People really don't understand the scale of how huge this emoji thing is.
SMS in Japan is only for people with the same carrier as you. Push email is the main means of text communication.
There are three main cell carriers in Japan.
People put emoji in almost every mail they send.
If you put emoji in a mail from one carrier to the iphone, you get corrupted characters. Meaning that you can't get mails from 1/3 of the people with cell phones.
Softbank just promised that you'll be able to send and recieve emoji (mails in general) to all carriers with no character corruption.
That's gonna be really huge for bringing in new people to buy the iphone. Imagine if you're in the US and couldn't sms verizon people, just because... That's sorta the situation over here now.
One more ancedotal story. Now when I tell friends about my phone, the number one thing I say is, "I'm gonna be able to use emoji again too soon..." 🙄