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Tariff Trends SnapShot 158 - Responses from the existing Japanese MNOs following 4th operator Rakuten Mobile's launch

  • Report
  • 33 Pages
  • August 2020
  • Region: Japan
  • Tariff Consultancy
  • ID: 5139141

In SnapShot 158, the analyst provides an update of the Japanese Mobile market, following the launch of Rakuten Mobile on April 8th 2020, after several months of delay. Rakuten Mobile is the 4th MNO in Japan and uses new virtual-RAN (Radio Access Network) and cloud technology and has also introduced a series of unlimited voice and mobile data plans. Rakuten is to launch 5G in September 2020.

 This SnapShot is a follow up to SnapShot 142, published in January 2020, which looked at the Japanese market ahead of the entry of Rakuten Mobile. Since the existing Japanese MNOs (au (KDDI), NTT docomo & Softbank Mobile) have responded by introducing their own variants of unlimited data plans.

Docomo is the dominant operator with just under 50% market share, Softbank has improved the market share by 1% and docomo lost 1%. 




Table of Contents

1. Introduction - The entry of the 4th Japanese MNO Rakuten Mobile   
2. Rakuten Mobile - new plans and pricing
3. The response from the existing Japanese MNOs     
4. Conclusions - The impact of the the 4th MNO on the market 

Companies Mentioned

A selection of companies mentioned in this report includes:

  • au (Japan)
  • NTT docomo (Japan)
  • Rakuten Mobile (Japan)
  • Softbank (Japan
  • LINE (Japan)
  • UQ Mobile (Japan)
  • Yahoo! Mobile (Japan)


The analyst researches its reports typically within a three-month period. All of its reports are based on primary and secondary research including interviews with relevant companies/operators covered in the report. The analyst also draws on its extensive in-house database and its contacts in the field of telecommunications it has established since the company was launched in 2006.

The analyst has 26-years of experience in the field of telecoms pricing both mobile and fixed. They have a network of consultants as well as a multi-lingual research team, with languages spoken French, German, Polish and Spanish.