infrastructure based on actual disaster conditions and holds disaster preparedness drills. In fiscal 2010 we launched the Disaster Message Board Service for smartphones, coordinated the establishment of mobile base stations with satellite link, and worked to build cooperative frameworks with local municipalities and the Self-Defense Forces. In fiscal 2011 the working group will review disaster response rules and procedures manuals based on the experience of the Great East Japan Earthquake.

Accountability Task Force:
Actively Communicating Information for Accountability to All

Image of Atsuko Suzuki Public Relations Department

This task force is responsible for promoting and publicizing DOCOMO's CSR activities to the general public. In the Great East Japan Earthquake, we posted a restoration area map on our website and color-coded service areas and restoration plans for areas without service to make the map easy to read. We also publicized DOCOMO's response activities in newspapers, on TV and radio and in other media. We intend to continue actively disseminating information as needed.

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