NTT DOCOMO's Summer New devices, new services, and the future of 5G
NTT DOCOMO held a new service and product launch event on May 24 at Bellesalle Shiodome in Chuo Ward, Tokyo.
President Kazuhiro Yoshizawa took the stage at the outset to deliver a presentation. President Yoshizawa introduced the company's new mid-term strategy 2020, "beyond declaration," formulated starting in fiscal 2017. He stated that the company would continue unprecedented challenges, declared the theme of this presentation event to be "Challenge to Change," and explained the new products and services.
For summer, seven new smartphone models are being launched. The lineup includes the "Xperia XZ Premium," the world's first smartphone supporting 4K HDR video playback; models with maximum download speeds increased to 788Mbps; and the "Xperia XZs" with enhanced camera capabilities enabling "Super Slow Motion" recording. For users who keep their devices longer, a new pricing plan, "docomo with," has been introduced. New technologies include adding an auto-end feature to "Instant Call," which allows users to make calls simply by holding the phone to their ear. Saying pre-set phrases like "See you later" or "Bye-bye" automatically ends the call. "Visual Voicemail" converts voicemail messages into text for easy reading.
President Yoshizawa mentioned the fifth-generation mobile communication system (5G), targeting commercial service launch in 2020, and presented a music video expressing the new value 5G will bring. Actress Ayami Nakajo and performers appeared on stage, just like in the video, delivering a live performance titled "Here comes the 5G." Inside the venue, numerous smartphones were connected via wireless communication. By switching live footage from each smartphone in real time, the performance symbolically represented the 5G era's hallmarks: "high speed and large capacity," "low latency," and "massive device connectivity." A video summarizing the performance can be viewed on the dedicated website ( http://style20.jp/rd/5g_experiment/ ).
President Yoshizawa concluded, "We will accelerate our 5G initiatives toward 2020. Celebrating its 25th anniversary, DOCOMO will continue to take on new challenges."
The company will air the new "Chase the Bargain" series commercial "Ayano Quits as Bargain Reporter!?" starting May 25th, followed by its sequel "Tsutsumi Becomes My Brother-in-Law!?" starting May 29th. Each features a new rate service/plan. The event was attended by the four cast members: actors Shinichi Tsutsumi, Go Ayano, Mitsuki Takahata, and comedian Buruzon Chiemi.
Regarding the commercial, Tsutsumi asked his co-stars, "Did they cut my dance scene?" before adding, "I think it's funny seeing an old guy dancing." Ayano commented, "It's taken a shocking turn where Chiemi-san is my sister, and Tsutsumi-san might become my brother-in-law." Takahata made everyone laugh by saying, "My character is supposed to like Tsutsumi, but after working together for two years, I thought, 'Don't suddenly say that!'" Making her first appearance, Buruzon-san said, "I'm Ayano's sister, and on top of that, I play the role of someone Tsutsumi falls in love with. I felt like, 'Is it really okay to be so spoiled?'" She then got the crowd excited by exclaiming, "I'm so glad I really broke through~!" The future of this series, with its sudden twists, is something to look forward to.
When asked, "What 'with' is indispensable?" in reference to the new "docomo with" plan, Ayano answered "feel," explaining he wouldn't be himself without it. Takahata gave a distinctly feminine answer: "rewards." She said she couldn't push herself without treats like shopping or meals. Tsutsumi, revealing a sensitive side, said "masks" are essential due to her allergies. Buruzon cited "music," stating she couldn't live without it. Hearing this, President Yoshizawa concluded, "Just like needs for mobile phones, everyone's different, isn't it?"
Was this article helpful?
Share this article
