[CLSTR]
< Back to situations

Monitor this situation.

[SITUATION] · [ACTIVE] · [BUSINESS]

2 clusters · 7 sources · 13 days · First seen · Last updated

IIJmio mobile service expansions and eSIM initiatives

Overview

Internet Initiative Japan (IIJ) has initiated a series of expansions and promotional activities for its IIJmio mobile service. In late August 2026, the company announced an expanded eSIM lineup including SMS-enabled options on Docomo and au networks, alongside data-only eSIMs on the au network. To support this, IIJ launched promotional campaigns such as the ‘eSIM Start Support Campaign’ and the ‘Happy Price Campaign+’, while also appointing the ‘Sumikko Gurashi’ character franchise as brand ambassadors.

By early September 2026, IIJmio introduced further service adjustments, including a campaign running through November 4 to waive the 2,200 yen SIM exchange fee for users transitioning from physical SIMs to eSIMs on the ‘Giga Plan’. This initiative also covers users switching between Docomo and au networks via eSIM, a move interpreted as preparation for future iPhone releases that may rely more heavily on eSIM technology.

Entities

IIJmio · Sumikko Gurashi · Internet Initiative Japan Inc. · Apple · mineo

Timeline

  1. 6 days ago

    [BUSINESS] 2 sources
    Japanese mobile providers IIJmio and mineo announce service and pricing changes

    Japanese carriers IIJmio and mineo announce updates: IIJmio is waiving SIM exchange fees for eSIM transitions, while mineo will raise prices on several second-hand iPhone models starting October 1.

  2. 18 days ago

    [BUSINESS] 5 sources
    IIJ expands IIJmio eSIM lineup and appoints Sumikko Gurashi as ambassador

    IIJ is expanding its IIJmio eSIM lineup to include SMS-enabled and data-only options on Docomo and au networks, while appointing Sumikko Gurashi as brand ambassadors.

Sources

ascii.jp · gapsis.jp · iij.ad.jp · k-tai.watch.impress.co.jp · mobareco.jp · news.mynavi.jp · prtimes.jp