Hearty Style Products and Services

DOCOMO is focused on developing products and services that are easy for everyone to view and use, with an awareness of universal design.
For example, in light of Japan's aging population, we continue to develop products that give consideration to senior citizens, including the Raku-Raku PHONE series and functions on other models like simplified menus and enlarged text menus. In addition to enabling enlarged text and providing a voice-to-text conversion feature in fiscal 2009, in fiscal 2010 we adopted easy-to-read universal design fonts for Raku-Raku PHONE 7.
Going forward, we will continue to incorporate universal design elements into a wide array of models to provide mobile phones that are easy for a broad range of customers to use.

The Raku-Raku PHONE series is a lineup of simple, user-friendly and secure products based on the concept of mobile phones that are easy for everyone to view and use. Since fiscal 2010 we have worked to develop the series with a new emphasis on fun. Raku-Raku PHONES have been loved by many customers since the first model was launched in 1999, and 17 models have been launched as of March 31, 2011, with cumulative sales topping 19.48 million units.

Raku-Raku PHONE BASIC 3, launched in April 2011, features a "Help" button that directly connects the customer to an expert advisor at the Raku-Raku PHONE Center free of charge. The Raku-Raku PHONE Center answers questions on phone operations as well as billing plans, services and more. Raku-Raku PHONE BASIC 3 also has a Voice Messenger feature that allows customers to easily send voice messages if they would prefer not to type.
Moreover, coinciding with the phone's launch we started a new service called "Tsunagari Hotto Support." The service automatically connects the customer's phone to the Raku-Raku PHONE Center every two hours and sends usage information, which is then stored at the center. Registered members receive mail with the usage information.

We updated the "Otameshi Menu" in July 2011 and the "Raku-Raku i-Menu" in September 2011.
The "Otameshi Menu" was rearranged to put popular content on the top menu so that even first-time i-mode users would be able to operate it in a fun and intuitive way.
The "Raku-Raku i-Menu" was improved by placing some content used frequently at the top, like news and weather information, and by making it possible to view select information without accessing a detailed screen. In addition, we improved the menu so that basic scrolling and other operations can be easily conducted with a touch panel or pointer.
In fiscal 2012, we intend to make further enhancements to "Raku-Raku i-Menu" and "Otameshi Menu," and to revise the navigation in addition to the improvements to usability so that the menus are used by even more customers.

The Japan Braille Library digitally distributes audio books over the Internet to people with visual impairments. In August 2008 we began providing access to this service on i-mode to allow customers to listen to books using their Raku-Raku PHONE1.

• 1 Compatible models are Raku-Raku PHONE V, Raku-Raku PHONE PREMIUM and Raku-Raku PHONE 6, Raku-Raku PHONE 7 and Raku-Raku PHONE BASIC 3.

User's manuals for winter 2009 models and later have been substantially revised to make explanations of operations even easier to understand. The manuals are thinner, their text is larger and explanations are provided in color on all pages, making them easier to read through. The number of pages was also reduced to around 70% compared to previous manuals, which is good for the environment in that less paper is used and transport is more efficient.

As a part of efforts to help people with disabilities and others more fully participate in society, the Hearty Discount is made available to customers holding a government-issued identification booklet for the physically challenged or mentally challenged or a government-issued welfare booklet for mental illness.

Some 30,000 Braille guides are issued every year, providing billing amounts, statements and other information in Braille for people with visual impairments.
In order to make information provided in Braille easier to read, we added blank space in places where the Braille lettering starts, beginning with bills dated April 2010.
Going forward, we will work to provide even better Braille services, by revising, for example, how information is presented based on customer feedback and advice from specialized institutions involved with Braille.

DOCOMO holds mobile phone classes on an outreach basis for people with disabilities to facilitate understanding of how mobile phones can serve as a tool for enriching communication and ensure they are used with total peace of mind. The classes introduce convenient ways of using mobile phones, provide practical experience utilizing their features, discuss how to handle nuisance calls and spam email, and cover various other topics.
In fiscal 2010 we held 42 classes nationwide and a total of approximately 560 people participated. The classes were made up of a presentation and a hands-on lab, and various convenient phone functions were introduced in a highly specific way. Many participants commented that they would like to take other similar classes.
In addition DOCOMO set up booths at 22 different exhibitions, including Barrier Free 2010, a major welfare-related exhibition, in April, and Oyanokoto Expo 2010, held in July for senior citizens. At the exhibitions we introduced the evolving functions and services of the Raku-Raku PHONE series and other mobile phones.
These initiatives are intended to further raise convenience levels for customers, and we intend to continue to actively engage in them going forward.