The Japan Mobile Phone Insurance Market is experiencing robust expansion, valued at US$ 3.68 Billion in 2023 and projected to grow at a CAGR of 12.37% from 2024 to 2032.
The Japan mobile phone insurance market is a dynamic and rapidly evolving sector, driven by the increasing reliance on smartphones across the country. With a high penetration rate of premium devices, such as the latest iPhone and Samsung Galaxy models, the demand for comprehensive insurance coverage is robust. Consumers are keen to protect their high-value investments against risks like accidental damage, theft, and malfunction, leading to significant market growth.
While premium smartphones dominate in terms of market share, mid-range and high-end models are witnessing the fastest growth due to their balance of advanced features and affordability. The market is characterized by a mix of traditional offline channels and rapidly expanding online platforms, catering to a tech-savvy population that values both convenience and comprehensive protection for their devices.
With approximately 85% of the Japanese population using smartphones and high-end models becoming more prevalent, insurance is increasingly seen as essential. The booming internet penetration - 82.9% individual usage and 184 million mobile broadband subscribers - facilitates easier access to mobile insurance, boosting adoption and allowing insurers to reach a broader audience.
Technological advancements have made high-end features accessible in mid-range models, appealing to a broader audience. As Japan's middle class expands, more consumers are upgrading to these value-for-money phones, increasing the demand for insurance. Competitive pricing and attractive features from brands like Google, OnePlus, Xiaomi, and Oppo also contribute to the rising insurance coverage in this segment.
iOS holds a 53.32% market share in Japan’s mobile phone market as of 2023, driven by Apple’s strong brand loyalty and premium product range. Exclusive to Apple devices like the iPhone 15 and iPhone 15 Pro, iOS dominates, with users more likely to invest in comprehensive insurance due to the high costs of repairs and replacements. The significant market penetration of high-end iPhone models ensures a substantial portion of insured devices are iOS-based, with Apple’s ecosystem integration boosting insurance interest.
In contrast, Android is experiencing the fastest insurance market growth. This surge is driven by a wide range of devices, from budget to high-end models like the Samsung Galaxy A54 and Xiaomi Mi 13. The affordability and technological advancements of Android devices, including features like high-quality cameras and 5G, attract a broader consumer base, particularly as mid-range and high-end models grow in popularity.
Accidental damage coverage leads and grows fastest in Japan's mobile phone insurance market. The frequent occurrence of incidents such as screen cracks and water damage, especially in premium devices like the iPhone 15 Pro Max and Samsung Galaxy S24 Ultra, makes this coverage essential. As awareness of these risks rises, more Japanese consumers are opting for insurance that includes accidental damage, contributing to its dominant market share. With nearly 97.44 million smartphone users in Japan, the demand for this type of insurance is increasing.
The delicate and costly nature of modern smartphones enhances the appeal of accidental damage coverage. Comprehensive plans offered by providers like SoftBank and AppleCare+, which include extensive accidental damage coverage, are becoming increasingly popular. This reflects the rising value of smartphones and the growing consumer preference for broad protection.
In Japan's mobile phone insurance market, "Up to 1 Year" coverage plans dominate due to their alignment with the frequent smartphone upgrade cycle. Many Japanese consumers prefer these short-term policies, which typically come with lower premiums, appealing to cost-sensitive users seeking flexible, affordable insurance options. Providers like SoftBank and NTT Docomo offer budget-friendly plans catering to this demand. Conversely, "1-3 Years" insurance terms are the fastest-growing segment.
The rising cost of high-end smartphones like the iPhone and Samsung Galaxy models makes extended coverage more appealing. As consumers become more aware of potential repair expenses, they increasingly opt for longer insurance terms, particularly for premium devices. This shift reflects a growing desire for peace of mind and comprehensive long-term protection, especially among users of high-value smartphones.
Offline channels dominate Japan's mobile phone insurance market, driven by established retail presence and trust from face-to-face interactions. Providers like SoftBank, NTT Docomo, and au by KDDI lead, offering insurance plans directly through physical stores, where customers can bundle insurance with device purchases and receive immediate support. For example, Apple Stores in Japan enhance offline channel appeal by offering AppleCare+ alongside new iPhones. Conversely, online channels are growing the fastest, fueled by increasing digital engagement and the convenience of online transactions.
Japanese consumers are increasingly turning to online platforms for their insurance needs, attracted by the ease of comparison and purchase. Online insurers like SBI Insurance leverage digital tools to offer competitive products, quick claims processing, and flexible policy management, catering to a tech-savvy population seeking convenience and efficiency, thus driving the rapid growth of online insurance.
Individual consumers dominate Japan's mobile phone insurance market, driven by widespread device ownership and growing awareness of the need for protection. Japanese consumers, particularly those with high-end smartphones, are proactive in seeking insurance to safeguard against theft, accidental damage, and other risks. Major insurers like SoftBank and NTT Docomo offer comprehensive plans tailored to individual users, providing convenience and peace of mind. This high adoption rate reflects the dominant market share held by individual consumers. Conversely, the commercial sector is the fastest-growing segment. As businesses increasingly rely on mobile technology, they recognize the value of insuring their devices.
Companies like Rakuten and Sony implement corporate insurance plans to mitigate financial losses and disruptions from device-related incidents. Additionally, commercial insurance providers like Sompo Japan and Tokio Marine offer specialized coverage options, including bulk policies and customized risk management, driving rapid growth in this segment.
As the Japan Mobile Phone Insurance industry continues to expand, the competitive fervor among these key players is anticipated to intensify. The impetus for ongoing innovation and alignment with evolving customer preferences and stringent regulations is high. The industry's fluidity anticipates an uptick in novel innovations and strategic growth tactics from these leading corporations, which in turn propels the sector's comprehensive growth and transformation.
The Japan mobile phone insurance market is a dynamic and rapidly evolving sector, driven by the increasing reliance on smartphones across the country. With a high penetration rate of premium devices, such as the latest iPhone and Samsung Galaxy models, the demand for comprehensive insurance coverage is robust. Consumers are keen to protect their high-value investments against risks like accidental damage, theft, and malfunction, leading to significant market growth.
While premium smartphones dominate in terms of market share, mid-range and high-end models are witnessing the fastest growth due to their balance of advanced features and affordability. The market is characterized by a mix of traditional offline channels and rapidly expanding online platforms, catering to a tech-savvy population that values both convenience and comprehensive protection for their devices.
Growth Influencers:
In 2023, Japan saw an 8.3% increase in cyber and phone scams, totalling 19,033 cases, the highest in a decade, according to the National Police Agency. This surge in phone thefts has heightened consumer awareness of the risks and financial losses associated with losing a smartphone, driving up demand for comprehensive insurance coverage. Providers like SoftBank and AppleCare+ are expanding their offerings to include theft, accidental damage, water damage, and screen repairs. The rise in claims is leading insurers to adjust premiums and enhance coverage options, incorporating features like GPS tracking and remote locking to counteract theft.With approximately 85% of the Japanese population using smartphones and high-end models becoming more prevalent, insurance is increasingly seen as essential. The booming internet penetration - 82.9% individual usage and 184 million mobile broadband subscribers - facilitates easier access to mobile insurance, boosting adoption and allowing insurers to reach a broader audience.
Segment Overview:
The Japan Mobile Phone Insurance market is categorized based on Phone Type, Operating System, Coverage, Insurance Term, Distribution Channel and End User.By Phone Type
- Budget Phones
- Mid & High-End Phones
- Premium Smartphones
By Operating system
- iOS
- Android
- Others
By Coverage
- Accidental Damage
- Liquid Damage
- Theft Insurance
- Breakdown Cover
- Virus Protection
- Others
By Insurance Term
- Up to 1 Year
- 1-3 Years
- 3-5 Years
- More Than 5 Years
By Distribution Channel
- Online
- Offline
- Retail Stores
- Mobile Operators
- Device OEMs
- Others
By End User
- Individuals
- Commercial
Technological advancements have made high-end features accessible in mid-range models, appealing to a broader audience. As Japan's middle class expands, more consumers are upgrading to these value-for-money phones, increasing the demand for insurance. Competitive pricing and attractive features from brands like Google, OnePlus, Xiaomi, and Oppo also contribute to the rising insurance coverage in this segment.
iOS holds a 53.32% market share in Japan’s mobile phone market as of 2023, driven by Apple’s strong brand loyalty and premium product range. Exclusive to Apple devices like the iPhone 15 and iPhone 15 Pro, iOS dominates, with users more likely to invest in comprehensive insurance due to the high costs of repairs and replacements. The significant market penetration of high-end iPhone models ensures a substantial portion of insured devices are iOS-based, with Apple’s ecosystem integration boosting insurance interest.
In contrast, Android is experiencing the fastest insurance market growth. This surge is driven by a wide range of devices, from budget to high-end models like the Samsung Galaxy A54 and Xiaomi Mi 13. The affordability and technological advancements of Android devices, including features like high-quality cameras and 5G, attract a broader consumer base, particularly as mid-range and high-end models grow in popularity.
Accidental damage coverage leads and grows fastest in Japan's mobile phone insurance market. The frequent occurrence of incidents such as screen cracks and water damage, especially in premium devices like the iPhone 15 Pro Max and Samsung Galaxy S24 Ultra, makes this coverage essential. As awareness of these risks rises, more Japanese consumers are opting for insurance that includes accidental damage, contributing to its dominant market share. With nearly 97.44 million smartphone users in Japan, the demand for this type of insurance is increasing.
The delicate and costly nature of modern smartphones enhances the appeal of accidental damage coverage. Comprehensive plans offered by providers like SoftBank and AppleCare+, which include extensive accidental damage coverage, are becoming increasingly popular. This reflects the rising value of smartphones and the growing consumer preference for broad protection.
In Japan's mobile phone insurance market, "Up to 1 Year" coverage plans dominate due to their alignment with the frequent smartphone upgrade cycle. Many Japanese consumers prefer these short-term policies, which typically come with lower premiums, appealing to cost-sensitive users seeking flexible, affordable insurance options. Providers like SoftBank and NTT Docomo offer budget-friendly plans catering to this demand. Conversely, "1-3 Years" insurance terms are the fastest-growing segment.
The rising cost of high-end smartphones like the iPhone and Samsung Galaxy models makes extended coverage more appealing. As consumers become more aware of potential repair expenses, they increasingly opt for longer insurance terms, particularly for premium devices. This shift reflects a growing desire for peace of mind and comprehensive long-term protection, especially among users of high-value smartphones.
Offline channels dominate Japan's mobile phone insurance market, driven by established retail presence and trust from face-to-face interactions. Providers like SoftBank, NTT Docomo, and au by KDDI lead, offering insurance plans directly through physical stores, where customers can bundle insurance with device purchases and receive immediate support. For example, Apple Stores in Japan enhance offline channel appeal by offering AppleCare+ alongside new iPhones. Conversely, online channels are growing the fastest, fueled by increasing digital engagement and the convenience of online transactions.
Japanese consumers are increasingly turning to online platforms for their insurance needs, attracted by the ease of comparison and purchase. Online insurers like SBI Insurance leverage digital tools to offer competitive products, quick claims processing, and flexible policy management, catering to a tech-savvy population seeking convenience and efficiency, thus driving the rapid growth of online insurance.
Individual consumers dominate Japan's mobile phone insurance market, driven by widespread device ownership and growing awareness of the need for protection. Japanese consumers, particularly those with high-end smartphones, are proactive in seeking insurance to safeguard against theft, accidental damage, and other risks. Major insurers like SoftBank and NTT Docomo offer comprehensive plans tailored to individual users, providing convenience and peace of mind. This high adoption rate reflects the dominant market share held by individual consumers. Conversely, the commercial sector is the fastest-growing segment. As businesses increasingly rely on mobile technology, they recognize the value of insuring their devices.
Companies like Rakuten and Sony implement corporate insurance plans to mitigate financial losses and disruptions from device-related incidents. Additionally, commercial insurance providers like Sompo Japan and Tokio Marine offer specialized coverage options, including bulk policies and customized risk management, driving rapid growth in this segment.
Competitive Landscape:
The Japan Mobile Phone Insurance market is characterized by a vigorous competitive landscape, with prominent entities NTT Docomo, Inc., Apple, Inc., Asurion LLC, Rakuten Mobile Inc., Likewize (Softbank), Samsung Electronics Co. Ltd., and SOMPO Holdings Inc., and Others at the forefront, collectively accounting for more than 75% of the overall market share. This competitive milieu is fueled by their intensive efforts in research and development as well as strategic partnerships and collaborations, underscoring their commitment to solidifying market presence and diversifying their offerings. The primary competitive factors include pricing, product caliber, and technological innovation.As the Japan Mobile Phone Insurance industry continues to expand, the competitive fervor among these key players is anticipated to intensify. The impetus for ongoing innovation and alignment with evolving customer preferences and stringent regulations is high. The industry's fluidity anticipates an uptick in novel innovations and strategic growth tactics from these leading corporations, which in turn propels the sector's comprehensive growth and transformation.
Report Insights:
- The Japan Mobile Phone Insurance market is projected to grow from US$ 3.68 Billion in 2023 to US$ 9.93 Billion by 2032, at a CAGR of 12.37%.
- Increased consumer awareness about the risks of phone theft and accidental damage is driving higher adoption rates of mobile phone insurance.
- Premium smartphones, including the latest iPhone and Samsung Galaxy models, dominate the market due to their high costs and advanced features, driving significant insurance demand.
- Approximately 85% of the Japanese population uses smartphones, contributing to the high demand for mobile phone insurance.
Questions to be Answered:
- What is the estimated growth rate of the Japan Mobile Phone Insurance market?
- What are the key drivers and potential restraints?
- Which market segments are expected to witness significant growth?
- Who are the leading players in the market?
Table of Contents
Chapter 1. Research Framework
Chapter 2. Research Methodology
Chapter 4. Japan Mobile Phone Insurance Market Overview
Chapter 5. Japan Mobile Phone Insurance Market Analysis, By Phone Type
Chapter 6. Japan Mobile Phone Insurance Market Analysis, By Operating system
Chapter 7. Japan Mobile Phone Insurance Market Analysis, By Coverage
Chapter 8. Japan Mobile Phone Insurance Market Analysis, By Insurance Term
Chapter 9. Japan Mobile Phone Insurance Market Analysis, By Distribution Channel
Chapter 10. Japan Mobile Phone Insurance Market Analysis, By End User
Chapter 11. Company Profile
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Apple Inc.
- Asurion Japan Holdings G.K.
- AT&T Inc.
- JCOM Co. Ltd.
- justInCase Inc.
- Likewize (SoftBank Group)
- NTT Docomo, Inc.
- Rakuten Mobile, Inc.
- Samsung Electronics Co. Ltd.
- Sompo Japan Insurance Inc.
