EZ Game Street: Watch Out, DoCoMo
KDDI rolls down EZ Street with an engaging new mobile gaming platform due to go live today. Designed for KDDI by Square Enix –- the gaming powerhouse behind the massively popular Final Fantasy and Dragon Quest franchises — EZ Game Street invites gamers to stroll rather than scroll down a cellular landscape of 350 games from 43 of the world’s top game makers, including Capcom, Disney, Koei, Hudson and Namco.
Text-based searches give it up for interactive icons in the new BREW-powered platform created for KDDI/au CDMA 1X WIN 3G phones. Users click on the icons for more info plus a sample of the game’s theme song. Admittedly, there is some initial text-bar crawling: users first click on “games” in the KDDI WIN menu to reach Game Street. There, the menu is divided into six choices: title, genre, new games, producer, randomizer and recommended. Click on any line and a colorful screen pops up decorated with familiar characters from each game -– up to nine per screen. Pick a character and click through the payment/subscription screen to play. Options include one-time game play, monthly subscription plus game information sites, online communities and game software sales.
The 901i-series of 3G FOMA cell phones is DoCoMo’s latest tactical weapon in Japan’s escalating “lighter and smarter” mobile arms race. The four 901i handsets come packed with sophisticated go-go fun: twin stereo speakers and spatially enhanced sound; fat video and music files (500KB); pre-loaded games from Square Enix, Capcom and others; FeliCa smart-card e-wallet functions (in three models); 2-megapixel cameras; a TV guide for accessing TV program listings as far as eight days in advance (in one model) with genre and keyword searches including customized settings and registration for favorite TV shows plus it doubles as a remote control for TVs, DVD-Ds and VTR machines. Wow! 
You can think of DoCoMo’s newest handsets as “901i lite.” The cell carrier hopes four, slim 700i handsets will sing and dance their way into ever-stingier consumers’ hearts and wallets. They are packed with would-be FOMA functionality minus the FeliCa e-wallet and could just provide a significant competitive advantage at a time when KDDI and Vodafone are still rushing to market with fully featured 3G battleships that command heavy-duty prices. Sometime-WWJ commentator Ken Gai’s take on the move is that Big D is merely launching a shrewd counter-attack on KDDI/au… and will use this series as launch pad to boost migration to 3G — perhaps even passing KDDI for total 3G subs by Christmas. But WWJ wonders: What else are they afraid of? The 700i-series handsets are packed with FOMA functions: Chaku Uta ring tones, Chaku Motion ring videos, Chara Den (character avatars that project the caller’s image during video calling), Deco-mail (HTML-formatted virtual stickers for decorating mobile email) plus a QVGA LCD screen, Java and Macromedia Flash applications. In fact, these cellys are almost FOMA in all but name.