Business Innovation through Customer Value Creation-Type Businesses

In the last few years, Japan has seen rapid growth in the multipoint connection service market, which is associated with multimedia videoconferencing systems. Behind this trend was the birth and explosive growth of the multipoint video communications market, which was initiated by NTT, Japan's largest telecommunications carrier, in alliance with a joint venture business (NTT Phoenix Network Communication Inc.: hereafter, NTT Phoenix) comprised of heterogeneous U.S.-Japan joint businesses. This article takes up the case of the world's largest multi-point connection venture business, and considers how an NTT Phoenix's customer value creation-type business created a new video network service market in Japan.