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Case Study

The launch of i-mode in france: The internet in your pocket

By Jacques Horovitz and Brian Rogers

15 pages

November 2004

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Reference: IMD-5-0617

This case study chronicles the 2002 launch of I-mode by Bouygues Telecom in France. I-mode, a service that could be accessed using specially-designed, easy-to-use mobile telephone handsets, allowed customers to surf the Internet, send emails, and download images and music at affordable prices. The management team at Bouygues faced a number of challenges as it prepared to launch the product on the French market, including how to market the service and how to price it. By late 2002, the key decisions had been made and i-mode was ready for launch. The case ends with the management team anticipating the results of the product launch.

Keywords

Wireless Internet, Pricing, New Product Launch

Settings

France
2002

Type

Field Research

Available Languages

English

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