Marking its fifth anniversary in April 2025, Rakuten Mobile has focused on expanding access to mobile services since its full-scale launch in April 2020. The company has enhanced nationwide coverage, improved communication quality, and introduced the Rakuten Saikyo Plan, offering unlimited data to its users.
In 2024, Rakuten Mobile launched several programs to make services more affordable and accessible, including the Saikyo Family Program, Saikyo Youth Program, Saikyo Kids Program, and Saikyo Senior Program. These initiatives have boosted both new subscriptions and transitions from other mobile carriers. Starting in October 2025, the company will introduce the Rakuten Saikyo U-NEXT package, combining unlimited data with U-NEXT access for an enhanced mobile entertainment experience. The U-NEXT Early Access campaign, running until September 30, 2025, has already contributed to subscriber growth by offering users a trial of this package.
Taro Yamada, a Rakuten Mobile spokesperson, stated: “Our focus on accessibility and innovative programs has driven remarkable growth, with 9 million subscribers trusting Rakuten Mobile for their connectivity needs. We are committed to further enhancing our services and expanding our reach to provide unparalleled value to customers across Japan.”
Rakuten Mobile prioritizes inclusivity, offering comprehensive multilingual support at its stores and providing key materials, such as Rakuten Saikyo Plan leaflets and contract documents, in multiple languages. This approach has resonated with international residents, who account for 25% of new store subscriptions. The 20% growth in store subscriptions reflects the success of these efforts.
Looking ahead, Rakuten Mobile plans to expand its network of stores across Japan in 2025 to further drive subscriber growth. The company’s strategic focus on accessibility, innovative offerings, and high-quality service continues to strengthen its position in the mobile industry, supporting diverse customer needs and fostering connectivity nationwide.
