Name: Apple iPhone 3G
Category: smart phone
Price: JPY23,040 (8GB) or JPY34,560 (16GB) plus service plans
Release date in Japan: July 11, 2008

On June 9, Apple CEO Steve Jobs announced the iPhone 3G and its surprisingly low hardware prices: $199 for 8GB and $299 for 16GB. The iPhone 3G (with data transfer much faster than the first model's EDGE network) begins its worldwide roll-out, including Japan, from July 11. With UMTS/HSDPA and GSM in its pedigree, you'll be able to use the iPhone 3G just about anywhere.

There's no need to further discuss iPhone specs here; it's the most talked-about mobile phone ever. Head to Apple's website or nearly any technology blog for all the info you could want. (In fact, good luck finding technology sites that don't say something about the iPhone.)

Our concern: What exactly will happen in Japan on July 11, and what'll it cost you? Here's what we know so far:

On June 23, Japan's third-largest mobile operator Softbank Mobile Corp. announced it would be Apple's first partner to sell the iPhone in Japan, though NTT DoCoMo says it's still in talks with Apple. (Trivia: Apple and/or Softbank are also paying a licensing fee for the iPhone trademark in Japan to sound-alike Aiphone KK, maker of a portable video intercom system.)

Softbank's Japan prices are JPY23,040 for 8GB and JPY34,560 for 16GB, whether bought lump-sum or in "New Super Bonus" 24-month installments. Like other Apple gear in Japan, those prices are a bit higher than US prices, though in the same ballpark. (Like AT&T, Softbank is actually quoting much higher prices - JPY69,120 and JPY80,640 - for the two phones, with a "special discount" on the hardware for subscription to the required service plans.)

The big question for Japan is service plan fees. Here's how details are shaping up:

The basic Softbank Mobile voice and mail plan for iPhone 3G users is "White Plan (i)" for JPY980/month, which includes free domestic calls to other Softbank phones between 1:00 am and 9:00 pm. (Usage-based "Blue Plan (i)" and "Orange Plan (i)" options will also be offered.) Also included is "Email (i)" service, which gives users a "xxxx@i.softbank.jp" mail address with receipt notifications.

For data, Softbank has created a new "Packet Flat-rate Full" plan for the iPhone 3G (as well as its other smart phones like the X Series). For JPY5985/month, that offers unlimited data transmission for mail, web browsing, maps, and so on.

Finally, like many Softbank Mobile web-related features, iPhone 3G online features requires subscription to the "S! Basic Pack (i)" service for JPY315/month.

Total monthly cost for the three required packages: JPY7280.

Naturally, Softbank Mobile has more services up its sleeves if you're willing to pay. One, "Basic Option Pack (i)", bundles three services worth JPY735/month separately for only JPY498/month: Voice mail (up to 90 three-minute messages/week, with support for the iPhone's popular Visual Voice Mail feature); Call waiting (lets you annoy people by putting them on hold to catch new calls); and Group calling (lets you juggle up to six simultaneous calls). Add that to the services above, and your monthly cost becomes JPY7778, aside from the cost of the phone itself.

On top of that, Apple itself wants to tempt you with more. Its old ".Mac" ("dot mac") online service has been rebranded "MobileMe" for the iPhone age, and from July 11 promises to bring synchronized push email, push contacts, push calendars, online storage, and much more to all your iPhones, iPod touches, Macs, and PCs. That option runs JPY9800/year (US$99/year).

Extras aside, how does the basic package stack up? Its unlimited data usage will be greatly welcomed by iPhone 3G owners, and the package cost may not be that much more than what you already pay for your monthly cellie bill. By comparison, an AT&T package in the US for individuals will cost you a minumum $40/month for voice plan and $30/month for unlimited data, with a 2-year contract – a total monthly charge just about the same as the Softbank package.

Is the iPhone hardware itself worth its price? Until you can play with one in Japan come July 11 (or later; depends on the crowds you'll have to fight), you can do two things: 1) read up a lot on the device (everyone else is); and 2) get a general taste for its form and features – well, except for the phone functionality – from an iPod touch at an electronics shop or Apple Store near you. The iPhone 3G is currently a cheaper product than the iPod touch that does less, so if you're in the market for both an iPod and a smart phone, the iPhone is arguably a great bargain.

Softbank chief Masayoshi Son has high hopes that many mobile shoppers will say "yes" to what he calls "the most advanced [mobile phone] device in the world" and the only phone in Japan carrying 16GB of memory. He predicts a lot of new customers coming from DoCoMo and au - not for cheaper service plans, as in Softbank's the past, but specifically for the iPhone's unique features. That could mean a lot for Softbank revenues: the iPhone 3G's JPY7280 monthly fee is almost 70% higher than the company's average intake of JPY4310 per user in the last quarter.

There's been no public announcement of how many iPhone 3Gs will be available for the launch; supplies may be constrained as the phone rolls out in over 20 countries and regions simultaneously. CEO Son hinted at disappointed would-be buyers, suggesting that Softbank employees themselves may be left out of the initial scramble.

There are still many details to be confirmed, including minimum contract lengths for service plans, cancellation options, paid support service beyond the included 90 days, and so on. Stay tuned for more -

More info: http://www.softbankmobile.co.jp/en/news/press/2008/20080623_01/index.htm... (English)
iPhone basics: http://www.apple.com/iphone/
More news on the iPhone in Japan: http://www.tekronomicon.com/iphone (English)

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