Nokia, one of the biggies in mobile handsets market, is planning to launch mobile phone services in Japan, media reported. The company, which would become the first handset manufacturer to operate telecommunications services in Japan, will attempt to crack one of the worlds most competitive but lucrative markets through its high-end brand Vertu, report said. The new entrant is soon going to shake mobile phone industry of Japan, presently lead by NTT DoCoMo Inc., KDDI Corp. and SoftBank Corp. Nokia will be able boost its image and market share. Nokia plans to rent wireless communication networks from DoCoMo and begin services as a “mobile virtual network operator” in the spring, as reported by a news agency. The report further said, Nokia would target wealthy Japanese customers first with its Vertu line, which is made with jewels, precious metals and premium leather. The handsets will retail for 1.6 million yen to 5 million yen ($17,000 to $52,000).

However, Nokia caters 39% share of the world’s handset market, its handset presence in Japan remains small. Vertu phones feature a “concierge key” that enables access to a round-the-clock personal assistant to help with travel, dining and entertaining arrangements. In Japan, there are about 107 million cell phones.

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