This white paper introduces ToruCa, an information capture service for mobile phones, developed by NTT DoCoMo, Japan's leading mobile carrier. ToruCa service is enabled through NTT DoCoMo's credit card payment platform called iD. Recently McDonald's Holdings in Japan announced that it will install iD platforms to its outlets to allow payments with mobile phones and jointly promote marketing with NTT DoCoMo using ToruCa as a marketing tool. The partnership between McDonald's and NTT DoCoMo is presented as an example in this white paper to explain about mobile marketing based on ToruCa.
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