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Following on from the prodigious success of J-Phone's Sha-mail picture messaging service in Japan, operators worldwide are falling over themselves to get camera phones onto the market. Vodafone is planning to import Sha-mail from its J-Phone subsidiary, while J-Phone itself has come to regard Sha-mail as the centrepiece of its 3G proposition, according to company president Darryl Green. NTT DoCoMo also unveiled two new camera phone models for its i-shot service in late July, while its US affiliate, AT&T Wireless, was claiming to be the first operator to bring picture messaging to the US market through the launch of its mMode Pix offering available with the Sony Ericsson T68i. In the UK, O2 said that it would be offering a camera phone made by Sharp, by the end of Q3. Meanwhile, Japanese film and camera giants Fuji and Konica were reported to be in talks with handset manufacturers about using their imaging technology in new mobile phone models.