In 2003~04, mobile carrier NTT Docomo released a series of “Vision 2010″ videos designed to show the world what the digital future would look like in less than a decade. Japan’s mobile ecosystem is surely the world’s most dynamic, but it’s interesting to see how lofty Docomo’s goals were. While other carriers have different focuses on their brands (Softbank on price, and AU on design), Docomo has long been a leader in future technology such as mobile payment.
Was Docomo too bold in these predictions? After all, 6~7 years isn’t much to accomplish such lofty mobile goals, but it’s a perfect demonstration of how Japanese companies aren’t just looking for the obvious answers.
A great example is the AT&T “You will” ads from 1993 that “predicted” with pretty good accuracy what our digital future will look like. Of course, they were completely wrong about who would actually be bringing the technology, and it’s also notable that even in 1993 they had their video-calling mother using a phone booth!
The Docomo videos are also filled with people doing video calls from all around the world. This is an interesting case study, because the technology and infrastructure to support these calls has been around for several years, and many Japanese are already carrying handsets with forward-facing cameras. However, it’s lack of consumer demand that has put off our video calling future. Even if the video calling function were paid for from the “all you can eat” data plans most Japanese have (rather than as an extra charge as it is now), we’re skeptical that it would get much use in the current environment.
Below you can find Docomo’s latest video (released in 2008), “The Road to Hokusai’s Waterfall“. Let’s come back to this one in ten years and see where we stand.
Source: Scout
Sure, we’re not doing full holographic mobile medical diagnosis in our automated robot cars (and our kids don’t look like Dr. Spock), but there’s still quite a lot that’s happened in the last seven years in the global mobile industry that can be seen in these videos.
Was Docomo too bold in these predictions? After all, 6~7 years isn’t much to accomplish such lofty mobile goals, but it’s a perfect demonstration of how Japanese companies aren’t just looking for the obvious answers.
A great example is the AT&T “You will” ads from 1993 that “predicted” with pretty good accuracy what our digital future will look like. Of course, they were completely wrong about who would actually be bringing the technology, and it’s also notable that even in 1993 they had their video-calling mother using a phone booth!
The Docomo videos are also filled with people doing video calls from all around the world. This is an interesting case study, because the technology and infrastructure to support these calls has been around for several years, and many Japanese are already carrying handsets with forward-facing cameras. However, it’s lack of consumer demand that has put off our video calling future. Even if the video calling function were paid for from the “all you can eat” data plans most Japanese have (rather than as an extra charge as it is now), we’re skeptical that it would get much use in the current environment.
Below you can find Docomo’s latest video (released in 2008), “The Road to Hokusai’s Waterfall“. Let’s come back to this one in ten years and see where we stand.
Source: Scout
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