We published the Q4 2022 Japan OEM share by operator report, and here are some of the noteworthy changes regarding Rakuten Mobile for the last three years, focusing on Q4 2020, Q4 2021 and Q4 2022.

- Apple : No iPhones in 2020, but keeps growing over the last two years. The share growth of iPhones is estimated to be related to (1) Rakuten's bids to diversify the products line-up, and (2) efforts to grow its ARPU

- Oppo : Showing almost the same pattern as iPhones. We understand that Oppo is one of Rakuten's strategic smartphone partner as this OEM provides high-performing, and price-competitive Android devices. By shipment volume, Oppo was no.1 at Rakuten Mobile during Q4 2022 in Japan.

-Others (mostly Rakuten brand supplied by ODM's) : Opposite trend to Apple and Oppo, showing downturn for the last three years. At first, these affordable devices were largely positioned to rapidly grow Rakuten's subscribers with free data plan, but with Rakuten's strategy change from volume to value, the share by Rakuten-branded smartphones are on the decrease. There is no new Rakuten-branded smartphone launched for a year since Rakuten Hand 5G early last year.