" 'I still have Japan-envy,' admits Matthew Hart. It's not that Hart doesn't cherish his new cellphone, or appreciate having a real 'mLife' before most Americans. It's just that 'the 3G videophones they have over there, the ones that open up with the big color screens ...' He trails off wistfully. 'We're getting closer, but we're still nowhere near Japan.'
Hart, a commercial real estate developer in Palm Beach, Fla., is a self-described gadget and cellphone junkie -- he keeps 15 or so retired handsets in his closet. He's the kind of guy who gets a kick out of using his Bluetooth-enabled cellphone as a cable-free modem for his Bluetooth-enabled PowerBook so that he can check his e-mail in a park (just for example). The type who hangs around in chat rooms explaining to innocents the difference between locked and unlocked handsets, and why you should pay more for the latter. The kind who buys a T68i handset -- not officially available in the U.S. yet -- off eBay because it's slightly better than his still-new T68 (a replacement for the Nokia 8890 he got in London).
And he's precisely the kind of guy AT&T Wireless must win over with the mMode service launched April 16 (in select US markets including Palm Beach) if it's to have any hope with more typical U.S. cellphone users. A central feature of the company's obscurely marketed mLife 'wireless lifestyle,' mMode is an imitation of imode, the highly successful, always-on data service offered by NTT DoCoMo in Japan.
Imode users (over 32 million at last count) can buy tickets, find the nearest Starbucks, download and swap pictures, set up group get-togethers and do far too many other things to list here. Charges for whatever digital content or services they buy simply show up on their phone bill -- no credit cards, no electronic wallet, no personal info, no fuss....
For many skeptics, imode-type services will never take off in the U.S, for one simple reason: the car. In Japan, the ubiquitous mass transit system is often cited as a primary reason for imode's success. The transit system creates a lifestyle full of 'microniches' of time. There's a lot of hanging around nearby bus, subway and train stations, usually waiting for friends or for transport. Imode and its competitors have filled this otherwise empty space with well-received services and cutting-edge handsets -- handsets that cellphone aficionados like Matthew Hart drool over....
But debates over mass transit versus car culture may miss the real point. Truth is, Americans just don't have the right tools to go online wirelessly. If imode had been offered in Japan over the kind of inferior handsets offered in the U.S. today, it would have failed miserably. In other words: It's the handsets, stupid....
For Americans who've never been to Japan and played around with an imode handset, there's really no Stateside parallel to help them understand how enjoyable the experience can be. 'I just cringe when I see handsets in America,' says analyst Berman. The best analogy may be this: Whereas Japanese handsets are fun, colorful iMacs, those sold in the U.S. are drab, grim DOS terminals. To get an idea of what using imode is like, imagine clear colorful screens, startling sound quality, and easy-to-understand, icon-based menus navigating you through services you really want to use. And imagine this: sitting alone in a cafe with a grin on your face because you're having fun with your cellphone. In Japan, you can actually see this happening. It's not that the Japanese are deranged gadget freaks, it's simply that the cellphones are a kick to use. (And cute! Even grown men agree....)
Matthew Hart is ready to do his part. He's already got his sights set firmly on the upcoming P800 handset, and he's dreaming up how he's going to use it. His killer app for his killer phone? The ability to find local movie times, pay for tickets and have the charges show up on his phone bill. 'Especially in Florida, where the movie theaters are huge and there's always a long line,' he says. 'That, to me, would be a great thing to use a cellphone for.' "
Question is, how many Americans will agree with him?" [Salon.com]
Ooh, ooh - Mr. Kotter, Mr. Kotter! Me! Plus, a whole generation of Net Generation kids.