Buying food at a vending machine or watching TV on your mobile phone is indeed possible in Japan, but I cannot see how any of these services has anything to do with the 700MHz bandwidth...

The vending machine thingy is more alike to the RFID technology and 1-seg TV transmissions are quite separate from the mobile network.

Both things do have something in common though - they're absolutely free (yes, TV reception is not counted as data transmission of any kind) so you must have been talking about "other" services that would occupy that part of the spectrum...