Japan’s new economic zone: Rakuten

The April 30 addition of iPhone 12 lineup to Rakuten Mobile marked the transformation of Rakuten Mobile into a first tier carrier on the same level of Docomo, KDDI au and SoftBank. Now that SoftBank is taking Rakuten to court over allegedly stolen SoftBank corporate secrets, I think we know who is feeling the pressure. It is the end of an era. SoftBank was the first carrier to launch iPhone in Japan back in 2007 when NTT Docomo refused and KDDI au could not (the Verizon iPhone problem). They cleverly used iPhone to leverage their position from an industry also-ran into a serious first tier carrier grabbing marketshare for the other majors.

Rakuten Mobile is now playing the hungry upstart with fresh ideas and aggressive plans: pay for what you actually use instead of paying for a monthly allotment just like the good old land line days…how original. Nevertheless SoftBank feels threatened not only by Rakuten Mobile but the total weight of the Rakuten Empire: Rakuten Pay which encompasses Rakuten Edy and Rakuten Suica, and most of all, Rakuten Point.

SoftBank has similar parts, PayPay and TPoint/TMoney (the latter is living on borrowed time), but they are not well integrated across the SoftBank empire and more importantly, they don’t have the synergy of Rakuten. The Rakuten Point synergy works across online shopping, online travel booking and online trading…and now mobile. That’s why people in their 20~40’s are sometimes referred to as living in the Rakuten economic zone, leveraging Rakuten Point as currency ‘plus’ to make their real money go much farther for all of their needs.

But there’s one more thing. Now that Rakuten Mobile has the full iPhone lineup, it’s only a matter of time before Rakuten Edy and Rakuten Suica join Apple Pay. That is SoftBank’s true nightmare.

2 NFC Antennas for iPhone 12

New iPhone specs are always fun to compare and analyze. On the NFC front we have a few changes in iPhone 12. NFC is now listed twice, first in the Cellular and Wireless section as “NFC with reader mode,” and again the MacSafe section as “Accessory Identification NFC.”

The keynote also shows NFC twice: once using iPhone 12 to unlock a door and again in the MagSafe section as a ‘single-turn coil NFC.’ So there we have it: the good old Apple Pay NFC antenna with embedded Secure Element for transactions where it has always been on the top of iPhone, and a new MagSafe NFC antenna for tag reading MagSafe accessories on the back that doesn’t need a secure element for card emulation transactions and might incorporate the NFC Forum Wireless Charging Specification. Hopefully Apple will release MagSafe developer documentation later on so we can find out. Some users wondered if the new MacSafe NFC would interfere with 3rd party card cases and using Apple Pay, but this doesn’t seem to be the case, no pun intended.

The NFC Forum Specification includes wireless charging but it’s not clear if MagSafe includes it.

What about ‘NFC with reader mode’? This is just the new name for Background NFC tag reading which was listed in previous models that have all been updated to the new name. Another welcome addition is the return of Suica (removed in the iPhone SE Apple Pay section) along with the just released Apple Pay PASMO mention in the iPhone 12 JP Apple Pay specs.