Vodafone Exits Japan

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : BSTR286 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


International Business | Globalization Business
Case Length : 15 Pages
Period : 1999-2006
Pub Date : 2008
Teaching Note : Not Available
Organization : Vodfaone
Industry : Telecom and Broadband
Countries : Japan


Vodafone, a UK-based mobile telecommunication company, entered the Japanese cellular market after it acquired a 26 percent stake in J-Phone, through the acquisition of Airtouch. J-Phone was the third largest player in the Japanese cellular market. Vodafone went on to acquire a controlling stake in J-Phone in 2003. The case details the problems that Vodafone faced in the country due to competition from local players like NTT DoCoMo and KDD, who provided better services and a superior range of handsets, and due to a delay in its rolling out 3G services. It attempts to analyze the reasons for Vodafone's poor performance in the Japanese market.

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It concludes with a brief discussion on Vodafone's agreement with SoftBank under which it can continue to have access to one of the most developed cellular markets in the world.


Study the mobile phone industry in Japan.

Understand Vodafone's operations in Japan.

Analyze the reasons for Vodafone's failure in Japan.


  Page No.
Vodafone Bids Sayonara 1
Background Note 2
Vodafone in Japan 3
What Went Wrong 6
Conclusion 8
Exhibits 9


Vodafone, Japan, SoftBank, NTT DoCoMo, KDDI, J-Phone, NEC Corporation, Listing fees

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