Keitai Cool: The Latest in Mobile Phone Lifestyles in Japan and Beyond

Japan’s cell phone (or keitai) culture is the most developed in the world today, with new uses, marketing strategies, and social relationships increasingly transforming the ways people communicate and experience their own identity. Come hear about the latest developments in Japan from an advertising executive with 12-years experience in Hakuhodo, one of Japan’s largest marketing firms and a leader in lifestyle research. In this session, with Yuichi Washida, we examine some latest survey data regarding the media environment in Japan, the US, the Netherlands, and China, and introduce a new conception of marketing called “Situational Marketing.”