The risky new way of building mobile broadband networks

Coverage Strategy

Rakuten Mobile's approach to enhancing network coverage in Japan is both ambitious and innovative. Tareq Amin highlights the company's rapid expansion, achieving 96% coverage in just two years, and emphasizes their goal to provide high-quality service in challenging environments like subways and basements 1. This strategy is not just about coverage but also about disrupting the stagnant competition in Japan by significantly lowering costs for consumers. Amin states, "We took a chapter from geo strategy on lowering the cost burden, economic," illustrating their commitment to affordability 2.

   

Operational Shift

Rakuten Mobile's operational efficiencies are driven by a software-first strategy that revolutionizes network management. Amin explains the shift from traditional, hardware-dependent systems to a consolidated platform that leverages real-time telemetry and AI for enhanced customer experience management 3. This approach eliminates the need for hardware engineers, focusing instead on software development, which Amin believes is crucial for future success. He notes, "I have no hardware engineers at all. None. And the way I've done it is from the beginning this was done by design" 4.

   

Cost Efficiency

Rakuten's innovative network design offers significant cost benefits, challenging traditional telecom models. Amin emphasizes the importance of a disruptive organizational culture and a software-driven approach to telecom, which he believes will eventually lead to the commoditization of hardware 5. By focusing on software, Rakuten aims to reduce costs and increase efficiency, setting a new standard in the industry. Amin asserts, "For me, I want this hardware to be commoditized. It's very important. It has to get commoditized" 6.