KDDI Corporation
Okinawa Cellular Telephone Company

October 18, 2010

KDDI Corporation and Okinawa Cellular Telephone Company today announced to release new models of "iida," which brings products to design customers' lives, and "LIFESTYLE PRODUCTS," peripheral items such as AC adopters and mobile phone charms, from mid-November, 2010.

The companies also hold "iida AWARD 2011," the second design competition to plan and discuss new items of "LIFESTYLE PRODUCTS." The award draws applications for products from students around the world starting Monday, October 18, 2010.

"iida" comes from the first letters of "innovation," "imagination," "design," and "art." The brand has realized its principals and wills through collaborations with many designers and creators. "iida" aims to become a lifestyle brand that provides not only mobile phones but also various items found around mobile phones.

The new models of "iida" are "X-RAY," a handset with a transparent design, and "G11," a successor of "G9," which was released in April, 2009.

"LIFESTYLE PRODUCTS" will release eight items including three products specially made for "X-RAY," three products that won prizes at "iida AWARD 2010" design competition and two other items.

Release dates will be announced separately.

"X-RAY," the new "iida" model, and items of "LIFESTYLE PRODUCTS" will be displayed at KDDI Designing Studio (Harajuku, Tokyo) from Tuesday, October 19, 2010.