Why "G'zone" and Casio ask why the withdrawal "G'zone" has revived (1/5 page)

　G'zone mobile phone revived in response to a hot fan.The G'zone brand 20th anniversary model 4G LTE mobile phone "G'zone Type-XX" was released from au on December 10, 2021.

　G'zone Type-XX collaborates with KDDI, Casio Computer, and Kyocera.Casio, who withdrew from mobile phones, was in charge of design and was developed by Kyocera.We interviewed KDDI's planning staff, Takayuki Kondo, who became the gimmick, and Mr. Toru Ido, a Casio computer.

―― In this “G'zone Type-XX”, Casio has been revived since the withdrawal of the mobile phone business at the end of 2013.

Mr. Ido First of all, I would like to borrow this interview and apologize to Casio users.As a designer in Casio, I was involved in almost all model design directions from the first mobile phone model "C303CA".

　I think that many of users seemed abrupt to withdraw from Casio's mobile business in 2013.Until then, only one manufacturer with a small share has withdrawn, but since the first model "G'zone C303CA" in 2000, we have been working on product development with the idea of cherishing hot fans.did.At the time of Casio's entry, the mobile phone of a Japanese manufacturer was in its heyday.Casio was in a position to be asked for the significance of existence, just because he entered the last departure.

　G'zone in Tough Nescatille is a model that is exactly the same as Casio, and it is an EXILIM mobile phone that makes use of the knowledge as a digital camera maker, and the concept of "Heart Craft" is now called.There are many core fans, although it may be a small number of values such as genderless ageless.For Casio's mobile phone.

　When Casio withdrawn, some users seemed to have been in trouble with "What should I change the next model?"In particular, G'zone was used for work, so I thought I was really sorry.

　After that, Mr. Kondo came out of Kyocera and a new toughness series TORQUE.My personal feelings are that I wanted to continue Casio's toughness mobile phone, but I also think I was saved.

――It's a very challenging initiative to revive a brand that has withdrawn from a smartphone once with the manufacture of other manufacturers.Please tell us about the background of commercialization.

Mr. Kondo: The trigger of commercialization was the customer's voice.As a reference for product development, KDDI has always been considering listening to voices in questionnaires and group interviews with customers, but recently we have pointed out that there are many features of feature phones.I did it.

　In the world where smartphone shifts are advancing, we also provide feature phones, but anyway, as many customers can pick them up, there are many common models that are thin and have more common models.It was becomingCustomers have heard voices such as "the lineup is boring", "I want more feature phones as in the past", and even harsh voices such as "I guess the feature phone is neglected."I was there.

――Au has a wide variety of mobile phones, especially in the 3G era, but why did you set up a white arrow on the G'zone brand this time?

As you said, KDDI has been commercializing mobile phones that are particular about design, including au Design Project.Casio has other brands such as EXILIM mobile phones, but there were special circumstances for G'zone.

　au conducts continuous user surveys, and as part of that, we are also conducting research on models that users want to buy next.In the process of analyzing such a survey, interesting results emerged.Currently, many users who are using the G'zone series feature phone have also wanted the same manufacturer, the same brand.According to the data just before the release of "G'zone Type-XX", 98 % wanted "G'zone".

――Au continues to sell the “TORQUE” series made by Kyocera as the option of the toughness model.In 2018, the feature phone type "TORQUE X01" was also included, but why did you dare to revive the G'zone brand?

Mr. Kondo That's right.The category of toughness models continues to take over to the Kyocera TORQUE brand even after the withdrawal of G'zone, and even those who have used the G'zone series in the past are a certain number to the TORQUE series.We have you transfer.

　On the other hand, the feature phone type G'zone has many core Casio fans, and has been using the 3G era feature phone for many years.

　Even if you use the previous model, some customers say "I want to use G'zone up to 3G stop", and despite the toughness model, "G'zone in case something happens.I have a spare of Type-X. "

　Au plans to stop the 3G service prior to other companies in March 2022.In other words, G'zone mobile phones in the 3G era can no longer be used, but some hot G'zone fans are currently using.I had a long -awaited answer as au, and I hit Casio's gate.

―― Before and after the release in December 2021, we attracted a big topic.How about the response after the release?Also, what kind of person is purchased?

Mr. Kondo has received a lot of response since the announcement of the release in August 2020.Many voices were actually purchased.The buyers are in their 40s and 50s, and there are overwhelmingly many men.After all, G'zone is the 20th anniversary, so if you know 20 years ago, it will be a good generation.

――I think that the number of people who use feature phones alone in the smartphone era is decreasing, but are there any voices to seek?

Mr. Kondo That's right.Of course, there are two people with a smartphone, but in the interview I had interviewed, there were quite a few people, "Notebook PC and feature phone".Those who use it have a high information sensitivity, and the collecting information on the Internet uses a notebook PC.Nevertheless, it seems that feature phones are preferred because feature phones are the best when contacting each other.

　In addition, many people who prefer button -shaped mobile phones are used for their work.Those who are engaged in on -site work such as farm work and fishery industry have been well received as "button type is good."

Copyright © ITmedia, Inc.All Rights Reserved.