Tag Archives: Personalization

Keitai Fashion in Thailand


I was chatting with Anina about phone fashion last week and went on a bit of a recon of what’s available in Bangkok right now. This is what I found.

Phone Jewelry (Phone Bling :-)

Plastic diamonds and gemstones for your phone are available for about $3-4 a package. Most consist of sticky diamond hearts and multi-sized and coloured gems that you can randomly stick on your phone. Others however, are pre-arranged to form a shape like a heart or hello kitty character. Others still, are meant to fit perfectly around the keypad and designed with particular models in mind.

Stickers

These mostly seem to come out of Korea and China. For about $3 you get a sheet of stickers (hearts, balloons, kawai characters etc.) that you can arrange at will—or larger stickers that are meant for particular spots on the handset. The later are die-cut to fit around the keypad although there don’t seem to be any particular models in mind so it looks like some creative trimming may be involved.

I also ran into some privacy screens which are basically screen protectors designed to evade handset eavesdropping by making it difficult to see the screen from an angle.

Branded Phone Straps

There are tons of these around. The price ranges from $2 all the way up to $20 or more depending on where you buy them and what branded character is hanging off the strap (and how legally the character has been licensed.) Sanrio and San-X characters are pretty popular but the fad right now is Kubrick style vinyl bears. Most of them are very cheaply produced but I saw one store with at least 30-40 different styles of bear straps. A great example of some of the stuff available here can be found on this site devoted entirely to Japanese phone straps.

Fashion Straps

For the older crowd, there are lots of alternatives as well. I ran into a rack of supposedly Calvin Klein straps which were quite elegant—just a short leather strap with a small diamond on the base. Others are a bit louder and include sequins, diamonds and bells (lots and lots of bells!) It’s also easy to find straps aimed at the ethnic Chinese minority with good luck charms and the ubiquitous beckoning cat.

Interesting to note as well that despite their perceived cute-ness, phone straps are in use by young and old of all genders. It’s not unusual to see adults (even men) with small branded characters dangling off their phones. My favourite last week was a 20 something man on the subway carrying a 6680 with a huge fuzzy pink heart dangling off of it. The heart was bigger than the phone!

Phone Rests

I love these things. Basically, they’re bean bag chairs for your phone—usually with a hole in the middle so that the handset sits in a comfortable vertical position with the screen and softkeys visible. These can be as expensive as $20 and often also include some sort of branded property.

Phone Cozys

Basically these are things to carry your phone in. They’re often no more than little cloth drawstring bags but some can be quite stylish. At the cheap end, they can cost as little as $2.

Fashion Covers

These have been popular for years. For starters, you can buy a plastic coloured cover for almost any Nokia or Sony available. Some vendors carry nothing but covers and it’s quite amazing to watch them pop an old cover off and pop the new ones on. Every time I try i’m convinced i’m going to permanently damage my phone.

Lately, the fashion seems to be cases rather than cover. These are thick slightly opaque plastic (similar to certain iPod covers) and make the handset almost bullet-proof as a result. Once again, they are specially designed for your model and often emulate the brand (or even another brand) somewhat. A popular cover lately is a pink floral 6680 cover that makes the phone look like a pink N70 from a distance. Here again, the price ranges from $3 to $10 or more.

[Lots more on the Thailand mobile scene in this older post.]

Casual Mobile Snacks for Everyone

Juniper Research has just released a white paper (PDF) on future trends and market opportunities in mobile gaming.

The casual games sector is going to be the market driver, even though it may not be at the leading edge of mobile games technology. Casual games make most use of the inherent advantages of the mobile platform. People want to fill ‘dead time’ with easy to use, but fun games. This is the same in just about every culture.

This is hardly news. Casual games, content and entertainment are ideal to fill those ‘in-between-moments’ you spend with your devices. Dave Gosen, CEO of I-Play calls it “snacking

“mobile gaming is a snack, console gaming is a 3-course meal. They are a different user experience”.

At Vidfest last week, I overheard Pierre-Paul Trepanier, Director of Marketing for Nintendo Canada explain that with Brain Age, they’re starting to see a shift in game and device buying patterns. While it’s impossible to tell the age group that’s actually purchasing the game (is it gift? personal purchase? etc.) what they have been able to track is the overall contents of purchases.

So far, they’ve found that most people seem to be buying Brain Age along with a Nintendo DS—which would indicate that some of them are maybe not already gamers. Or at the very least, are new to the DS (or possibly—handheld gaming) market.

A Cingular webcast I sat in on yesterday listed the top 5 casual game genres as

  • Arcade/Puzzle (32.1%),
  • Casino (20.7%), Card (19.1%),
  • Retro Arcade (14.2%), and
  • Strategy (12.2%.)

(Top 5 Mobile Game Genres by Country: % of Average Monthly Downloaders, quarter ended Jan 2006, via Cingular “Introduction to Downloadables”)

This is all well and good and certainly would indicate that the casual game market will grow; but I think the term ‘casual game’ may be a bit narrow.

Let’s forget games for a moment and talk about play.

Think back to your typical ‘break-time’ at school, as a child. Twenty kids scattered around the room. Some are alone—reading, building stuff, sorting stuff, examining stuff, breaking stuff, staring out the window, contemplating the pattern in the weave of the carpet. All good stuff.

Others are in small groups—maybe 2-4 kids—doing very much the same thing—just together in some way. Even there, differences emerge. Some participants are passive. Others prefer to lead the interaction or instruct others.

Then you have the kids who roam or browse around the room. Call it low attention span or call it curiosity. (Does it really matter?)

Now look around the office during break time. Are adults really that different? And do our current casual ‘games’ offer something for all these different types of ‘users?’ (nasty impersonal word btw…must stop using it…)

Do current mobile games allow for quiet time, playful time, competitive time, learning time, contemplative time, silly time..?

We have a unique opportunity with mobile devices in that they can be insanely personal and private while being incredibly social and contextual (presence, location etc.) They can offer small moments of quiet play or learning—no peers, no pressure—or small moments of highly networked interaction and competition. Not to mention hybrids of the two.

I think we’re currently just scratching the surface.

Play...?

Photo credits:

‘old pic| traffic’ by miss_pupik on Flickr, licensed Creative Commons Attribution 2.0

‘Karen plays as Luigi’ by drag on Flickr, licensed Creative Commons Attribution 2.0

User Story: Crazy Personalization

Crazy keitai charm personalization

What makes people personalize? At what point does personalization overwhelm the item being personalized? (Real person BTW —I wish I had my camera :-(

  • Description: Male, 20-something
  • Occupation: design student
  • Location: Spotted talking on the phone, buying bubble-tea, Vancouver, Canada
  • Device: N Gage QD (weight 143 grams with battery)
  • Personalization: 15-20 assorted charms (weight of keitai strap—easily 5 times that of the device)

I wonder—does he play games on his N Gage? Does the sheer weight overwhelm the device to the point that playing games is no longer fun? Maybe playing games wasn’t the point?