Word: enoki
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Dates: during 2000-2009
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...whole lot more than the i-mode-loving Japanese can find on their little phones. But i-mode isn't designed to compete with the desk-bound Web. "With a mobile phone, people don't have much time to read through a lot of data," says DoCoMo's Keiichi Enoki, one of i-mode's creators. "We thought people would want bursts of information while they are on the move...
DoCoMo's phenomenal success came in large part because of Enoki's shrewd strategy: make it easy to use, easy to pay for and loaded with gimmicky content to dazzle and entertain Web novices. "The Internet scared Japanese people," says Yukiko Takahashi, a manager at Bandai Networks, a subsidiary of the toy company that gave the world the Tamagotchi virtual pet and created rudimentary games that have been big hits on i-mode. "It made people think about connecting a PC, using a keyboard, modems, ISDN lines, stuff they didn't understand and stuff that cost too much. The smartest...
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