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In the coming "Ubiquitous Network Society" with its freedom of "anytime", "anywhere" network access, mobile phones will be increasingly indispensable communication tools as well as personal tools for everyday life. They already integrate media functions such as music playback, FM radio, and TV, along with GPS-based navigation services, electronic wallet, commuter pass, and credit card functions. In the future, they will incorporate functions for reading electronic tags. KDDI sees the mobile phone as the "Personal Gateway" to the "Ubiquitous Network Society", and proposes new easy-to-use services and functions that meet everyday needs and make life easier and more convenient.
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LISMO - Bringing Music Closer |
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au has become "the choice for music" by responding to individual customer needs.
Now, it is working to create an environment that allows users to enjoy music more intimately. Following the EZ "Chaku-uta®" and EZ "Chaku-uta Full®" that are already enjoyed by numerous users, in January 2006 KDDI launched the "LISMO", the industry's first comprehensive music service integrating au mobile phones and PCs.
With LISMO, users can share music between their au mobile phones and their computers with the PC music management software "au Music Port", bringing music even closer to them.
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KDDI not only proposes convenient and easy-to-use mobile phone services, but also contributes to the creation of new culture and lifestyles through designs that range from the distinctively innovative and the playful overflowing with humor and the spirit of fun to comfortable ergonomic forms that beg to be held. With this aim in mind, KDDI established the au design project in 2001. In collaboration with designers from both Japan and abroad, KDDI is reexamining mobile phones with designs such as "INFOBAR", "talby", "PENCK" and "neon". KDDI is creating new value for mobile communications.
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For its "EZweb" internet connection service for au mobile phones, KDDI is constructing diverse genre-based menus to provide convenience and enjoyment for every user scene. This includes not just news and weather, but also mobile shopping and auction sites such as "au one Music", which allows users to find the songs they want, and "au one Book", which specializes in books. Users can find everything from content to related products through this service. In July 2006, KDDI joined with Google to enable use of the Google search engine on "EZweb" for the first time in Japan, making "EZweb" service even easier to use. Into the future as well, KDDI will continue to suggest new value for mobile phones through services combining communications and broadcasting such as FM radio and television, new payment methods, the FMC portal "au one" that joins the strengths of mobile phones and PCs, and other innovations.
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Combining Communications and Broadcasting : EZ-TV Service for "One Seg" |
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au has integrated various functions for enjoying music and broadcasts, such as FM radio, music players, and analog TV, into mobile phones. With the television service "EZ-TV", au was one of the first to respond to "One Seg" digital terrestrial broadcasting for mobile terminals, which began full-scale broadcasting in April 2006. "One Seg" makes it possible to enjoy not just clear audio and video, but also to receive broadcast data related news, weather, and TV programs, as well as the communications functions of mobile phones. KDDI will work with television stations to offer ways to enjoy television specific to "One Seg".
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au's Osaifu-Keitai "EZ Felica" |
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Positioning mobile phones as "Personal Gateways" for a Ubiquitous Network Society, KDDI has incorporated various functions so that mobile phones can become "lifestyle infrastructure" for all facets of our lives. The mobile phone service "EZ FeliCa" uses "FeliCa" non-contact IC card technology for applications such as "QUICPay" mobile credit, "Edy" electronic money, and East Japan Railway's "Mobile Suica" fare collection service, turning au mobile phones into convenient, easy to use "Osaifu-Keitai®" (mobile wallets). A full lineup of compatible mobile phones is available.
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FeliCa is a non-contact IC card technology developed by Sony Corporation. |
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FeliCa is a registered trademark of Sony Corporation. |
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Mobile Suica is a registered trademark of East Japan Railway Company. |
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Osaifu-Keitai is a registered trademark of NTT DoCoMo, Inc. |
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By providing balance among "devices with attractive designs", "content distinctive to 3G" and "low rates for ease of use", au has developed its strength in products, service and brands. This is supported by high-speed, high-capacity 3G infrastructure. The "CDMA2000 1x EV-DO" utilized by the "CDMA 1X WIN" third-generation mobile phone service features the "high speed" that makes possible a maximum download speed of 2.4 Mbps, the "high capacity" to transmit rich content, and a "flat-rate system" that enables unlimited use of EZweb and e-mail. Use of separate frequency bandwidths for audio and data transmission make the system highly efficient and appropriate for highcapacity data transmission.
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"CDMA2000 1x EV-DO" is the infrastructure for "CDMA 1X WIN". "CDMA2000 1x EV-DO Rev. A" with expanded functions is to be implemented during 2006. With "Rev. A", data transmission speeds will be greatly improved, reaching 3.1 Mbps for downloads and 1.8 Mbps for uploads. In addition, priority control of packet transmission according to the type of service will also be possible. KDDI will actively work to develop new services unique to au to take advantage of the bidirectional high speed and capacity of "Rev. A".
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Becoming the Mobile Phone Brand of Choice |
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So that all customers can use mobile phones safely and securely, au provides "Junior Keitai" and "Kantan Keitai" phones as well the "Anshin Navi" service that allows users to confirm the location of family members.
In order for these mobile phones and services to be used with peace of mind, KDDI has set up 12 "Parent and Child Mobile Phone Classrooms" around Japan. In addition, the "Parent and Child Mobile Phone Classroom" and the "Senior Mobile Phone Classroom" are available at some au shops. au is constantly pursuing the "au-ness" that brings it close to its customers, becoming the mobile phone brand of choice by always providing fresh surprises and excitement.
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