(Kyodo News International via NewsEdge) The number portability system for mobile phone users started in Japan, with competition intensifying between NTT DoCoMo, KDDI, and Softbank Mobile to win customers.
The three companies began accepting applications formally for the system, under which mobile phone users can switch from one operator to another without changing their phone numbers.
Attention is focused on whether there will be a major shift in the three firms' shares of the Japanese mobile phone market, which has about 94 million subscribers. At present, NTT DoCoMo, KDDI, known for its 'au' brand, and Softbank Mobile, renamed from Vodafone K.K., have market shares of 56%, 28% and 16%, respectively. Internet conglomerate Softbank acquired the Japanese unit of Britain's Vodafone Group earlier this year.
The three started accepting advance applications from users in early September. With no apparent rush of people wanting to switch their carriers, market analysts had anticipated there might not be a big shift in subscribers from one service to another, citing high switching charges, the lack of cuts in basic fees and other factors.
But Softbank Mobile made a surprise announcement Monday, setting off a price-reduction war in an attempt to grab a bigger share on the introduction of the number portability system. The new subscription plans announced by Softbank Mobile include a 9,600 yen monthly flat-rate system for unlimited domestic calls and short emails between its users, with no extra charges.
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