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Published on .

TOKYO -- Capitalizing on the success of "i-mode" and other mobile phone services inJapan, Hakuhodo Inc. has established a new division called Keitai to help clientsmarket services to the more than 28 million Japanese who have Internet-capable mobilephones.

Hakuhodo plans to offer this service to i-mode users initially and then to othercarriers at a later date. Keitai will be managed by President-CEO Tatsuto Ono,formerly Hakuhodo's director-interactive division.

As devices like i-mode become more popular, the Japanese agency says there has been anaccompanying increase in the number of client companies turning their attention tomobile phone use in the marketing domain, while mobile phone services, especiallythose involving mail, have become a familiar and necessary part of consumers' dailylives.

Keitai will offer "situation marketing" tools, starting with the "Keitai Get" service, which makes it easier to access advertising campaign sites.

Copyright March 2001, Crain Communications Inc.

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