KDDI is Japan's second largest communications service provider. The website 'Designers KDDI' is a part of a corporate communication campaign which started in 2003. New products and services are introduced in the website. Such products and services include an unorthodox design- orientated mobile phone, mobile phone with a GPS navigation system that would never let you get lost even in the midst of Tokyo, and fibre-optic broadcasting system. These products and services originated from a corporate culture that is filled with passion to bring breakthrough to shape a better communication society.