Management is aware of its duty to promote the success of the company, namely defined in section 172(1) (a)-(f) of the Companies Act 2006 and plays an active part in making this happen. In carrying out their duty to promote the success of the Company, the directors work within the NTT DOCOMO Group Code of Ethics which is observed throughout the group and is guided by its ten fundamental principles.

To fulfil these principles, it is necessary for the Company to act with integrity towards employees, customers, society and stakeholders at all times. The directors are dedicated to maintaining a high standard of behaviour and fostering an awareness of ethical standards and principles among all employees at the Company. The Company has a set of strategic objectives which are updated annually covering customer satisfaction, sales, budget, financial controls, HR and other key KPI's that the directors are working towards as a board. The purpose of all these objectives is to establish a sustainable business model and the Company continues to seek long term benefits from its actions. The Company’s procurement team communicates regularly with its suppliers and work together on the basis of long-term relationships and common goals. As a board the directors ensure legislative compliance in all areas to protect the business. Financial conduct, taxation, health and safety, GDPR, HR and other areas are regularly monitored and reviewed amongst the directors using external professional advisors where required. The Company is focused on supporting the wellbeing of staff through various initiatives such as regular meetings, talent management, training and open communication of significant business matters by senior management and recognising the importance of employees' contributions towards the business to promote success. Management is also keen to protect the environment by promoting recycling in the office. In addition to the above, the directors have identified the issues and risk factors affecting the Company that are considered relevant in the strategic report.