DoCoMo announces R-Click Service

DoCoMo-Developed Area Information Service to be Tested in Roppongi Hills
TOKYO, JAPAN, September 29, 2003 --- NTT DoCoMo, Inc. announced today that its R-Click Service, a new area-information service incorporating mobile phones and a "wireless tag" device, will be tested by Mori Building Co. Ltd. at the Roppongi Hills complex in Tokyo. The test will be conducted from November 1, 2003 to February 1, 2004.

Individuals participating in the test will each receive a wireless tag transmitter, called a Radio Frequency ID (RFID) tag. Approximately 4,500 RFID tags will be distributed for the test. The small, handheld device will enable users to receive a wide variety of area information as they walk around the new metropolitan cultural complex of shops, restaurants, entertainment facilities, residences and hotel. Information will be transmitted to the user's i-mode phone in three ways:

"Koko Dake (Area Limited) Click"
While standing in any of approximately 10 to 20 areas (cells) in Roppongi Hills, the user clicks a button on their RFID tag to receive information about that area. The user receives information tailored to their specific interests based on personal data that they pre-register.

"Mite Toru (Watch and Receive) Click"
While standing in front of an electronic signboard which shows commercials of products and services, the user clicks a button on their RFID tag to receive information with the URLs of products and services shown in the signboard's multimedia presentation on their DoCoMo phone. This feature enables the user to view the webpage later, at their convenience.

"Buratto (Walk Around) Catch"
This feature automatically emails area information as it detects the user moving about Roppongi Hills. The user receives information before actually entering a new area, because the system anticipates their movements. This area information is also customized to the user's specific interests.

People participating in the R-click Service test must belong to the Community Passport program (admission free), which is operated by shops, restaurants, etc. in Roppongi Hills. Community Passport members can apply to participate in the test by visiting http://r-click.jp from October 1 (Japanese only).

The R-click Service is officially recognized by the e!Project of the Ministry of Economy, Trade and Industry (METI). DoCoMo and Mori Building jointly proposed the service to METI, which funds the e!Project to promote the wider use of advanced information communication technology in Japan.