i-Mode

cHTML and Tags
i-mode programming environment is based on cHTML (compact HTML), a subset of HTML 2.0, HTML 3.2, and HTML 4.0 specifications. Being closer to the language of the traditional Internet than WAP, cHTML has been instrumental in attracting content providers, as they did not have to learn a new language. NTT DoCoMo extended the specifications with tags for use on cell phones, such as ‘tel’ tag, allowing users to initiate a call by clicking on a link. For example, a user could use the ‘PHONE TO’ function to call a restaurant to reserve a table by clicking the link on the restaurant’s i-mode site. This eliminates the need to disconnect from the site to make the call.

The flexibility of the cHTML allows it to accommodate multi-byte Kanji characters and other graphical elements, such as over 200 pictographs depicting such things s food and drinks, Karaoke and golf, and facial expressions and body movements.

By pushing a special ‘i’ button, the user logs onto a central, always on gateway server operated by DoCoMo. In addition to sending and receiving e-mail, implemented as of September 2000, subscribers have a choice of 25,100 content sites, comprising of 1,100 official sites via the i-menu and 24,000 unofficial sites by keying in the URL.

i-mode Web Site Specifications (DoCoMo does not offer Web site development services)

• i-mode Web sites use subsets of HTML 2.0, 3.5, and 4.0.
• S-JIS character encoding must be used. Images should be in the GIF format.
• Java and other scripting languages are not supported.
• Half-width kana characters can be used.

For details on the development of i-mode sites, refer to www.nttdocomo/ser2.htm

Content Partners: Official and Unofficial Sites
To ensure a vast variety of content, DoCoMo has worked closely with content providers from various sectors, including financial, entertainment, banking, media, transportation, travel, and life insurance. In addition, DoCoMo has regulated the quality of content on the i-menu. Content providers must register their sites to obtain official status on the i-menu; sites are judged on quality usefulness, and accessibility.

• Since users can access these sites from their phone’s i-menu, without having to enter an URL, official sites usually get more page views.
• Once the site has been approved, there is no charge for placement on the i-mode phone menu.
• Content providers utilize DoCoMo’s billing agency services.
• Search engine services, links to unofficial sites, and community-based content, such as chat and bulletin boards, cannot qualify as official i-mode sites.

Unofficial Sites
By utilizing cHTML, DoCoMo has made it easy for developers to write programs for i-mode subscribers, generating over 24,000 unofficial sites. For example, one popular site enables users to trick the system in sending and receiving longer text messages than offered by i-mode.

• E-mail and entertainment sites are used by 40 percent of all users.
• New weather, m-banking, and financial information.
• Cartoon screensavers from Bandai and games like Miracle Grand Prix Driving are popular among younger subscribers.