Recently Vodaphone in Japan got bought out by Softbank and they are aggressively marketing their new brand. Here's an ad with Cameron Diaz. She has a couple TV commercials too. From October mobile number portability was enabled in Japan so people were free to change their cell phone carriers to others without changing their phone numbers. Softbank had some serious screw ups and some of the new services were pending. On top of that they marketed Zero Yen fees but they are being investigated that the "Zero Yen" campaign is causing misconceptions of what they are really offering. It's not exactly zero yen calling charges all the time but it only says that in verrrry small letters.
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