- カテゴリ： バーチャル提案
- 作成日： 2009/07/24 21:23:25
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- Market Trends
As Japan’s consumer mobile phone market reaches maturity, the increasing penetration of plans that separate tariffs from handset prices, and the effects of the economic downturn, have led to a significant decline in handset sales. Competition continued to escalate in services to attract new customers. Japan’s Maturing Consumer Mobile Phone Market
As of the end of 2007, the total number of mobile phone subscriptions in Japan had climbed past 100 million, with more than 80% penetration rate to population. The consumer market, which has provided the traction for this growth until today, is maturing as the increase in new subscription has gradually slowed down. Continued growth can be expected in communications modules subscriptions and in the corporate market, centered around small and medium-sized enterprises.
60,000 50 100,000 90,000 75
Number of Mobile Phone Subscriptions in Japan and Penetration Rate
(‘000 subs) (%)
95 96 97 98 99 00 01 02 03 04 05 06 07 08 09
Number of mobile phone subscriptions Penetration rate Souce: Ministry of Internal Affairs and Communications and Telecommunications Carriers Association (TCA) Note: The number of mobile phone subscriptions is as of March 31 of each year. Penetration rate figures are as of October 1 of each year.
Significant Decline in Handsets Sales Due to Pricing Plans Separating Tariffs from Handset Prices
The Ministry of Internal Affairs and Communications has established a Study Group on Mobile Business as part of its “New Competition Program 2010” to formulate rules for fair competition in the field of mobile communication. In light of the study group’s findings, new pricing plans were introduced to separate tariffs from au Purchase Program Illustration
au Purchase Program Course name Purchase support (handset subsidy) Contract on period of handset use Price plan Basic monthly charge (for Plan SS)* Installment payment Simple Course No No (except installment payments) Plan SS Simple to Plan LL Simple etc. ￥980/month (includes ￥1,050 free calls) Yes (12, 18 or 24 installments)
handset prices in addition to existing schemes under which carriers subsidize handset costs. In FY 2009.3, marketing of mobile phones in Japan focused on these new pricing plans, bringing a major change to the conventional business model.
(prices include tax)
Full Support Course Yes (￥21,000) 2-year contract Plan SS to Plan LL etc. ￥1,890/month (includes ￥1,050 free calls) No
*Basic monthly charge when customer signs “Everybody Discount” contract.
KDDI CORPORATION Annual Report 2009