McDonald and NTT DoCoMo today announced they have agreed to jointly promote e-marketing based on DoCoMo Osaifu-Keitai e-wallet services.

The undertaking will include the establishment of a joint venture company to plan and manage e-marketing promotions to McDonald's newly planned membership club, and the introduction of DoCoMo's iD platform for mobile-phone credit cards and ToruCa information-capture service at McDonald's stores.

McDonald's plans to establish the membership club by October 2007 to offer enhanced membership services and to strengthen customer loyalty. Members of a current membership club will be invited to join the new club.

Mobile services for iD credit-card payments and ToruCa information capture will be introduced in McDonald's stores throughout Japan beginning in October 2007.

The joint venture company will aim to quickly launch services by integrating the massive customer bases comprised of McDonald's 1.4 billion annual customers and DoCoMo's 52 million mobile phone subscribers, as well as their respective brands and know-how. The company will be established in July 2007 with paid-in capital of 300 million yen, 70% coming from McDonald's and 30% from DoCoMo.