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Continued ...

However, Google is seeking to disrupt the Japanese status quo, perhaps its toughest challenge, by introducing Nexus One soon, with an open SIM approach. This is making DoCoMo consider a limited move to selling SIM-only deals, according to local reports.

Apple was also a highlight of results from number three cellco, Softbank, the only one to carry the iPhone in Japan as yet. Although the Apple handset has not made the impact on Japan that it has in some other markets - Japanese consumer expectations are ultra-demanding and very specific - it is starting to gain ground. It was a strong factor in a rise in Softbank's operating income of almost 60%, during the first nine months of its financial year, from April to December 2009. Operating income jumped 59.4% year-on-year to ¥215.1bn ($2.38bn), with net sales rising 9.9% to ¥1.26 trillion.

In the full year to December, Softbank Mobile reported 1.67m mobile net adds, ahead of its two larger rivals for the second year running, and CEO Masayoshi Son said the iPhone was "the biggest contributor to third quarter handset sales" and also "a major contributor to growth in data communication revenue". This saw ARPU in the third quarter, ended December, rising by ¥110 on Q308, to ¥4,200 ($46.50). "Data ARPU rose ¥270 to ¥2,060, exceeding ¥2,000 for the first time, due to an increase in 3G subscribers, especially in data intensive iPhone subscribers," said the firm.

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