SoftBank Mobile

SoftBank Mobile Corp. (ソフトバンクモバイル株式会社), previously as Vodafone K.K. (also known as Vodafone Japan) and J-PHONE, is the Japanese subsidiary company of mobile phone operator SoftBank. It is a load in JNR in the origin.

Masayoshi Son is CEO and Representative Director.

Technology

SoftBank Mobile currently operates both PDC (Japanese 2G), referred to as "SoftBank 6-2", and W-CDMA (UMTS 3G) networks ("SoftBank 3G"). SoftBank's 3G network is compatible with UMTS and supports transparent global roaming for existing UMTS subscribers from other countries outside Japan. Subscribers of GSM networks having roaming agreements with SoftBank Mobile can also roam on the SoftBank 3G network by using UMTS handsets. However, some of SoftBank's own handsets are not GSM compatible and work only with UMTS.

History

The company was originally founded in 1991 as the mobile phone division of Japan Telecom under the name Digital Phone (デジタルホン). J-PHONE Co., Ltd. (J-フォン) was formed in 1999 by the merging of Digital Phone Group (DPG, 3 local companies) and Digital TU-KA Group (DTG, 6 local companies, not to be confused with TU-KA). Japan Telecom owned a stake of 45.1%. In October 2001, the British mobile phone group Vodafone increased its share to 66.7% of Japan Telecom and 69.7% of J-Phone. On October 1, 2003, the name of the company and the service brand was officially changed to Vodafone. The growth and success of the company during this period is due in large part to then president Bill Morrowhttp://www.cellular-news.com/story/18440.php "Bill Morrow, Vodafone's turnaround guru, Walks Away", "Cellular-news" 2006-6-24. Retrieved 2007-11-9]

On March 17, 2006, Vodafone Group announced it had agreed to sell its holding of Vodafone Japan (Vodafone K.K.) to SoftBank for about 1.75 trillion Japanese yen (approximately US$ 15.1 Billion). On April 14, 2006, SoftBank and Vodafone K. K. jointly announced, that the name of the company will be changed to a "new, easy-to-understand and familiar" company name and brand.

It was announced in a press conference on May 18, 2006 that the new name would be "SoftBank Mobile Corp.", effective October 1, 2006. SoftBank started the rebranding around June 14, 2006.

ervices and market analysis

J-PHONE has been growing steadily for a decade by continuously introducing new services and enhancements such as SkyWalker for PDC, SkyMelody ringtone download, the famous Sha-Mail picture mail introduced on the basis of camera phones developed by SHARP, the mobile multimedia data service J-Sky modeled after NTT DoCoMo's i-mode, and advanced Java services based on JSCL, which are modeled after NTT DoCoMo's DoJa based i-appli.

Recently however, this trend has been reversed and Vodafone started losing customers: In January 2005, Vodafone Japan lost 58,700 customers, and in February 2005, Vodafone Japan lost 53,200 customers (while competitors NTT DoCoMo gained 184,400 customers and au by KDDI gained 163,700 customers, and Willcom gained 35,000).

Vodafone changed the name of its multimedia data services from J-Sky to Vodafone live!, and used J-Sky's principles and technologies and business models to introduce Vodafone live! in Vodafone's other markets. Thus Vodafone live! has its origin in J-Phone's J-Sky.

Vodafone Japan recently changed the page description language of Vodafone live! to the WAP page description language.

While as of February 2005, DoCoMo's FOMA 3G service has attracted 10 million subscribers, and KDDI's 3G service has attracted over 17 million subscribers, Vodafone's 3G service only attracted 527,300 subscribers. Vodafone-3G has not acquired many subscribers because Vodafone cut back investments in 3G services in Japan in 2002/3, and therefore handsets largely do not fully match needs and preferences of Japanese customers.

As of end February 2005, Vodafone Japan had 15.1 million customers, and by end of October 2005, the number of subscribers had fallen by 103,100 to 14.996 million, while during the same period NTT-DoCoMo had gained 1.65 million customers and KDDI/AU had gained 1.82 million customers.

As of end February 2005, Vodafone-Live! had 12.907 million subscribers in Japan, and by end of October 2005 the number of Vodafone-Live! subscribers had fallen by 138,000 to 12,769,600.

In March 2006, Vodafone were discussing the sale of their Vodafone Japan unit to SoftBank in Japan.Vodafone has been unable to satisfy customers, as Japanese users tend to have preferences not seen in other markets. Handsets had user interfaces that differed too much from the Japanese interface, and did not have as many features as competing companies. This led to losing many customers and decided that it is no longer profitable.

3G: As of end October 2005, NTT-DoCoMo has 17.6 million 3G customers, KDDI/AU has 19.8 million 3G customers, and Vodafone-Japan has 1.9 million 3G customers, i.e. Vodafone-Japan gained about 4.8% of Japan's 3G market.

Timeline

*1984-10: JAPAN TELECOM was founded.
*1986-08: JAPAN TELECOM launches leased circuit services
*1986-12: RAILWAY TELECOMMUNICATION established
*1989-05: RAILWAY TELECOMMUNICATION merges with JAPAN TELECOM
*1991-07: Tokyo Digital Phone established
*1994-04: J-Phone starts PDC cellular service in the 1.5 GHz band, 10 MHz bandwidth
*1997-11: J-Phone launches SkyWalker SMS service designed by Aldiscon and Ericsson for PDC
*1998-11: J-Phone launches SkyMelody ringtone download service
*1999-12: J-Phone launches J-Sky wireless Internet service ten months after NTT DoCoMo's i-mode, which was launched in February 1999.
*2000-11: J-Phone launches Sha-Mail (写メール) picture messaging service using the world's first camera phones developed by SHARP
*2001-06: J-Phone launches Java service with JSCL library
*2002-12: J-Phone launches W-CDMA 3G service the first time
*2002-08: Company name was changed to JAPAN TELECOM HOLDINGS.The fixed-line telecommunications business was also separated to found a new JAPAN TELECOM.
*2003-10: J-Phone company name is changed to Vodafone K.K., and J-Sky name is changed to Vodafone live!. Vodafone launches a Japan-nationwide Beckham campaign
*2003-12: Company name was changed to Vodafone Holdings K.K.
*2004-10: Vodafone K.K. merges with Vodafone Holdings K.K. and company name is changed to Vodafone K.K.
*2004-10: Vodafone relaunches the 3G services in Japan a second time offering mobile phone handsets designed primarily for the European markets
*2005 Summer: Vodafone changes management and relaunches 3G services in Japan a third time
*2006-03-17: Vodafone officially announced it had agreed to sell Vodafone Japan (Vodafone KK) to SoftBank for a total of 1.75 trillion Japanese yen (approx US$ 15.1 Billion) in one of the largest M&A transactions in Japan to date
*2006-04-14: SoftBank and Vodafone K. K. jointly announced, that the name of the company will be changed to a "new, easy-to-understand and familiar" company name and brand. Masayoshi Son became CEO and Representative Director of Vodafone K. K.
*2006-05-01: Headquarters moved from Atago Hills to Shiodome to integrate operations with other SoftBank group companies
*2006-05-18: SoftBank announced that the name of the company will be changed to "SoftBank Mobile Corp." effective October 1, 2006
*2006-06-16: SoftBank started rebranding "Vodafone" to "SoftBank."
*2006-10-01: Vodafone Japan company name is changed "SoftBank Mobile Corp."
*2008-06-02: SoftBank Mobile to release iPhone in Japan beating NTT DoCoMo

References

External links

* [http://mb.softbank.jp/mb/en/ SoftBank Mobile]
* [http://www.softbank.co.jp/ SoftBank KK]
* [http://www.softbankmobile.co.jp/corporate/en/finance/reports/index.html Financial Reports SOFTBANK MOBILE / Vodafone / J-PHONE]