One J-company "Gets It."

[Taro Toporific]

Mobile company scores hit in Japan
The Age / July 7 2003
A cell phone ringing in tune to a hit song is plain boring in wireless-loving Japan: trendsetters are showing off ringtones that copy the voice of Mona Lisa or a roar of a Tyrannosaurus Rex. ... just-for-fun mobile-content offerings from Index Corp... Tokyo-based startup has grown over the eight years since its founding into one of Japan's most successful companies...Index president, Yoshimi Ogawa is, at 37, the youngest woman to ever head a listed Japanese company.
One service allows gamers to practise their fingerings and reaction time for pachinko - Japanese pinball machines - on their cell phone buttons.
Another allows people to check rental videos using an infrared connection from their cell phones.
Index sells a home-security system with a digital camera so cell phones can be used to check on pets or possible intruders.