Sachio Semmoto, who founded KDDI, which was Japan's first alternative mobile provider and who has repeatedly shaken up the country's telecoms market with new ventures, yesterday unveiled a new mobile service.

EMobile, which will have no monthly subscription fee and is Japan's first new mobile operator in 13 years, is to launch on March 28 and is set to undercut competitors and increase pricing pressure in the Y9,000bn ($83bn) market.