Basic Approach & FY2010 Highlights

Widespread use of mobile phones has changed people's lifestyles and helped make communication more convenient and enriching. However, at the same time, new social issues have arisen in the form of access to inappropriate websites and use of mobile phones for criminal purposes. DOCOMO's share of the Japanese mobile phone market is around 50%, which amounts to some 58 million customers, so as the industry's leading company we are working to bring about a society with safe and secure mobile communications while proactively addressing the negatives associated with mobile phones.

From National Police Agency reports and releases

Mobile phones are used by approximately 30% of elementary school students, 60% of middle school students and 90% of high school students. In order to prevent children and young people from coming into contact with harmful information on mobile sites or encountering illegal activity or other trouble on so-called dating sites, DOCOMO provides the Access Restriction Service to prevent access to inappropriate websites. Since April 2009 we have required new underage customers to apply for this service in principle. In addition, we also offer customizable Access Restriction Service that can be set by parents and guardians to restrict site access.
We are also making efforts to raise awareness of these issues among children. DOCOMO employees serve as instructors for Mobile Phone Safety Classes, where participants are taught rules and etiquette for mobile phone use and how to deal with crime and other potential trouble. The classes have been held at schools around the country since fiscal 2004. In fiscal 2010, we held 5,200 classes for approximately 850,000 participants. In total, some 3.12 million people have attended the approximately 19,300 classes held to date. Moreover, just as last year, in fiscal 2010 we consulted with school boards in all of Japan's prefectures and distributed an educational video based on the classes to approximately 32,000 schools nationwide.

Internet access via mobile phones has been increasing with the emergence of smartphones, and online content is expected to diversify still further with extra-high-speed next-generation LTE service, XiTM ("crossy") provided by DOCOMO. Given these developments DOCOMO began providing the Access Restriction Service for smartphones.
The Mobile Society Research Institute, administered by DOCOMO, conducts surveys and research to shed light on the positive and negative aspects of mobile phones. Findings are disseminated in Japan and overseas. In addition, the Advisory Board, which consists of prominent figures from outside the company, provides valuable recommendations on social issues associated with the popularity, widespread use and convenience of mobile phones, as well as on the role of DOCOMO in addressing these issues.
While making close reference to the board's recommendations, DOCOMO intends to strengthen all initiatives for protecting customers from new forms of crime and other trouble associated with mobile phone abuse. We will also raise awareness and make proposals related to the creation of an even healthier mobile society.

DOCOMO has established the Advisory Board to solicit the opinions and recommendations of leading outside experts in various fields on overall management. The Advisory Board, which held a meeting on August 2010, acknowledges DOCOMO for holding Mobile Phone Safety Classes and for our other efforts to protect young people from societal problems that have occurred with the popularity, widespread use and convenience of mobile phones. And, we have accepted the board's recommendation that we reach out even more actively to the general public. DOCOMO will continue to help create a safe and secure mobile society through its business operations and CSR activities based on the suggestions of the Advisory Board.