Japanese mobile operator Vodafone K.K. has named Shiro Tsuda, former chief executive of main rival NTT DoCoMo, as its new president and chief executive, replacing Darryl Green who resigned in June. Vodafone targeted Tsuda after he was passed over by the DoCoMo board during their recent appointment of a new president. Vodafone KK is hoping that its new man will halt the recent slide in popularity of its services which has seen it lose ground to DoCoMo and its other main rival, KDDI. Last month K.K’s subscriber base fell by 3,100 to 15.108 million, whilst DoCoMo and KDDI added 226,000 and 220,000 new customers respectively. The operator posted a JPY100 billion loss for the year ended 31 March 2004 on the back of falling sales and increased costs at its third-generation (3G) mobile service. It is hoped that Tsuda’s experience in the 3G arena with DoCoMo and overall understanding of the Japanese market will help Vodafone stop the rot.