GOOD DESIGN AWARD 2010 NTT docomo F-04B

F-04B is the "world-first separate-style mobile phone" developed for the purpose of "selecting a style flexibly based on a wide variety of scenes" in the diversifications of mobile phone functions and services. According to the policy that "a mobile phone should change its style depending on a user's scenes, services, and usability, not a user accommodating to the phone basic style," this phone aims for actualizing a new basic style, "separate-style mobile phone" to create a value that a user can freely select a style (style-free).

Examination Committee Evaluation Comments

We value its challenging design approach to create a whole new style, "separate-style mobile phone" and to actualize it by combining Bluetooth connected units based on the policy that "a mobile phone should change its style depending on a user's scenes, services, and usability, not a user accommodating to the phone basic style."