Jabra competes with taxies in central Tokyo

Surprisingly, Japan is lagging behind Europe and the U.S. in terms of Bluetooth-enabled mobile phones penetration. Not surprisingly Jabra, a well-known Bluetooth headset maker, wants to grab a substantial market share of Bluetooth headsets in Japan while domestic players are still trying to recognize the market opportunity. Well-aware of Japanese consumer buying power Jabra aims at the luxurious segment of the market by selling a designer headset JX-10. However, it is not an easy task to sell to Japanese a brand they know little about. In a move to raise its brand awareness, Jabra is unleashing a small fleet of Jabra-branded eye-catching velo taxies onto the streets of central Tokyo. This promotional campaign will last till the end of July. Knowing Japanese consumers' love for branded products, I would recommend Jabra to partner with top brands like Louis Vuitton or Dolce & Gabbana. Motorola did it with Dolce already.