SHIRO TSUDA, NTT DOCOM: He Made Japan Cell-Phone Crazy

SHIRO TSUDA NTT DOCOMO

As a founding employee of Japan's no. 1 mobile-phone carrier, Shiro Tsuda has reaped the rewards--and suffered the consequences--of being a pioneer. And it has paid off: when NTT DoCoMo's president, Keiji Tachikawa, 64, steps down, Tsuda is expected to succeed him. "Tsuda has a good sense of balance between technology and marketing, and he has the confidence of his co-workers," says Shinji Moriyuki, senior telecom analyst at Daiwa Research Institute in Tokyo.

Tsuda, 58, joined phone giant NTT in 1970 as an engineer and 20 years later helped establish the mobile-phone project that grew into the independent company NTT DoCoMo...

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