Rakuten Mobile, Inc. is a relatively new entrant to the Japanese mobile network scene, operating under Mobile Country Code (MCC) 440 and Mobile Network Code (MNC) 11. As a fully virtualized mobile network operator (MVNO turned MNO), they've aimed to disrupt the established market, offering competitive pricing and data plans. Their service area primarily focuses on Japan within the Asia & Middle East region. Compared to established players like NTT Docomo, KDDI (au), and SoftBank, Rakuten Mobile initially faced challenges in coverage, particularly in rural areas, but they have been aggressively expanding their infrastructure. Rakuten Mobile’s business model centers around its innovative, fully virtualized network infrastructure. This approach is intended to improve cost-effectiveness and drive network agility. As a result, one of Rakuten's strategies has been to offer simplified pricing structures, often including unlimited data plans at significantly lower costs than the other major Japanese carriers. Some customers have reported mixed experiences initially, especially related to roaming outside of Rakuten's native network areas. The company’s association with the broader Rakuten ecosystem, which includes e-commerce and other services, allows for integrated services and loyalty programs, aimed at attracting and retaining customers.