NTT DoCoMo Inc., the largest mobile phone operator in Japan, is fueling the latest trend in providing so-called 'lifestyle' phones. For example, the company offers a handset designed specifically for women, concluding that the typical cell phone is too 'clunky' for the fashion-conscious lady. The lady's handset was designed by Momoko Ikuta, a fashion designer, and is curved at one end like a marquise-cut diamond. There is also special software included with the phone that includes a seasonal recipe guide and a tracker for menstrual cycles. The phone also has a button that will provide a fake incoming call so users can cut a bad date short. While technology itself has been enough to make cell phones exciting for users, many become jaded as time goes on, and they have indicated they want simpler phones with more personality. The cell phone market in Japan is almost saturated, with approximately 70 percent of the population already owning a mobile phone. So providers have responded by working with handset makers to provide more variety in terms of phone design and function. Providers in the United States are also beginning to offer lifestyle phones. Sprint Nextel Corp., for example, has introduced four pink handsets for women. Other carriers in the United States are offering handsets for children, while still others are offering phones that double as digital music players.