What Sakura Mobile does

Sakura Mobile is a Tokyo-based mobile virtual network operator (MVNO) operated by Og inc., serving foreign nationals in Japan and Japanese outbound travelers. The company offers mobile connectivity through three product lines: short-term travel products (physical SIM, eSIM, and pocket WiFi) for inbound visitors; monthly subscription plans (voice+data SIM/eSIM, data-only SIM/eSIM, monthly pocket WiFi, and home fiber internet) for long-term foreign residents; and overseas WiFi rental services for Japanese travelers visiting approximately 12 countries across Asia, North America, Europe, and Oceania. All services run over NTT's network infrastructure in Japan—providing 99% population coverage—and over partner carrier networks (SK Telecom, Chunghwa Telecom, AIS, Telkomsel, China Mobile, Three HK, and others) for outbound services, with self-service pickup counters at major Japanese airports and overseas partner airports.

The business model is hybrid: transaction-based revenue from daily rental products (¥680–¥980/day for overseas WiFi) combined with recurring monthly subscriptions for resident customers and home fiber installations. Distribution combines direct-to-consumer e-commerce via sakuramobile.jp, physical airport pickup counters, hotel/residence delivery, and a commission-based affiliate program targeting travel bloggers and YouTube creators. Customer support is delivered in English—uncommon among Japanese telecom operators—and the company accepts foreign-issued credit cards, addressing core friction points that prevent international customers from transacting with domestic carriers.

Sakura Mobile is a privately held company with 11–50 employees, no disclosed external funding, and a 10-year operating history. It has served 400,000+ cumulative users and maintains 3,686 customer reviews on Trustpilot/Yotpo. The company's strategic posture is measured expansion: broadening product surface (eSIM, home fiber) and outbound geographic coverage while remaining operationally lean and free of institutional capital.

Name

Sakura Mobile

Legal name

Og inc.

Website

https://sakuramobile.jp

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Sakura Mobile is a Tokyo-based MVNO operated by Og inc. that delivers SIM, eSIM, pocket WiFi, and home fiber services to foreign travelers and residents in Japan, plus overseas WiFi rental for Japanese outbound travelers across 12+ countries, all with English-language support.

Ownership category

akta.pro rank

Product category

Mobile Telecommunications Services

NAICS

Telecommunications Resellers (517121)

SIC

Radiotelephone Communications (4812)

akta.pro primary industry

SIM/eSIM, Mobile Connectivity & Student Tech Setup (EDAIANAG)

akta.pro secondary industry

Mobile Roaming & Interconnect Services (roaming hubs, IREG/TADIG, clearing) (HDAIAEAE)

Keywords

• Mobile network services
• Travel SIM rental
• ESIM solutions
• Pocket WiFi rental
• Home internet service

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Travel SIM/eSIM/WiFi rentals: Prepaid short-term rental of SIM cards, eSIMs, and pocket WiFi devices for international travelers visiting Japan. Revenue generated through one-time rental fees based on duration and data allowance.
2. Monthly mobile plans: Postpaid monthly plans for Voice+Data SIM/eSIM and data-only SIM/eSIM for long-term foreign residents in Japan. Recurring monthly subscription revenue with various data tiers.
3. Monthly Pocket WiFi: Monthly rental of pocket WiFi devices for residents who need internet connectivity without fixed-line installation.
4. Home internet/Fiber: Home WiFi and fiber-optic internet installation services for residents in Japan, including rental pocket WiFi during installation period.
5. Overseas WiFi rental: Pocket WiFi rental services for Japanese travelers going abroad to destinations including Taiwan, Thailand, Indonesia, Hong Kong, China, USA, Hawaii, Europe, UK, France, Australia, and Korea.
6. Affiliate program commissions: Commission revenue from affiliate partners who drive sales. Travel SIM/WiFi earns 10% commission, Monthly SIM/WiFi earns 2000 JPY per account, Home Internet earns 2000 JPY per account.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Sakura Mobile provides prepaid travel SIM cards, eSIMs, and Pocket WiFi rentals for short-term international visitors to Japan, plus postpaid monthly mobile plans (Voice+Data, Data-Only) and home fiber internet for long-term foreign residents in Japan. The company also offers outbound pocket WiFi rentals and international eSIM/SIM cards for Japanese travelers going to destinations including Taiwan, Korea, Thailand, Indonesia, Hong Kong, China, USA, Hawaii, Europe, UK, France, and Australia. All services include English-language customer support, foreign credit card acceptance, and no long-term contract requirements, delivered as an MVNO using NTT (Docomo) network infrastructure in Japan and partner carrier networks abroad.

Product overview

Sakura Mobile is a telecommunications service provider operated by Og Inc., offering mobile connectivity solutions for both visitors to Japan and residents, as well as overseas WiFi rental services for Japanese travelers. The core product portfolio consists of: (1) Travel products including Physical SIM cards, eSIM, and Pocket WiFi rental for short-term visitors to Japan; (2) Monthly subscription products including Voice+Data SIM/eSIM, Data Only SIM/eSIM, Monthly Pocket WiFi, and Home Fiber Internet for long-term residents in Japan; (3) Overseas WiFi Rental service for Japanese travelers visiting Taiwan, South Korea, Thailand, China, Indonesia, Hong Kong/Macau/China, USA, Hawaii, Europe, UK, France, and Australia; and (4) International eSIM/SIM cards for travel to these same destinations. The company also operates an Affiliate Program for partners to earn commissions on sales. All services include English-language customer support and accept foreign credit cards issued outside Japan.

Differentiator

Problem solved

Functional benefit

Products and services

• Travel Physical SIM Card

Quantifiable outcome

• 99% population coverage in Japan
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• NTT (Telecommunications Provider)coreTechnology or IntegrationNTT provides the underlying telecommunications network infrastructure for Sakura Mobile's Japan services, including home fiber internet (10 Gbps, 1 Gbps, 100 Mbps plans). NTT's system determines available service plans based on customer address. All home internet installation is performed by NTT dispatched companies.
• Smile Wifi (Thailand)coreChannel Partner/ Reseller/ DistributorLocal WiFi rental company in Thailand providing pickup counters at Suvarnabhumi, Don Mueng, and Phuket airports. Uses AIS network for unlimited 4G/LTE service at ¥680/day for Japanese travelers.
• JavaMifi (Indonesia)coreChannel Partner/ Reseller/ DistributorLocal WiFi rental company in Indonesia with counters at Soekarno-Hatta Airport (24-hour) and Ngurah Rai Airport (Denpasar). Uses Telkomsel and XL Axiata networks for unlimited 4G/LTE at ¥880/day.
• BANANA WIFI (Hong Kong)coreChannel Partner/ Reseller/ DistributorLocal WiFi rental company in Hong Kong with counter at Hong Kong International Airport (5:30-24:30). Uses 3 (Three) and China Mobile networks for unlimited 4G/LTE. Pricing ¥880/day for Hong Kong, ¥1,280/day for Hong Kong/Macau/China multi-destination.
• Youbanban (游伴伴) - ChinacoreChannel Partner/ Reseller/ DistributorLocal WiFi rental service in China with counters at Shanghai Pudong T1/T2, Shanghai Hongqiao, and Beijing Capital T2/T3 airports. Uses China Mobile network. Enables LINE, Facebook, Gmail access in China via VPN. ¥980/day.
• Mobile Shop (Taiwan)minorChannel Partner/ Reseller/ DistributorTaiwan-based partner providing local WiFi rental counter services for Sakura Mobile's Taiwan offerings.
• Chunghwa Telecom (Taiwan)coreTechnology or IntegrationTaiwan's largest telecom carrier providing network infrastructure for Sakura Mobile's Taiwan services. Delivers unlimited 4G/LTE connectivity for Japanese travelers.
• SK Telecom (South Korea)coreTechnology or IntegrationSouth Korea's largest telecom carrier providing network infrastructure for Sakura Mobile's South Korea services. Used for both incoming travelers to Japan and outbound Japanese travelers to Korea.
• AIS (Thailand)coreTechnology or IntegrationOne of Thailand's three major carriers providing network for Sakura Mobile's Thailand WiFi rental service. Delivers unlimited 4G/LTE connectivity.
• Telkomsel (Indonesia)coreTechnology or IntegrationIndonesia's largest telecom carrier providing network infrastructure for Sakura Mobile's Indonesia services. Used alongside XL Axiata for comprehensive coverage.
• China Mobile (Hong Kong/China)coreTechnology or IntegrationChina's largest telecom carrier providing network access for Sakura Mobile's Hong Kong and China WiFi services. Enables VPN bypass for unrestricted internet access in China.
• 3 (Three) - Hutchison Telecommunications (Hong Kong)coreTechnology or IntegrationHong Kong carrier providing network infrastructure for Sakura Mobile's Hong Kong WiFi rental service alongside China Mobile.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• IIJmio: IIJmio is one of Japan's largest MVNOs offering voice and data SIM plans to Japanese residents. A broader incumbent with a primarily domestic-Japanese-language focus, but overlapping MVNO economics and infrastructure access model.
• Rakuten Mobile: Rakuten Mobile is a Japanese MNO operating its own network, increasingly expanding into English-friendly support and travel SIM offerings. A broad incumbent that could compete with Sakura Mobile both as infrastructure and as a direct retailer.
• Mineo: Mineo is a Japanese MVNO offering voice, data, and dual-SIM plans to residents. Overlaps with Sakura Mobile on monthly SIM subscription offerings but targets a domestic Japanese customer base.

Direct peers

• Mobal: Mobal is a long-standing direct competitor offering English-friendly Japan SIM cards, pocket WiFi rentals, and short-term mobile plans for international travelers and foreign residents in Japan. Closely aligned with Sakura Mobile on target customer, product set, and value proposition.
• Japan Wireless: Japan Wireless offers short-term SIM, eSIM, and pocket WiFi rental for travelers to Japan with airport pickup and hotel delivery. Direct overlap on product mix, customer segment, and airport counter distribution.
• Holafly: Holafly sells unlimited and fixed-data eSIMs for international travel, with Japan as a flagship destination. Targets the same inbound travel eSIM customer with a digital-only distribution model that competes with Sakura Mobile's eSIM product.
• Ubigi: Ubigi (by Transatel) provides global travel eSIM and mobile data services for laptops, tablets, and smartphones, with Japan coverage. Overlaps with Sakura Mobile on inbound travel connectivity via a digital distribution model.
• WiFi Rental Store: WiFi Rental Store (formerly Vision WiFi) rents pocket WiFi and SIM cards to inbound travelers in Japan with airport counter distribution. Competes directly on product type and target segment.
• Airalo: Airalo is a global travel eSIM marketplace selling country-specific and regional data eSIMs, including Japan, directly to consumers via app and web. Competes head-on with Sakura Mobile's travel eSIM offering through a digital-first, no-pickup model.
• Ninja WiFi: Ninja WiFi rents pocket WiFi and SIM cards to international travelers visiting Japan via airport pickup and delivery. Operates in the same Japan inbound travel connectivity niche with overlapping distribution at major airports.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@sakuramobileofficial4310
• Xx.com/SakuraMobile
• Facebookfacebook.com/sakuramobilejp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sakura Mobile