Maybe the japanese story can not be repeated, not even by Vodafone. At least Tapio Anttila thinks so:

CTIA (see also: CTIA) will transform in the future increasingly into a B2B industry show, serving consumer-facing verticals as the dreams of the carriers about becoming media companies gradually fade. Branded services and MVNOs will become the obvious choice for grabbing the attention of the consumer, just like fast-food chains and cappuccino-cafes populated the streets of East Berlin after the iron curtain fell.

Taken from «MEOW! Mobile Entertainment Opportunity Watch» Newsletter