We have recently been writing a series that looks at exploring the real “Cool Japan“, focussing not on the tired images of wacky robots and anime, but instead on things such as world respected design. We were particularly pleased therefore to come across a recent collaboration effort from one of Japan’s top electronics companies with a British luxury luggage maker, which exemplifies exactly what we have been talking about, and is a nice outward looking marketing move. Fujitsu teamed up with Globe-Trotter to release an exclusive, limited edition mobile phone, the F-12C which we had chance to play with recently.
The phones were launched at the end of October and were limited to merely 5,000 units sold exclusively online through DoCoMo. Each phone actually has the serial number printed on the back casing which is made of vulcanized paper, true to the Globe-Trotter brand whose luggage is made the same way. The partnership is a great move by Fujitsu who are looking to expand its mobile presence, all be it here only limited to the domestic market.
As we have talked about in the Real Cool Japan series, what stands Japan apart often from the West in it’s design is the intricate attention to detail, stripping back over embellishments usually typical in the West to a more refined product design. In exactly the same way Globe-Trotter are renowned as purveyors of traditional craftsmanship, making their luggage in a similar way for over a century. Combine this artesian approach to a modern digital device and you are left with a pretty fantastic looking product, and just as importantly a product that feels as good as it looks.
As smatphone markets in the West develop we will more than likely see more customization of smartphones as consumers look to distinguish themselves more from each other. Where most users right now are still on their first or second smart-phone, the desire for interesting and thoughtful design isn’t as important when thinking about purchasing factors. However as the market matures, we will most likely see an emergence of consumers looking for something slightly different form the old image of the black rectangle, with metal finishing. Japan on the other hand has been using “smart-phones” in all but name for almost 10 years, with web capabilities and mobile-wallet payment having been standard for the majority of handsets. Therefore the Fujitsu x Globe-Trotter phone is an answer to the more mature consumer in Japan, who look for quality in design and a device that distinguishes them from the mainstream. This type of collaboration for smartphones design is what we will more than likely start to see in the West in the next few years. Japan may not lead in terms of technology in the mobile market as it used to but it still has an advantage when it comes to design.
Related Posts:
Uncovering The Real “Cool Japan”- Part 2
Awesome Creative Ad Questions Japan’s Values
Good Design Award 2011
Darrell is a native of the U.K. and has been in Japan since 2002. He consults on innovation and strategy at the 
