Y!mobile
Y!mobile is SoftBank Corp's budget MVNO/MVNE brand in Japan, offering affordable 4G/5G smartphone plans, multi-OEM device sales, and ecosystem add-ons (PayPay, LYP Premium, Starlink Direct) to individual consumers, families, and SMBs across a 2,000+ shop retail and online distribution network.
- Company typePrivate
- Founded2014
- HeadquartersTokyo, Japan
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Y!mobile does
Y!mobile is a Japan-based mobile virtual network operator (MVNO/MVNE) brand wholly owned by SoftBank Corp, offering budget-priced 4G/5G mobile voice, data, and SMS services on SoftBank's nationwide network infrastructure. Launched in August 2014 as a partnership between SoftBank and Yahoo Japan, the brand's core proposition is the Simple3 rate plan family (S at 5GB, M at 30GB, L at 35GB, priced from ¥3,278 to ¥5,478 per month), combined with a multi-OEM device lineup spanning iPhone, Google Pixel, OPPO, Samsung, Sharp AQUOS, Motorola, and ZTE/nubia, plus tablets, feature phones, Pocket WiFi, and accessories.
The service stack layers add-ons on top of the base subscription: data rollover, international roaming (2GB/month free overseas data), SoftBank Starlink Direct satellite messaging, LYP Premium (LINE/Yahoo/PayPay bundle), device protection insurance, and security packs. Customer acquisition runs through a hybrid model comprising over 2,000 branded retail shops, SoftBank stores and authorized dealers, a direct online store with same-day shipping and eSIM support, and a dedicated business (法人) contracting channel. Revenue is generated from recurring monthly subscriptions, device sales with 48-installment financing (with an early-return option after 25 months), optional service subscriptions, accessories, and transaction-fee revenue share from PayPay Card billings.
Y!mobile's go-to-market emphasizes ecosystem-driven discount stacking (PayPay Card Gold up to ¥770/month, family discounts of ¥1,100/line, home-internet bundles of ¥1,650/month), making it a household- and value-oriented alternative to the flagship SoftBank brand within the same group. The brand does not publish standalone financials and operates without independent funding events, being financed and resourced through its parent.
Y!mobile firmographics
Firmographics- Name
- Y!mobile
- Legal name
- SoftBank Corp.
- Website
- https://ymobile.jp
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Y!mobile is SoftBank Corp's budget MVNO/MVNE brand in Japan, offering affordable 4G/5G smartphone plans, multi-OEM device sales, and ecosystem add-ons (PayPay, LYP Premium, Starlink Direct) to individual consumers, families, and SMBs across a 2,000+ shop retail and online distribution network.
- Ownership category
- akta.pro rank
Y!mobile industry classification
Industry- Product category
- Mobile Telecommunications Services
- NAICS
- Telecommunications Resellers (517121)
- SIC
- Radiotelephone Communications (4812)
- akta.pro primary industry
- Consumer Mobile Network Operators (Retail MNOs) (HDAIAAAA)
- akta.pro secondary industry
- Mobile Carrier Devices & Bundling (Operator-branded devices, subsidy/bundle programs) (CRACALAF)
Keywords
Where Y!mobile is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
Y!mobile business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Infrastructure, Supply Chain, Technology or R&D
Revenue model
- Mobile Service Subscriptions: Monthly recurring revenue from voice and data service plans (シンプル3 S/M/L, シンプル2, etc.). Revenue includes basic service fees, voice call add-ons (だれとでも定額+, スーパーだれとでも定额+), and data options.
- Device Sales: One-time revenue from smartphone sales including iPhone and Android devices. Devices sold at full price or through 48-installment payment plans (新トクするサポート). Trade-in programs also generate secondary device revenue.
- Optional Services: Additional services including 故障安心パックプレミアム (device protection: 880円/month), セキュリティパックプレミアム (security: 770円/month), international roaming add-ons, and data speed restoration purchases.
- Accessory Sales: Sale of mobile accessories including cases, chargers, and other peripherals through online store and physical shops.
- PayPay Card Commissions: Revenue share from PayPay Card payment processing when customers use PayPay Card Gold for monthly bill payments, earning transaction processing fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | シンプル3 S - 5GB low-capacity plan for cost-conscious users |
| Subscription | Monthly | シンプル3 M - 30GB mid-capacity plan for regular users |
| Subscription | Monthly | シンプル3 L - 35GB high-capacity plan for heavy users |
| Subscription | Monthly | だれとでも定额+ - 10-minute domestic call flat-rate |
| Subscription | Monthly | スーパーだれとでも定额+ - Unlimited domestic call flat-rate |
| Subscription | Monthly | 故障安心パックプレミアム - Device protection and insurance service |
| Subscription | Monthly | セキュリティパックプレミアム - Security service bundle |
| Subscription | Monthly | データ増量オプション - Data capacity expansion |
| Other | Monthly | OPPO Reno13 A device pricing |
| Subscription | Monthly | 法人契約割引3 - Business contract discount |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Y!mobile product offering
Product offeringCore offering
Y!mobile is a Japanese mobile virtual network operator that resells SoftBank's 4G/5G network capacity to consumers and businesses under its Simple3 rate plans (S 5GB, M 30GB, L 35GB), bundled with smartphones (iPhone, OPPO, Google Pixel, nubia, AQUOS, Samsung, Motorola), tablets, feature phones, Pocket WiFi devices, and accessories. The core subscription revenue is supplemented by device sales, add-on services (international roaming, Starlink Direct satellite messaging, LYP Premium, device protection, call flat-rate options), and PayPay Card payment commissions.
Product overview
Y!mobile is a Japanese mobile virtual network operator (MVNO) brand operated by SoftBank Corp, offering budget-conscious mobile services using SoftBank's network infrastructure. The core offering is the シンプル3 (Simple3) rate plan with three data tiers (5GB/30GB/35GB) available with SIM cards or eSIM, combined with a diverse portfolio of smartphones including iPhones, Android devices from OPPO/Google Pixel/nubia/SHARP/Motorola/Samsung, feature phones, tablets, and Pocket WiFi routers. Service add-ons include SoftBank Starlink Direct satellite communication for coverage gaps, international roaming with 2GB/month free overseas data, LYP Premium membership, and data rollover. Discount services include PayPay Card payments, home internet bundles (おうち割), and family discounts. Device protection is available through 故障安心パックプレミアム, and device installment programs through 新トクするサポート（A）. The brand operates over 2,000 retail shops nationwide and an online store with same-day shipping. AI features are integrated into smartphones (OPPO AI Studio, AI Toolbox) and customer support (Voice AI).
Differentiator
Problem solved
Functional benefit
Products and services
- シンプル3 (Simple3) Mobile Rate Plan Core subscription plan family providing domestic voice, SMS, and mobile data over SoftBank's 4G/5G network, offered in three tiers: Simple3 S (5GB, 3,278 yen/month), Simple3 M (30GB, 4,378 yen/month), and Simple3 L (35GB, 5,478 yen/month, with 10-minute domestic calls included). All tiers support 5G NSA, optional data-add-on, PayPay Card payment discount, and bundled home-internet/family discounts.
- 国際ローミング (International Roaming) International roaming service providing 2GB/month of overseas data at no additional charge to Simple3 subscribers, covering more than 200 countries/regions, with full-speed data planned for autumn 2026.
- SoftBank Starlink Direct Satellite communication add-on enabling SMS, MMS, RCS, and international SMS in outdoor areas where SoftBank terrestrial network is unavailable, leveraging the Starlink satellite constellation.
- LYPプレミアム (LYP Premium) Premium membership exclusive to Y!mobile subscribers providing access to LINE premium stickers, Yahoo! premium services, and PayPay promotional benefits through the LY (LINE/Yahoo) ecosystem.
- 故障安心パックプレミアム (Device Protection Premium) Subscription device protection service at 880 yen/month covering malfunction exchange, water damage, total loss, cosmetic damage, breakage, and theft/loss, with model-dependent exchange fees (e.g., 13,750 yen for recent iPhone models).
- 新トクするサポート(A) (New Tokusuru Support) Device installment financing program allowing smartphone purchase via 48 monthly installments, with the option to return the device after 25 months and have the remaining payments (up to 24 months) waived, subject to condition assessment.
- Domestic Call Flat-rate Options (だれとでも定額+ / スーパーだれとでも定額+) Optional domestic voice flat-rate services: だれとでも定額+ provides 10-minute per-call domestic calls for 800 yen/month (880 yen tax incl.); スーパーだれとでも定額+ provides 24-hour unlimited domestic calls for 1,800 yen/month (1,980 yen tax incl.), with a senior discount for users 60+. Simple3 L subscribers get 10-minute calls included for free.
- iPhone Lineup Apple iPhone devices sold through Y!mobile, including iPhone 17e (launched June 2026), iPhone 16 series, iPhone 16e, iPhone 15, and earlier generations, available with installment plans and promotional switch-in pricing.
- Android Smartphone Lineup Multi-brand Android smartphone lineup including OPPO (Reno13 A launched 2025-06-26, Reno15 A launched 2026-06-25), Google Pixel (Pixel 10a, 9a, 8a, 8, 7a), nubia (Flip 3, Flip 2, S2, S 5G, Fold), Sharp AQUOS (wish5, wish4, wish3, wish2, wish, ケータイ4), Samsung Galaxy (A25 5G), and moto g series, sold via online store and retail shops.
- Feature Phones (ケータイ) Traditional Japanese feature phones including AQUOS ケータイ and DIGNO ケータイ models for users preferring simple voice-and-SMS functionality over full smartphones.
- Tablet Devices Tablet devices including Lenovo TAB series and Huawei MediaPad options, sold for use on Y!mobile data plans.
- Pocket WiFi (Mobile Router) Portable mobile WiFi router devices and data plans (including 5G-capable models) for portable internet connectivity for individual and family users.
- Mobile Accessories Mobile phone accessories including cases, chargers, cables, and other peripherals sold through the online store and physical retail shops.
- SIM Card / eSIM Physical SIM card and embedded SIM (eSIM) options for smartphones and tablets, supporting 5G NSA format across SoftBank's frequency bands, available with same-day shipping from the online store.
- Y!mobile Retail Shop Service Physical retail network of over 2,000 Y!mobile shops nationwide providing face-to-face sales, plan consultation, device setup, SIM replacement, and after-sales support, including an online shop reservation (かんたん来店予約) system.
- Y!mobile Online Store Direct online purchasing platform at ymobile.jp/store offering same-day shipping, free delivery, online-exclusive contract processing (3,850 yen vs. 4,950 yen in-store), eSIM support, and SIM/device purchases.
- 法人契約 (Business Mobile Contract) Dedicated B2B sales channel providing corporate mobile contracts with the 法人契約割引 (1,100 yen/month per line discount for 2+ lines), specialized business plan selection, and dedicated account support for Japanese businesses.
Quantifiable outcome
- PayPay Card Gold users save 9,240円/year on mobile payments (550円/month PayPay Card Gold discount + 220円/month increment bonus)
- +2 more outcomes
Companies that use Y!mobile
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Y!mobile technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature5 records
Y!mobile partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, major and standard.
- SoftBank CorpcoreSoftBank Corp is the parent company and network infrastructure provider for Y!mobile. Y!mobile operates as an MVNE using SoftBank's 4G/5G network. SoftBank provides customer support AI deployment (Voice AI platform launched August 2025) and manages network infrastructure including Starlink Direct satellite service integration.
- PayPay CorporationcorePayPay is the mobile payment and rewards platform integrated with Y!mobile. Customers using PayPay Card Gold for bill payments receive monthly discounts (770円/month). Y!mobile participates in PayPay ecosystem including 超PayPay祭 campaigns, and LYPプレミアム provides exclusive access to PayPay premium features.
- OPPOmajorOPPO is a key smartphone manufacturer for Y!mobile, providing devices like Reno13 A and Reno15 A. Y!mobile offers exclusive promotional pricing on OPPO devices (e.g., 一括9,800円 for Reno13 A on carrier switching).
- ApplemajorApple iPhone products (iPhone 17e, iPhone 16 series, iPhone 16e, iPhone 15, etc.) are offered through Y!mobile with various installment and promotional pricing options.
- GooglemajorGoogle Pixel devices (Pixel 10a, Pixel 9a, Pixel 8a, Pixel 8, Pixel 7a) are sold through Y!mobile as part of the Android smartphone lineup.
- ZTE (nubia brand)standardnubia (ZTE subsidiary) devices including nubia Flip 3, nubia Flip 2, nubia S2, nubia S 5G, nubia Fold are offered through Y!mobile.
- Sharp (AQUOS)standardSharp AQUOS devices (AQUOS wish5, AQUOS wish4, AQUOS wish3, AQUOS wish2, AQUOS wish, AQUOS ケータイ4) are part of the Y!mobile product lineup.
- SamsungstandardSamsung Galaxy devices (Galaxy A25 5G) are available through Y!mobile for customers preferring Samsung Android devices.
- Yahoo! JapancoreYahoo! Japan integration provides Y!mobile mail service (@yahoo.ne.jp), access to Yahoo! services, and cross-promotional opportunities. LYPプレミアム combines LINE, Yahoo!, and PayPay premium benefits exclusively for Y!mobile users.
- LINE CorporationcoreLINE messaging platform integration through LYPプレミアム service providing Y!mobile users access to LINE premium features, stamps, and services as part of the bundled Yahoo!/PayPay/LINE premium offering.
- SpaceX (Starlink)coreSoftBank Starlink Direct service enables Y!mobile users to send messages via satellite when regular network coverage is unavailable, using Starlink satellite constellation.
Scale indicators3 records
Recent moves5 records
Expansion highlights6 records
Y!mobile competitors and assessment
Company assessmentDirect peers
- LINEMO: SoftBank Corp's own online-first MVNO sub-brand, targeting budget-conscious mobile subscribers with similar 3-tier plan structure. Directly comparable as a sibling MVNE/MVNO riding SoftBank's network — competing for the same switching customer base.
- UQ Mobile: KDDI's sub-brand MVNO targeting the same budget-conscious Japanese consumer segment with multi-tier data plans and nationwide physical distribution. Direct competitor for switching customers from Docomo/SoftBank main brands.
- mineo: K-Opti.com's consumer MVNO brand offering multi-carrier (Docomo/au/SoftBank) SIM services to Japanese price-sensitive subscribers. Closely comparable MVNO business model with similar plan structures and target demographic.
- IIJmio: Internet Initiative Japan's consumer MVNO service offering low-cost SIM and device bundles. Comparable as a leading independent Japanese MVNO with similar plan tier architecture and value-driven positioning.
- BIGLOBE Mobile: BIGLOBE's consumer MVNO service bundled with broadband. Comparable MVNO business model targeting Japanese consumers seeking value-priced mobile+internet bundles — directly competes on similar price points.
- AEON Mobile: Retail-conglomerate-affiliated MVNO offering low-cost SIM services through AEON's physical retail network. Comparable as a budget MVNO with distribution-led strategy targeting mass-market Japanese consumers.
- J:COM Mobile: JCOM's MVNO service bundled with cable TV and fixed broadband. Comparable as a convergent MVNO using cable/fixed-line infrastructure to offer bundled mobile service to Japanese households — overlapping with Y!mobile's family/bundle positioning.
Broad incumbents
- Rakuten Mobile: Japan's newest MNO and a major disruptor in the budget segment, offering aggressive free-data pricing to drive subscriber growth. While Rakuten is building its own network (MNO), it directly competes for Y!mobile's switching customer with aggressive price positioning.
- SoftBank (main brand): Parent brand and Japan's third-largest MNO. Comparable as the network operator whose infrastructure Y!mobile resells; overlapping customer segments (consumers seeking SoftBank-network quality) but at premium price points.
- NTT Docomo: Japan's largest MNO and a major source of Y!mobile's switching customers. Comparable as a full-MNO incumbent operating at premium price points, whose subscribers form Y!mobile's primary acquisition funnel via MNP.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Y!mobile social profiles
Digital presenceY!mobile financial estimates
Financial estimateRevenue estimate
Valuation estimate
Y!mobile leadership team
Management profileNumber of profiles
Profiles1 record
Y!mobile funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Y!mobile M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Y!mobile
What does Y!mobile do?
Y!mobile is a Japanese mobile virtual network operator that resells SoftBank's 4G/5G network capacity to consumers and businesses under its Simple3 rate plans (S 5GB, M 30GB, L 35GB), bundled with smartphones (iPhone, OPPO, Google Pixel, nubia, AQUOS, Samsung, Motorola), tablets, feature phones, Pocket WiFi devices, and accessories. The core subscription revenue is supplemented by device sales, add-on services (international roaming, Starlink Direct satellite messaging, LYP Premium, device protection, call flat-rate options), and PayPay Card payment commissions.
Is Y!mobile a public or private company?
Y!mobile is a private company. It is classified as corporate owned and is currently operating.
When was Y!mobile founded?
Y!mobile was founded in 2014. It employs 1 to 10 people.
Where is Y!mobile based?
Y!mobile is headquartered in Tokyo, Japan, in the Asia region.
How does Y!mobile make money?
Five revenue lines are on record. Mobile Service Subscriptions are the primary driver. The others are device Sales, optional Services, accessory Sales and payPay Card Commissions.
Who are Y!mobile's main competitors?
Direct peers on record are LINEMO, UQ Mobile, mineo, IIJmio, BIGLOBE Mobile, AEON Mobile and J:COM Mobile. Broad incumbents are Rakuten Mobile, SoftBank (main brand) and NTT Docomo.
Does Y!mobile have an API?
No public API is recorded for Y!mobile.
What industry is Y!mobile in?
Y!mobile's product category is Mobile Telecommunications Services. Its primary akta.pro industry code is HDAIAAAA, Consumer Mobile Network Operators (Retail MNOs), with a secondary code of CRACALAF, Mobile Carrier Devices & Bundling (Operator-branded devices, subsidy/bundle programs). Its NAICS code is 517121 and its SIC code is 4812.