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The DoCoMo-Baccarat Phone: Smart in Another Way

Published on February 7, 2011
by Juro Osawa

In Japan’s mobile phone market, as in many other countries, Apple Inc.’s iPhone and rival smartphones based on Google Inc.’s Android platform are undoubtedly the hottest commodities right now. Still, Japanese mobile carriers haven’t forgotten about those who are looking for a different kind of style and glamour when choosing new handsets.

From clothes and accessories to gadgets, it seems that some Japanese consumers find limited-edition “brand collaboration” items absolutely irresistible. Step forward NTT DoCoMo, Japan’s largest carrier, with about half of the country’s cellphone subscriptions: DoCoMo just announced a new handset, to be released in March, designed and developed in collaboration with French luxury crystal glass maker Baccarat.

Baccarat, which was founded in the namesake town in eastern France nearly 250 years ago, opened its first Japanese store in Tokyo in 1984. The brand now has six directly-run stores in the country, including two in central Tokyo.

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