The “E-Plus i-mode Web page“ communicates the brand and the product i-mode to the German consumers on the Internet. Having more than 31 million active users in Japan, i-mode is the success story of mobile communication. i-mode is the first real mobile portal, which was conceived for a mobile terminal from the very beginning. At the same time i-mode is more than just a mobile phone or a new technical mobile phone standard. Because, apart from the usual functions of a mobile phone, i-mode offers access to mobile phone services in previously unknown quality and variety. And with the special terminals with a large colour display and sound functions it has been made possible for the first time for i-mode to provide mobile communication up to multimedia standard.

In order to support the uniqueness and the different qualities of i-mode it was important to develop a way of implementing the i-mode on the internet from the point of view of the contents, the media, communication and target groups, as an integrative part of the entire i-mode communication. Unusual solutions in regard to the layout as well as the technical implementation were considered to be of primary importance. The user can select from three different colour layouts for the site and is welcomed by a sound that is typical of the product. Lots of Flash and Quicktime applications, which are incorporated in the main navigation menu as well as the logo, round off the innovative presentation.Beyond the three development stages, which produced a continual level of excitement, product information as well as campaign contents were communicated in an informative and emotional fashion. The goal is to support the introduction and the penetration of the i-mode brand in the German marketplace. It is important to awaken curiosity among the users for the brand name and to establish the image. Building up the connection to E-Plus as the sending brand was also a part of the challenge.It was important to awaken curiosity in the teasing phase and to occupy the topic of i-mode. Detailed product information was only offered in the second stage to accompany the start at point of sale. Finally, the third stage solved the puzzle of the shadows on the web page, which had announced the product campaign. At the same time, with the start of the television campaign, the i-mode protagonists went online for the start.The main navigation is the basic idea for the continuation of the wording of i-mode. The user can choose between categories like "i need", i feel, i buy, i create or even i-mode in the central point of the site. Within these categories, the user is offered all relevant product information partly as Flash or Quicktime VR demos. The fun for the user does not just stop with the design of the site, but is also nurtured by lots of offers, from screensavers through to the current television advertisements to a detailed explanation as to how the creative user can program their own i-mode Site.The web page is finished off by its own press area, which has detailed information that has been specially prepared for the target group.In the access limited customer area "inside i-mode", the i-mode customers have a comfortable, additional (to the handset) possibility of administering their i-mode subscriptions.The ‘i-mergency’ promotion is a part of i-mode communication. This demonstrates how to solve real everyday problems in a funny and amusing way. A micro site, which emphasises the cheeky i-mergency characters, accompanies the promotion. Info on the team and the tour plan, as well as reports on i-mergency events provide background information on the promotion. The i-mergency prize competition can be accessed online as can the solutions for small everyday problems.An important goal for the development of the web page was not just to transfer the i-mode portal to the stationary internet but also to develop a web page that captures the spirit of i-mode.Thanks to the visual connection with the offline media a high level of synergy in the overall communication has been taken advantage of.