In Japan, the mobile phone market is mental. There is a huge choice of exotic handsets, all with email and video and even credit card chips built in. However, despite always having been at the forefront of the latest tech advances, Japanese mobile phone manufacturers like Panasonic, Sharp and NEC have struggled to push their products beyond the borders of their own country. The term Galpagos syndrome has been used to describe the situation, as the advanced and even bizarre nature of some of the handsets, coupled with some less advanced software, has made Japanese phones so out of sync with the rest of the world and has caused them to become more localised in their popularity.
The iPhone has been a big success in Japan having strode out amongst the wild handsets and set up shop with something new, simple and yet still advanced. Samsung are among the other smart phone brands hoping to get in on the growing influx of western ambitions in this big market. Samsung’s latest advert for their flagship Galaxy S phone, which runs on the Android operating system, highlights the difference between adverts for a western audience and those for the Japanese.
[youtube]http://www.youtube.com/watch?v=BB7nMNjt5u0[/youtube]
Confused? Darth Vader is a metaphor for Android apparently…
Do you think this would work in Europe or the US?
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