Boutique in Hand

Michiko Toyama
March 2006
Time;Spring2006 Special E, Vol. 167, p63
The article reports on the growing industry of shopping by cell-phone in Japan, making it an $83 billion a year industry. The first free of charge cell-phone consumer portal, called "girlswalker.com" was launched by Xavel six years ago. Today the service receives 100 million hits a day. CEO Fumitaro Ohama wonders why nobody thought of doing business in marketing to women in their 20s and 30s before. In addition, the company has launched the first buy-it as-you-see-it fashion show where consumers can buy items immediately through their cell-phones.


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