There has long been agreement in the industry that free offers are a pre-requisite for femtocells to hit mass market volumes. It looks like SoftBank, a company with a strong reputation for innovation, is leading the pack once again.
Thanks to @Nobi for the pics from the event (see more here).
Softbank CEO Masayoshi Son holding a femtocell (Ubiquisys G3-mini):
Femtocell in a residential setting:
Femtocell in a retail setting: