But downloading an MP3 file takes a long time and can be quite expensive. If customers like what they see, they can order a full-length recording of a pop song or sports event to enjoy at home downloaded over fixed telecommunications networks. That is one reason why DoCoMo was keen to tie up with America Online in developing services that combine the benefits of both fixed and mobile internet access. As a marketing tool for e-commerce this is still an improvement over existing networks that can transmit static pictures at best. But it looks a lot more like evolution than revolution.
Japanese operators are wary of technology for technology's sake.
They think that it contributes to the success of the mobile internet only to the extent that it makes telephones more useful and convenient. It is like worrying about the quality of TV sets before you have any programmes. By contrast, content has been central to DoCoMo's success. It discovered that the growth of the mobile web is being driven by entertainment and pop culture not weighty financial information sites or technological one-upmanship. The secret lies, above anything, in the variety of what is on offer.