As I mentioned they would a little while ago, SoftBank began accepting orders for free femtocells this week. This in itself is a ground-breaking industry first. The operator, however, has gone one better by providing free ADSL connections too.
Free really does change everything, especially the consumer proposition. Instead of selling an accessory to fix coverage problems (attractive only to a minority), here is a premium experience indoors for all, an integral part of the operator’s brand promise.
While many people expected femtocells to be eventually offered for free, the move to offer an ADSL connection as well is unprecedented. This offer has shaken up the business case for femtocells and will be sure to accelerate their adoption.