A third shows that 31 of the interviewees 1

This is a small revolution that saw the Japanese mobile phone with the entry into force of the number portability. From today, each of the 93.8 million subscribers to one of the three services can change operator without losing his phone number. Inaugurated in Singapore in 1997, this system has been, since then, introduced in the United States, the United Kingdom, France, Taiwan and South Korea. The Japan is a new path that opens to consumers. Hitherto little tempted to change the service did not want to abandon their number, they have allowed operators to develop from these risks of churn. NTT DoCoMo, (56 of the market) and KDDI (28) believe that these mutations were concerned that 1 of their subscribers. Today, even if the operators do not want to recognize it, it is a redistribution of the cards which prepares for smaller Softbank (16 market share) and KDDI to hunt on the beds of the largest. The issue is far from negligible, even though polls show widely varying estimates. Portability could try 10 of Japanese mobile phone users, said one, 22, said the other. A third shows that 31 of the interviewees 1.315 consider let DoCoMo for KDDI and 14 KDDI to Softbank. 18 say ready to leave DoCoMo to Softbank.

The case is taken seriously by the operators who, for several weeks, refine their offerings. For example, NTT DoCoMo introduced HSDPA technology which increases tenfold the flows of downloading data from W-CDMA. This optimization makes possible the purchase of music, radio programs or video clips online. KDDI also boosts its flow by deploying December standard "cdma 1xev-Do", 12 times faster.

Rediscovering the customer

At the same time, a work to the client. Each operator seeks to retain its customers explaining the disadvantages, such as the loss of the mobile e-mail address, which would be their starting. NTT DoCoMo, KDDI and Softbank also attract customers for other services by offering new products. NTT DoCoMo launches 14 terminals equipped with a GPS and a connection throughput. KDDI sells 12 and Softbank 15.

However, the classification of operators more offensive, Softbank is largely at the top because it is determined to lie the polls are, a priori, KDDI winner of portability. Not only it includes the Yahoo! BB portal in its mobile package, but in addition, it offers an iPod Nano to any new Subscriber. With such a policy, "the cost of hiring a new Subscriber double", says one observer. No matter the price if it is gaining market share. The bubbling Masayoshi sound, founder of Softbank, which has resumed recently Vodafone Japan, wants to reproduce in the mobile diagram that has been its success in the ADSL a few years earlier. He thus announced yesterday outbidding systematic down from the offerings of its competitors. "Whatever their plan, we will propose less immediately 200 yen", he warned. Already for several months, subscribers can call and send mail for free. "Between 80 and 90 of new clients will come with this offer," said. For him, the opportunity is unique in that he sees the opportunity to climb rapidly to 25 of market share, rival KDDI hoping to 30. NTT DoCoMo, for its part, says nothing.