Demand Fluctuations Ahead of New Pricing Plans, the Discontinuation of Handset Purchase Support and Rakuten’s Entry

「Meanwhile, the environment surrounding device sales continues to require close monitoring, given changes including longer replacement cycles due to higher device prices and growing demand for used devices.」

「The situation continues to require close monitoring of changes in the sales environment, including longer handset replacement cycles due to soaring handset prices and developments in various measures taken by telecommunications operators.」

「In the mobile phone industry, migration to 5G through 5G SA and other technologies capable of fully delivering 5G communications capabilities is progressing, while the environment is changing as communications providers promote the use of online service counters, revise sales commission caps, and replacement cycles lengthen as devices become more expensive.」

「In the mobile phone industry, while the transition to 5G is progressing, the environment is changing through measures such as telecommunications operators promoting the use of online counters and revising sales commission terms. In addition, competition is expected to expand through services linked to customers' broader economic ecosystems, including loyalty-point services, credit cards, and other financial services offered by telecommunications operators.」

「In the mobile phone industry, expectations are rising for more active communications services through 5G SA (StandAlone), which can fully deliver 5G communications capabilities, and “Beyond 5G,” the next-generation communications infrastructure announced by the Ministry of Internal Affairs and Communications. Meanwhile, the operating environment is changing as communications providers revise commission terms, promote the use of online service counters, and consolidate and streamline carrier stores.」

「In the mobile phone industry, as the transition to 5G gradually progresses, the 5G SA (Stand Alone) communications environment, which enables users to fully benefit from its communications capabilities, is expected to stimulate the market. Meanwhile, the operating environment is undergoing significant changes, including revisions to fee terms by telecommunications operators, increased use of online counters, and the consolidation and closure of carrier shops.」

「In the mobile phone industry, 5G services are becoming more widespread, compatible devices are proliferating, and communications carriers are launching new brands while MVNOs introduce new plans, driving major changes in the industry. Expectations are building for expanded 5G service areas and new services as base stations are further developed. As the use of online service counters becomes more widespread, improving customer-support quality and services, raising customer satisfaction, and proposing uses from new perspectives are becoming increasingly important.」

「In the mobile phone industry, the sector is undergoing major transformation as 5G services become more widespread, communications carriers launch new brands and plans, and MVNOs respond by introducing new plans. As users gain more choices, improving customer-support quality and services and raising customer satisfaction, including through expanded use of online service counters, have become increasingly important.」

「In the mobile phone industry, the sector is undergoing major transformation as 5G services become more widespread, new communications providers enter the market, and each company launches new brands in response to the government's call for lower mobile phone charges. Against the backdrop of the COVID-19 pandemic, improving customer-support quality and services and raising customer satisfaction, including by encouraging the use of online service counters under the theme of “contactless” service, have become increasingly important for customer acquisition.」

「In the mobile phone industry, as handset demand has run its course and sales volumes have stagnated, the environment surrounding the industry has undergone significant changes, including slower price competition due to handset discount caps under the amended Telecommunications Business Act and plan revisions separating communications services from handsets, the entry of new telecommunications operators, the introduction of 5G services, and the government's calls for lower mobile phone charges」

「Significant changes in the environment surrounding the industry, including slower price competition due to handset discount caps under the amended Telecommunications Business Act and plan revisions separating communications services from handsets, the entry of new telecommunications operators, and the introduction of 5G services」

「However, the October 2019 amendment to the Telecommunications Business Act required the complete separation of communication charges and device prices and imposed certain limits on device discounts, leading individual customers to hold back purchases and extending replacement cycles, which resulted in a substantial decline in mobile phone units sold.」

「However, as consumers increasingly took a wait-and-see approach to the entry of Rakuten Mobile as a carrier and the new plans introduced by each operator following legislative amendments requiring the complete separation of communication charges and device prices, and as they held back purchases ahead of the launch of the new iPhone, mobile phone units sold declined substantially.」

「We had also expected last-minute demand for "docomo with" and "Handset Purchase Support," which were ending with the introduction of the new pricing plans ("Gigaho" and "Gigalite"). However, consumers were strongly taking a wait-and-see approach ahead of the launch of services by Rakuten, Inc., which was to become the fourth major carrier, and the number of handsets sold was below the level in the same period of the previous year. In contrast, in the corporate services business, last-minute demand arose ahead of the end of applications for "Handset Purchase Support" at the end of June, and the number of handsets sold substantially exceeded the level in the same period of the previous year.」