The mobile market's shift toward a smartphone-centered model

「In the internet-related market to which the Group belongs, the social implementation of advanced technologies such as generative AI, XR, and the metaverse is accelerating further, alongside the advancement of communications infrastructure and the spread of smart devices, broadening the creation of new services and revenue models. In particular, in entertainment, live streaming and content experiences in virtual spaces are becoming more sophisticated, advancing the delivery of new user value that combines the physical and digital worlds.」

「In the internet-related market to which the Group belongs, the social implementation of advanced technologies such as generative AI, XR, and the metaverse is accelerating further, alongside the advancement of communications infrastructure and the spread of smart devices, broadening the creation of new services and revenue models. In particular, in entertainment, live streaming and content experiences in virtual spaces are becoming more sophisticated, advancing the delivery of new user value that combines the physical and digital worlds.」

「In the internet-related market to which the Group belongs, technological advances such as generative AI and XR have become increasingly pronounced in addition to the spread of 5G, accelerating the emergence of new services and business models using these technologies.」

「In the internet-related market, the Group's business domain, expectations are growing for the creation of new businesses and further market expansion as networks become more advanced and digital services diversify. The digital shift in various services, particularly entertainment, is also advancing rapidly.」

「In the internet-related market, the Group's business domain, expectations are growing for the creation of new businesses and further market expansion as communications infrastructure advances and digital services diversify.」

「In the internet-related market, the Group's business domain, network infrastructure, including fifth-generation mobile communications systems, is becoming more advanced, and expectations are growing for the creation of new markets and businesses and further market expansion as high-speed, highly reliable connectivity services become widespread.」

「In the internet-related market, the Group's business domain, commercialization of fifth-generation mobile communications systems is progressing, and expectations are growing for the creation of new markets and businesses and further market expansion as high-speed, highly reliable connectivity services become widespread.」

「In the internet-related market, the Group's business domain, commercialization of fifth-generation mobile communications systems has begun, raising expectations for the creation and expansion of new markets going forward. While the spread of the novel coronavirus restricted socioeconomic activity, changes in behavior led to a marked increase in the frequency and duration of internet use from home. The digitalization of society and the digital shift in various services, particularly entertainment, also advanced rapidly.」

「In the internet-related market, the Group's business domain, commercialization of fifth-generation mobile communications systems has begun, raising expectations for the creation and expansion of new markets going forward. While the spread of the novel coronavirus restricted socioeconomic activity, changes in behavior led to a marked increase in the frequency and duration of internet use from home. The digitalization of society and the digital shift in various services, particularly entertainment, also advanced rapidly.」

「In the internet-related market, the Group's business domain, commercialization of fifth-generation mobile communications systems has begun, raising expectations for the creation and expansion of new markets going forward. While the spread of the novel coronavirus restricted socioeconomic activity, changes in behavior led to a marked increase in the frequency and duration of internet use from home. The digitalization of society and the digital shift in various services, particularly entertainment, also advanced rapidly.」

「In the internet-related market, the Group's business domain, commercialization of fifth-generation mobile communications systems has begun, raising expectations for the creation and expansion of new markets going forward. While the spread of the novel coronavirus restricted socioeconomic activity, changes in behavior led to a marked increase in the frequency and duration of internet use from home.」

「In the internet-related market, the Group's business domain, commercialization of fifth-generation mobile communications systems has begun, raising expectations for the creation and expansion of new markets going forward. While the spread of the novel coronavirus and related calls for people to refrain from going out restricted socioeconomic activity, the frequency and duration of internet use from home increased markedly. The digitalization of society and the use of digital technologies in various services, particularly entertainment, also advanced rapidly.」

「While the spread of the novel coronavirus and related calls for people to refrain from going out restricted socioeconomic activity, the frequency and duration of internet use from home increased markedly. The digitalization of society and the use of digital technologies in various services, particularly entertainment, also advanced rapidly.」

「While the spread of the novel coronavirus and related calls for people to refrain from going out restricted socioeconomic activity, the frequency and duration of internet use from home increased markedly, and the digitalization of society and the use of digital technologies in various services advanced rapidly.」

「In the internet-related market, the Group's business domain, commercialization of fifth-generation mobile communications systems has begun, raising expectations for the creation and expansion of new markets going forward.」

「Against the backdrop of smartphone adoption, the internet is becoming increasingly mobile, and steady growth and market expansion are continuing as time spent using the internet and consumption of services through it increase. Meanwhile, technological advances and the creation of new businesses and services are accelerating, and the business environment is changing rapidly, including the start of commercialization of fifth-generation mobile communications systems in 2020.」

「Meanwhile, technological advances and the creation of new businesses and services are accelerating, and the business environment is changing rapidly, including the scheduled commercialization of fifth-generation mobile communications systems in 2020.」

「The internet-related market, the Group's business domain, is continuing to grow and expand steadily as mobile devices, led by smartphones, have become the devices most closely integrated into daily life, while time spent using the internet and consumption of services through it have also increased.」

「The internet-related market, the Group's business domain, is continuing to grow and expand steadily as mobile devices, led by smartphones, have become the devices most closely integrated into daily life, while time spent using the internet and consumption of services through it have also increased.」

「As of the end of September 2018, total mobile-phone subscriptions had increased steadily, albeit moderately, to 171.00 million (up 4.2% year on year). In terms of information and communications equipment ownership, smartphone ownership had reached 75.1% (up 3.3 percentage points year on year) and tablet ownership 36.4% (up 2.0 percentage points), and the market was transitioning to stable growth after penetration had reached a plateau.」

「Along with the spread and increased use of smartphones and tablets, the mobile-content market reached ¥2.1109 trillion in 2017 (up 12.5% year on year), continuing to expand at a high rate.」

「In 2017, ownership of information and communications equipment reached 75.1% for smartphones (up 3.3 percentage points year on year) and 36.4% for tablets (up 2.0 percentage points). As penetration reached a plateau, the market was beginning to transition to stable growth. Internet use via smartphones continued to increase, with a usage rate of 59.7% (up 1.8 percentage points year on year) and average usage time of 64.7 minutes (up 5.5%). As an information device owned by one person each, smartphones are becoming central to daily life. Along with the spread and increased use of smartphones and tablets, the mobile-content market reached ¥1.9478 trillion in 2017 (up 9.5% year on year), continuing to expand at a high rate.」

「As of the end of December 2017, total mobile-phone subscriptions had reached 165.82 million (up 3.2% year on year). In terms of information and communications equipment ownership, smartphone ownership was 71.8% (down 0.2 percentage points year on year) and tablet ownership was 34.4% (up 1.1 percentage points), with penetration advancing as communications networks became faster.」

「As of the end of September 2017, total mobile-phone subscriptions had reached 164.12 million (up 2.9% year on year), although the pace of growth had slowed (Source: Telecommunications Carriers Association). In terms of information and communications equipment ownership, smartphone ownership was 71.8% (down 0.2 percentage points year on year) and tablet ownership was 34.4% (up 1.1 percentage points), with penetration advancing as communications networks became faster. Internet use via smartphones also increased, with a usage rate of 58% (up 4 percentage points year on year) and daily usage time of 82.1 minutes, and smartphones are becoming central to daily life (Source: all figures from the Ministry of Internal Affairs and Communications' 2017 White Paper on Information and Communications).」

「In 2016, ownership of information and communications equipment was broadly unchanged from the previous year as penetration reached a plateau: smartphone ownership was 71.8% (down 0.2 percentage points year on year) and tablet ownership was 34.4% (up 1.1 percentage points). Meanwhile, internet use via smartphones increased, with the usage rate at 58% (up 4 percentage points year on year) and average usage time at 61.3 minutes (up 13.9%). As an information device owned by one person each, smartphones are becoming central to daily life. Along with increased smartphone and tablet use, the mobile-content market reached ¥1.8757 trillion in 2016 (up 20.0% year on year), continuing to expand substantially (Source: all figures from the Ministry of Internal Affairs and Communications' 2017 White Paper on Information and Communications).」

「As of the end of December 2016, total mobile-phone subscriptions had reached 160.70 million (up 4.1% year on year), although the pace of growth had slowed. In terms of information and communications equipment penetration, smartphone ownership had risen significantly to 72.0% (up 7.8 percentage points year on year) and tablet ownership to 33.3% (up 7.0 percentage points).」

「As of the end of September 2016, total mobile-phone subscriptions had reached 159.54 million (up 4.4% year on year), although the pace of growth had slowed (Source: Telecommunications Carriers Association). In terms of information and communications equipment penetration, smartphone ownership had risen significantly to 72.0% (up 7.8 percentage points year on year) and tablet ownership to 33.3% (up 7.0 percentage points), and opportunities to access the internet and the frequency of use continued to increase. Driven by the spread of smartphones and tablets, the mobile-content market reached ¥1.5632 trillion in 2015 (up 7.3% year on year) and continued to expand (Source: all figures from the Ministry of Internal Affairs and Communications' White Paper on Information and Communications).」

「As of the end of March 2016, total mobile-phone subscriptions had reached 156.48 million (up 1.3% year on year), although the pace of growth had slowed. In terms of information and communications equipment penetration, smartphone ownership had risen significantly to 72.0% (up 7.8 percentage points year on year) and tablet ownership to 33.3% (up 7.0 percentage points), and opportunities to access the internet and the frequency of use continued to increase. Driven by the spread of smartphones and tablets, the mobile-content market reached ¥1.5632 trillion in 2015 (up 7.3% year on year) and continued to expand (Source: all figures from the Ministry of Internal Affairs and Communications' White Paper on Information and Communications).」

「In terms of penetration, smartphone penetration reached 67.4% (up 6.8% year on year), exceeding feature-phone penetration for the first time. Driven by smartphones, the internet-related market is also continuing to expand (Source: Cabinet Office).」

「Total shipments from January through December 2015 decreased 6.6% year on year to 35.77 million units, but smartphones accounted for 77.1% of total shipments, indicating further market penetration.」