I looked back on the strategy until KDDI became the only carrier to handle Android, iPhone, Windows Phone

Earn iPhone 4S this timeIn Google's "Android"Apple's"IPhone", And Microsoft's latest platform"Windows Phone 7.5KDDI became the only carrier in the country with all of them.

This allowed users to freely choose their favorite platform in the same carrier, but I looked back at the company's smartphone strategy.

◆ "Android au" all started
"IS 01" Adopting Lady Gaga as a CM character, with a catch phrase "Android au" on November 26, 2010"The best smartphone the Japanese desires" "IS 03"The big launch of KDDI's smartphone strategy started. In addition, the company released the "IS03" before Android Smart BookI experienced a painful failure at "IS 01", And at this point I was taking a big delay behind SOFTBANK MOBILE which is preceded by the iPhone and NTT docomo which released the first Xperia in April 2010.


◆ Introduced overseas smartphone "HTC EVO WiMAX ISW 11HT" introduction, utilization of WiMAX line also
A pioneer in the smartphone market, developing a unique UI "HTC Sence" that realizes comfortable operation, etc. HTC made real smartphone with well-established technical capabilities "HTC EVO WiMAX ISW 11 HT"Released as Spring 2011 model.

Not only was it compatible with "Mobile WiMAX", a high-speed communication service with a maximum of 40 Mbps downlink deployed by KDDI subsidiary UQ Communications, but also "tethering" that allows you to connect a wireless LAN compatible device to the Internet using "HTC EVO WiMAX ISW 11 HT" as a router We began to develop services ahead of other companies on the service side as well as terminals in terms of realizing at a low price.


◆ Releasing individual personality smartphones not found in other companies, and even free Wi-Fi spots
Based on the highly popular design mobile "INFOBAR" based on "INFOBAR A 01"And excellent durability"G'z One IS 11 CA"In addition to unique android smartphones that are not available to other companies, NTT DoCoMo's popular domestic model of the Xperia series"Xperia acro IS11S"As a summer 2011 model. "Android au" Akira Akira has become a lineup.


Furthermore, including the implications to avoid increasing the traffic of 3G lines due to the spread of smartphones,Public wireless LAN service "au Wi-Fi SPOT" that can be used free of chargeExpand. Together with Wire and Wireless, which became a subsidiary, we will also utilize WiMAX provided by UQ Communications and plan to establish a network at 100,000 locations nationwide by the end of fiscal 2011. Similar services were preceded by other companies, but it is characterized by greatly enhancing convenience, such as automatic switching to 3G with no ID or path setup required.


◆ Released the world's first Windows Phone 7.5 smartphone
"Microsoft adopted the latest OS for mobile"Windows Phone IS12TWe announced on July 27, ahead of the world. There is also a part that it is hard to say that this platform is a platform that is flawless for carriers, such as Android smart phones and feature phones that can not incorporate services provided by the carrier side.

However, President Tanaka of KDDI showed the recognition that "Android should not be alone" at the presentation, "I think that it is the user to choose, I believe that it is necessary to arrange various things not only in shape and platformComment.NTT DoCoMo as reason why iPhone is not released to not incorporate i-modeSymmetrically, I showed a stance not to be concerned about incorporating carrier services. Probably this attitude has led to the iPhone acquisition this time.


◆ Autumn / Winter 2011 recital with "Capture the future" became catch copy
While the KDDI version iPhone sales report originating in the Nikkei newspaper has overheated, the autumn and winter 2011 presentation was held the other day with the dual core CPU "HTC EVO 3D ISW 12 HT"MOTOROLA PHOTON ISW 11 M"ARROWS Z ISW 11 FAnnouncing WiMAX compliant smartphones such as. High-end models supporting high-speed driving, high-speed communication, and tethering have been the main focus.


Furthermore, the rate plan which is regarded as SoftBank "Plan Z simpleAlso announced. It is a plan to make free calls among more than 30 million au users.


At the presentation venue "as the au's future", announced that users will be given the freedom to choose the future they want.



"The future can be chosen"Became a new catch phrase.


◆ "Future" of Android smartphone worried about acquiring iPhone
With the acquisition of iPhone this time, users are flowing into the iPhone all at once and the Android smartphones that KDDI has been focusing on will be getting cold ...... However,What was announced the other day is the Fall / Winter 2011 model to be released to the last by December 2011, the 2012 spring model has not been announced yetIn that point.

Currently providing terminals to KDDI, such as Motorola, which is expected to become the center of the Android campaign by Google's affiliation, and HTC that supplies high-end smartphones to the Android camp and Windows Phone camps as well Because overseas manufacturers are likely to announce new terminals against iPhone 4S at the home appliance industry trade show "CES 2012" to be held in early 2012, we can keep an eye on the trend of KDDI from now on.

The future can be chosen. | Au by KDDI


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