eMobile is Japan's fifth mobile phone service provider. eMobile started commercial service on March 31, 2007 providing high-speed 3G (wCDMA-HSDPA, 7.2 Mbps) data services and voice services. eMobile's network today covers about 85% of Japan's populated areas. In it's first 18 months of service this "New Age" mobile operator achieved remarkable success. This report documents eMobile's success story, and analyses the strategies which led eMobile to success.
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