Viewpoint
Viewpoint

Viewpoint

Cell-Phone Soap Opera a Cool New Genre

Love comes to the really, really small screen in a mobile, only-in-Japan, soap opera made exclusively for KDDI 3G cellys. The live-action soap opera, Yokohama 80s, follows the predictable lives, loves, and losses of young, beach-loving Japanese boys and girls back when Madonna was still Like a Virgin. Eighties’ big hair, big shoulders, and big hits have been downsized to tiny, two-and-a-half-minute broadcast bites. The story is adapted from Shogakan Shukan’s weekly Big Comic Spirits-series “Tokyo Eighties” (published as a serial manga) but features all-new original characters and storylines by the same author. Can the mobile laundry soap commercials be far behind?

Talking Art with Talby

TalbyKDDI brings a cool synchronicity of art and technology to a new mobile handset, the Talby. Conceptualized by acclaimed Australian designer Marc Newson, it weighs in at just 79 grams and a mere 13 mm thick. Though you might readily file it with other vanity handsets, it’s not just a pretty face. Arguably the lightest handset yet (except perhaps for DoCoMo’s tiny Premini at 69 grams but we’re talking about cell phones you can actually use), its ultra-slim, ultra-flat design is achieved in part by placing the antenna internally.

Talby also has a high-resolution QVGA LCD screen, Flash, 2-D barcode reader, camera, is compatible with KDDI’s EZAppli BREW applications and their advanced EZNavi Walk navigation system, plus other bells and whistles — but the “phone as fashion accessory” is definitely part of the message here.

DoCoMo: Tight Pants Meet Tight Tech

P900iVHe’s hot, he has superhuman fighting skills, an enormous broadsword, black leather pants, and a really big motorcycle — and he uses a DoCoMo P900iV 3G celly. Yeah, baby! He’s Cloud Strife from Final Fantasy VII and the all-new DVD Advent Children — and he’s not afraid to talk on the phone. NTT DoCoMo and handset maker Panasonic scored big time in a comprehensive tie-up with Final Fantasy series producer Square Enix securing very visible handset placement in the hugely anticipated DVD movie of Square’s most enduring Final Fantasy saga.

Cell Phones Morph into Music Players

Watch out, iPod! The hottest mobile news on planet Earth this week is KDDI’s announcement of a full-song mobile download service for 3G. If the service launches as planned, the profits could be enormous for carriers and labels alike. But all is not well in Japan’s mobile music land and those pesky FTC raids are just part of the worry.Part 1 of a Series.

Mobile TV Rocks!

In his 14 September WWJ Viewpoint, Philip Sugai raised some valid criticisms of the new TV cell phones and points to both technological and end-user behavior limitations that he believes doom TV phones to “DOA” status. Of these, the behavioral problems appear to be the most difficult to overcome. These criticisms, however, seriously underestimate both the technological developments that the devices will undergo in the next 18-24 months as well as the imagination and creativity that Japan’s end-users and broadcasters will apply to receiving and delivering, respectively, useful content via mobile TV (and FM radio).

Part 2 of a two-part series. Previously: MobileTV: Hype or Reality?, by Professor Philip Sugai.)

MobileTV: Hype or Reality?

With KDDI’s May 2004 announcement that they had developed handsets with embedded digital TV tuners and ample battery life, and with NHK, Mobile Broadcasting Corp., and others promising direct-to-mobile broadcasts, TV is again being widely touted as the “next big thing” for the mobile platform — and not just in Japan. But before we truly see an era of television-keitai convergence, several critical issues must be understood and addressed. Many of these are fundamental flaws in the concept of mobile phone-TV convergence, and suggest that we are simply witnessing the introduction of the “next big hype” for the mobile platform.

(Part 1 of a two-part series. Next week: Mobile TV Rocks!, by WWJ chief editor Daniel Scuka.)

Upgrading to a New Cell Phone in Japan Might Depend on Who You Are

Taking a break from the summer heat, this humble reporter was bribed with promises of nomi-hodai, all you can drink at usually unbeatable prices, to tag along as ‘the mobile phone expert’ recently in Shinjuku. So with ice tea-laden backpacks, we embarked on an blistering hot afternoon ketai safari in search of the elusive new V602sh handset from Sharp through Vodafone Japan, only to discover that this ultra-cool model was already sold out at the monster electronic consumer super-store of choice. Or was it? Thus unfolds an interesting look at how the subsidy-driven handset marketplace deals with existing vs. new customers.

DoCoMo Drops Consumers from WLAN/3G

NTT DoCoMo took the wraps off its NEC FOMA N900i combi WLAN phone, the N900iL, today and quickly did its best to shut down the possibilities of the terminal actually being any use outside of narrowly defined office environments. According to their press release “The handset, which is scheduled to be marketed in Fall 2004, has been specifically designed to support the new PASSAGE DUPLE™ system that was developed by DoCoMo to integrate the two-network operation. Under the PASSAGE DUPLE system, the N900iL may be used as a standard FOMA handset, as well as an in-house VoIP phone utilizing a company’s internal wireless LAN network. The dual-network solution targets corporate users, and will be marketed through DoCoMo’s corporate business division and partner companies. The system will not be available through DoCoMo shop locations.”

KDDI ''Flash:'' Slashes Prices, Debuts 3 Models

A year ago, WWJ predicted the end of packet-based pricing. A year later, KDDI/au, and Japan, would seem to be entering a new price war. Today, KDDI threw down the gauntlet to DoCoMo by slashing its fixed packet charge from 4,200 yen to 2,000 yen (Yes! You read that right…) on August 1, while flaunting three cool new mobile models armed with what will rapidly become de rigeur in Japan: flash! We’ll have an exclusive video program with Anup Murarka, Macromedia’s senior director of mobile marketing and devices coming in a few weeks, and — of course — breathtaking visuals of KDDI’s newest and sexiest phones and menus. But first, let’s take a look at the No. 2 carriers’s latest strategy to keep pummeling DoCoMo and Vodafone for new adds in a maturing market.

3G Finally Dawneth in Japan

The latest haul of subscriber figures from Japan’s Telecommunications Carriers Association told their usual tale of victory and triumph for most, and misery for some. Three guesses for who did what! Vodafone Japan added a paltry 64,100 subscribers to raise its subscriber base to 15.1 million. But in the hot-house-, typhoon-yielding-, and subscriber-base-wilting-month of June, DoCoMo and KDDI/au managed to pull in 166,000 and 157,000, respectively. Better still, FOMA’s 3G ascendancy seems secure and the pace of uptake is accelerating, while CDMA 1X continues to do rather well, thank you very much. Key message: if you ain’t got 3G in Japan, you’re nowhere (or Roppongi Hills).