>> Stockbrokers in Japan are getting ready for a surge of clients ahead of SoftBank's massive IPO. The $21 billion public offering of the group's domestic telecoms unit is set to be Japan's biggest ever, but the focus hasn't been on wooing big industrial investors. Instead, the six lead underwriters, plus a host of smaller brokers, have launched an unprecedented publicity campaign targeting ordinary investors.
Including what Reuters' Taiga Uranaka says seems to be Japan's first TV ads for a private company's IPO. One needs about a family of six. And they say, they call themselves an information sensitive family, with antenna on their head. At the breakfast table, they say, guess what, we just got new information, SoftBank is going to be listed.
And that's one commercial, which is obviously designed to appeal to mass audience of all generations.>> And that mass appeal is key. The SoftBank IPO will see at least 80% of shares on sale offered to domestic retail investors. Which is typical for Japan, compared to the US where it's 10 to 20%.
>> Japanese retail investors love IPOs. The reason why they love IPOs are they think it's a sure fire way to make a quick profit.>> Brokerages also see it as a great opportunity. One online securities company says the number of new accounts has jumped three fold in recent weeks compared to the year's average.
As people hope to snap up SoftBank shares. Analysts say this IPO is especially appealing, one reason, brand recognition. SoftBank runs Japan's third largest mobile network, and its billionaire founder Masayoshi Son enjoys a cult like popularity. Potential investors are also being lured in by high dividends, coming in at 85% of SoftBank Corp profit, far higher than its rivals.
SoftBank Corp has set indicative price at 1,500 yen, or $13.23 per share. Orders for the IPO start on December 3rd.