Line Mobile

What Line Mobile does

Line Mobile is a Japanese mobile virtual network operator (MVNO) that was launched in 2016 as a joint initiative between SoftBank Corp. and LINE Corporation (now LINE Yahoo Corporation). It provides low-cost voice and data SIM plans — the Basic Plan — priced from 660 yen to 3,520 yen per month, with data capacities ranging from 2GB to 30GB. The service leases capacity from three underlying mobile network operators: SoftBank, NTT Docomo, and KDDI (au), and originally differentiated through its "Data Free" (データフリー) zero-rating technology, which exempts specified apps (LINE, Twitter/X, Facebook, Instagram, LINE MUSIC, Spotify, AWA) from data-consumption accounting even when the monthly data cap is exceeded.

The product portfolio centred on the LINE ecosystem: account management and data gifting through the LINE app, AI-chatbot-based customer support via the LINE Official Account, and add-ons covering parental filtering (i-Filter), security (Virus Buster/Trend Micro), discounted music streaming (LINE MUSIC), 10-minute unlimited calling, and device warranty. Distribution was entirely digital and self-serve via the mobile.line.me website and My Page portal. Device sales through retail partners (Apple, OPPO, Xiaomi, Sharp) and the bundled Wi-Fi option (~49,000 hotspots) were both discontinued by September 2021 and June 2021, respectively.

The business model is now in wind-down. SoftBank has ended new subscriber sign-ups for LINE Mobile and is migrating the customer base to LINEMO, its newer budget smartphone brand that offers the same core features (LINE zero-rating, 5G access on the SoftBank network, Best Plan / Best Plan V at competitive price points). LINE Mobile continues to serve existing customers only — they can still change plans, add options, and manage accounts via the My Page portal — but operates in run-off with an undisclosed and shrinking subscriber base, no disclosed revenue, and 11–50 employees.

Name

Line Mobile

Legal name

LINE MOBILE (service brand of ソフトバンク株式会社 / SoftBank Corp.)

Website

https://mobile.line.me

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Line Mobile is a Japanese MVNO and former SoftBank–LINE joint venture offering budget voice and data SIM plans (660–3,520 yen/month) with Data Free zero-rating for LINE and major social apps. New signups are closed and the customer base is being migrated to SoftBank's successor brand LINEMO.

Ownership category

akta.pro rank

Product category

Mobile Telecommunications Services

NAICS

Telecommunications Resellers (517121), Telecommunications Resellers and Agents for Wireless Telecommunication Services (51712)

SIC

Radiotelephone Communications (4812)

akta.pro primary industry

Consumer Mobile Network Operators (Retail MNOs) (HDAIAAAA)

Keywords

• Mobile virtual network operator
• Budget smartphone plans
• Data free SIM
• MVNO services
• Voice SIM plans

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Monthly Mobile Service Fees: Recurring monthly subscription fees for voice SIM and data SIM plans. Pricing ranges from 660 yen to 3,520 yen depending on plan tier (2GB to 30GB) and SIM type. This is the primary revenue stream.
2. Optional Services: Additional revenue from optional services including Data Free upgrades (280-480 yen/month), 10-minute unlimited calling (880 yen/month), device warranty (450-500 yen/month), Wi-Fi option (200 yen/month), Virus Buster (420 yen/month), LINE MUSIC (750 yen/month), and filtering services.
3. Device Sales (Discontinued): Hardware sales including smartphones and tablets. This stream was discontinued as of September 30, 2021. Previously offered installment payment options (24 installments).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

LINE Mobile operates as a Mobile Virtual Network Operator (MVNO) in Japan, providing budget mobile phone service through leased SoftBank, NTT Docomo, and au network infrastructure. The service sells tiered Basic Plans (2GB to 30GB data) with mandatory Data Free options that exempt LINE and major social media apps from data consumption, starting at 660 yen/month. Voice SIM and data SIM options are available with flexible plan changes and optional add-on services including 10-minute unlimited calling, device warranty, security software, and music streaming.

Product overview

LINE Mobile is a Japanese MVNO (Mobile Virtual Network Operator) that operates as a budget smartphone/SIM service. The core offering is the Basic Plan, which provides voice and data SIM services across SoftBank, NTT Docomo, and au network infrastructure. Data-free options (LINE Data Free, SNS Data Free, SNS Music Data Free) are bundled add-ons that exempt popular apps (LINE, X, Facebook, Instagram, LINE MUSIC, Spotify, AWA) from data consumption. The product portfolio includes voice call options (10-Minute Unlimited Calls, Anytime Phone app), device protection (Device Warranty, Bring-Your-Own Device Warranty), security software (Virus Buster/Trend Micro), music subscriptions (LINE MUSIC Option), parental controls (i-Filter), and public Wi-Fi access. The service also enables LINE app integration for account management, data gifting, and AI-powered customer support. Device sales were discontinued in September 2021; new subscriber applications are also closed.

Differentiator

Problem solved

Functional benefit

Brands

• LINEMO: Successor brand to LINE Mobile offered by SoftBank for budget smartphone service.

Products and services

• Basic Plan Main mobile plan offering voice SIM and data SIM options with tiered data capacities (2GB to 30GB). Bundled with mandatory data-free options that exempt LINE and major social media apps from data consumption. Supports SoftBank, Docomo, and au network lines. Targeted at budget-conscious consumers in Japan seeking affordable mobile service starting from 660 yen/month.

Quantifiable outcome

• 90% user satisfaction with SoftBank line
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• SoftBank CorpcoreTechnology or IntegrationSoftBank provides the core network infrastructure for LINE Mobile's SoftBank line service. LINE Mobile leases SoftBank's mobile network capacity as an MVNO. SoftBank's network offers 99.8% population coverage with 900MHz band (platinum band). SoftBank is also the parent company providing operational support and has transitioned LINE Mobile services to its LINEMO brand.
• NTT DocomocoreTechnology or IntegrationNTT Docomo provides network infrastructure for LINE Mobile's Docomo line service. LINE Mobile leases Docomo's mobile network capacity as an MVNO, offering nationwide coverage including strong performance in mountain and ocean areas.
• KDDI (au)coreTechnology or IntegrationKDDI provides network infrastructure for LINE Mobile's au line service. LINE Mobile leases au's 4G LTE network capacity as an MVNO, offering coverage including hiking trails, campgrounds, and UNESCO World Heritage sites.
• LINE Yahoo CorporationcoreStrategic or Co-development PartnerLINE Yahoo Corporation provides the LINE brand and ecosystem integration. LINE Mobile leverages the LINE messaging app for customer support (Anytime Help AI chatbot), account linkage, data gifting between friends, and uses LINE branding. The company name 'LINE Mobile' derives from this partnership.

Scale indicators6 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• nuro Mobile: Sony Network Communications' MVNO offering budget data and voice SIM plans on Docomo and SoftBank networks. Comparable Japanese MVNO positioned in the same low-cost consumer segment.
• LINEMO: SoftBank's direct successor budget mobile brand to LINE Mobile, operating on the same SoftBank network with replicated LINE Giga Free and competitive pricing (3GB/990 yen, 10-30GB plans). Effectively replaces LINE Mobile for new customers.
• Y!mobile: SoftBank Corp.'s established budget mobile sub-brand offering smartphones and SIM services on SoftBank's network. Direct competitor in the same Japanese low-cost mobile segment, with broader retail distribution.
• Rakuten Mobile: Japanese MNO/MVNO offering aggressive budget plans (Rakuten UN-LIMIT) and the Rakuten ecosystem. Competes directly with LINE Mobile for price-sensitive Japanese consumers.
• ahamo (NTT Docomo): NTT Docomo's online-only budget mobile brand offering 100GB for 4,950 yen/month. Direct competitor in the Japanese budget smartphone segment, leveraging Docomo's nationwide network.
• UQ Mobile: KDDI's budget mobile sub-brand operating on the au network. Competes directly with LINE Mobile on price, data allowances, and family discounts in Japan.
• mineo: One of Japan's largest independent MVNOs operated by OPTAGE, offering multi-carrier (Docomo/au/SoftBank) service. Closest independent MVNO analog to LINE Mobile's multi-network strategy.
• IIJmio: Major Japanese MVNO operated by Internet Initiative Japan, offering affordable data/voice SIM plans on Docomo and au networks. Direct budget mobile competitor with established tech-savvy customer base.
• OCN Mobile ONE: NTT Communications' MVNO brand offering low-cost data and voice SIMs on the Docomo network. Competes directly in the Japanese budget SIM market.
• BIGLOBE Mobile: BIGLOBE's MVNO service offering voice and data SIMs on Docomo and au networks, including YouTube/ABEMA data-free options. Comparable Japanese MVNO with zero-rating features similar to LINE Mobile's Data Free.

Market position

Weaknesses4 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/linemobile_jp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Line Mobile