Contraction of the Mobile Phone Market and Shifts in the Competitive Landscape
First written in FY2017-Q1. 18 of 34 entries say "Reframed", first in FY2019-Q1. Latest entry: 2026-11-11.
Kyoritsu Computer & Communication moved to the "Worse" side of this theme in 2019, 3 years before the typical company in this theme (2022).
The whole theme swung hardest in 2022: 4 of 7 companies on the "Worse" side.
0 other companies' latest entry also says "Reframed".
- 2026-11-11ReframedResults
「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.」
端末高価格化による買い替えサイクル長期化に加え、中古端末需要の拡大を新たに明示している。 - FY2028-H1ReframedAnnual report
「In the Mobile industry, the utility and convenience of devices are expected to improve further as various content and services are expanded and moves toward the widespread adoption of AI-equipped smartphones progress. At the same time, 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. In addition, telecommunications carriers are strengthening services linked to customers’ broader economic ecosystems, including points programs and financial services such as credit cards, alongside their pricing plans, making competition for customer acquisition increasingly diverse.」
The discussion of changes in the Mobile market explicitly identifies expectations for AI-equipped devices, higher device prices, demand for used devices, longer replacement cycles and services linked to customers’ broader economic ecosystems. - FY2026ReframedAnnual report
「In the mobile phone industry, various content and services, rather than just voice services, are being expanded daily. Expectations are rising for further improvements in practicality and convenience, including with the emergence of AI-equipped smartphones. At the same time, changes in the sales environment, including longer replacement cycles resulting from higher device prices and developments in measures by communications providers, require continued monitoring. Competition among communications providers is also intensifying through services linked to customers' economic spheres, including financial services such as points programs and credit cards. Store operations are changing as stores are expected to deepen their customer-oriented business development rather than limiting their role to merchandise sales.」
The competitive and demand environment in the mobile phone market is evolving to encompass AI-enabled devices, higher device prices, longer replacement cycles, ecosystem-linked services, and customer-centric store operations. - FY2027-H1ReframedAnnual report
「In the mobile phone industry, various content and services, in addition to voice services, are being enhanced daily. Expectations are rising for further improvements in practicality and convenience, including with the emergence of AI-equipped smartphones. At the same time, changes in the sales environment, including longer replacement cycles resulting from higher device prices and developments in measures and amendments to laws by communications providers, require close monitoring. Competition among communications providers is also intensifying through services linked to customers' economic spheres, including points programs, credit cards and other financial services. Store operations are changing as stores are expected to deepen their customer-oriented business development further, rather than limiting their role to merchandise sales.」
The description of changes in the mobile phone market environment has been updated to include AI-equipped devices, longer replacement cycles resulting from higher device prices, changes in laws and measures, competition through services linked to customers' economic spheres, and the shift in stores' role beyond merchandise sales. - FY2025ReframedAnnual report
「In the mobile phone industry, the coverage areas and services of 5G SA, which can fully deliver 5G communications capabilities, are expanding. Expectations are also rising for improved practicality and convenience following the emergence of AI-equipped smartphones. Meanwhile, the environment is changing as communications providers promote the use of online service counters, revise sales commission caps, replacement cycles lengthen as devices become more expensive, and laws and measures are amended.」
The competitive and demand environment in the mobile phone market has been updated to include the expansion of 5G SA coverage and services and expectations for AI-equipped devices, together with online service counters, sales commission caps, and longer replacement cycles resulting from higher device prices. - FY2026-H1ReframedAnnual report
「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.」
The description of changes in the mobile phone market environment now explicitly includes longer replacement cycles resulting from higher device prices, in addition to online service counters and sales commission terms. - FY2024ReframedAnnual report
「In the mobile phone industry, migration to 5G through 5G SA and other technologies capable of fully delivering 5G communications capabilities is progressing, while communications providers promote the use of online service counters and revise sales commission terms. Competition is expected to expand through services linked to customers' economic spheres, including points programs, credit cards and other financial services offered by communications providers. Stores are therefore being required to shift from their traditional focus on merchandise sales toward customer-oriented businesses.」
The description of the mobile phone market has been reorganized to include the shift to 5G, online service counters, revised sales commission terms, expanding competition through services linked to customers' economic spheres, and the changing role of stores. - FY2024-Q4ReframedAnnual report
「In the mobile phone industry, migration to 5G through 5G SA and other technologies capable of fully delivering 5G communications capabilities is progressing, and expectations are rising for more active communications services through “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 optimize carrier stores. Stores are therefore being required to shift from their traditional focus on merchandise sales toward customer-oriented businesses.」
The description of the mobile phone market has been reorganized as a structural shift encompassing expectations for 5G and Beyond 5G, stronger online service counters, carrier-store optimization, and a shift in stores' role from merchandise sales toward customer-oriented businesses. - FY2024-Q3WorsenedAnnual report
「Declining revenue from the store business due to slowing growth in the smartphone market and the expansion of online sales」
Regarding the contraction of the mobile phone market and the changing basis of competition, slowing growth in the smartphone market and the expansion of online sales are explicitly identified as factors behind lower store-business revenue. - FY2024-Q2RestatedAnnual report
「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.」
The description continues to cover expectations for 5G SA and Beyond 5G, together with changes in the operating environment resulting from revised commission terms, stronger online service counters, and the consolidation and streamlining of carrier stores. - FY2023-Q2ReframedAnnual report
「The operating environment has changed significantly, with communications providers revising commission terms, promoting the use of online service counters, and announcing policies to consolidate and streamline carrier stores.」
The changing mobile phone market environment has been reorganized to include, in addition to the existing pricing and device systems, 5G and new entrants, the restructuring of providers' sales channels through stronger online service counters and the consolidation and streamlining of carrier stores. - FY2022-Q3ReframedAnnual report
「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.」
The competitive environment in the mobile phone market has been reorganized as a structural shift encompassing the spread of 5G and compatible devices, new brands and plans from carriers and MVNOs, base-station development, online service counters, and an emphasis on customer-support quality. - FY2022-Q2ReframedAnnual report
「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.」
The competitive environment in the mobile phone market has been reorganized as a structural shift encompassing the spread and expansion of 5G, new brands and plans from carriers and MVNOs, expanded online service counters, and an emphasis on customer-support quality. - FY2022-Q1ReframedAnnual report
「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.」
The competitive environment in the mobile phone market has been reorganized as a structural shift encompassing the spread and expansion of 5G, new entrants, calls for lower charges and new brands, contactless service and online service counters, and an emphasis on customer-support quality. - FY2021-Q3RestatedAnnual report
「In the mobile phone industry, device demand has run its course and unit sales have stagnated. Amid major changes in the industry, including the slowing of price competition due to caps on device discounts and revisions to plans separating communications services from devices under the amended Telecommunications Business Act, the entry of new communications providers, the introduction of 5G services, and the government's call for lower mobile phone charges, improving customer satisfaction through service and customer-support quality has become increasingly important in acquiring customers.」
The market environment is described as one of stagnant device demand, discount caps, separation of communications services from devices, new entrants and the introduction of 5G, as well as the government's call for lower charges, while the importance of service and customer-support quality continues to be emphasized. - FY2021-Q2ReframedAnnual report
「In the mobile phone industry, device demand has run its course and unit sales have stagnated. Amid major changes in the industry, including the slowing of price competition due to caps on device discounts and revisions to plans separating communications services from devices under the amended Telecommunications Business Act, the entry of new communications providers, and the introduction of 5G services, improving customer satisfaction through service and customer-support quality has become increasingly important in acquiring customers.」
The basis of competition in the mobile phone market has been restructured around stagnant device demand, slower price competition resulting from discount caps and separation of communications services from devices, new entrants, and the introduction of 5G, with greater emphasis on service and customer-support quality. - FY2021-Q1WorsenedAnnual report
「In the mobile phone industry, sales declined sharply as stores curtailed operations in response to measures against the novel coronavirus. Meanwhile, the 3 major carriers began commercial 5G (fifth-generation mobile communications system) services in some areas from late March 2020.」
The mobile phone market environment now includes curtailed store operations and a sharp decline in sales resulting from measures against the novel coronavirus. Meanwhile, 5G commercial services have launched in some areas. - FY2020-Q3RestatedAnnual report
「In the mobile phone industry, demand for smartphones and tablets has run its course and unit sales have stagnated. As the commercial launch of 5G (fifth-generation mobile communications system) services approached, the 3 major carriers focused on creating innovative services closely connected to subscribers' lives and corporate activities, and competition increasingly shifted into non-communications fields.」
The description continues to cover the completion of the device-demand cycle and sluggish unit sales, together with the shift in the basis of competition toward non-communications fields ahead of the commercial launch of 5G. - FY2020-Q2RestatedAnnual report
「In the mobile phone industry, demand for smartphones and tablets has run its course and unit sales have stagnated. As the 2020 launch of commercial 5G (fifth-generation mobile communications system) services approached, the 3 major carriers focused on creating innovative services closely connected to subscribers' lives and corporate activities, and competition increasingly shifted into non-communications fields.」
The description continues to cover the completion of the device-demand cycle and sluggish unit sales, together with the shift in the basis of competition toward non-communications fields ahead of the commercial launch of 5G. - FY2020-Q1ReframedAnnual report
「In the mobile phone industry, demand for smartphones and tablets has run its course and unit sales have stagnated. As the 2020 launch of commercial 5G (fifth-generation mobile communications system) services approached, the 3 major carriers focused on creating innovative services closely connected to subscribers' lives and corporate activities, and competition increasingly shifted into non-communications fields.」
The description of the mobile phone market has been restructured around the completion of the device-demand cycle and sluggish unit sales, and the shift in the basis of competition by major carriers toward non-communications fields ahead of the commercial launch of 5G. - FY2019WorsenedAnnual report
「In the mobile phone industry, amendments to the Telecommunications Business Act are expected to prohibit discounts on devices bundled with line contracts and require the provision of separate plans that separate device prices from communications charges. In addition, Rakuten, Inc. (hereinafter, “Rakuten”) is expected to enter the market as a carrier with its own communications infrastructure in October 2019, and competition is expected to intensify further.」
Restrictions on device discounts, mandatory separate plans, and Rakuten's planned entry as a new carrier have been added as specific factors contributing to intensifying competition in the mobile phone market. - FY2019-Q3ReframedAnnual report
「In the mobile phone industry, measures to compete with the rapidly growing MVNO market have increased the number of users of low-cost services offered by major carriers. At the same time, the Ministry of Internal Affairs and Communications has called for lower mobile phone charges. The challenge is to expand revenue and create revenue opportunities based on the customer base by providing existing users with enhanced services and content.」
The description of the market environment has been restructured to cover, in addition to the increase in low-cost service users resulting from competition with MVNOs, the Ministry of Internal Affairs and Communications' call for lower charges and the challenge of creating revenue opportunities by leveraging the customer base. - FY2019-Q2RestatedAnnual report
「In the mobile phone industry, measures to compete with the rapidly growing MVNO market have increased the number of users of low-cost services offered by major carriers. The challenge is to expand revenue and maintain a highly profitable business structure by providing existing users with enhanced services and content.」
The description continues to cover a market environment in which countermeasures against MVNOs are increasing the number of low-cost service users, while maintaining a highly profitable business structure through services and content for existing users remains a challenge. - FY2019-Q1ReframedAnnual report
「In the mobile phone industry, measures to compete with the rapidly growing MVNO market have increased the number of users of low-cost services offered by major carriers. The challenge is to expand revenue and maintain a highly profitable business structure by providing existing users with enhanced services and content.」
The competitive landscape in the mobile phone market identifies, in addition to MVNO expansion and countermeasures by major carriers, the provision of services and content to existing users and the maintenance of a highly profitable business structure as challenges. - FY2018Added the stagnation of growth in the MVNO marketAnnual report
「The MVNO market, which had grown rapidly in recent years, showed signs of stagnation as major carriers offered low-cost plans and strengthened sub-brands to compete with MVNOs (*1).」
The description of the competitive landscape in the mobile phone market now adds that the MVNO market is stagnating against a backdrop of low-cost plans and stronger sub-brands offered by major carriers. - FY2018-Q3RestatedAnnual report
「In the mobile phone industry, total mobile phone shipments declined for 5 consecutive years from fiscal 2012. However, smartphone shipments in fiscal 2016 reached a record high as the MVNO (*1) market expanded.」
The description continues to cover the decline in total mobile phone shipments and the record high in smartphone shipments resulting from MVNO expansion. - FY2018-Q2RestatedAnnual report
「In the mobile phone industry, total mobile phone shipments declined for 5 consecutive years from fiscal 2012. However, smartphone shipments in fiscal 2016 reached a record high as the MVNO (*1) market expanded.」
The record high in smartphone shipments driven by MVNO expansion, alongside the decline in total mobile phone shipments, continues to be reported from the previous quarter. - FY2018-Q1WorsenedAnnual report
「In the mobile phone industry, total mobile phone shipments declined for 5 consecutive years from fiscal 2012. However, smartphone shipments in fiscal 2016 reached a record high as the MVNO (*1) market expanded.」
The decline in total mobile phone shipments extended from 4 consecutive years to 5. Meanwhile, smartphone shipments reached a record high as the MVNO market expanded. - FY2017RestatedAnnual report
「In the mobile phone industry, mobile phone shipments declined for 4 consecutive years from fiscal 2012, while the MVNO (*2) and used-device markets expanded. Against this backdrop, richer content and more diversified services have become key to differentiation.」
The market environment continues to be described as one of declining mobile phone shipments, expansion of the MVNO and used-device markets, and differentiation through content and services. - FY2017-Q3RestatedAnnual report
「Mobile phone shipments declined for 4 consecutive years from fiscal 2012, while the MVNO (*1) and used-device markets expanded. Against this backdrop, richer content and more diversified services have become key to differentiation.」
The description continues to cover declining mobile phone shipments, expansion of the MVNO and used-device markets, and differentiation through content and services. - FY2017-Q2RestatedAnnual report
「In the mobile phone industry, mobile phone shipments declined for 4 consecutive years from fiscal 2012, while the MVNO (*1) and used-device markets expanded. Against this backdrop, richer content and more diversified services have become key to differentiation.」
The description continues to cover the 4 consecutive years of declining mobile phone shipments, expansion of the MVNO and used-device markets, and differentiation through content and services. - FY2017-Q1First statedAnnual report
「Mobile phone shipments declined for 4 consecutive years from fiscal 2012, while the MVNO (*1) and used-device markets expanded. Against this backdrop, richer content and more diversified services have become key to differentiation.」
The market environment is described as one of mobile phone shipments declining for 4 consecutive years, the MVNO and used-device markets expanding, and differentiation being achieved through content and services.