We came up with an idea that zoomed in on the intrinsic value of mobile phones that is the "ability to call." Once you register your voice, this unparalleled system automatically generates music in your own voice.You can download this new track on your mobile phone and use it as an original ringtone. You can also send your music to your friends.The music generated is given a jacket with a unique QR code, and archived on the web in real-time.From amidst a great sea of QR jackets, users can enjoy not only their own, but also other users' tracks. This QR jacket may also be used as blog parts for your blog or SNS. A recording booth was set up at the events held in 5 major cities nationwide, and the original tracks created by the users rang throughout the event halls.

iida calling generated over 18,000 original tracks within 2 weeks after the launch. Moreover, the traffic on iida mobile and PC sites surpassed 2 million. G9, the first iida model introduced to the market on April 17, 2009, has continued to outsell all other KDDI models every week. iida calling made it possible to provide "unique" contents to the target market that places importance on individuality. And it brought to life an interactive promotional campaign, which held the intrinsic value of mobile phones, that is the "ability to call," at heart.