Japanese Mobile Market To Get More Competitive

As Softbank continues their efforts to land some spectrum to offer 3G services (while also looking to buy the Japanese subsidiary of Cable & Wireless), NTT DoCoMo is admitting that, should Softbank enter the market, they will be a serious competitive threat. This is especially true if they follow the model they used in the DSL market, offering extremely cheap offerings backed with a ton of marketing. However, DoCoMo also points out that selling mobile phone service isn't just like selling DSL, because there's more than just the connection that needs to be sold, but also the phones and additional data services -- which may take a little while to get right. Still, it seems likely that additional competition should help push Japanese mobile offerings to get even more creative in what they're offering. Softbank has a history of creative offerings, so this should be one competition worth watching.

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