Main Businesses
Core Company
SOFTBANK BB is the segment's core company. While existing telecommunications operators were pursuing the gradual spread of the Internet over narrow band connections, SOFTBANK BB launched Yahoo! BB in 2001 as Japan's first full-scale comprehensive broadband Internet service, and since then has been a driving force behind Japan's rapid adoption of broadband.
In addition to raising transmission speeds and volume to a level fully able to transmit rich content, the development of comprehensive, high-value-added services including the BB Phone IP telephony service, wireless LAN, and then the BBTV broadband broadcasting service and BB Security service has generated strong support from users. As of the end of fiscal 2009, the number of Yahoo! BB ADSL lines in place represented 38.4% of the total DSL services market.
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SOFTBANK BB strives for sustained growth by not only using its own strengths, but also making use of synergies across the SOFTBANK Group to provide high-quality services that address the variety of latent needs of users. White Call 24, which was fully launched nationwide in June 2008, is an example. White Call 24 provides free domestic voice calls 24 hours a day between users of BB Phone and SOFTBANK MOBILE's mobile phones (White Plan), blazing the way for full-fledged FMC services in Japan.
Other intra-Group tie-ups include proactive crossselling between the Yahoo! BB and SoftBank mobile phone sales channels. SOFTBANK BB, SOFTBANK MOBILE, and SOFTBANK TELECOM are also raising their cost-competitiveness by integrating their call centers, backbone networks, and billing systems.
The ADSL services offered by SOFTBANK BB have transmission speeds and volume fully capable of handling today's rich content including video. And at a cost of approximately 4,000 yen per month, ADSL is in a stronger cost position relative to the roughly 7,000 yen monthly charge for FTTH services. SOFTBANK BB is using this strength to expand its customer base by appealing to users, while at the same time launching new price plans*2 such as Yahoo! BB White Plan to attract light Internet users.
ADSL services are SOFTBANK BB's main business, but increasingly diverse customer needs are also flexibly met with services like FTTH and FTTR. As a next step in providing customer-oriented services, Yahoo! BB hikari with FLET'S, using other operators' optical lines, was launched in February 2009 (with geographic coverage being expanded in stages from April 2009.) In addition to expanding the lineup of ISP services, SOFTBANK BB benefits from increased sales of value-added services including BB Phone and BB Security. At the same time, other companies are able to leverage the strength of the Yahoo! BB brand and SOFTBANK BB's marketing strength. This is designed to lead to growth by building win-win relationships.
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