Casio 2007 Annual Report Download - page 12

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The cell phone number portability system was introduced to Japan in the fall of
2006. In a mature market with a high cell phone penetration rate, competition to
acquire customers is intensifying among carriers. The attractiveness of handsets
has become an increasingly important factor in customer acquisition.
In this market, Casio, a supplier for KDDI Corporation’s au brand cell phones,
achieved one of the leading annual sales shares among all au suppliers in the
reporting term. Our analysis suggests that the high level of user support was
attributable to our continual introduction of distinctive cell phone models that
take full advantage of our core technologies. These technologies enable us to
create cell phones renowned for their toughness and clear moving images, as
well as their high-quality cameras. Casio products such as the G’zOne W42CA, a
water-resistant and shock-proof model designed for use in tough conditions, and
the W51CA, a one-segment TV broadcast-compatible phone only 22 mm thick
that guarantees unprecedented viewing time of 5 hours and 30 minutes, were
enormously popular as fl agship au models.
We are also focusing on expanding its business overseas. In the second half
of the reporting period, the Company began supplying a terminal to Verizon
Wireless in the United States. Called G’zOne TYPE-V, the model features the same
water-resistant and shock-proof technologies that made the G’zOne series a
success in Japan.
Moving forward, we will seek to effi ciently expand its business by continuing to
be the fi rst to introduce products featuring unique technologies to the domestic
market, followed by overseas markets.
Cellular
Phones
Casio’s cell phones ranked number one for the second consecutive year among eleven major
cell phone manufacturers in a customer satisfaction study conducted in Japan in 2006 by
J.D. Power Asia Pacifi c, Inc., an international organization specializing in customer satisfaction
studies. Customer satisfaction was evaluated in eight factors: design/size; battery; quality;
operability; e-mail; camera; display; and Internet. Our cell phones received the highest
evaluations in overall satisfaction.
“#1 Mobile Telephone Handset in Customer Satisfaction,
Two Years in a Row”
Disclaimer: J.D. Power Asia Pacifi c 2005 - 2006 Japan Mobile
Telephone Handset Satisfaction StudiesSM. 2006 Study based
on a total of 3,187 responses from mobile phone users during
the fi rst 12 months of ownership. www.jdpower.co.jp
10 CASIO COMPUTER CO., LTD.