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Start-up Japanese cellco eMobile aims to have its HSPA network complete in 2010, and is already looking ahead to LTE, as it aims to make an impact in one of the world's most saturated and web-savvy markets. The company, which is currently an MVNO but is building its own network, has applied for an LTE field trial license and aims to run a trial starting in December and running until May 2009, in the Shimbashi area of Tokyo.

eMobile says it will focus its first trials on propagation, MIMO smart antenna performance and test applications, particularly VoIP, video streaming and gaming.

However, LTE activity by the new entrant should put further pressure on DoCoMo and number two cellco KDDI to step up their own network upgrades and new service launches, and to improve pricing further. KDDI, currently a CDMA operator and also a major shareholder in the main WiMAX-based carrier, also plans to implement LTE.

eMobile was founded by Sachio Semmoto, also founder of KDDI, and has focused on flat rate pricing and no monthly subscription charges to stake its first claims to market share. The main stakeholders in Emobile are broadband ISP eAccess, with 37.6%, and Goldman Sachs, with 35.7%, while Temasek is also a backer. Once it has its own HSPA network, it is likely to be supporting a converged quad play offering for eAccess.

In the first phase, Emobile is aiming to take on the big three cellcos with its innovative pricing schemes. Its customers pay ¥18 for every 30 seconds of call time, and it also offers unlimited calling packages for ¥980 a month, matching Softbank's offer. This has already forced responses from the larger companies in terms of new flat rate and family circle offers.

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