"au Launch Event" Ryotaro Sugi Gets Hooked on His First Smartphone

At the outset, Executive Officer Takashi Suga mentioned that the company has consistently implemented improvements based on diverse customer feedback. He stated that by combining insights gained through "au Smart Support" (a 24-hour support service with dedicated advisors for each customer), the company will continue developing products and services rooted in customer sentiment. This time, as the "2016 Summer Selection Part 2," the company announced the launch of two new smartphone models targeting the senior generation: the "BASIO2" and the "Kantai Keitai." These aim to address the growing senior population and encourage communication between parents and children living apart.

Furthermore, it revealed that the new membership program "au STAR," introduced at the previous press conference, will begin service on August 29.

Akiko Yamashita, Group Leader of the Product Planning Division, presented the features of both models. The "BASIO2" targets seniors interested in smartphones but hesitant to take the next step, pursuing simple operation that allows users to master it from day one. It particularly focuses on an easy-to-use camera function. It also improves voice clarity and includes a "text input assist function." The "Simple Phone" is a new model for "feature phone users" who prioritize ease of use, marking its first renewal in four years. It maximizes simple operation with a focus on "easy to see, easy to hear, easy to press," while also improving the camera function.

On stage, guest actors Sugiyama Ryotaro and talent Manabe Kaori took the stage and engaged in a talk about smartphones. Sugiyama, who uses a regular phone and claims no interest in smartphones, made the audience laugh by saying, "Smartphones are impossible for period drama actors! Wasn't that a casting mistake?" Manabe expressed her enthusiasm, stating, "I rely on my smartphone for almost everything in my life. Today, I want to convey its appeal to Mr. Sugiyama."

When trying a smartphone for the first time, Sugita remarked, "It has buttons for calls and emails, so you can figure out the functions right away. Launching the camera is easy too—it's more user-friendly than a digital camera," seeming slightly swayed.

After trying out Manabe's camera and seeing the beautiful image, he remarked, "I totally get how the camera works," looking not entirely unimpressed. When Manabe insisted on taking a two-shot with Sugi, he promptly activated the front camera and successfully captured the shot. Though he admitted selfies were "embarrassing," he wore a satisfied smile.