What SoftBank Mobile does

SoftBank Mobile is the mobile telecommunications segment of SoftBank Corp. (TYO: 9984), one of Japan's three major mobile carriers alongside NTT Docomo and KDDI. Headquartered in Tokyo and operating as a consumer-facing mobile network operator, SoftBank Mobile provides mobile voice, SMS, and data services over 5G and advanced 4G LTE networks to Japanese consumers and business customers, with extensive retail store distribution, an online shop, and a dedicated enterprise sales channel.

The company distributes a broad device lineup including iPhone, Samsung Galaxy, Google Pixel, iPad, Apple Watch, and feature phones, and bundles connectivity with adjacent services such as the PayPay Points loyalty program, PayPay Card co-branded credit cards, YouTube Premium Lite co-marketing, and annual device upgrade programs. Core pricing plans include the PayToku2 (PayToku2) rewards-integrated plan and Teigaku Museigen (Fixed-Rate Unlimited) data plan, with international roaming offered through the Overseas Data Hodai add-on. Revenue is generated primarily through recurring monthly mobile subscriptions, hardware device sales, and international roaming fees.

Technology differentiation efforts include outdoor 6G wireless trials in Tokyo conducted with Nokia targeting up to 1 Tbps data speeds, and the launch of SoftBank Starlink Direct, a satellite-to-smartphone direct communication service built on SpaceX's Starlink constellation to extend coverage into areas without traditional cellular service. The company also operates a customer self-service portal (My SoftBank) and is integrated into the broader SoftBank Group ecosystem spanning telecom, financial services, and loyalty.

Name

SoftBank Mobile

Legal name

SoftBank Corp.

Website

https://mb.softbank.jp

Company type

Public

Founded year

1981

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

SoftBank Mobile is the mobile telecommunications segment of SoftBank Corp., one of Japan's three major mobile carriers, providing 5G voice and data services, device distribution, and satellite connectivity to Japanese consumers and businesses.

Ownership category

akta.pro rank

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mobile Subscription Services: Recurring monthly subscription fees from mobile voice and data plans including PayToku2 and Teigaku Unlimited plans, providing voice, SMS, and data services to individual and business customers.
2. Device Sales: Sales of smartphones including iPhone, Samsung Galaxy, Google Pixel, tablets, and wearable devices such as Apple Watch through retail and online channels.
3. International Roaming Services: Global roaming services including overseas data plans that allow customers to use their devices abroad.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

SoftBank Mobile is the mobile telecommunications segment of SoftBank Corp., providing consumer and business mobile services in Japan. The company sells mobile subscription plans (voice, SMS, data) over its 5G and 4G LTE network, distributes smartphones and tablets from Apple, Samsung and Google, and offers value-added services including satellite-to-smartphone direct communication via Starlink Direct, international roaming, financial products (PayPay Card, SoftBank Card), and a PayPay points-based loyalty program.

Product overview

SoftBank Mobile is a Japanese telecommunications company offering a comprehensive mobile ecosystem comprising mobile devices (iPhone, Samsung Galaxy, Google Pixel, iPad, Apple Watch, feature phones), 5G connectivity services, and financial products (PayPay Card, SoftBank Card). The core offering centers on SoftBank 5G mobile plans with various pricing options including the PayToku2 plan (with PayPay point rewards) and Teigaku Museigen unlimited data plan. Additional services include SoftBank Starlink Direct satellite direct-to-device calling, international roaming data plans, a loyalty points program, YouTube Premium partnerships, and annual device upgrade programs. The company operates as a unified platform provider combining telecommunications, device sales, financial services, and loyalty programs.

Differentiator

Problem solved

Functional benefit

Brands

• SoftBank Starlink Direct: Satellite-to-smartphone direct communication service enabling connectivity in areas with no cellular coverage
• PayPay Card
• SoftBank 5G
• PayPay Points System

Quantifiable outcome

• 5G coverage available across Japan
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• NokiacoreTechnology or Integration · 1 January 2025SoftBank is collaborating with Nokia on 6G technology development, beginning outdoor 6G trials in Tokyo. This partnership positions SoftBank at the forefront of next-generation wireless technology research, with commercial 6G deployment expected around 2030. The collaboration involves testing advanced wireless links capable of achieving data speeds up to 1 Tbps.
• SpaceX (Starlink)coreTechnology or IntegrationSoftBank offers SoftBank Starlink Direct service, a satellite-to-smartphone direct communication service that enables connectivity in areas where traditional cellular coverage is unavailable. This partnership integrates SpaceX's Starlink satellite constellation with SoftBank's mobile network.
• ApplecoreChannel Partner/ Reseller/ DistributorSoftBank distributes Apple products including iPhone, iPad, and Apple Watch as an authorized carrier and retailer in Japan. The company offers exclusive promotions on Apple devices and iPhone 17 Pro is listed as currently on sale.
• SamsungcoreChannel Partner/ Reseller/ DistributorSoftBank distributes Samsung Galaxy devices including the Galaxy S26 series as an authorized carrier in Japan. The Samsung Galaxy S26 Ultra is available for purchase through SoftBank stores and online.
• GooglecoreChannel Partner/ Reseller/ DistributorSoftBank distributes Google Pixel devices including Pixel 10a as an authorized carrier in Japan. Special promotions and exclusive offers are available on Google Pixel products.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• T-Mobile US: Major US wireless carrier with similar subscription plans, device financing, and 5G/next-gen network investments; useful comparable for ARPU dynamics, churn management, and unlimited plan positioning.
• China Mobile: World's largest mobile carrier by subscribers; comparable as a mass-market wireless operator investing in 5G/6G research and operating at scale across consumer and enterprise segments (regional geographic comparison).
• Vodafone: UK-headquartered multinational carrier and the former parent of Vodafone Japan (sold to SoftBank in 2006); a directly comparable large wireless operator globally with similar subscription, device-bundling, and roaming business.
• Deutsche Telekom: Parent of T-Mobile US and major European carrier; a comparable global incumbent wireless operator investing heavily in 5G/next-generation networks and bundling mobile with IPTV/content services.
• Verizon: Largest US wireless carrier with extensive retail distribution, premium device distribution (Apple/Samsung/Google), and aggressive 5G buildout — analogous to SoftBank Mobile's premium-device + capex-heavy model.
• AT&T: US wireless carrier offering nationwide postpaid mobile, prepaid, and device installment plans; matches SoftBank Mobile's combination of consumer mobile, business sales, and ecosystem bundling (fiber + wireless + content).

Regional players

• EE (BT Group): UK's largest mobile operator with a strong 5G rollout and premium device partnerships (Apple/Samsung/Google); offers a comparable subscription-plan and unlimited-data competitive dynamics in a mature market.

Direct peers

• Rakuten Mobile: Japan's newest 4th mobile carrier with a growing 4G/5G network and disruptive pricing; competes directly with SoftBank for Japanese subscribers and is a key share-taker in the postpaid market.
• NTT Docomo: Japan's largest mobile carrier, the principal head-to-head domestic competitor to SoftBank Mobile with overlapping 5G/subscriber base, retail footprint, and pricing plan structure.
• KDDI (au): Japan's other top-3 mobile carrier operating the 'au' brand; competes with SoftBank on iPhone/Samsung distribution, 5G coverage, and postpaid rate plans in the same Japanese consumer and enterprise market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/softbank-mobile

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 SoftBank Mobile