Cellcos and handset manufacturers here are counting on the seemingly limitless Japanese craving to trade up to the trendiest and newest feature-packed cellies to push cash flow forward. Right behind the recent roll out of DoCoMo’s shiny, feature-packed 3G FOMA 901i-series comes a new line of four “Mova” (the carrier’s 2G brand) handsets targeting niche buyers. Lets take a look at these babies as each one has a distinctive feature targeting a specific, finicky, not-yet-ready-for-3G keitai shopper.
Niche marketing is undeniably cost-intensive — all those handsets require development, marketing and manpower to support. If 3G is where DoCoMo wants everyone to be, why continue to innovate within the older, 2G Mova line?