Boston, MA -- (SBWIRE) -- 01/23/2015 -- The mobile phone market overall slightly grew in 2014 to reach 40.5 million units, which is a similar trend to that seen in 2013. The continuous migration of consumers to smartphones is the key factor in mobile phones in Japan. The switch is largely driven by the strong demand for advanced technology embedded in smartphones, which serves multiple platforms such as communication, e-readers, imaging devices, navigation, online shopping and portable games. However, towards end of the review period, it is also seen that some smartphone users switched back to feature phones, deciding to possess a feature phone apart from smartphones. Some consumers sign a most affordable monthly subscription with a feature phone and purchase a tablet, giving up their smartphones. This reverse trend is triggered by costly subscription contracts with smartphones, and longer battery life that feature phones offer. Although the major driver of mobile phones in Japan still is smartphones, the demand for feature phones is not to be underestimated.

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Competitive Landscape

Apple remained the leading player in smartphones in 2013, with a 47 % share of retail volume sales. The company benefited from launches of iPhone 5S and iPhone 5C in Japan. Additionally, NTT Docomo finally joined Softbank Mobile and KDDI as iPhone distributors, which also boosted the presence of iPhone in Japan. The ex-state-owned enterprise has been the largest telecom provider and held a 45% share of total mobile subscribers in 2013. Apple is expected to increase its volume sales over the forecast period with all of the top three telecom providers offering its smartphones.

Industry Prospects

Mobile phones in Japan are expected to register a marginal volume CAGR over the forecast period. The CAGR was slightly negative in the review period. This is due to the slowing decline of feature phones along with the steady growth expected for smartphones. Value growth for smartphones is heading for a negative trend over the forecast period as cheaper alternatives start to appear in Japan, in which luxury smartphones dominate thanks to the aggressive rebates and discounts by telco-operated companies.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Phones industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Mobile Phones industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Phones in Japan market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth  
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Mobile Phones in Japan?
- What are the major brands in Japan?
- What is the growth rate for Mobile Phones in country?
- How many 3G mobile phones were sold last year?
- How will the introduction of 4G mobile phones impact the mobile phone market?

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