The Toshiba-made WX320T, a multi-functional PHS with easy-to-use operation was released from WILLCOM Inc. on July 13. This model, which was the first PHS Toshiba made in six years, is named under “Carrots” brand.

Today’s interview is to understand the development process of the product, its features and the future marketing strategies.

1. Introduction of Toshiba’s Mobile Phone Business
   
   Toshiba is now providing cellular phones for two domestic companies, KDDI(au) and SoftBank. Toshiba had not produced PHS for a while, but we have been honored to provide WX320T to WILLCOM.
   
   The mobile phone business of Toshiba originated from North America. These Toshiba-made handsets were not known as Toshiba’s products because they were distributed under different brand. After entering the domestic car phone market, Toshiba started providing handsets to various carriers. Also we have been exporting cellular phones to Europe and Asia as well.
   
   
2. Why Toshiba resumed Domestic PHS Market
   
   We have kept a strong relationship with WILLCOM. And we had heard from WILLCOM that after the introduction of fixed-rate service, its subscribers had grown, and WILLCOM was seeking to strengthen its products lineup. Toshiba believed it could contribute to the addition of more WILLCOM users by supplying handsets equipped with Toshiba’s knowledge and experience of mobile phones. Hence, Toshiba made the decision to resume PHS business.
   
   We anticipate the severe competition in the market, but we are willing to cooperate with WILLCOM to expand the PHS market.
   
   
3. The Difference in the Domestic PHS Market: 6 Years Ago and Now
   
   6 years ago, PHS was emphasizing its high-speed data communication to various network services to compete with cellular phones. Compared to that time, the penetration of mobile phones is completely different and consumers’ needs have changed as well. Under these circumstances, it is notable that WILLCOM’s market share has grown. Toshiba believes that this growth occurred from the fact that the voice and mail service provided from WILLCOM was at a reasonable cost, and was welcomed from consumers. Thus, we think that we need to come up with new product planning and sales strategy.
   
   
4. Features of WX320T
   
   The biggest feature of this model is its easy-to-use operation. “User Friendly” is one of the key words and we considered deeply on the design including the large push buttons and the location of the display. Built-in antenna is another one of our features. This enabled us for more smooth appearance. Our strategy was to differentiate WX320T by design from other PHS, and this built-in PHS antenna played a very large role in this difficult technology.
   
   Another aspect is the infrared feature to exchange phone book and image data. This model is the first WILLCOM phone to have this infrared feature. Also for business use, WX320T comes with document viewer and full browser. These features make this phone comparable to cellular phones.
   
   
5. Future Strategy
   
   Our ultimate goal is to have more and more customers use Toshiba’s PHS. Toshiba will keep providing more easy-to-use handsets that satisfies customers’ needs.