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KDDI is Japan’s second-largest mobile operator with 47.2 million subscriptions at end-3Q16, representing a 5.8% year-on-year increase. The operator has added over 2.6 million subscriptions in the past 12 months driven by KDDI’s multi-device, multi-user, and multi-network strategy.


  • ARPA continued to grow as subscribers migrated to higher data tiers with data-sharing across multiple devices. Total ARPA increased 3.8% year on year to JPY6,340, with value-added ARPA growing strongly by 16.3%. Growth in value services came through the increased use of KDDI’s payment platforms across online and offline channels and a rise in the number of “au Smart Pass” members.
  • Shift from feature phones to smartphones driven by increase in the number of customers subscribing to budget smartphones. Smartphone penetration stood at 59.8% at end-3Q16, increasing from 56% a year earlier. KDDI offering low-cost subscription plans starting at JPY1,500 per month that target the price-conscious segment. Plan includes LTE smartphones (low-end) with 2.5GB of data.
  • KDDI’s 1H FY17 revenue for the period ending September 2016 increased to JPY2.3tn, driven by strong sales for both mobile and fixed-line businesses. The personal services segment remains the largest revenue generator, accounting for 76.9% of the operator’s total revenues.

Features and Benefits

  • Benchmarks KDDI's performance against the top 20 operator groups globally.
  • Assesses the operator's performance in operational business segments.
  • Assesses the operator's strengths, weaknesses, opportunities, and threats.

Key questions answered

  • How did KDDI's various business units perform in 2014–15?
  • What were KDDI's key focus areas in 2016?

Table of contents


  • Introduction
  • Download 1: KDDI Update, December 2016

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