"Raku-Raku Phone F-41F" Returns After 6 Years: The Cultural Divide Between Japan, Which Continues to Preserve the "Feature Phone" Culture, and the Rest of the World

1. Background of the Birth of Raku-Raku Phone F-41F

1-1 The Six-Year Gap and User Feedback

Since its initial release in 2001, the Raku-Raku Phone has become synonymous with mobile phones for the elderly, with over 30 million units shipped. However, after the last model "F-01M," no new models were released. This was due to the shift in development resources towards smartphones and preparations for the discontinuation of 3G services.

Despite this, there was a persistent demand with concerns like "I feel uneasy without buttons" and "My family can't learn how to use it." In response, NTT Docomo conducted market research starting in late 2024. The results showed that about 35% of those aged 60 and over wanted to choose a feature phone again, leading to the decision to continue the series.itmedia.co.jp

1-2 Main Specifications of F-41F

• Communication: 4G LTE/VoLTE (HD+)

• Display: 3.4-inch QHD LCD with "Clear View" for enhanced visibility

• Keys: Large physical buttons with a confirming "click" sound

• Features: Waterproof IPX5/8, Dustproof IP6X, One-Seg, Mobile Wallet, Infrared, Emergency Buzzer

• Price: TBD (Reference: The latest model F-01M was 33,000 yen excluding tax)

• Release: Scheduled for early August 2025, available for pre-order at nationwide Docomo stores and online shops (from June 17)docomo.ne.jp
  
  
  
  

2. Three Foundations Supporting Japan's "Feature Phone" Culture

1. Universal Design
   – A philosophy of "preventing operational errors" is thoroughly implemented with features like physical keys, long-press recognition, easy menus, and furigana display.
   
   

2. Unique Network Services
   – Disaster area emails, the legacy of i-mode culture, and carrier billing.
   
   

3. Collaboration with Family, Healthcare, and Government
   – A system that connects to social infrastructure without needing a smartphone, such as "easy video calls" for family monitoring and simplifying government procedures through My Number card integration.
   
   
   
   

3. Comparison with Overseas Feature Phone Markets

In overseas markets, there is a trend among the younger generation to deliberately return to feature phones as a "smartphone addiction countermeasure," with 450,000 units sold in the UK in 2024, a 4% increase from the previous year.reuters.comHowever, the number of models is limited, and minimal designs without cameras or apps are mainstream.

4. Differences in Sales Strategies Between Japan and Overseas

• Carrier-led vs. MVNO-centric
  While companies like Docomo and KDDI provide extensive face-to-face support at their own stores, in North America, MVNOs like Consumer Cellular focus on online sales. The presence or absence of in-store support influences the purchasing hurdles for seniors.
  
  

• "All-in-one" Specifications vs. Minimal Specifications
  Japan packs essential living functions like waterproofing, mobile wallet, and infrared, while the US market minimizes data communication—cultural backgrounds are clearly reflected beyond just cost.
  
  

• Response to Network Transition Period
  In Japan, the cessation of 3G service prompted a mass shift to "VoLTE-enabled feature phones." In the US, after the 3G shutdown in 2022, a certain number transitioned to smartphones, with remaining demand absorbed by MVNOs.
  
  
  
  

5. Future Prospects

• Role as Disaster Prevention Infrastructure
  As a means of receiving earthquake alerts and evacuation information, the emergency area mail of Rakuraku Phone remains important. It serves as the "last line of defense" to protect the lives of seniors unfamiliar with smartphones.
  
  

• Capturing the Digital Detox Market
  With the expansion of the "offline-oriented" trend among younger generations, simple mobile phones may be re-evaluated. There are rumors that Docomo is considering the "Raku-Raku Phone mini."dime.jp
  
  

• Possibility of Global Expansion
  By stripping away Japan-specific features such as Osaifu and One-Seg, and incorporating an English UI and global frequency compatibility, there is potential to penetrate the overseas senior market. However, securing cost competitiveness and a support network remains a challenge.
  
  
  
  

6. Conclusion

Behind the dominance of smartphones, feature phones are not "disappearing" but are instead evolving in response to new social issues and lifestyles. Japan's Raku-Raku Phone F-41F can be said to protect the safety and security of the elderly while also serving as a reference for the global movement to "distance from digital."

List of Reference Articles

1. NTT Docomo "Launch of Raku-Raku Phone F-41F" News Release (2025-06-17)docomo.ne.jp

2. ITmedia Mobile "Why a new 'feature phone' model now?"Why FCNT Continues with 'Rakuraku Phone'" (2025-06-17) itmedia.co.jp

3. @DIME "FCNT's New Strategy with Arrows Alpha and the First 'Rakuraku Phone' in Six Years to Strengthen Lineup" (2025-06-21) dime.jp

4. PHILE WEB "New Model of 'Rakuraku Phone' Appears for the First Time in About Six Years" (2025-06-18) gadget.phileweb.com

5. Reuters Breakingviews "Brick phones will ring in an unlikely revival" (2024-12-19) reuters.com

6. Adelaide Now "The hottest wellness trend of 2025? Going offline" (2025-04-18) adelaidenow.com.au

7. SeniorLiving.org "Best Flip Phones for Seniors in 2025" (2025-06-09) seniorliving.org

8. RAZ Mobility Blog "4 simple cell phones for seniors – a review" (2025-05-27) razmobility.com