KDDI is the clear winner of subscriber additions since the number portability rule went into effect in Japan. KDDI has increased its subscriber base by 600k new users, when its direct competitors have seen a net reduction. It garnered 67% of the total number of net subscriptions in the past three months. It is certainly the result of increased competition between operators with offering loyalty programs, discount for heavy phone users, more handset selection and more mobile entertainment services. KDDI had 27.4m mobile subscribers at the end of January.