The head of Japan's fourth-biggest mobile phone company is banking on the old maxim that simpler means better.
Tu-Ka President Yuji Tsuda doesn't think all users want the extra functions provided by third-generation, or 3G, phone technology.
In its large-scale and attention-grabbing advertising campaign -- "simple phone, simple lifestyle" -- that began in April, Tu-ka questions the necessity of state-of-the-art functions in promoting its 2G phones.