Rakuten Mobile

Corporate brand

A Japanese mobile network operator that entered the market as the country’s fourth major carrier and built a cloud-native 4G and 5G network.

Last updated October 6, 2026

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Overview

Rakuten Mobile is the mobile telecommunications business of Rakuten Group, the Japanese technology and internet conglomerate. The company was established in Tokyo in January 2018 and entered Japan’s mobile-carrier market as a new nationwide operator, competing with NTT Docomo, KDDI, and SoftBank. Its market entry expanded the number of major Japanese mobile network operators to four. The company began commercial LTE service in April 2020. Unlike a conventional network built around extensively integrated proprietary hardware, Rakuten Mobile promoted a cloud-native architecture using virtualization and Open RAN principles. This approach was intended to make network functions more software-defined and to support a more flexible operating model. Rakuten Mobile subsequently began introducing 5G service in October 2020, initially in selected areas, and has continued the expansion of its 4G and 5G networks across Japan. The brand’s consumer proposition combines mobile connectivity with Rakuten’s broader digital ecosystem. Its positioning emphasizes relatively low-cost mobile plans, online account and service management, and integration with other Rakuten offerings. The company’s principal consumer products are cellular telecommunications services delivered over LTE and 5G, together with associated SIM and mobile-device offerings. Rakuten Mobile is therefore both a network operator and a consumer-facing brand within Rakuten’s wider portfolio of internet, commerce, financial, and digital services. A defining feature of the business is its use of cloud-native and Open RAN technologies. Rakuten Mobile’s network model has also been used as a reference point in discussions about more open and software-oriented approaches to mobile infrastructure. In December 2023, Rakuten Mobile and German telecommunications company 1&1 launched a mobile network based on Open RAN technology, extending the company’s technology relationship beyond the Japanese consumer market. Rakuten Mobile remains a wholly owned subsidiary of Rakuten Group and operates nationwide 4G and 5G mobile telecommunications networks in Japan. Its competitive identity is that of a digitally oriented challenger: it seeks to compete with established carriers through pricing, online distribution, ecosystem integration, and a modern network architecture. The available reference material does not provide sufficiently detailed information about subscriber numbers, financial performance, current executive appointments, regional coverage percentages, or later corporate developments, so those details are not included here.

History

Rakuten Mobile was established in 2018 as Rakuten’s vehicle for entering Japan’s mobile network market. Rakuten had previously operated in mobile communications through a virtual-network model, but the new company pursued a national mobile network of its own. The move followed the allocation of 1.7 GHz spectrum by Japan’s Ministry of Internal Affairs and Communications and reflected Rakuten’s broader ambition to extend its internet-platform ecosystem into connectivity. The company’s network design differed from the more traditional architectures used by Japan’s incumbent operators. Rakuten emphasized virtualization, cloud computing, automation, and open interfaces, seeking to run network functions in software on commercial hardware. Rakuten presented this approach as a way to simplify deployment and lower long-term operating costs. The same architecture later became part of Rakuten’s international telecommunications-technology activities through Rakuten Symphony, although Rakuten Mobile remained the domestic operating company and customer-facing brand. Rakuten Mobile launched commercial services in April 2020. Because nationwide construction was incomplete, the launch depended on a combination of Rakuten’s own 4G network and roaming on KDDI’s network. The operator subsequently expanded its own coverage and introduced 5G service, while continuing to use roaming as a practical complement to its infrastructure. Network expansion required substantial capital expenditure and created a difficult financial challenge: Rakuten Mobile needed to attract subscribers quickly while funding construction, spectrum use, equipment, marketing, and ongoing network operations. The brand initially used an aggressive acquisition strategy, including an introductory program under which qualifying customers could receive service at no monthly charge. This helped generate public attention and subscriber growth, but the end of the free period in 2022 created a significant commercial transition. Rakuten Mobile moved customers to paid pricing and faced cancellations and criticism from users who had joined under the earlier offer. The company responded with revised plans, ecosystem discounts, loyalty incentives, and efforts to improve network quality and perceived value. In 2023, Rakuten Mobile introduced Rakuten Saikyo Plan as its main consumer proposition. The plan retained a tiered, data-based structure while presenting broader coverage and stronger positioning around the Rakuten ecosystem. The company also continued developing home connectivity products, including Rakuten Turbo, and expanded its use of eSIM, device sales, and business offerings. Roaming cooperation with KDDI was expanded to supplement Rakuten’s own network and improve service continuity, particularly outside areas of dense Rakuten infrastructure. Rakuten Mobile’s history has therefore been shaped by three linked objectives: becoming a full Japanese network operator, using software-centric technology to challenge established network economics, and converting Rakuten’s large digital ecosystem into telecommunications demand. The company remains active, but its strategic and financial progress continues to depend on subscriber retention, average revenue per user, network investment, roaming costs, and the ability to reach sustainable profitability in Japan’s competitive mobile market.

2023
Rakuten Saikyo Plan launches
[10]Rakuten Saikyo Plan launchesnetwork.mobile.rakuten.co.jp
The company introduced Rakuten Saikyo Plan as its principal consumer mobile plan.
2023
Expanded roaming agreement with KDDI
[11]Expanded roaming agreement with KDDIcorp.mobile.rakuten.co.jp
Rakuten Mobile and KDDI expanded cooperation to support coverage while Rakuten continued its own network deployment.
2022
Introductory free service ends
[9]Introductory free service endscorp.mobile.rakuten.co.jp
Rakuten Mobile moved users from its initial no-cost introductory arrangement to paid pricing.
2020
Commercial 4G service begins
[7]Commercial 4G service beginscorp.rakuten.co.jp
Rakuten Mobile launched commercial mobile services using its own LTE network together with KDDI roaming in areas outside its initial coverage.
2020
Rakuten Mobile introduces 5G service
[8]Rakuten Mobile introduces 5G servicecorp.mobile.rakuten.co.jp
The company began offering 5G service in selected areas as part of its continuing network rollout.
2019
Rakuten receives approval for mobile network operations
[6]Rakuten receives approval for mobile network operationscorp.rakuten.co.jp
Rakuten Mobile advanced its national network project after receiving authorization connected with its mobile spectrum and operator plans.
2018
Rakuten establishes its mobile network subsidiary
[5]Rakuten establishes its mobile network subsidiarycorp.rakuten.co.jp
Rakuten created Rakuten Mobile to pursue facilities-based mobile telecommunications in Japan.

Products and positioning

A challenger Japanese mobile network operator positioned around simple, data-oriented pricing, Rakuten ecosystem integration, and a cloud-native, virtualized network architecture.

Mobile plan · 2023
Rakuten Saikyo Plan
Rakuten Mobile’s principal consumer mobile plan. It uses data-consumption tiers and is marketed with Rakuten ecosystem benefits, including discounts or rewards associated with other Rakuten services. The plan supports voice, data, and 4G/5G access subject to network availability and applicable service conditions.
Mobile communications application
Rakuten Link
A Rakuten application used with Rakuten Mobile services for voice calling, messaging, and related communications functions. It forms part of the operator’s effort to combine mobile connectivity with software services and can affect how voice services are priced and delivered under applicable plan conditions.
4G and 5G mobile network · 2020
Rakuten Mobile network
Rakuten Mobile’s national cellular infrastructure, based on Rakuten’s own radio network and supplemented by roaming arrangements. The network has been developed with virtualized and cloud-native technologies and supports LTE and 5G services in areas covered by the operator or its roaming partners.
Home wireless broadband · 2023
Rakuten Turbo
A Rakuten home internet service using wireless access equipment rather than a conventional fixed-line installation. It extends the Rakuten Mobile connectivity portfolio beyond smartphones and is intended for household broadband use where service conditions and coverage permit.

Controversies

2021
SoftBank sues Rakuten over alleged use of leaked 5G information
SoftBank said it filed a damages suit against Rakuten Mobile and a former employee, alleging they illegally used SoftBank's 5G network technology information leaked by the former employee.
Source

2022Rakuten UN-LIMIT VII pricing transition
Japan
The company communicated the end of its introductory no-monthly-charge arrangement and moved affected customers to the paid Rakuten UN-LIMIT VII structure.
Outcome. The transition increased the commercial monetization of the customer base but contributed to customer churn and public criticism.
Source
2020Rakuten UN-LIMIT introductory campaign
Japan
Rakuten Mobile used an introductory offer with free or discounted service for qualifying customers to accelerate adoption during the launch of its commercial network.
Outcome. The campaign generated subscriber interest and helped establish Rakuten Mobile as a national challenger, but the later transition to paid pricing caused cancellations and customer dissatisfaction among some participants.
Source

Brand decisions

2023
Introduce Rakuten Saikyo PlanGeneration change
Background
Rakuten Mobile needed a clearer consumer proposition after the end of the initial free-service period.
Action taken
The operator launched Rakuten Saikyo Plan with revised data tiers and broader ecosystem positioning.
Aftermath
The plan became the central consumer offer and was used to support subscriber retention and renewed acquisition.
Source
2022
End the introductory zero-charge arrangementPrice change
Background
The initial free-service offer supported customer acquisition but limited direct monetization of qualifying subscribers.
Action taken
Rakuten Mobile revised the service terms and moved affected customers toward paid pricing under Rakuten UN-LIMIT VII.
Aftermath
The change improved the basis for recurring revenue but led to cancellations and negative customer reactions.
Source
2020
Launch commercial mobile servicesProduct launch
Background
Rakuten Mobile’s own network was still being expanded when the company entered commercial service.
Action taken
The operator launched 4G services using its own network together with KDDI roaming outside its available coverage.
Aftermath
Rakuten Mobile became Japan’s fourth major mobile network challenger while retaining dependence on roaming during the build-out period.
Source
2018
Build a new nationwide mobile networkStrategy
Background
Rakuten sought to challenge Japan’s established mobile operators and move beyond a virtual-network model.
Action taken
Rakuten established Rakuten Mobile, obtained mobile spectrum, and committed to developing its own facilities-based network.
Aftermath
The decision created a new nationwide competitor but required major continuing investment in network construction and operations.
Source

Recent events

2026-10-30
Rakuten Mobile and Rakuten Symphony receive Level 3.95 certification[14]Rakuten Mobile 与 Rakuten Symphony 获得 Level 3.95 认证jp.ibtimes.com
Reported: 2026-11-02
Rakuten Mobile and Rakuten Symphony said their jointly developed IP network fault-management system received TM Forum Autonomous Network Level 3.95 certification. The companies described it as Japan's highest score under the stated assessment.
2021-08-11
Rakuten Group reports second-quarter 2021 results[15]乐天集团发布2021年第二季度业绩finance.sina.com.cn
Reported: 2021-08-12
Rakuten Group released its second-quarter 2021 results. Rakuten Mobile reported revenue growth of 17% year over year and an operating loss that widened 85.2% year over year to 99.686 billion yen.
2021-05-06
SoftBank sues Rakuten over alleged use of leaked 5G information[13]SoftBank sues Rakuten over alleged use of leaked 5G informationenglish.kyodonews.net
Reported: 2021-05-06
SoftBank said it filed a damages suit against Rakuten Mobile and a former employee, alleging they illegally used SoftBank's 5G network technology information leaked by the former employee.
2021-01-29
Rakuten Mobile announces usage-based pricing plan[16]Rakuten Mobile宣布按使用量计费的资费计划japantimes.co.jp
Reported: 2021-01-29
Rakuten Mobile unveiled a plan to vary monthly charges according to users’ data usage, including free service for particularly light users. The article says the plan would start in April.
2020-04-08
Rakuten Mobile launches full-scale commercial service[17]Rakuten Mobile推出全面商用服务telecom.economictimes.indiatimes.com
Reported: 2020-04-08
Rakuten Mobile launched its full-scale commercial carrier service in Japan.
2020-04-07
Mavenir deploys voice and messaging solution for Rakuten Link[18]Mavenir为Rakuten Link部署语音和消息解决方案financialpost.com
Reported: 2020-04-08
Mavenir announced that it had successfully deployed its next-generation voice and messaging solution as part of Rakuten Mobile's communication app, Rakuten Link.

Sources20 sources

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