SoftBank Mobile

SoftBank Mobile was the Japanese mobile telecommunications company that operated the SoftBank-branded wireless business before becoming part of SoftBank Corp. in 2015. It was associated with SoftBank's expansion from software distribution and fixed-line communications into consumer mobile services, and it served as one of Japan's principal wireless carriers. The company provided mobile voice and data connectivity, mobile internet access, handset sales and related customer services. Its consumer proposition was built around the SoftBank brand and was complemented by other communications businesses within the group, including Yahoo! BB broadband, fixed-line telecommunications and the Y!mobile mobile service. The company also participated in broader SoftBank initiatives beyond conventional connectivity. In 2014, for example, it entered an advertising-technology tie-up with Geniee to begin an SSP business, using programmatic advertising infrastructure to support digital advertising across SoftBank and related group properties. SoftBank Mobile's corporate identity was short-lived as a standalone entity. In January 2015, SoftBank Corp. announced a planned consolidation of SoftBank Mobile, SoftBank BB, SoftBank Telecom and Ymobile Corporation. The merger took effect on April 1, 2015. The stated rationale was to combine networks, distribution channels and other resources, reduce organizational fragmentation and strengthen the competitiveness of the group's domestic telecommunications operations. SoftBank Mobile supplied the mobile communications business under the SoftBank brand, while the other companies contributed broadband, fixed-line, data communications and Y!mobile activities. Following the merger, SoftBank Mobile changed its corporate name to SoftBank Corp. on July 1, 2015. The surviving company continued to operate mobile communications and related telecommunications services in Japan, so the SoftBank Mobile name became primarily a historical corporate reference rather than the name of a current separately incorporated carrier. SoftBank Corp. subsequently became publicly listed on the Tokyo Stock Exchange in December 2018 in a major offering by SoftBank Group. That listing concerned the successor company, not a separate public listing of SoftBank Mobile itself. The brand's historical significance lies in its role in the consolidation of SoftBank's domestic communications portfolio. It linked the group's mobile network and consumer wireless business with broadband, fixed-line services, digital advertising and other technology initiatives. The current SoftBank website presents the successor company's broader portfolio, including smartphones, internet services, enterprise solutions, AI and cloud offerings. Because SoftBank Mobile ceased to exist as a separate company in 2015, current commercial offerings should generally be attributed to SoftBank Corp. rather than to SoftBank Mobile.

SoftBank Mobile was the former corporate operator of SoftBank-branded mobile communications services in Japan. Its history belongs to SoftBank's broader transformation from a software distributor into a diversified communications and technology group. The mobile business was developed alongside broadband and fixed-line activities, and it became a central part of the group's domestic telecommunications strategy. The company operated mobile voice, data and internet services and distributed mobile handsets to Japanese consumers. It also benefited from SoftBank's ability to combine wireless services with other group businesses, including Yahoo! BB broadband, fixed-line communications and the Y!mobile operation. SoftBank's domestic telecommunications portfolio was therefore spread across several legally distinct companies even when their activities were commercially related. In October 2014, SoftBank Mobile and Geniee announced a business tie-up covering supply-side-platform advertising technology. SoftBank Mobile planned to commence an SSP business with Geniee, allowing advertising inventory on SoftBank-related digital media to participate in real-time bidding. The initiative illustrated the company's involvement in digital services beyond network access, although its primary business remained mobile telecommunications. On January 23, 2015, SoftBank announced a consolidation of four domestic telecommunications subsidiaries: SoftBank Mobile, SoftBank BB, SoftBank Telecom and Ymobile Corporation. The transaction was designed to concentrate management resources, networks, sales channels and other operating capabilities. SoftBank Mobile represented the SoftBank mobile business; SoftBank BB represented Yahoo! BB broadband; SoftBank Telecom handled fixed-line and data communications; and Ymobile operated services under the Y!mobile brand. The merger became effective on April 1, 2015. SoftBank Mobile then changed its company name to SoftBank Corp. on July 1, 2015. Accordingly, SoftBank Mobile is best treated as a defunct predecessor or historical corporate identity, while SoftBank Corp. is the continuing operating company. Later milestones often associated with the mobile unit, including the December 2018 Tokyo Stock Exchange listing, belong to SoftBank Corp. rather than to SoftBank Mobile as a separate legal entity. The successor company's official history records continued development of the Japanese telecommunications business, including the growth of mobile subscriptions, integration with group communications assets and later expansion into enterprise, internet, AI and cloud services. The SoftBank Mobile name nevertheless remains important for understanding the pre-2015 structure of the group's Japanese carrier business.

• 2018

  The successor SoftBank Corp. became publicly listed

  [1]SoftBank corporate historysoftbank.jp

  The successor organization, SoftBank Corp., was listed on the Tokyo Stock Exchange; this event occurred after SoftBank Mobile had ceased to exist as a separate corporate entity.

• 2015

  SoftBank Mobile absorbed three related telecommunications companies

  [3]Merger completion and launch of the new companysoftbank.jp

  SoftBank Mobile completed its merger with SoftBank BB, SoftBank Telecom, and Ymobile Corporation, becoming the surviving company in a broader integrated communications business.

• 2014

  Ymobile brand introduced alongside SoftBank

  [9]SoftBank investor overview and corporate historysoftbank.jp

  The SoftBank Group expanded its mobile brand portfolio to serve lower-price segments through the Ymobile proposition.

• 2008

  SoftBank Mobile secured the Japanese iPhone agreement

  [5]SoftBank Mobile agreement to bring iPhone to Japansoftbank.jp

  SoftBank Mobile signed an agreement with Apple to distribute the iPhone in Japan.

• 2008

  iPhone 3G launched in Japan

  [4]SoftBank and Apple to Bring iPhone 3G to Japansoftbank.jp

  SoftBank Mobile began nationwide sales of the iPhone 3G on July 11, helping accelerate smartphone adoption in Japan.

• 2008

  Free public Wi-Fi announced for iPhone 3G users

  [6]Free public wireless LAN for iPhone 3G subscriberssoftbank.jp

  The company opened BB Mobile Point wireless LAN access to iPhone 3G subscribers without an additional access charge.

• 2007

  White Plan launched

  [1]SoftBank corporate historysoftbank.jp

  The company introduced the White Plan, a simplified pricing proposition that emphasized preferential calling between SoftBank customers.

• 2007

  White Family 24 launched

  [1]SoftBank corporate historysoftbank.jp

  A family-oriented discount service extended the SoftBank pricing strategy to household users.

• 2006

  SoftBank Group acquired control of Vodafone K.K. in Japan

  [1]SoftBank corporate historysoftbank.jp

  SoftBank Group entered the Japanese mobile communications market by acquiring control of Vodafone’s Japanese operating company.

• 2006

  Vodafone K.K. became SoftBank Mobile Corp.

  [1]SoftBank corporate historysoftbank.jp

  The company changed its legal name to SoftBank Mobile Corp. and changed its consumer service brand from Vodafone to SoftBank.

• 2006

  Super Bonus handset installment sales launched

  [1]SoftBank corporate historysoftbank.jp

  SoftBank Mobile introduced installment sales for mobile handsets, linking device financing with service subscriptions.

A major Japanese mobile network operator that differentiated itself through aggressive consumer pricing, distinctive handset and advertising strategies, integration with SoftBank’s internet businesses, and early promotion of smartphones through the iPhone partnership.

• Mobile telecommunications · 2006

  SoftBank mobile voice and data services

  The company’s core offering consisted of nationwide mobile voice, messaging, and data connectivity under the SoftBank brand. Services evolved from Vodafone-era 3G operations into a broader mobile internet proposition supporting feature phones, smartphones, email, web access, application use, and increasingly data-intensive services. The network business was the foundation for the company’s consumer, enterprise, handset, and digital-service activities.

• Mobile tariff · 2007

  White Plan

  White Plan was a simplified consumer tariff introduced in January 2007. Its principal marketing idea was preferential or free calling between SoftBank customers during specified periods, making the size of a user’s SoftBank social and family network part of the value proposition. The plan was expanded through related services such as W White and White Family 24 and became one of SoftBank Mobile’s most recognizable commercial offerings.

• Mobile devices · 2006

  SoftBank handset portfolio

  SoftBank Mobile sold a broad selection of Japanese feature phones and smartphones, including devices emphasizing color, design, cameras, music, television, messaging, and mobile internet. Notable examples included the One Seg-compatible Vodafone 905SH, the color-focused SoftBank 812SH Pantone model, and later smartphone products. Handset installment sales and retail merchandising were important parts of the company’s effort to challenge larger incumbent carriers.

• Smartphone distribution · 2008

  iPhone 3G in Japan

  SoftBank Mobile was Apple’s Japanese carrier partner for the iPhone 3G, which it began selling on July 11, 2008. The launch marked a strategic shift toward smartphones and mobile data. SoftBank supported the product with dedicated tariffs, financing arrangements, flagship-store events, public Wi-Fi access, and accessories. The partnership became the company’s most internationally visible product initiative.

• Wireless LAN service · 2008

  BB Mobile Point access for iPhone users

  SoftBank Mobile announced free access to the BB Mobile Point public wireless LAN network for iPhone 3G subscribers in 2008. The service allowed customers to connect at thousands of locations, including restaurants, railway stations, airports, and cafés. It illustrated the integration of SoftBank Mobile with the group’s fixed-line and broadband assets and helped offset the limited mobile data experience of early smartphone networks.

• 2008iPhone 3G Japan launch

  Japan

  SoftBank Mobile launched the iPhone 3G through a high-profile nationwide retail campaign, including an early-morning release at the SoftBank Omotesando flagship store and coordinated sales through SoftBank shops and electronics retailers.

  Outcome. The launch helped establish the iPhone and smartphone data usage as major parts of Japan’s mobile market and strengthened SoftBank’s image as an innovative challenger.

  Source
• 2008Public wireless LAN for iPhone 3G subscribers

  Japan

  The company bundled free access to BB Mobile Point wireless LAN locations with iPhone 3G service, presenting Wi-Fi as an additional benefit for early smartphone users.

  Outcome. The initiative connected SoftBank Mobile’s mobile proposition with the group’s broadband and fixed-line assets.

  Source
• 2007White Plan

  Japan

  SoftBank Mobile promoted a simplified tariff built around preferential calling between SoftBank users. The offer helped the company compete on price and encouraged households and social groups to consolidate their mobile subscriptions within the SoftBank network.

  Outcome. The plan became a defining part of SoftBank Mobile’s consumer positioning and was extended through related family and add-on services.

  Source

• 2015

  Merge SoftBank Mobile with SoftBank BB, SoftBank Telecom, and YmobileM&A

  Background

  The SoftBank Group wanted to consolidate mobile, fixed-line, broadband, and internet-access operations and reduce organizational duplication across related communications companies.

  Action taken

  SoftBank Mobile became the surviving entity in an absorption-type merger completed on April 1, 2015. The SoftBank and Y!mobile service brands were retained.

  Aftermath

  The separate SoftBank Mobile corporate identity ended as the business became the broader SoftBank communications company, later known as SoftBank Corp.

  Shareholding in the post-merger company. SoftBank Corp. held 99.99% of SoftBank Mobile voting rights, including 75.81% indirectly, according to the merger announcement. (April 1, 2015)

  Source

• 2008

  Partner with Apple to distribute the iPhone in JapanProduct launch

  Background

  SoftBank Mobile viewed the iPhone as a vehicle for shifting Japanese mobile usage from voice and feature-phone services toward mobile internet and smartphone applications.

  Action taken

  The company signed an agreement with Apple, announced the relationship in June 2008, and launched the iPhone 3G in Japan on July 11, 2008.

  Aftermath

  The launch strengthened SoftBank Mobile’s innovation credentials and helped accelerate smartphone adoption and mobile data usage in Japan.

  Source

• 2008

  Integrate mobile service with public Wi-Fi and broadband assetsStrategy

  Background

  Early smartphones generated substantial data traffic, while SoftBank Group already operated fixed-line and broadband businesses that could complement the mobile network.

  Action taken

  SoftBank Mobile provided iPhone 3G subscribers with free access to BB Mobile Point public wireless LAN locations and coordinated related accessories with SoftBank BB.

  Aftermath

  The decision reinforced the group’s integrated communications model and gave early smartphone users an additional way to access data services.

  Source

• 2007

  Introduce a simplified, price-led mobile tariff structurePrice change

  Background

  SoftBank Mobile needed to challenge the scale and market power of NTT DoCoMo and KDDI while increasing the attractiveness of its own subscriber network.

  Action taken

  The company launched White Plan and followed it with related services including W White and White Family 24.

  Aftermath

  The pricing architecture became central to SoftBank Mobile’s consumer identity and encouraged customers with family or social connections on the network to remain within the SoftBank ecosystem.

  Source

• 2006

  Acquire and rebrand Vodafone’s Japanese mobile businessM&A

  Background

  SoftBank Group sought to enter mobile communications and combine Vodafone K.K.’s network and customer base with SoftBank’s broadband, internet, and technology businesses.

  Action taken

  SoftBank acquired control of Vodafone K.K. and renamed the company SoftBank Mobile Corp., while changing the consumer brand to SoftBank.

  Aftermath

  The transaction created the SoftBank Group’s principal Japanese mobile operating company and established the SoftBank brand as a national wireless carrier.

  Source

1. 1SoftBank corporate historysoftbank.jp
2. 2Notice of Merger: SoftBank Mobile, SoftBank BB, SoftBank Telecom, and Ymobilesoftbank.jp
3. 3Merger completion and launch of the new companysoftbank.jp
4. 4SoftBank and Apple to Bring iPhone 3G to Japansoftbank.jp
5. 5SoftBank Mobile agreement to bring iPhone to Japansoftbank.jp
6. 6Free public wireless LAN for iPhone 3G subscriberssoftbank.jp
7. 7Vodafone K.K. executive changes in 2006softbank.jp
8. 8SoftBank Mobile executive appointments in 2007softbank.jp
9. 9SoftBank investor overview and corporate historysoftbank.jp
10. 10Wikidata entry for SoftBank Mobilewikidata.org
11. 11iPhone 3G Japan launchsoftbank.jp