Trend: Japan’s Greying Mobile Market

Mobile manufacturers and SPs target silver cellphone users with simple handsets and vintage content.

Since mobile phone providers in Japan tend to have music downloading services, many phones double as portable music players. But don’t assume that everyone is listening to the latest pop songs. Mobile contents provider Radio Days has just announced that they will offer downloads of traditional Rakugo story telling, as performed by famous story-tellers.

Rakugo is form of comic solo performance that was popularized during the Edo period. While it would seem that Radio Days is after older users nostalgic for a more traditional Japan, there is a segment of the younger generation that is picking up an interest in these bygone forms of entertainment. And surely the best way to reach them would be through their mobile phones.

That is not to say, however, that the mobile industry isn’t going out of its way to target older users. NTT Docomo announced the release of the Raku Raku Phone Basic S, specifically intended for Japan’s greying market.

In addition to basic mail and call functions, the phone has some pretty neat features like voice activated address book, a large selection of situation specific mail templates, and, oddly enough, a built in pedometer.

The promotional campaign for the Raku Raku Phone (¥28,560), which means “easy easy” phone, is planned to coincide with Fathers’ Day.

For the original post and other reviews of the latest Japanese trends please visit our CScout Japan blog.

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