As an outsider, news of the iPhone's success in Japan appears at first glance to be a testament to it's success, but according to a local industry executive, it owes a great deal of it's popularity in Japan to their cellphone industry's failure. Tsuyoshi Natsuno, a former executive with NTT DoCoMo says that the industry has fallen into a "collegial system" where a phone's design is controlled by the carrier and is locked to it, something he says removes incentive for driving technology forward.