The “Raku Raku” smartphone, made by the Japanese IT company Fujitsu, will be marketed in the United States, in order to boost the device’s exposure and sales outside Japan. Raku Raku aims at seniors and features targeted characteristics such as a large, easy-to-read display and loud volume.
Fujitsu President Masami Yamamoto said the company will expand the smartphone’s distribution in 2013 as part of a wider strategy to break into new markets. “As the Japanese market has already hit a peak, we have to sell devices overseas to increase our sales numbers,” he said.
The company hopes the smartphone’s sales will grow from 8 million units in fiscal 2012 to 10 million in 2014. Raku Raku, which runs on Google’s Android platform, was released in Japan this summer.
Fujitsu is facing difficulties in extending outside the country, just like other Japanese companies, such as Panasonic, who decided to exit the European market last year .
Although the market for elderly people is a niche in the United States, this segment is still going strong, the international press comments.
In October, GreatCall, an American mobile virtual network operator and maker of the Jitterbug smartphone line, introduced a touchscreen Android smartphone called the Jitterbug Touch. The device has a low price of $169 and is more convenient to buy, due to the fact that the buyer does not have to sign any contract.