In 1999, Japanese wireless provider NTT DoCoMo launched i-mode, a new mobile internet platform which provided data transmission speeds up to 9.6 kilobits per second, and access web services available through the platform such as online shopping. NTT DoCoMo's i-mode used cHTML, a language which restricted some aspects of traditional HTML in favor of increasing data speed for the devices. Limited functionality, small screens and limited bandwidth allowed for phones to use the slower data speeds available. The rise of i-mode helped NTT DoCoMo accumulate an estimated 40 million subscribers by the end of 2001, and ranked first in market capitalization in Japan and second globally. Japanese cell phones increasingly diverged from global standards and trends to offer other forms of advanced services and smartphone-like functionality that were specifically tailored to the Japanese market, such as mobile payments and shopping, near-field communication (NFC) allowing mobile wallet functionality to replace smart cards for transit fares, loyalty cards, identity cards, event tickets, coupons, money transfer, etc., downloadable content like musical ringtones, games, and comics, and 1seg mobile television. Phones built by Japanese manufacturers used custom firmware, however, and didn't yet feature standardized mobile operating systems designed to cater to third-party application development, so their software and ecosystems were akin to very advanced feature phones. As with other feature phones, additional software and services required partnerships and deals with providers.