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J-Phone becomes Vodafone K.K.
Posted: 01-Oct-2003 [Source: MobileTechNews]

[It's official, J-Phone has now taken a new name to join the ranks of the international telecom giant, Vodafone.]

Robert Whitinger, MobileTechNews -- J-Phone will be known as Vodafone K.K. from October 1 onward. The announcement was made official today in a Tokyo press conference where CEO Darryl Green layed out the company's near term plans to meet the fierce competition it has been seeing from competitors NTT DoCoMo and KDDI.

New initiatives include the launch of "Vodafone Global Rental" to be managed by Australia-based GSM Rentafone Pty Ltd, the December launch of an NEC handset with built-in TV tuner, and the launch of discounted 2.5G and 3G data services.

Vodafone Global Rental will offer handsets and services (voice, SMS, and packet roaming) in Japan. Customers will simply insert their SIM cards in a rental phone while traveling in Japan to enjoy the same communications services as they currently have available at home.

The company has faced a difficult transition from the J-Phone brand to the new Vodafone brand, and has seen new subscriber sales steadily decline from 139,300 in June, 74,800 in July, and 50,200 in August. Green hopes to turn this trend around by globalizing the Japanese mobile services market and paying more attention to customer needs.

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