Vodafone KK in Japan has been struggling massively, while the two big Japanese carriers, DoCoMo and KDDI, continue to grow rapidly. Basically, it seems like everything Vodafone has done has gone wrong, and that's resulted in a revolving door in the executive ranks for the company. While they keep trying random tactics to boost sales (none of which seem to work), they're getting increasingly desperate. This is especially true as it looks like they're about to face increased competition from below, since Softbank is likely to enter the market soon. So, it appears their latest strategy is not to focus so much on selling to end users (who are leaving quickly), but to become a wholesaler for other companies that want to offer mobile service. It's the carrier's carrier approach -- but any potential partners are going to need to be convinced that it makes sense to work with this company that has mostly struggled in the market.
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