From phones that can tell who their owner is using facial recognition, to phones that let you buy things over the counter by simply touching a sensor, the list of features available on Japanese phones is practically endless.
Check out some of this year's highlights -- including a phone you can dunk in the bath, a phone that can tell the mood of a text message and even one that uses Sony's Bravia TV technology.
First up is the Fujitsu F703i (pictured) that can impressively be submerged in 1m of water for 30 minutes. It also comes with a relax mode that makes the handset play sounds and glow with colours chosen by a colour-therapy expert. A perfect phone for anyone who likes to unwind in the bath.