Japanese Cellular Operators DDI And IDO Adopt cdmaOne As The Brand For Their Joint, Nationwide CDMA Service
Brand Rollout Heralds Launch of CDMA Networks in Japan
COSTA MESA, Calif., November 25, 1997 -- The CDMA Development Group (CDG) today announced that Japanese cellular service providers DDI Corp. and IDO Corp. will use cdmaOne as the brand name for their joint CDMA cellular phone service. The two companies will roll out nationwide service in Japan in April 1998.
DDI and IDO, who are member companies of the CDG, announced the adoption of the cdmaOne brand at a news conference in Tokyo on October 30. A publicity campaign introducing the brand to Japanese consumers, including full page advertisements in the major Japanese daily newspapers, was completed during the first week of November.
"DDI and IDO have recognized that cdmaOne is a powerful marketing asset, providing immediate built-in brand equity," said Perry LaForge, executive director of the CDG. "Thanks to their support, and the support of other CDG member companies, cdmaOne continues to gain momentum in major markets around the world."
DDI initially will deploy its new cdmaOne network in and around the cities of Osaka, Kobe and Kyoto. The IDO network will operate in the Tokyo and Nagoya metropolitan areas and the province of Nagano, where the 1998 Winter Olympic Games will be held. Roaming capabilities will be available immediately between Tokyo, Nagoya and Osaka.
The Japanese government's decision to support cellular service providers' selection of cdmaOne resulted from a national requirement for a more spectrally efficient wireless technology. Japan has experienced rapid increases in demand for mobile communications due to deregulation and cost advantages over wireline systems. By October 1997, the number of cellular subscribers in Japan was approximately 26.09 million and increasing at a rate of about 850,000 users per month. At this growth rate, the existing cellular spectrum is expected to reach its capacity limits in the Tokyo and Osaka metropolitan areas before the year 2000.
cdmaOne is the global technology brand for the family of products and services based on the IS-95 CDMA air interface standard, including cellular, PCS and Wireless Local Loop applications. The brand symbolizes the superior voice quality, enhanced privacy and security, longer battery life and unsurpassed reliability of CDMA technology. cdmaOne is the only worldwide digital CDMA standard available today, with networks serving millions of customers in over 25 countries on five continents.
DDI Corporation, established in 1984, is the second largest telecom carrier in Japan, providing long-distance telephone, cellular telephone and PHS (Personal Handy Phone) services. It will also launch commercial service of IRIDIUM in September 1998. The DDI Cellular Group, consisting of eight regional cellular telephone companies that are subsidiaries of DDI, has provided cellular services in the 800 MHz band since June 1987. As of October 1997, the DDI Cellular Group provided cellular services to more than 3.8 million subscribers. The DDI Cellular Group plans to begin migrating their analog customers to cdmaOne digital service in April 1998.
IDO is one of the leading cellular operators in Japan, serving
more than 2.2 million customers in the areas of metropolitan
Tokyo and the city of Nagoya, the fourth largest city in Japan.
IDO is currently operating a TDMA digital network and analog
cellular networks at 800 MHz. IDO will initiate cdmaOne services
by April 1999, to offer seamless coverage