EZ FeliCa Announces New Campaign

KDDI have just announced [in Japanese] a new service that combines their Osaifu Keitai (wallet phone) service with the popular EZ-Navi GPS function. Users will be able to browse their mobile phone for locations that accept EZ FeliCa transactions and then request map directions to guide them there. The Ready Go! campaign will promote use of this system between March 1st and April 30th, with prizes including “Beauty” trips to Korea, onsen (spa) vacations and Edy e-cash certificates. The company offers five fully enabled handset models and this announcement reinforces our main points in this recent article about KDDI/au’s competitive edge in Japan.