of consumers' age and sex. In fact, finding a Japanese person who does not
own and use a cell-phone regularly is becoming increasingly difficult.
Particularly the numerous functions available in cell-phones today have turned
them into incredibly attractive devices for communication and entertainment.
Cell-phones originally included basic functions, such as address books,
calculators, calendars and perhaps alarm clocks. Nowadays, sending and
receiving messages, pictures or video clips are among the, most regularly used
features. Digital camera and video recording functions are found on most
current cell-phone models. Also, Internet access is becoming more common
although the cost for such services is still relatively high. The latest
generation of cell-phones can download ring-tones, sound files and games,
which can be played on the phone. Unfortunately, excessive use of these
features can easily bother people sitting or standing near inconsiderate cellphone
Therefore, widespread use of cell-phones has made it. necessary to
introduce a cell-phone code of conduct. Appropriate use of a cell-phone in