Japan handset shipments declined by -10% annually in Q3 2021. As usual, Apple continued to capture top positions through all local Japanese operators. Our extensive report has tracked the major handset vendors' marketshare by quarter at all major operators in Japan, including NTT Docomo, Softbank and KDDI from Q1 2012, and we started to track Rakuten Mobile, a new MNO launching the services since Q2 2020.
How do you make a return on the large investments into mobile infrastructure required for 5G? How do you meet consumers requirements for a better service whilst being sensitive to price changes? And how do vendors present their value proposition to gaining a worthwhile share of the market?
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