ABSTRACT
The keitai culture occurring in Japan has spread to females in other Asian countries, particularly those of a younger age. In South Korea, mobile service providers have started to concentrate on the female market by introducing distinct handsets, rate plans, and special service packages appealing to women … Meanwhile, Chinese female users, especially those in the white-collar class, are known for their preference of red clamshell designs with ornaments made of synthetic or real diamonds. A number of handset manufacturers consequently began to produce such cell phones to meet the needs of this market segment.
