I'm interested in mobile internet (meaning mobile phones using Internet) and used to follow the Japanese market and industry quite closely. The emergence of eMobile shook up the industry, and all the more so since it was started by one of the industry founders who is both a big business executive and an entrepreneur.
One of eMobile's many distinguishing features is that it offers subscribers unlimited/uncapped data access. Meaning even if they upload or download enormous amounts of data including Skype and VOIP, or watch or upload movies all-day eMobile does reduce such users' connection speed, nor do they charge extra.
In other countries such plans do not exist, and some operators would even say that it is commercial madness. In fact many operators seek to exclude VOIP or Skype from mobile data subscriptions - and they almost always have a "fair use" policy which can wind you back.
Here are some excepts which stood out to me:
Our "secret" is very simple: 1) high usability of network based on state-of-the-art technology, competitive low cost construction and operations, and 2) operational know-how from fixed broadband market (through eAccess). Incumbent carriers offer flat-rate data service only because competition forced them to. We believe we have great competitive advantages against incumbent carriers.
[One of the key issues for telecom operators is often said to be to "avoid becoming a dumb data pipe"... What is your strategy that your company and your network does not become "a dumb pipe", a commodity?] Dr. Semmoto: We are confident in providing "a pipe". It is a pipe but a GREAT pipe, mobile broadband service, and it is what customers are willing to use. I believe other Japanese mobile carriers are "too intelligent", too far from real customer needs. High speed, flat-rate mobile broadband data is in itself a differentiated service.
[What do you think is the future of DoCoMo's model of controlling mobile phone specifications? And what is eMobile's handset strategy? Do you want to accept as many handsets as possible on your network, which seems to be SoftBank's strategy?] Dr. Semmoto: We emphasize standardized technology and open business models. It is not our strategy to control mobile phone specifications too much by committing the purchasing numbers, and by subsidizing developing and manufacturing costs because this would lead us to lose cost competitiveness. We are willing to adopt high-quality, worldwide standard and state-of-the-art handsets.
[What do you think mobile communications markets will look like in 10 years from now? What is your vision for the industry?] Dr. Semmoto: the mobile market will become more data-focused, furthermore, broadband focused, which we already have experienced in the fixed telecommunication market (from narrowband data/voice to broadband internet). We will see through these mega trends and we will enforce our competitiveness in order to create brand new markets.
