The Feature seems to think that this proves “operators can lure consumers to use mobile data – if they use the right bait” and “blows holes in the argument that cultural differences between European and Japanese users account for the lukewarm customer response to mobile data services in Europe.” Apparently Vodafone has managed to get a good enough service going by paying content providers enough – exactly what the Japanese did.

Update: The latest Feature piece says Vodafone is trumping iMode.