SoftBank Beats DoCoMo and KDDI in New IPhone Sales, BCN Says

SoftBank Corp. (9984) sold the most Apple Inc. (AAPL) iPhones in Japan during the first three days of sales for the new 5s and 5c models, beating NTT DoCoMo Inc. and KDDI Corp. (9433)

SoftBank accounted for 44.7 percent of Japanese sales of the two models which were released Sept. 20, while DoCoMo took a 27.8 percent market share and KDDI controlled 27.5 percent, according to estimates from researcher BCN Inc. Sales of the iPhone 5s with fingerprint-sensor were about five-fold of the cheaper 5c model, BCN, which compiles data from retail outlets, said yesterday on its website.

Competition among Japan’s three major carriers is building as DoCoMo, the nation’s largest mobile carrier, began carrying the iPhone this month in an attempt to reverse market-share losses. DoCoMo’s share of mobile users slumped to 46 percent in August, compared with 52 percent in 2008, as first SoftBank and then KDDI won Japanese users with the Apple handset.

SoftBank’s boosted iPhone sales through catchy advertisements and marketing campaigns, BCN said in the report.

To contact the reporter on this story: Mariko Yasu in Tokyo at

To contact the editor responsible for this story: Michael Tighe at

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