It is said that Japan has the high possibility to become the Apple’s second largest market, just behind China. According to the latest released data by Kantar Worldpanel, the iPhone 5S and the iPhone 5C account for 76% of new smartphone sales in Japan during the month of October, 2013 including 61% sold by the NTT DoCoMo, the biggest carrier in Japan.
Availability of the new iPhone 5s and lower-cost iPhone 5c through DoCoMo marks the first time that Apple’s mobile phones have been offered on the carrier. The NTT DoCoMo has lost 3.2 million people in the past four years because it didn’t have a deal with the Apple Company according to a report in July. And the losses broke the record in September, up to 66,800 people, because of the insufficient inventory of iPhone 5S. Before September, Kazuto Tsubouchi, the CEO of the NTT DoCoMo, claims that they have “compelling reasons” to make the deal with Apple Company. Then, the NTT DoCoMo began to sale iPhone since September 20th.
IPhone entering into the NTT DoCoMo market will benefit both two sides at the same time. Before, sales of Apple’s smartphone have been very good but have been restricted because the largest carrier in Japan hasn’t been Apple’s official partner. For one hand, the NTT DoCoMo owns 60 million users, nearly half of the Japanese population. For the other hand, it can make up for the lack of smartphone for the NTT DoCoMo.
Since the iPhone 5S came into the market, all three Japanese major carriers including NTT DoCoMo, SoftBank and KDDI have been offering the iPhone 5s free on contract through special promotions. DoCoMo has also been offering rewards points for users who bring in used iPhones from SoftBank or KDDI.