Mobile phone subscription market distribution in Japan 2015-2024, by operator

NTT Docomo, Inc. held the largest mobile phone subscription market share in Japan as of March 2024. It amounted to 40.6 percent when combined with the subscriptions recorded by mobile virtual network operators (MVNOs). The KDDI Group ranked second with a market share of 30.6 percent.

The mobile communication market

The mobile communication market in Japan is dominated by three major players: NTT Docomo, which is a subsidiary of NTT Corporation, KDDI Corporation, which operates the mobile carrier brand au, and SoftBank Corp., a subsidiary of SoftBank Group Corp. Although the number of mobile phone subscribers in Japan has been higher than the number of citizens since the early 2010s, it continued to grow in recent years. A comparison of telecommunication subscriptions shows that Long-Term Evolution (LTE) subscriptions enjoy high popularity among Japanese consumers. In 2020, the three big mobile carriers ushered in the next generation of mobile communication by rolling out their 5G mobile networks. They were joined by Rakuten Mobile, Inc., which launched its own 5G mobile service in September of that year. The company had entered the market as an MVNO in 2014 and became the country’s fourth mobile network operator (MNO) in 2020.

The role of MVNOs

As the distribution of mobile phone subscribers by operator shows, MVNOs steadily gained market shares in the past few years. MVNOs operate by leasing network capacity from regular MNOs. As they do not have to maintain the network infrastructure, they tend to target more specific customer groups by offering comparatively flexible data plans. The number of MVNO contracts almost tripled between 2016 and 2023. Accordingly, their total market share showed a strong increase as well. MVNOs in Japan include brands such as Biglobe Mobile, IIJmio, and Sakura Mobile. Some are part of regular MNOs, such as UQ Mobile (KDDI) and Y!mobile (SoftBank).