[Xinhua via NewsEdge] With a mobile phone number portability system to be introduced next week in Japan, three major mobile phone operators have staged intense battles to retain and win more market share.
The portability system is expected to bring some changes to the landscape of Japan 's 94 million handset users.
To remain as the market leader, NTT DoCoMo is planning to launch a new series of handsets later next month, the Yomiuri Shimbun newspaper said
All 11 handsets in the series are equipped with advanced music playing functions. Five will have the capacity to download songs from Napster.
KDDI will capitalize its strength in popular music services. More than 70 million tunes have been purchased since KDDI started a downloading service in 2004.
The operator is trying to expand the music functions on its handsets. Most of the 12 handsets the company introduced at the end of August were equipped with the music instrument maker Yamaha 's chip that improved the audio of digitally compressed songs, according to the Asahi Shimbun.
Softbank Mobile, which is behind the two in terms of market share, is to release 15 new models for the autumn and winter sales season.
Statistics from Japan's Telecommunications Carriers Association show that, by the end of September, the nation has a total of 93.81 million subscribers, of which NTT DoCoMo, KDDI and Soft Mobile account for a share of 55.5%, 28.1% and 16.3%, respectively.
Besides launching new models of handsets and new functions, the major providers are also working on dishing out discount programs for long-term subscribers, focusing on company subscribers, and airing commercials featuring popular actors and athletes to enhance its competitiveness.
© 2006 Xinhua News Agency
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