This is a very interesting article, but data through December 2023 indicate that it is out of date. Last August, Mark Kennedy wrote that Rakuten "is now losing customers like there is no tomorrow, causing revenue to plummet on top of an already overstretched cost structure." But figures from Rakuten Mobile show the number of subscribers hitting bottom at 4.98 million in 4Q of 2022 and then rising each quarter to 6.46 million in 4Q 2023. Negative EBITDA reached a maximum of ¥91.9 billion in 1Q of 2022 and then declined to ¥29.5 billion in 4Q of 2023. Rakuten is projecting EBITDA breakeven by 4Q 2024 on subscriber growth to 8 - 10 million. That may be over-optimistic, but the trends have turned positive. Rakuten Mobile revenues fluctuate, but were higher in 4Q of 2023 than they were a year earlier.
Thank you for reading and for providing some updates on Rakuten Mobile's market and financial performance.
While it is encouraging to see signs of a comeback, I feel that Rakuten Mobile has already angered many former customers - like me - who would be reluctant to return. This is mainly due to the hassle of switching service providers.
Rakuten's ability to bundle their services (e.g. credit card, etc.) is an enticing value proposition, but the other providers also offer various programs that are quite competitive.
Extremely fascinating, especially from the point of view of someone who does not own a mobile. My wife made me buy one when she was expecting our second son, so she could reach me anytime, but I got rid of it as soon as he was born and have lived happily ever after.
I'm not anti-technology, mind you. I'm practically chained to my PC. It's just that I don't seem to need one.
Thanks for reading. While I would have a difficult time without a mobile telephone, I can see how you could rely solely on a PC. If you were ever tempted to get a smartphone, now might, however, be a particularly good time to do so.
I switched to Ymobile from SoftBank. It is in the same group and half the price. I saw my costs drop to less than 4,000 yen per month. Having this account also gives me a larger discount for PayPay that I have been using a lot for shopping over the last two years. Reason I didn’t go with NTT at the time for internet was they require me to fax my application:)
First of all, thanks for adding your humor at the end. You just have to laugh (or cry) when you consider how much money we have given to the MNOs over the last 20+ years! As a result, we are entitled to more competitive pricing. You have, essentially, done the same thing we did a couple of days ago in terms of benefiting from bundled services. NTT DoCoMo's equivalent to PayPay is dCard, but at the end of the day the last thing we need is another credit card. Thanks again for reading and leaving a comment.
Ah hah! That's interesting feedback about reception problems with Rakuten Mobile in the middle of a big city. Yes, competition seems to be driving a much more price-competitive market, to the benefit of consumers like us. You might want to check with NTT docomo to see if you qualify for a cheaper plan, as we did a few days ago. It was surprising to learn how competitive they have become.
I've been a big fan of the Google Pixel phones for a while since they take good pictures and don't have bloat. If you want one that's unlocked and without carrier bloat try searching for "simフリー" and buying one that way.
This is a very interesting article, but data through December 2023 indicate that it is out of date. Last August, Mark Kennedy wrote that Rakuten "is now losing customers like there is no tomorrow, causing revenue to plummet on top of an already overstretched cost structure." But figures from Rakuten Mobile show the number of subscribers hitting bottom at 4.98 million in 4Q of 2022 and then rising each quarter to 6.46 million in 4Q 2023. Negative EBITDA reached a maximum of ¥91.9 billion in 1Q of 2022 and then declined to ¥29.5 billion in 4Q of 2023. Rakuten is projecting EBITDA breakeven by 4Q 2024 on subscriber growth to 8 - 10 million. That may be over-optimistic, but the trends have turned positive. Rakuten Mobile revenues fluctuate, but were higher in 4Q of 2023 than they were a year earlier.
Thank you for reading and for providing some updates on Rakuten Mobile's market and financial performance.
While it is encouraging to see signs of a comeback, I feel that Rakuten Mobile has already angered many former customers - like me - who would be reluctant to return. This is mainly due to the hassle of switching service providers.
Rakuten's ability to bundle their services (e.g. credit card, etc.) is an enticing value proposition, but the other providers also offer various programs that are quite competitive.
Anyway, thanks for sharing this new information.
No doubt, once you switch, it's too much hassle to switch back.
Extremely fascinating, especially from the point of view of someone who does not own a mobile. My wife made me buy one when she was expecting our second son, so she could reach me anytime, but I got rid of it as soon as he was born and have lived happily ever after.
I'm not anti-technology, mind you. I'm practically chained to my PC. It's just that I don't seem to need one.
Thanks for reading. While I would have a difficult time without a mobile telephone, I can see how you could rely solely on a PC. If you were ever tempted to get a smartphone, now might, however, be a particularly good time to do so.
Yes, I know. My wife is slowing trying to convince me to get my own toy, even because the few times I actually need one, I end up borrowing hers.
Thanks again for the info, Mark. Now, if those guys took less than four hours to get all the papers done...
I switched to Ymobile from SoftBank. It is in the same group and half the price. I saw my costs drop to less than 4,000 yen per month. Having this account also gives me a larger discount for PayPay that I have been using a lot for shopping over the last two years. Reason I didn’t go with NTT at the time for internet was they require me to fax my application:)
First of all, thanks for adding your humor at the end. You just have to laugh (or cry) when you consider how much money we have given to the MNOs over the last 20+ years! As a result, we are entitled to more competitive pricing. You have, essentially, done the same thing we did a couple of days ago in terms of benefiting from bundled services. NTT DoCoMo's equivalent to PayPay is dCard, but at the end of the day the last thing we need is another credit card. Thanks again for reading and leaving a comment.
I have Docomo which works well, while a friend of mine across the street in Kawasaki uses Rakuten and can barely make a voice call.
The more competition in the cell industry, the better.
I once bought a phone directly from a cell provider, which was filled with bloatware. I'll never do that again.
Ah hah! That's interesting feedback about reception problems with Rakuten Mobile in the middle of a big city. Yes, competition seems to be driving a much more price-competitive market, to the benefit of consumers like us. You might want to check with NTT docomo to see if you qualify for a cheaper plan, as we did a few days ago. It was surprising to learn how competitive they have become.
I've been a big fan of the Google Pixel phones for a while since they take good pictures and don't have bloat. If you want one that's unlocked and without carrier bloat try searching for "simフリー" and buying one that way.
I have a Pixel 7 Pro that I love. Bloat-free, fast, and takes great cat photos.