A Conjoint Analysis of Demand for the Japanese Mobile Phone Market

The Japanese mobile phone market is 55.8% of the total market in the telecommunications industry. This paper is a conjoint analysis on Japanese consumer preferences for Japanese mobile phones. The analysis in this paper is presented after a questionnaire survey was given to 3,412 Japanese mobile phone users over 15 years old. The results of this analysis show that a decline in the price of mobile phone sets, an increase in transmission speed, the application of family discounts, and the continuation of contracts with the same telecommunication companies, all raise demand for mobile networks. In addition, the author found that user groups of NTT DOCOMO, au (KDDI), Softbank, and MVNO have different utility functions. According to the estimation of Mean Willingness to Pay (MWTP) in this paper, suppliers of mobile phone networks may be able to optimize and maximize demand by adjusting attributions and their levels.