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Japanese Try to Sell the iPhone of Toilets in United States



(p. B8) TOKYO--Yoshiaki Fujimori wants to be the Steve Jobs of toilets.

Like iPhones, app-packed commodes are objects of desire in Mr. Fujimori's Japan. The lids lift automatically. The seats heat up. Built-in bidets make cleanup a breeze. Some of them even sync with users' smartphones via Bluetooth so that they can program their preferences and play their favorite music through speakers built into the bowl.

Three-quarters of Japanese homes contain such toilets, most of them made by one of two companies: Toto Ltd., Japan's largest maker of so-called sanitary ware, or Lixil Corp., where Mr. Fujimori is the chief executive.

Now Mr. Fujimori is leading a push to bring them to the great unwashed. In May, Lixil plans to add toilets with "integrated bidets" to the lineup of American Standard Brands, which Lixil acquired last year for $542 million, including debt.


. . .


Few people realized they needed smartphones until Apple's iPhone came along. So it will be in the U.S. with American Standard's new toilets, Mr. Fujimori said.

"Industry presents iPhone--industry presents shower toilet," Mr. Fujimori said in an interview at Lixil's headquarters in Tokyo. "We can create the same type of pattern."


. . .


Mr. Fujimori maintained that once American consumers try such toilets, they won't go back.

"This improves your standard of living," he said. "It doesn't hurt you. People like comfort, they like ease, they like automatic. And people like clean."



For the full story, see:

ERIC PFANNER and ATSUKO FUKASE. "Smart Toilets Arrive in U.S." The Wall Street Journal (Tues., May 27, 2014): B8.

(Note: ellipses added.)

(Note: the online version of the story has the date May 26, 2014.)






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