NTT Docomo's i-mode is the hottest thing in mobile communications. While wireless application protocol (WAP) has failed to live up to expectations in Europe, the imode system, which offers users an "always on" connection to the Internet, has taken Japan by storm.

Docomo has signed up more than 12 million mobile subscribers within just 19 months of entering the mobile phone market in Japan, and plans to bring the system to Europe and the US. So what is the secret of the platform's runaway success?

"We at Docomo are the only company in the world to introduce the Internet way of thinking to mobiles," according to Mr Takeshi Natsuno, media director, Gateway Business Department of NTT Docomo, who was guest speaker at an Enterprise Ireland conference earlier this week in Galway.

"The i-mode uses xHTML as its programming language, GIF as a graphic format and we will be using Java software programmes within two months," says Mr Natsuno. "That is the Internet way of thinking rather than the telecom way of thinking."

"The difference between imode and WAP is that we are using languages that content providers understand, its like kindergarten English to them," he says. "And unlike operators of WAP we never pay for content; providers charge direct to customers and are encouraged to develop their services continuously."

In contrast to WAP, which has so far struggled to provide content that impresses mobile phone users, i-mode now has 656 companies providing content for imode and 24,000 independent content providers in total, according to Mr Natsuno.

"That gives power to the subscribers - after all, the kind of technology used means nothing to users, all that matters is how enjoyable the content is."

The i-mode system has made m-commerce a reality in Japan by introducing information billing systems that attach charges directly onto telephone bills, says Mr Natsuno. One-third of content providers are already charging premium rates for services on mobiles, he says.

"In the current Internet world charging for services is hazardous but for i-mode it is working. Take CNN, for example, it is charging users $3 per month for its news services on i-mode."

This is likely to increase next year when the type of security available on the i-mode system will be upgraded to the same level as a PC-based system and when Japan adopts third generation technology, says Mr Natsuno.

And does i-mode threaten the European standard, WAP, following Docomo's strategic alliance with Dutch telco KPN to bring the i-mode to Europe?

"We are contributing to the next generation of WAP services through the WAP forum," he says. "We want to share the successful experience of i-mode. But I'm not saying that European operators should adopt i-mode completely but they can take advantage of some elements of it."

The success of the i-mode has helped Docomo shake off doubts about the huge prices being paid for third generation licences in European auctions. "The auction fees are just a business expense and are tax-deductible. Even without an auction an operator will pay their profits back in taxes."