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Newsletter N°80 - September 2025
📡Telecom: Rakuten Mobile Unveils "Saikyou-kun" SIM Vending Machine and AI Avatar Customer Service
Rakuten Mobile has introduced revolutionary "Saikyou-kun" (The Strongest) SIM vending machines at its Rakuten AI Optimism conference on July 30, 2025, enabling complete mobile service contracts without staff interaction. The prototype allows users to contract voice SIM services (both eSIM and physical SIM) through an automated process that includes identity verification via ID scanning and facial recognition cameras, significantly streamlining the traditionally cumbersome mobile signup process.
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The vending machine features a large touchscreen interface with avatar-based guidance that will transition to AI-powered customer service in the final version. The process begins with Rakuten ID login, followed by SIM type selection, plan confirmation, and payment setup. For physical SIMs, cards are dispensed within minutes after identity verification, while eSIM users receive QR codes for profile setup—a notable improvement over traditional online contracts requiring multiple devices.
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"Saikyo-kun" is an automatic contract SIM vending machine that lets you sign up for Rakuten Mobile voice SIMs on the spot.
Commercial deployment is planned for fall 2025, initially targeting Rakuten Mobile shops before expanding to stations, airports, and public spaces. The company envisions "anytime, anywhere smartphone contracting" to complement its aggressive AI strategy.
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AI Avatar Customer Service Innovation:
Rakuten Mobile is simultaneously developing lifelike AI avatar customer service that mimics real shop staff through blinking, facial expressions, and eye contact tracking regardless of user position. During conference demos, the avatars engaged visitors with personalized questions about contracts and services, providing encouraging responses that enhanced user experience.
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Market Context and Competition:
This automation push comes as Japan's mobile market faces labor shortages and increasing competition. While prepaid SIM vending machines already exist at major airports like Haneda and Narita for international travelers, Rakuten's innovation extends to full voice service contracts—a first for Japan's telecom industry.
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The initiative aligns with Rakuten's broader AI strategy, including the full-scale launch of "Rakuten AI" agent services integrated into the Rakuten Link app, positioning the company as a technology innovator in Japan's traditionally conservative telecom sector.