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Japan - Mobile Market - Overview, Statistics and Forecasts


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Japan - Mobile Market - Overview, Statistics and Forecasts

Into 2013 there were over 130 million mobile subscribers in Japan with around 97% of these using 3G services. The overall Japanese mobile market remains in a dynamic period of activity. NTT DoCoMo still has a dominant market share, benefitting from its monopoly status years before. However, in close pursuit are KDDI, Softbank and smaller operator eMobile. While fighting for a bigger share in a saturated market, the operators continue to put more weight behind their data services to make up for declining revenue from phone calls. Softbank initially took advantage of its position as the sole carrier for the iPhone and the iPad in Japan. NTT has seen strong subscriber uptake since launching LTE services in December 2010 and is progressively shifting its subscriber base away from 3G services while introducing new data plans.

This report provides an overview of Japanese mobile technologies and mobile data and content services. Providing extensive market, technology and operator based statistics, forecasting on mobile subscribers is also provided up to 2018.

Key Developments:

MIC review of mobile bandwidth allocations in the 2000MHz band by 2020 - to cater for anticipated explosion in demand for mobile and wireless data traffic;
WiFi investments to provide for mobile offload strategies;
launch by Softbank of its Ultra Speed' HSPA+ service;
launch of NTT DoCoMo's LTE network, branded Xi' with aim to cover 70% of population by March 2015;
eMobile launch of LTE and subsequent acquisition of eMobile by Softbank;
establishment of the Softbank affiliate Wireless City Planning to take over next-generation PHS service operations from Willcom;
Softbank loses iPhone exclusivity;
Amazon enters Japanese market as an MVNO;
smartphone sales exceed feature phone sales for the first time;
spectrum allocations in 900MHz and 700Mhz frequency bands;
Softbank joined with Huawei to complete the deployment of what they claim was the world's first trial LTE-Advanced (LTE-A) network in the 3.5GHz spectrum band'.
both NTT DoCoMo and Softbank move to introduce Voice over LTE (VoLTE) systems into their respective networks;
further spectrum in the 3.4GHz-3.6GHz band set to be allocated for commercial 4G networks by 2015.

Companies covered in this report include:

NTT DoCoMo; KDDI; Softbank; eAccess, eMobile; Willcom; Wireless City Planning; Google; Apple


1. Synopsis
2. Mobile communications market
2.1 Background
2.2 Mobile statistics
2.2.1 Mobile subscribers 1995-2014
2.2.2 Mobile subscribers by operator
2.3 Market overview
2.3.1 Developments 2013/2014
2.3.2 Earlier developments
2.4 Differentiation efforts
3. Mobile technologies
3.1 PDC
3.2 CDMA
3.3 PHS
3.4 Third Generation (3G) mobile
3.5 LTE (Long-Term Evolution)/4G
3.6 LTE-Advanced (LTE-A)
3.7 Voice over LTE (VoLTE)
4. Mobile handset / device market
4.1 Smartphone adoption
4.2 Unlocked handsets
4.3 iPhone
4.4 Android
4.5 iPads
4.6 E-Readers
4.7 Tablets
5. Major mobile operators
5.1 Overview
5.2 Statistics
5.3 Forecast: Mobile subscribers 2012-2018
5.4 Forecasting methodology
6. Mobile Virtual Network Operators (MVNO)
7. Mobile services
7.1 Market background
7.2 Prepaid cards
7.3 SMS
7.4 Wi-Fi
7.5 Mobile Internet
7.5.1 NTT DoCoMo's i-mode
8. Mobile content
8.1 Operators extend video, gaming services to competitor's networks
8.2 Global Positioning System (GPS)
8.3 Mobile payment
8.4 Mobile banking
8.4.1 Background
8.4.2 KDDI
8.4.3 NTT DoCoMo
8.4.4 Softbank
8.5 Mobile contactless payment (NFC)
8.5.1 NTT DoCoMo
8.5.2 Softbank
8.5.3 KDDI
8.6 Mobile advertising
8.7 Mobile TV and radio
8.8 Mobile ringtone and music downloads
8.9 Mobile social gaming
8.10 M2M
9. Mobile applications
9.1 Earthquake alerts
9.2 Personal trainer
9.3 QR code readers
9.4 Environmental sensors
10. Related reports
Table 1 Mobile subscriber, annual change and penetration rate 1995 - 2014
Table 2 Market share of mobile operators in Japan February 2014
Table 3 Mobile subscribers by system February 2014
Table 4 Carrier share of mobile telephone and PHS market 2004 - 2014
Table 5 cdmaOne, CDMA2000 1x and WCDMA subscribers 1999 - 2013
Table 6 PHS subscribers by carrier 2004 2013
Table 7 PHS subscribers 1995 2013
Table 8 3G mobile subscribers by operator December 2012
Table 9 3G mobile subscribers by operator December 2013
Table 10 3G mobile subscribers 2001 2014
Table 11 Japan LTE subscribers 2010 - 2014
Table 12 NTT DoCoMo LTE roadmap 2011 2013; 2015
Table 13 Number of handsets sold 2006 - 2010
Table 14 Google and Apple Smartphone platform audience in Japan 2010 - 2012
Table 15 Mobile subscribers, ARPU and churn by operator 2004 - 2012
Table 16 Net addition share by operator 2006 - 2011
Table 17 Forecast mobile subscribers 2014; 2018
Table 18 MVNO subscribers 2009 - 2012
Table 19 Prepaid mobile subscribers December 2010
Table 20 Mobile Internet subscribers, services and technology by provider December 2012
Table 21 Mobile Internet subscribers, services and technology by provider December 2013
Table 22 Mobile Internet subscribers by providers 2005 - 2013
Table 23 Mobile internet subscribers 2000 2013
Chart 1 Japan mobile subscriber growth and population penetration 1995 - 2014
Chart 2 Japan 2G, 3G and LTE growth 2000 - 2013
Exhibit 1 Long-term evolution (LTE) roadmap in Japan 2008 - 2012

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