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- Special Feature The Challenge for New Value Creation
The competitiveness of the au brand is tied to the success of the iida brand, and that was our objective.
Assistant Manager, Concept Planning Group Product Planning Dept., Consumer Service & Product Planning Division
Positioning as an In-house MVNO
The mobile phones being rolled out under the new giidah brand first announced in April 2009 appear to be off to a smooth start. The gG9,h a work by product designer Ichiro Iwasaki, who continues to work with us on giidah after his participation in the gau design project,h along with his hyper-compact gMOBILE PICO PROJECTOR,h have attracted considerable notice for their elegant design. According to surveys, in fact, the strong initial showing by the gG9,h and the giidah brand in general, have worked to boost the image of the gauh brand as well. This is exactly the result we had hoped for. As can be seen from KDDIfs positioning of the giidah brand as an in-house MVNO, our goal is to make effective use of gauh resources, while taking a different approach in developing new markets. While this will involve installing new dedicated promotional points in our existing sales channels, we will also move proactively in attempting to develop new modes of distribution, introducing giidah-exclusive content and services, exhibiting our Art Editions at art galleries, and selling peripheral products over the Web.
gmisorah was well-received as the kind of product well-suited to communicating the appeal of the giidah brand. The gAC Adapter MIDORI,h produced in collaboration with up-and-coming product designer Shunsuke Umiyama, has also garnered attention for breaking the gall AC adapters are blackh stereotype?its design is modeled after a house plant?with the entire limited edition of 20,000 selling out shortly after being shipped. This is how giida,h as a lifestyle design brand, is steadily opening doors to new markets for mobile phones and peripherals.
Synergies Born from Differences in Approach
Going forward, KDDI plans to continue to aggressively expand its lineup of giidah brand mobile phones. With the world of technology evolving at a dizzying pace, we believe the gauh brand is best suited to the early adoption of technical innovation. While we have announced a solar-powered conceptual model mobile phone under the giidah brand, this was strictly because we found the sight of the phone charging, its solar panels spread like wings, so beautiful. We hope to bring this sense of aesthetics and playfulness to our customersf lives in a variety of forms, not limited to mobile phones and their peripherals. This difference in approach between the gauh and giidah will generate new synergies, and our objective is for those synergies to lead to the improved competitiveness of the gauh brand. We hope you will look forward to how the giidah brand develops going forward.
Lifestyle Design Products
The concept behind the new giidah brand is gLIFE>PHONE,h a theme for bringing lifestyle design to our customers. For example, the gmisorah handset, produced by Yoshitaka Mukai, who has been intimately involved in the design of kitchens and other lifestyle components, offers a simple, comfortable design that slips easily into the everyday life of the user. In the survey mentioned earlier,
KDDI CORPORATION Annual Report 2009