eMobile – mobile disruption in Japan

On March 31, 2007 eMobile will start high-speed (3.6 Mbps, HSDPA) mobile data services in Tokyo, Osaka and Nagoya, bringing disruption into the mobile data market in Japan.

While Willcom offers a flat data rate of YEN 9000 (US$ 77) per month for unlimited data transmission at 128kbps, eMobile will offer 30 times higher speed at about 1/2 the price:

3.6Mbps for PDAs, laptops and PCs for YEN 4980 (US$ 43, EURO 32) per month flat rate without any data limit (and n.b. no “fair use limit” as many European operators impose in the fine-print). …. and yes- you can probably also do wireless VOIP or Skype if you set this up yourself.

The established mobile operators (DoCoMo, KDDI/AU and SoftBank) do not offer any flat data rate to connecting PCs and laptops at this time.

eMobile offers the EM-ONE terminal:

  • data download at 3.6 Mbps (wCDMA-HSDPA)
  • wLAN (IEEE 802.11b/g)
  • Windows mobile 5.0
  • digital mobile TV = 1seg
  • 4.1inch VGA (800 x 480) LCD display by SHARP
  • camera (with QR-Code reader etc)

(By the way- did you ever wonder why new entrants love flat rates? it’s because telecom billing systems are so expensive and complex. Flat rates are one of many competitive weapons new entrants have over incumbents…)

eMobile went to market with a splash in Japan - the first terminal was an HSDPA / wLAN and mobileTV equipped pre-smartphone smartphone
eMobile went to market with a splash in Japan – the first terminal was an HSDPA / wLAN and mobileTV equipped pre-smartphone smartphone

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