Measuring consumer preferences for Japanese 5G mobile communication market

Naoki Takano ()
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Naoki Takano: Edogawa University

Evolutionary and Institutional Economics Review, 2023, vol. 20, issue 2, No 5, 307-319

Abstract: Abstract This paper analyzes potential consumer preferences for Japanese mobile phone services including 5th-generation mobile communication (5G). As of September 2022, the total number of mobile communication subscribers in Japan is 200.2 million including 57.4 million of 5G subscribers. The analysis is presented after a questionnaire survey was given to the potential Japanese mobile phone users over 15 years old in February 2023. The findings show that a decline in the fee of monthly data charge, an increase in transmission speed, a raise in the maximum data amount limit, a choice of iOS, and the discontinuation of contracts with the current telecommunication companies, all raise demand for mobile communications. In addition, the author found that user groups of different household income have different utility functions. According to an 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.

Keywords: 5G; Mobile; Communication; MWTP (search for similar items in EconPapers)
JEL-codes: D12 L63 L86 (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s40844-023-00259-7

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