i-mode was launched in Japan on 22 February 1999. The content planning and service design team was led by Mari Matsunaga, while Takeshi Natsuno was responsible for the business development. Top executive Keiichi Enoki oversaw the technical and overall development. A few months after DoCoMo launched i-mode in February 1999, DoCoMo's competitors launched very similar mobile data services: KDDI launched EZweb, and J-Phone launched J-Sky. Vodafone later acquired J-Phone including J-Sky, renaming the service Vodafone live!, although initially this was different from Vodafone live! in Europe and other markets. In addition, Vodafone KK was acquired by SoftBank, an operator of Yahoo! Japan in October, 2006 and changed the name to SoftBank Mobile.