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DoCoMo 2.0 — Message Lost in Translation?

DoCoMo 2.0 -- Message Lost in Translation? by Mobikyo KKOn Monday 23 April NTT DoCoMo unveiled their latest 3G handsets, the 904i-series, at a press conference held here in downtown Tokyo.

WWJ pointed to this webcast of their presentation, which clearly stated from the very beginning the new “DoCoMo 2.0” campaign theme.

We shouldn’t really be surprised that the main message, from Japan’s dominant mobile operator, contained in the announcement somehow managed to get 2.0 attention from the mainstream media. With few exceptions, the entire tech web focused on the motion-sensor for gaming application. Few if any noted how ironic it was that while the company insisted it was going to “focus on offering unique applications and services that will be difficult for the competition to duplicate” they were in fact introducing a functionality which was originally made available in Japan [video here] by Vodafone and Sharp over two years ago.

Perhaps the gritty details — such as the fact that all five new models will (of course) ship pre-installed with the Osaifu-Keitai FeliCa mobile wallet together with related security services — are less appealing to the overseas media than Nokia’s recent announcement that they, too, have the mobile wallet urge?

To be sure, there were a few interesting new offerings in Natsuno-san’s presentation, such as the 2-in-1 dual-identity option and flat-rate access to Napster’s full music library service. However, one of the main observations we take away from this news is that the rest of the world still tends to focus only on the most quirky headlines (wait until the MSM find out about this one). WWJ subscribers login for our thoughts on this latest development.

Sharp Announces New Mobile AQUOS

Sharp announced they have developed a new LCD, based on ASV (Advanced Super View) technology found in the companies AQUOS line of TVs, for mobile handsets which features the industry’s highest (as of April 17) contrast ratio of 2,000:1 with a wide viewing angle of 176 degrees and a high-speed response time of 8 ms. According to the statement, by September 2007 the company will start shipping samples of this new 2.2-inch at 240 x 320 (QVGA) screen, targeted for 1Seg digital-tv enabled cell phones in Japan. Sharp started this trend with their 902SH model for Vodafone Japan in 2004 and their popular 905SH cycloid style design launched here in June last year, just in time for the World Cup. They have since followed-up with the so-called “2nd model” 911SH.

SoftBank Mobile – New Flagship Store

SoftBank Mobile - New Flagship StoreWith the flurry of activity around here lately we are somewhat behind on rolling out this quick video clip shot at SoftBank Mobile’s new Flagship store in Harajuku. Wisely located in Tokyo’s mobile youth grand central, and mere blocks away from KDDI’s Designing Studio, the company was handing out chocolates (a nice touch for Valentines day) and even had a few SoftBank Hawks baseball team personalities in the house to help celebrate their New Open launch event.

While Kitty-chan was apparently not available to promote her newly announced Swarovski Crystal handsets there was a good selection of the latest super sparkle designs, under glass, front and center. Of course the colorful 812SH Pantone series by Sharp were also easy to spot, however, for the most part there was not much in the way of selection for live working models on offer. That being said it’s certainly better than this Virtual Life SoftBank Mobile shop and hopefully the company will get more test-drive units on display in the future. As for our first impressions; it’s a definite improvement, in both size and location, when compared to the Vodafone’s earlier Megastore attempt in Shibuya several years ago.

Panasonic PEAKS 3G Phone

We’ve noticed an unusually agressive ad campaign for the new P903iTV phone from Panasonic over the last few weeks. This latest handset, which was released in late February as the follow-up to the Japan’s original 1Seg. digital tv debut unit for DoCoMo, touts an improved “vibrant screen” display. Like Sony with the Bravia line or Sharp’s trendsetting Aquos brand before them, Panasonic has based this product on the same “PEAKS” processor technology used with their home television offering. Check-out this video from their website which is running here in prime-time TV slots.

Emobile Launches Mobile Broadband

Emobile launched its so-called “Mobile Broadband” services, 16-months after the ministry awarded their new license, at an opening ceremony held at Bic Camera’s Yurakucho store in Tokyo this weekend. The company put two debut models on sale: its keyboard-equipped EM ONE terminal by Sharp (details here), which allows users to connect at HSDPA speed and view 1Seg digital tv broadcasting, and a card-type model for laptop computers.

Sharp Holds Top Handset Market Share

According to a report issued Feb. 28 by IDC Japan, Sharp continued to lead sales in the Japanese handset market, for the third consectutive quarter, with 21.2% share during Q4 2006. The investigation also noted that domestic shipments increased 11.2% year-on-year with 12.9 million handsets sold during the period. Panasonic claimed 11% with NEC, SonyEricsson and Toshiba all coming in close behind at 9 – 10% of sales volume each.