Last week, MobileWatch.eu wrote about saturation in the UK mobile phone market. We concluded that it has become saturated to the point where consumers will be able to get better value from their mobile phone company, because of intensifying competition. According to an article on vnunet, over 70% of Japan’s population already has a mobile phone, which means that mobile operators should be experiencing the effects of saturation.
As we have said before, saturation leads to intense competition, and better value for consumers. Consumers may have different definitions of what value-for-money is, depending on local economics. But ultimately, lower prices is the best form of value, however, this is very costly to businesses. In Japan, mobile operators are currently finding that they can retain and attract new mobile phone users using games.
