Previous reports that Nokia’s luxury Vertu handset brand is to launch as a Japanese MVNO on NTT DoCoMo’s network have been confirmed, with service launch expected in the second quarter of 2009. In a statement, Vertu said it will open its first Japanese store on February 19, 2009, when it will take pre-orders for the ‘Vertu Club’ handsets.

Established ten years ago, Nokia’s ‘Vertu’-branded luxury phones feature jewels and precious metals and retail for between JPY1.6 million and JPY5 million (US$17,000 to US$52,000) in Japan. The handsets also feature a ‘concierge key’ that enables access to a round-the-clock personal assistant to help with travel, dining and entertaining arrangements. Its new business model in Japan marks a major departure for Nokia, which traditionally offers phones via local mobile operators. The Finnish vendor has a market-leading 39 percent global share of the handset market but its new MVNO model is considered a strategy that will allow Nokia to more effectively promote its ‘Ovi’ mobile content services offering. Earlier this month the company announced it is to stop selling mobile phones in Japan except for its Vertu brand.