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Why Are Rivals Unperturbed By Rakuten Strategy?

Japan’s new entrant Rakuten Mobile unveiled its long-awaited pricing plans ahead of a planned launch of 4G service on 8 April, and its aggressive strategy outlined during a virtual press conference raised as many questions as it answered, reports JOSEPH WARING. The mobile arm of the e-commerce giant earmarked JPY600 billion (US$5.7 billion) to build a “fully virtualised” mobile network, with a target of signing up 15 million subscribers by 2028. On the positive side, the newcomer is introducing a single unlimited data plan with free service over 12 months...
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