A. Hoffmann

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Showcase of Japanese Keitai Culture

Andrea Hoffmann: Nominating Expert Net Vision / Net Excellence

Andrea Hoffmann (D), who is one of the nominating experts in the area of 'wireless/mobile, broadband, human computer interface' of the category 'Net Vision/Net Excellence', is specialist for one of the most successful wireless services in the world: i-mode.

I-mode has been introduced in Japan in February 1999 by NTT DoCoMo. In its functionality it resembles the WAP-telefones, but uses another technology. In the moment more than 20 million Japanese use this wireless service. Andrea Hoffmann has found and build an English language information and community website about the Japanese mobile market, which is now known as Mobile Media Japan. It is the leading source of information on Japan's mobile and wireless industry. 'Services like i-mode are part of Japanese everyday life – like the telephone, bus or TV set,' says Hoffmann. 'The culture which has developed around this technology, is a 'silent' cultur: You get a mobile e-mail instead of a loud phone call. And it is dominated by the thumb: You need the thumb to type messages – that why it is called thumb culture.'

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