(Kyodo News International via NewsEdge) Softbank Mobile unveiled a new rate structure featuring a 2,880-yen ($24.14) monthly flat-rate for basic cellphone services and free calls between its users during most of the day, in an attempt to grab a bigger market share after the introduction of mobile number portability in Japan.
The surprise announcement came before the launch of the number portability system, under which Japan's 94 million wireless handset users will be allowed to keep their cellphone number after switching carriers.
Under the new 'Gold Plan' fee structure, Softbank Mobile will waive basic fees and data viewing fares for up to two months for new subscribers to the country's No. 3 cellphone operator before charging them the 2,880 yen fixed-rate.
The new system will also allow Softbank users to exchange short e-mails for free.
'We are proud of having changed Japan's Internet (environment)"&brkbar;now Softbank will challenge (to reform) mobile phone fees,' Masayoshi Son, founder of Softbank Corp., told a news conference in Tokyo.
After Softbank, the Internet conglomerate, acquired Vodafone K.K., the Japanese unit of Vodafone Group, earlier this year, there was speculation that Son might mount an aggressive promotional campaign in a way similar to how he did in 2001, when Softbank began the Yahoo! BB broadband Internet access services in Japan.
Besides the new plan, Softbank Mobile, renamed from Vodafone K.K. on Oct. 1, said it would offer two other new rate structures to compete against its two bigger rivals, NTT DoCoMo and KDDI.
Under 'Blue Plan' and 'Orange Plan,' corresponding with the corporate colors of the two rivals, respectively, Softbank said their users' basic monthly fees would be 210 yen ($1.76) cheaper than the fees of NTT DoCoMo and KDDI if they defect to Softbank Mobile.
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