A few weeks ago, I bought a new mobile phone, since a prepaid phone is much more expensive in the long run than a contract. Compared to the cellphones I know of in Europe, the majority of Japanese devices are very advanced in every way. I went to au (KDDI) and got the cheapest phone. Despite its 100 functions and the bonus of beeing waterproof, this mobile also supports the Japanese One-Seg ワンセグ Standard for receiving digital television broadcast directly on your mobile. While this is definitely not always necessary, it is a nice feature that is nowadays almost standard in any Japanese cellphone.
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