TOKYO - A nostalgic era of Japan’s once-ubiquitous feature phones is coming to a close, with 3G mobile communication services set to end at the end of March, prompting a final wave of device upgrades and intensifying competition among telecom carriers to secure remaining users.
Feature phones, commonly known as "garakei," were once an essential part of daily life during the 2000s, when their distinctive ringtones, customizable decorations, and compact designs made them both practical tools and fashion statements.
A user in their 30s recalled the appeal, saying the flip and slide mechanisms felt deeply nostalgic, with many people attaching photo stickers to the back of their devices. Another user in their 60s remembered extending the antenna and holding the phone up high in search of a better signal.
Now, one of the defining symbols of the Heisei era is reaching a major turning point.
"Hello, this is Docomo. We are informing you about the end of 3G services," a notification call announces to remaining users.
NTT Docomo will terminate its 3G communication services at the end of March, citing a decline in users. With other carriers having already ended their services, the shutdown marks the end of the 3G era that once supported the peak of feature phone usage.
An estimated 350,000 users nationwide are still using 3G services, and telecom companies are ramping up efforts to attract them as customers ahead of the transition.
Some users, however, are reluctant to part with their devices. One person in their 60s said they would keep their phone as a memento due to the many memories attached to it, while another in their 50s noted that feature phone buttons are easier to press than those on smartphones.
At electronics retailers in Osaka, promotional campaigns are underway to encourage users to switch, including sales offering new devices for as little as 1 yen. As of early March, around 50,000 3G contracts remained active in the Kansai region alone, prompting stores to display posters urging customers to upgrade to smartphones.
Koji Nemoto, head of Docomo’s Kansai branch, said the radio frequencies previously used for 3G are valuable resources that will be repurposed to improve the quality of 4G and 5G services.
The "G" in 3G stands for "generation," referring to the evolution of mobile communication technology. First-generation (1G) devices were large, shoulder-mounted phones, followed by 2G in the 1990s, which introduced email functionality. Around 2000, 3G enabled users to enjoy photos, videos, and music, while today’s 4G and 5G networks support high-quality video streaming and faster data speeds. Each generation has advanced roughly every decade.
For those who do not switch by April, 3G mobile contracts will be automatically terminated. This could have additional consequences for families using bundled plans, as the cancellation of a primary 3G line may result in the loss of family discounts across the entire group.
Users can check whether their device uses 3G by looking for indicators such as the "i-mode" mark on the handset or a wide charging port, both commonly associated with older models. Additionally, some users may hear an automated message when making calls, informing them that their device will no longer function after March 31 due to the end of FOMA services.
The end of 3G also brings back memories of feature phone culture, including decorating devices with stickers, manually checking email via network centers, and exchanging contact information and photos through infrared communication.
Looking ahead, telecom operators are expected to redirect resources previously used for maintaining 3G networks toward expanding 4G and 5G infrastructure, leading to improved communication speeds and further technological advancements.
Source: YOMIURI
