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January 23, 2007


Benjamin Joffe

Hi Tomi,
Great to read you are having a good time in Tokyo!

If you liked the kids' phone, you must see the Seniors' phone, and the design phones! Actually, you should simply go and visit the KDDI Designing Studio (their showroom) in Harajuku (lower end of takeshita doori).

KDDI has been immensely successful with the designers and senior phones (we did a research recently on those 'segmented phones' in Japan). Lots of good things to learn for foreign operators!

PS: let me know if you visit Beijing soon, I'd love to arrange a keynote for you at Mobile Monday :-)

Tomi T Ahonen

Hi Benjamin !!

Thanks for visiting and posting the comment. Yes, I visited the KDDI Design Studio in Harajuku - wow, five floors of KDDI stuff, with nothing actually being sold. A true branding/engagement marketing venture, not a superstore. Loved it.

Yes, I saw the other phones, but I've seen stuff for the senior citizens and women etc before. They were "predictable" segmentation developments, while definitely cool yes.

But this childrens cameraphone is sheer brilliance in breaking the mold, and turning something most unexpected into something parents soon have to have.... That is why I had to blog about it immediately.

Oh, and yes, we'll have to get together soon. I was in Beijing earlier last year, but I'm sure I'll find reason to return soon, and when that happens, we'll do the Mobile Monday for sure!

Tomi :-)


thanks for the blog.
haha, This is a passer by. I think there is another non-negligible part of that kids' phone is the automatical GPS location. The location information will be sent to the parents when the alarm is sounded.

Tomi T Ahonen

Hi Averie

Yes, DEFINITELY. I kind of took that for granted, but yes, KDDI is the carrier/mobile operator in Japan who introduced Location-Based services to Japan, so yes, they are definitely the ones to do this fully in the phone.

Thanks for pointing it out. It "slipped my mind" having been so long on the KDDI LBS story, ha-ha..

But a VERY valid additional issue of value in the child's phone

Thanks for writing

Tomi Ahonen :-)

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