According to this official press release [.pdf] the PRADA Phone by LG, will be available in DoCoMo shops under the model number L852i. Touting it’s 3-inch touch-screen and HSDPA 7.2mbs data speed connection with 2 megapixel camera featuring Schneider-Kreuznach lens, video player and document viewer capacity. The luxury brand design handset that has reportedly sold just under 1 million units in 40 countries worldwide will finally be on sale here in June. Full specs after the jump.

Local media is reporting that KDDI may show a net subscriber loss, for the first time ever, in the month of April as a result of phasing-out their legacy Tu-Ka network. According to Bloomberg news, comments made yesterday by KDDI’s CFO, Satoshi Nagao, indicate the net month-on-month decline could be in the 100,000 clients range. The company had just over 234,000 contracts for the service, less than 1% of their total customer base, as of April 1st.

A quick update from the eastern front as Japan gets back to work here after our annual Golden Week (spring vaction) break. As usual this time of year is a slow news cycle - combined with great weather outdoors - so we got a bit of fresh air and had some unusual free surf time. Hence this super clip from utube of the new Sumsing Turbo 3000 Xi model which seems to have a few ‘interesting’ options not yet available. We also tinkered with the MoMo.jp website so that it now “auto-renders” (hopefully) an improved custom mobile friendly version, give it a try from both your PC & handset. Little doubt that same style update is long overdue here on the Wireless Watch Japan site too. As always your valuable feedback is always most welcome.. Ganbarimasho!

The Korean mobile phone makers are increasing their market shares in the global market. Now, they are trying to show the same growth in the Japanese market. LG Electronics, supplying mobile phones to Docomo, set the target of 700,000 units for this year or double the 2007 sales volume. Pantech Group, supplying its devices to KDDI, is also preparing its new 3G product line to increase their share in the Japanese market. The company hopes to surpass 1 million units, up 20% from last year.

The Nikkei Electronics ‘Teardown Squad’ has cracked open the 921SH handset by Sharp which recently became available via SoftBank Mobile. One of the main features of this model, touted successor to the 913SH and 920SH released last year, is of course the fingertip tracing sensitive screen and motion control sensor functionality. In a valiant effort “to determine the differences and similarities” between the past and present models they have posted detailed findings, with photos, Here. We also noted their Dissecting the Japanese Mobile Phone article posted back in March.

Our research partners over at Infinita have just pulled the wraps off a new report focused on mobile advertising and marketing in Japan. As usual the materials are detailed and informative and nearly as deep as the niche itself. If you’re at all interested in this important segment then we suggest a review of (at very least) the free sample — details here — would most certainly be time well spent.

Masao Nakamura, President and CEO of NTT DoCoMo, made a presentation here recently to announce the companies new corporate identity, and more importantly strategy, will be ‘reborn’ after careful consideration of the ever evolving domestic mobile industry. He characterized the years past as a period defined by innovation driven tactics to gain new net subscribers and increase market share. However, with recent developments — including the impact of Mobile Number Portability, intense competition from new operators and the end of subsidized handset offerings — the environment has changed. Feeling that the DoCoMo “brand had diminished” and the company was “facing a crisis” Nakamura-san established (and led) the new branding division announced in August 2007.

On behalf of DoCoMo he pledged four commitments as the platform base:

1 - Polish-up the brand and strengthen ties with the customers
2 - Listen to the voices of customers and become a company that can beat their expectations
3 - Continue making innovations and aim to become a company highly appraised by the world
4 - Become a group of people with lively spirits who will keep-on challenging toward a common dream

Following those “Pillars” Nakamura-san stated that going forward the expectations of their existing subscribers will be given the highest priority. Together with special advisor Masahikko Uatoni, Chairman of Coca-Cola Japan, they began by reviewing market data and customer opinions to map a future roadmap, which clearly goes far beyond a new logo, for the company. WWJ paid subscribers login for the full-length video presentation from Uatoni-san. Run-time 16:06

Sharp sold the most mobile handsets in Japan during fiscal 2007, with 25% market share, to hold top spot for the 3rd consecutive year according to data released by MM Research Institute. The company boosted handset shipments by an impressive 23% YoY, for a total of 12.76 million units, setting a new record as their Aquos branded LCD models proved to be a popular choice with growing consumer demand to watch 1Seg digital tv broadcasts. Overall, the domestic handset sales increased 2.9% to a new record of 50.76 million units.

NTT DoCoMo’s 2007 fiscal year ended on March 31st and the company has posted their earnings release (.pdf) Here. Operating revenues were off 1.6% YoY while operating income of 808.3 billion jpy, or approx. $8B usd, was up 4.5% with the net income growing by 7.4% to 491 billion jpy. Operating revenues, operating income, income before taxes and net income for fiscal 2008 were estimated to increase 1.2%, 2.7%, 4.3% and 2.4% respectively. See the details from KDDI and SoftBank Mobile - as available - after the jump.

SoftBank Mobile, along with China Mobile and Vodafone, is planning to set up an ‘Joint Innovation Lab’ in order to promote the future development of applications for enhanced mobile internet service offerings. According to this statement from the SoftBank corp. website [in Japanese] the 3-way JV will focus on mobile widgets that ensure cross platform operations for security, privacy and billing. This new effort aims to develop an enviroment that will encourage advanced software services, although the lab is apparently awaiting regulatory approval.

The Communications and Information network Association of Japan (CIAJ) and the Telecom Carriers Association (TCA), which jointly operates the Mobile Recycling Network (MRN), have established a partnership with the Tokyo Metropolitan government to promote the recycling of cellular telephones. MRN has asked individual local governments for their cooperation in promoting the collection of cellular phones, but this is the first case where a prefectural government has established a council and asked for participation of the Mobile Recycling Network.

The Record Industry Association of Japan has just released the RIAJ Yearbook 2008, its annual roundup of sales figures, statistics and trends from the previous year. As expected, the CD sales continued to decrease for the ninth straight year. However, total recorded music sales are up for the third year running, thanks to strong growth from the digital sector - or more specifically from the mobile sector, which accounts for the bulk of digital music sales in Japan with full-track downloads rising 91% over the previous year.

DoCoMo unveiled their new corp. logo today at the Tokyo Prince hotel — WWJ was there of course — along with other re-branding elements that are set to be introduced beginning July 1st. The new logo’s color is red, meant to symbolize energy and “Passion” according to the presentation made by Senior Advisor Masahiko Uotani, who is also the chairman of Coca-Cola Japan (video coming asap!). The changes are a direct result of DoCoMo’s review of its branding and related marketing strategies as was announced here last summer.

Rafael Spring, and his partner, Max Braun, were thoughtful enough to ping us here at WWJ with an interesting tip. They have created a 3d-navigation and location targeting system, code named Enkin, as a submission for the first round of the Google Android Developer Challenge. The pair are students of Computational Visualistics in Koblenz, Germany and started this project when they were in Japan for robotics research. See their video and very detailed .pdf after the jump.

We sat down with Masahiro Ito, founder and CEO of YAPPA Corp., last week and were entirely impressed with both the product presentation and his charming ease when discussing the mobile industry. We managed to get a sneak preview of their so-called Spin UI Effect Engine [video here] and with the press release now public we’re thrilled to go live with this report. The company has an admirable list of top-tier clients, including the 3D Box UI on Sharps device for eMobile, and is growing beyond Japan with several offices overseas. WWJ Subscribers login for the full program.