Aeon Mobile, one of Japão’s leading mobile virtual operators (MVNOs), celebrated its tenth anniversary with a series of strategic announcements that aim to strengthen its market position and enhance the customer experience. Durante a press conference and online roundtable held at Tóququio on the 16th, the company detailed plans for a new app, the implementation of in-store pickup services and a discount program that reinforces its commitment to accessibility. Este milestone celebrates not only a decade as Aeon Mobile, but also 12 years since its origin as “Aeon Smartphone”.
Aeon’s trajectory in the telecommunications sector began in 2014, when it launched “Aeon Smartphone” in collaboration with other operators, offering communication packages and devices. Dois years later, in 2016, the company established itself as an independent MVNO, “Aeon Mobile”. Essa developments were driven by clear feedback from consumers, who expressed dissatisfaction with the high prices and rigidity of two-year contracts offered by large mobile network operators (MNOs).
Trajectory of Crescimento and Novo Perfil of Cliente
Despite a brief drop in the number of lines contracted in FY 2021, Aeon Mobile has demonstrated a consistent recovery, with a slight upward trend since FY 2022. The cancellation rate has remained remarkably low, registering just 1.19% in the period between October 2025 and February 2026, an indication of the loyalty and satisfaction of its user base.
One of the most surprising data revealed is the significant growth in the share of subscribers aged 60 and over. Atualmente, almost 40% of customers fall into this age group, a significant increase compared to less than 20% recorded in 2017, shortly after the service was launched. The Esse phenomenon, as analyzed by Ryuji Ihara, Gerente, Gerenciamento, Produtos, The simplicity and cost-benefit attracted a wider and more diverse audience.
Increase in Demanda by Dados and Planos Compartilhados
Aeon Mobile’s “shared plan”, which allows families to reduce monthly fees by sharing a large data allowance, has been a fundamental pillar for the company’s growth. Desde its pricing review in fiscal 2021, this plan saw a substantial increase in family contracts.
The expectation is that, by the end of February 2026, the shared plan will represent more than 40% of all Aeon Mobile contracts. Este success is a direct reflection of the growing demand for connectivity, driven by intensive use of the internet for remote work, online education and digital entertainment.
The average monthly data consumption contracted by users had a notable jump, going from 3.3 GB in 2017 to 8.7 GB in February this year. With the expansion of shared plans and the introduction of high capacity options, demand for packages of 20 GB or more has increased significantly, with approximately 25% of users opting for this modality. Esse data highlights the need for flexible operators that follow digital consumption trends.
Maintenance of Preços Competitivos in Meio to Desafios
The MVNO sector is increasingly competitive, with the constant entry of new players from different segments. The market environment is challenging, influenced by factors such as volatile exchange rates and high energy prices, which put pressure on operating costs. Embora some MNOs have adjusted their pricing plans upwards, Aeon Mobile has categorically stated that it is not considering increasing its pricing, maintaining its commitment to affordability.
To further reinforce this positioning, the company announced in February the “Cartão Aeon Gold Discount”. Este program offers a 5% discount on the total value of Aeon Mobile monthly bills, including additional fees, for customers who pay using Cartão Aeon Gold. The combination of this benefit with the 5% discount on basic usage fees, offered to shareholders, and the 5x WAON POINTS bonus with Cartão Aeon Gold, results in an effective discount of 12% on the basic usage fee.
The Cartão Ouro Aeon can be obtained by users who own an eligible Cartão Aeon and reach an annual purchase limit of 500,000 yen. Estima 28% of Aeon Mobile users are eligible for this discount, given the high rate of use of Aeon services by this customer base. The objective, according to Sr. Ihara, is to “offer a truly accessible service to Aeon’s loyal customers”, consolidating loyalty through tangible benefits.
Innovation and Conveniência Digital in 2026
Looking to the future, Aeon Mobile is investing in digital solutions to improve customer interaction and service management. The “Oficial AEON Mobile App” is scheduled to launch on March 26, available for Android and iPhone.
The new application will facilitate access to changes to tariff plans, simplifying management for users. Além Additionally, it will improve visibility of shared plan lines, allowing more efficient control of data consumption by each family member or group. An artificial intelligence chat function will also be implemented in the first half of 2026, allowing users to ask questions and complete procedures in a conversational and intuitive way.
Another initiative for the first half of 2026 is the offering of “online applications” and “in-store pickup services”. Estas innovations aim to solve common consumer concerns, such as the difficulty of scheduling in-person contracts due to time constraints and long wait times in physical stores. By allowing procedures to be initiated and information entered online, the collection of devices in store will be faster and more efficient, optimizing the customer’s time. Para those who are unfamiliar with smartphones will be offered paid setup support, ensuring that the transition to the new service is smooth and accessible to everyone.
Vision Estratégica for Futuro from Telecomunicações
Aeon Mobile recognizes that the telecommunications sector is dynamic and constantly evolving, with the emergence of new businesses and technologies. The company positions itself as an operator close to users, seeking to understand their needs and adapt its services accordingly. Collaboration with customers, through the continuous collection of feedback, is a pillar of this strategy.
The company highlights as strengths its vast national network of stores, which provides capillarity and physical service, in addition to the experience and knowledge of its team, accumulated as agents of mobile network operators. Ativos like Aeon Card and Aeon Bank are also integrated to offer a retail and financial services ecosystem that benefits its mobile customers.
The Sr. Ihara expressed enthusiasm for the company’s ability to attract customers from other operators. “Mobile operator users represent around 80 to 90% of the population. Collecting feedback from real users, who participated in the information session, reinforces the company’s customer-centric approach, seeking to constantly improve its services.