"Message F" (Message Free) is a push-style information distribution service provided by NTT docomo. Users who have registered for the service do not pay any data fees for messages they receive, allowing advertisers to send out messages without fear of incurring costs to recipients.
Among the special features of "Message F" are its ability not only to target selected segments of its base of over 12 million registered users according to region, gender, and age, but it can also be used to distribute advertisements at specific times or limit distribution to selected handset types.

In other words, "Message F" can not only secure reach on the same scale as the mass media, but by distributing information to the intended target with the most effective timing, it can have an impact on the behavior or purchasing power of consumers.

In addition, "Message F" supports the distribution of attachments such as images or Flash animations of products, companies or services, which can be highly effective in helping brand images to penetrate through to consumers.