According to Pescatore, I-mode also suffers against Vodafone Live! because it only offers service based on monthly subscriptions and does not offer a pay-as-you-go option like Vodafone. "Getting users to switch from pay-as-you-go is an inhibiting factor to signing people up to a service, and not just for I-mode, that is a problem all of the providers face," he said.
I-mode has yet to hit the U.K. market, in part because of shareholder disputes between NTT DoCoMo and Hutchison 3G UK Ltd., in which NTT DoCoMo has a stake. The company said last month that it was negotiating with other operators to provide I-mode in the U.K.