Third Party Comment

The NTT DOCOMO Group has publically released its CSR Report 2011 as a booklet for the general public, as well as online. The online version contains more thorough information for the benefit of investors and others who require the full story with details. The report is based on NTT DOCOMO's CSR Message, which was created in parallel with the New DOCOMO Commitments announced in April 2008. Like last year, this year's report focuses on the four key themes of customer service, consistent quality, safety and security, and environmental protection. The report presents DOCOMO's enthusiasm for implementing CSR activities in the field.

First, I should mention DOCOMO's efforts to support the victims of the Great East Japan Earthquake and promptly restore mobile phone services, which are so essential to daily life, based on the leadership of the company's president, who exhibited a clear understanding of the moment as chief of the Disaster Response Office, as well as the entire group's collective effort.
The company, having reconfirmed the importance of communication services in the aftermath of the disaster, acted quickly to establish new disaster preparedness in April and thereby strengthen its preparedness for the future.
Second is the company's medium- to long-term vision of where the company should be in 10 years. In July 2010, DOCOMO compiled Pursuing Smart Innovation: HEART, a vision of how the company will evolve into a provider of comprehensive services centered on mobility. Then in January 2011, DOCOMO released SMART for GREEN 2020, an environmental plan designed to help realize the HEART vision.
Given future uncertainties, it is commendable that the company has clarified its grand design of specific aims and activities for contributing to low-carbon, recycling-based societies and preserving biodiversity in accordance with DOCOMO's corporate philosophy. At the same time, the company took quick and appropriate action to revise the NTT DOCOMO Group Code of Ethics in light of the company's further globalization and ISO26000 certification.
Third, it is wonderful that customers evaluated DOCOMO as the most valued company in terms of both consumer and corporate services. This is a result of the company having focused in recent years on enhanced customer satisfaction and CSR as a cornerstone of its business. The achievement can be said to stem from the importance that DOCOMO places on interacting with and responding sincerely to its stakeholders, which is based on the company's concern for individuals, one of its key corporate themes. DOCOMO also has adopted various SRI indices, for which it has received considerable praise from professional institutions.
Fourth, the booklet version includes comments by advisory board members as a representation of public opinion. These thought-provoking comments by influential persons, all major players in their respective fields, focus on the company's outlook and ideals as well as its proactive approach to disclosure.

My first expectation is for DOCOMO to devise concrete plans and achieve consistent results with the initiatives created under its medium- to long-term visions Pursuing Smart Innovation: HEART and SMART for GREEN 2020. It would be desirable for DOCOMO to clearly define its steps for planning, implementation, results assessment and future challenges, taking into account the key themes for each respective year and working to involve young personnel in the process.
Second, this year the company must comprehensively verify its specific outcomes in light of GRI guidelines and ISO26000. For the NTT DOCOMO Group to succeed as a key player in global society, it must understand and accept what is required of it from an international perspective and then address societal issues through its core business as it continues to evolve as a company.