Advent of Smartphone Era

Percentage of smartphone in the mobile phone sales

Total of SoftBank, NTT DOCOMO and au

Source: GfK. Percentage of smartphone (iPhone, Android, BLACKBERRY) in the mobile phone sales at major electronic retailers.

Surging Data Traffic

60x in 5 years

Mobile data traffic

60x

*SoftBank data (indexed at traffic volume of April 2008 = 1)

Packet Congestion

Phone Era Smartphone Era

Smartphone Era = Mobile Networks for Internet

Small CellDouble LTE

Full IP Network

Double LTE

Compatible models: iPhone 5, iPad mini and iPad (4th generation). As of March 21, 2013

No.1 in the number of Wi-Fi spots

Surveyed by SoftBank Corp. (as of April 18, 2013)

SoftBank

Improved Wi-Fi quality 1: Reduction of authentication time

New method (SIM) Authentication

2-4 secondsWi-Fi spot

Former method (WEB)Authentication

Wi-Fi spot

10-12 seconds

Server

Improved Wi-Fi quality 2: Controlled unstable weak signal

Before Improvement:

Unstable connection Unstable connectionWi-Fi spot

Stable

Unstable Wi-Fi connection

(Wi-Fi signal)

Improved Wi-Fi quality 2: Controlled unstable weak signal

Mobile phone network Mobile phone networkWi-Fi spot

Stable

Switch to stable mobile phone network

(Wi-Fi signal)

After Improvement:

Small Cell Deployment

Concentrated data traffic in big cities

Allocate traffic to small cells

Regular base station design: 1,000 users/cell Small cell design: 100 users/cell

Control Interference by Cloud Base Station

Regular base stations

Interference adjustment is complicated

Control system

Interference adjustment is simple

Control system BBU

World’s First Large-Scale Cloud Base Station

World’s First Communication Log Analysis using Big Data

600 million logs per month

No.1 Connectivity in Data Communication

Smartphone Data Connection Rate (Japan)

SoftBank

Jan 13, 2013 May 5, 2013

*Statistics analyzed by Agoop Corp.Total 120,000 smartphones (40,000 for each operator) were randomly selected for analysis. Data was collected through the disaster warning app (by Yahoo Japan) and Ramen Checker app (by Agoop).

No.1 Call Connectivity

Smartphone Call Connection Rate (Japan)SoftBank

July 24, 2012 April 30, 2013

Surveyed by IPSOS.Actual connection rate on calls made to 14,100 smartphone monitors(SoftBank: 5,700, NTT DOCOMO: 4,000, au: 4,400)

No. 1 Smartphone Communication Speed Verified by Third Parties

Source: ICT Research & ConsultingSmartphone LTE speed survey (200 spots nation-wide/ Nov. 6, 2012)

Source: MM Research InstituteNext-generation high-speed communication (4G) smartphone speed survey (Dec. 13, 2012)

Source: RBB TODAY SoftBank prevails in the smartphone communication speed according to RBB TODAY SPEED TEST (Jan. 23, 2013)

Source: MMD LABOSmartphone communication speed survey by carrier and region in March 2013 (Apr. 9, 2013)

Source: Campus NaviSmartphone communication survey at 100 universities in Japan (Apr. 17, 2013)

SoftBank

NTT DOCOMO

SoftBank

NTT DOCOMO

SoftBank

NTT DOCOMO

SoftBank

NTT DOCOMO

SoftBank

NTT DOCOMO

Effectively Utilize Two High-speed Networks

Spread traffic

No.1 Connectivity in Smartphone Era

No.1 Connectivity

No.1 Connectivity Super Dense Network

No.1 Connectivity

Smartphone holder

Full-segment digital broadcast receptionConventional one-segment

Industry’s first* Smartphone with Full-segment Digital Broadcast Reception5.0 inch full HD

*Industry’s first in Japan as of May 6, 2013. Surveyed by ROA.

No.1 Connectivity

Industry’s top-ranked camera, F-number 1.9

Well exposed photo even in dark places

F-number 1.9 F-number 2.5

No.1 Connectivity

No.1 Connectivity Super Dense Network

No.1 Connectivity

Smartphone with Full-segment Digital Broadcast Reception5.0 inch full HD LCD

No.1 Connectivity

No Charging Worries: 2-day Battery Life

Industry’s First* Smartphone with Full-segment Digital Broadcast Reception

*Industry’s first in Japan as of May 6, 2013. Surveyed by ROA.

No.1 Connectivity Super Dense Network

No.1 Connectivity

Compact size and extensive functions

No.1 Connectivity

SoftBank’s Unique FunctionRadiation Measuring Time Became Half

(Preliminary result)1/2 measuring time

1 minute

2 minutes

2 minutes1 minute0 minute

*Measuring time necessary to maintain margin of error at 80% under 0.05uSv/h environment.

No.1 Connectivity Super Dense Network

No.1 Connectivity

94g World’s Lightest Waterproof Smartphone*

*Of the waterproof smartphones available in the market as of April 1, 2013 (surveyed by NEO MARKETING INC.)

No.1 Connectivity

Comfortable Call Functions

Smart Sonic Receiver technology

Dual Network Compatible Model

Compatible with Networks of SoftBank and EMOBILE

LTE Network

* 4G area is partly complemented by EMOBILE’s LTE network.

Powerful battery

Maximum downlink speed 110Mbps

Summer Collection

※ 画像はイメージです

- Entertainment Programs such as Movies

- Ultralight Compact Size

- Character Design available

Photo is a depicted image.

※ デザインはイメージで変更になる場合があります。

Character Cover Cases Available

Design is a depicted image and is subject to change.

※ デザインはイメージで変更になる場合があります。

Design Live Wallpaper of Variety of Character Faces

Design is a depicted image and is subject to change.

※ 画像はイメージです

Photo is a depicted image.

Number of mobile accessories shipped: 20mil

Global design originated in Japan

Bobbin Design Adjustable1.5-meter Cable

ReliableJapanese Design

Information Revolution – Happiness for Everyone

Cloud

Healthcare data

DevicesServices/applications

Exclusive offering of the US’s popular latest Fitbit model in Japan

Wireless synchronization of your activity by wearing on your wrist

Automaticdata transfer

Synchronization

Number of steps / distance (travelled) Calorie consumption

Number of steps / distance (travelled)

Calorie consumption

Hours slept Depth of sleep

Sleep

Now Future

Healthy lifestyle Unhealthy lifestyle

Predict future weight and face

Free-call to healthcare counseling service around the clock

24h / 365days

JPY 490/month Amount of activity Prediction Call counseling

After 20 years of healthy lifestyle

Summer Collection

After 20 years of unhealthy lifestyle

Mimamori series

Exceeded 1 million units sold

Mimamori phone 3 Mimamori GPS

Mimamori phone 3 Mimamori GPS

One-click callVoice message/templates

Mimamori GPSLocation information of person or good

CSP keitai de assist

Smartphone for the elderly

SoftBank’s First Smartphone for the Elderly

No.1 Connectivity

Simple Smartphone

3 Lit Buttons for Simple Use

SoftBank’s Unique Function

No.1 Connectivity

Easy Zoom-in Function

SoftBank’s Unique Function

No.1 Connectivity

SoftBank’s First Smartphone for the Elderly

No.1 Connectivity

Unlimited Packet Discount Flat for Simple Smartphone (204SH only)

JPY 2,980/month

No.1 Connectivity

No.1 Connectivity in Smartphone Era