Instead of "love at first sight", the customer care programme utilises a step-by-step approach–prospects and customers get to know it gradually. In order to convey the complex variety of i-mode™ accurately, a differentiated, multi-strand approach will be adopted from the very beginning for communicating with the target group. An integrated marketing campaign will be used for customer care, providing interested parties and prospective buyers with the correct programme for their needs. In this way, interest can be maintained until the sales start, be it via retail or directly. It has met with great success.

More than 120,00 i-mode customers have been won over with the campaign. In short, the secret of the successful i-mode campaign lies in the decision to present the highly complex and innovative technology represented by i-mode to the market as something which is simple and practical.