WW-169 -- Keitai for Kids

Thu Dec 20 09:48:12 JST 2007

J at pan Inc presents the Wireless Watch Newsletter

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W I R E L E S S W A T C H

Commentary on the Business of Wireless in Japan

Issue No. 169
Thursday December 20, 2007
Tokyo

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Keitai for Kids – Security in a safe country

DoCoMo successfully taps into the market segment for children.
The first generation kids' phone, the SA800i, was introduced in
March 2006. It turned out to be a long-seller with more than 400
thousand phones sold. This month, a second generation phone is
launched – the F801i from Fujitsu. What is so special about these
kids' phones?

Although Japan is a rather safe place, parents are very much
concerned about the whereabouts of their kids. DoCoMo tailored
a bunch of security services for these concerned parents. The
kids' phones have built-in GPS. For 210 yen per month they can
subscribe for a special location-based service called 'Ima Doco'
– 'where are you now?'. From their mobile phone or PC, parents
can notify the phone of their kid to send the location
coordinates. The location is then displayed on a map. Kids can
also notify their parents of their location with one push on a
button of their phone. The Fujitsu phone is also equipped with an
emergency buzzer. When the phone strap or battery is removed, a
100 decibel alarm starts buzzing and an emergency message is send
to the parent with the location. A wrist watch is sold as an
additional accessory. By pushing a button on the watch, the phone
can be located. At the same time the phone is locked. In case the
phone is not unlocked within five minutes, a location
notification is send. With more than 500 thousand subscribers,
'Ima Doco' is one of the most popular services in the i-mode
menu.

Like all other DoCoMo phones, the kids' phone gives access to
i-mode services. Kids can access special content through the
i-menu – the mobile services portal top page. Categories are
'learn,' 'search,' 'ring tones,' 'wall papers,' 'games,' 'mail,'
and 'search location.' Through a special i-mode filter, an access
level can be set to prevent kids from browsing to dating sites or
other content that is not suitable for young viewers. Another
feature blocks access to all i-mode services between 10pm and
6am.

The F801i is IPX5/IPX7 qualified which denotes that the phone is
capable of temporary immersion down to 1 meter. DoCoMo did not
forget that kids like to play with toys. The dial-pad can be set
like a scale – the musical notes sound when the corresponding
keys are pushed.

DoCoMo will start selling the phone on December 20th, just in
time for the Christmas shopping season. We bet the kids will be
happier with the latest game software than a phone that tracks
their location.

By Arjen Van Blokland

To comment on this newsletter please visit the website version of
the article at www.japaninc.com/ww169

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Japan's First Family Social Network is here! www.piqniq.jp

Are you raising a family in Japan? Do you speak English?
Would you like to meet other English speaking families in
your area? Piqniq is a Social Network Service tailored
specifically for you!
Our concept is "Families helping Families" and we invite
anyone that wants to meet other families, help other families,
or discuss family-related issues pertinent to life in Japan
to come and join the Piqniq today!

For more information: www.piqniq.jp

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++EVENTS

---------------- ICA Event - Jan 16 -----------------------

Event: New Year Mixer Party-Joint event with
the American Chamber (ACCJ)

Overview: An evening of fun, games, salsa dancers, dancing,
prizes, drinks, and delicious food
Details: Complete event details at http://www.icajapan.jp/
(RSVP Required)

Date: Wednesday, January 16, 2008
Time: 7:30-9:30, includes open bar, finger food.
Open ended nijikai at same location
Cost: 6,000 yen (members), 6,500 yen (non-members)
Open to all-venue is 57 - Roppongi 4-2-35, Tel. 03-5775-7857

http://www.fiftyseven.co.jp/

-----------------------------------------------------------
MIDEMNET FORUM: MUSIC BUSINESS IN THE DIGITAL AGE
26/27 January 2008 - Cannes - France - at MIDEM, the world's
music market.

MidemNet Forum brings you an invaluable update
on how digital is driving the music business forward, changing it
rapidly and radically. Over 2 days of intense conference sessions
and serious networking opportunities, you will debate and engage
with more than 1,300 key international executives and play an
active role in shaping the future of the industry.

Speaking at MidemNet 2008: Janus Friis, Co-Founder, Joost, Kazaa
and Skype - Jean-Bernard Levy, CEO, Vivendi - Tero Ojanpera, EVP
& CTO, Nokia - Kevin Roberts, CEO Worldwide, Saatchi & Saatchi.
The earlier you register, the less you pay. Hurry, seats are limited!
www.midem.com

------Metropolis Magazine Valentine`s Glitterball-------

Glitterball is back!
Tokyo's favorite party makes its triumphant return on
February 14, 2008-Valentine's Day.
An institution for nearly a decade, the Metropolis-hosted
Glitterball was on hiatus this year due to the closing of
Velfarre nightclub, but 2008's version promises to be better
than ever.

Roppongi hotspot Alife will host over 1,000 V-Day revelers
for a night of eating, drinking, dancing, making friends-and
who knows what else.
Prize drawings, swag bags, and Tokyo's funnest crowd will make
the reborn Glitterball the highlight of the Tokyo social calendar.

CORPORATE SPONSORS WELCOME
www.metropolis.co.jp/glitterball
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