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    Japan Mobile Virtual Network Operator Market

    ID: MRFR/ICT/56040-HCR
    200 Pages
    Aarti Dhapte
    September 2025

    Japan Mobile Virtual Network Operator Market Research Report By Business Model (Discount MVNO, Functional MVNO, Brand MVNO, Niche MVNO), By Service Type (Prepaid Services, Postpaid Services, Data-Only Services, Voice-Only Services), By Customer Segment (Individual Consumers, Small and Medium Enterprises, Large Enterprises, Government) and By Network Infrastructure (Full MVNO, Light MVNO, Thin MVNO)- Forecast to 2035

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    Japan Mobile Virtual Network Operator Market Research Report - Forecast till 2035 Infographic
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    Table of Contents

    Japan Mobile Virtual Network Operator Market Summary

    The Japan Mobile Virtual Network Operator market is projected to grow from 4.07 USD Billion in 2024 to 6.87 USD Billion by 2035.

    Key Market Trends & Highlights

    Japan Mobile Virtual Network Operator Key Trends and Highlights

    • The market is expected to experience a compound annual growth rate of 4.87 percent from 2025 to 2035.
    • By 2035, the market valuation is anticipated to reach 6.87 USD Billion, indicating robust growth.
    • In 2024, the market is valued at 4.07 USD Billion, reflecting a solid foundation for future expansion.
    • Growing adoption of mobile services due to increasing consumer demand is a major market driver.

    Market Size & Forecast

    2024 Market Size 4.07 (USD Billion)
    2035 Market Size 6.87 (USD Billion)
    CAGR (2025-2035) 4.87%

    Major Players

    LINE Mobile, SoftBank, Sonet Mobile, OCN Mobile One, Nifty Mobile, NTT DoCoMo, Rakuten Mobile, AEON Mobile, IIJ, BIGLOBE, KDDI, UQ Mobile, Ymobile, Vodafone Japan

    Japan Mobile Virtual Network Operator Market Trends

    The Japan Mobile Virtual Network Operator (MVNO) market is undergoing crucial development because of many considerations. One of the primary drivers of this market is the growing need for affordable mobile services amongst the populace. Due to the high cost of living in metropolitan areas, users are trying to switch from using mobile network operators to MVNOs, which normally charge less while providing good quality services. Also, there is an emerging phenomenon of MVNOs offering customized service plans which enables them to serve particular segments of the population or users with defined needs, which adds to their increasing popularity.

    As consumers begin relying more on the internet for their daily activities, data-centric mobile plans are becoming increasingly popular. This phenomenon even includes people of all ages in Japan, where smartphone usage continues to grow, and high-speed internet is readily accessible. Moreover, the Japanese government’s policy to stimulate competition within the industry and foster the growth of Mobile Virtual Network Operators (MVNOs) has also contributed to this trend. In this regard, MVNOs have immense potential in Japan, particularly concerning IoT (Internet of Things) services and the burgeoning 5G infrastructure.

    As businesses undergo digital transformation, MVNOs can establish partnerships and tailor plans for industries seeking to leverage connected devices and advanced mobile networks.

    In addition to these, MVNOs can target rural areas that have been underserved with mobile network services, further boosting expansion. All in all, the shifting paradigm in the Japan Mobile Virtual Network Operator market paints a picture of rising competition and a broadening ecosystem fueled by consumer expectations and technological innovations.

    Japan Mobile Virtual Network Operator Market Drivers

    Market Segment Insights

    Japan Mobile Virtual Network Operator Market Segment Insights

    Mobile Virtual Network Operator Market Business Model Insights

    The Japan Mobile Virtual Network Operator Market has experienced substantial growth, particularly through various Business Models tailored to meet consumer needs. The surge in mobile connectivity and digital services has paved the way for diverse approaches within this industry, allowing different Business Models to flourish. One prominent model is the Discount MVNO, which appeals to cost-sensitive consumers by offering reduced rates and flexible plan options, reflecting the increasing demand for affordable communication solutions in Japan.

    This model has gained traction, particularly among younger demographics and those seeking to minimize expenses without compromising service quality.Functional MVNOs focus on specific utilizations, often partnering with businesses to provide tailored services that might include mobile payment solutions or data-heavy plans. 

    These operators enhance consumer experience by focusing on unique functionalities, thus capturing niche markets that are not adequately serviced by traditional mobile operators. Brand MVNOs leverage the established brand strength of well-known companies to offer mobile services, allowing them to attract loyal customers with bundled offers or loyalty programs. This strategy resonates well in Japan's highly competitive market, where brand reputation heavily influences consumer choices, making brand MVNOs a significant player in the industry.

    Lastly, Niche MVNOs cater to specialized market segments, such as expatriates or particular hobbies, providing customized services that larger competitors may overlook. Their tailored offerings enhance customer satisfaction and retention, solidifying their place within the Japan Mobile Virtual Network Operator Market.

    Overall, the ongoing evolution of these Business Models combined with the broader trends of increased digitalization and demand for personalized services indicates a dynamic landscape poised for continued growth and innovation in the years to come, making the Japan Mobile Virtual Network Operator Market a thriving sector in the telecommunications industry.As the overall market expands, the significance of these distinct Business Models is expected to play a pivotal role in shaping consumer choices and preferences, thus influencing Japan Mobile Virtual Network Operator Market statistics and data in the forthcoming years.

    Japan Mobile Virtual Network Operator Market Segment

    Mobile Virtual Network Operator Market Service Type Insights

    The Japan Mobile Virtual Network Operator Market exhibits significant segmentation in terms of Service Type, which includes Prepaid Services, Postpaid Services, Data-Only Services, and Voice-Only Services. Each of these service types caters to distinct consumer demands and preferences. Prepaid Services are notably popular among consumers seeking budget control and flexible usage, as they do not require long-term commitments. On the other hand, Postpaid Services attract users who prefer the convenience of bundled services, often accompanied by loyalty benefits.Data-Only Services are gaining traction, particularly with the increasing consumption of data for streaming and browsing activities, driven by Japan’s high-speed internet infrastructure. 

    Meanwhile, Voice-Only Services maintain a stable presence, catering to customers who prioritize traditional voice communications over data-intensive applications. The growing adoption of mobile technology and increasing smartphone penetration in Japan continue to fuel the demand for various service types. Consumers in this market are also looking for innovative pricing models and customized solutions, which create opportunities for MVNOs to expand and enhance their service offerings.By understanding such trends, businesses can effectively develop targeted strategies to meet diverse consumer needs, ultimately driving the Japan Mobile Virtual Network Operator Market growth.

    Mobile Virtual Network Operator Market Customer Segment Insights

    The Japan Mobile Virtual Network Operator Market has seen dynamic growth with its Customer Segment playing a pivotal role in its evolution. The market encompasses Individual Consumers, Small and Medium Enterprises, Large Enterprises, and Government, each presenting unique demands and challenges. Individual consumers often drive demand for affordable and flexible mobile plans, emphasizing data connectivity and customized offerings. Small and Medium Enterprises are increasingly adopting MVNO services to benefit from cost-effective communication solutions while enhancing operational efficiency.

    Large Enterprises typically require robust connectivity and reliable service level agreements to support extensive operations, making their needs complex and diverse. Meanwhile, the Government segment is focused on securing reliable and efficient communication channels, often prioritizing public safety and operational continuity.

    The overall trend reflects a growing preference for tailored services that cater to each segment's specific needs, highlighting opportunities for innovation and enhanced customer experience in the Japan Mobile Virtual Network Operator Market.The increasing adoption of mobile technology across sectors is further boosted by advancements in infrastructure and digitalization efforts urged by the government, highlighting the significance of each segment in shaping market growth.

    Mobile Virtual Network Operator Market Network Infrastructure Insights

    The Japan Mobile Virtual Network Operator Market, particularly in the Network Infrastructure segment, has been experiencing notable growth driven by the increasing demand for mobile connectivity among consumers and businesses alike. In this landscape, Full MVNOs are significant as they offer a complete suite of services, contributing to service differentiation and competitive pricing.

    Meanwhile, Light MVNOs are gaining traction due to their cost-effective business models and ability to rapidly deploy services, appealing to niche markets and specific customer segments.Thin MVNOs, although operating with minimal infrastructure, provide essential services by relying on wholesale agreements with larger network operators, catering primarily to specific user needs. 

    The combination of these various models in the Network Infrastructure segment allows for a diversified approach, enhancing consumer choice and fostering competition. With the Japan government's focus on improving mobile broadband access and infrastructure, opportunities for these MVNOs are expanding, aligning with market growth as they adapt to evolving consumer demands for flexibility and innovation in mobile services.Moreover, strategies focusing on continuous technology advancement and customer experience enhancement are seen as crucial drivers in this dynamic sector.

    Regional Insights

    Key Players and Competitive Insights

    The Japan Mobile Virtual Network Operator (MVNO) market has grown significantly over recent years, becoming a dynamic arena characterized by evolving consumer demands and shifts in technology. The competitive landscape in this sector is shaped by several key players who leverage their unique strengths and strategies to carve out a niche for themselves. With an increasing number of consumers opting for affordable and flexible mobile service plans, MVNOs in Japan have found an opportunity to capture market share by offering tailored services that often challenge the traditional mobile network operators. 

    This competitive environment fosters innovation and promotes diverse service offerings that appeal to a wide spectrum of customers, from tech-savvy millennials to cost-conscious families. The ongoing integration of digital services and the potential for partnerships with tech firms further enhance the capacity of these virtual operators to deliver value in a saturated market.LINE Mobile has established a robust position in the Japan MVNO market by capitalizing on the popularity of its parent company's messaging and social media platform.

    The company has effectively merged mobile services with digital communication, creating a unique value proposition for users who are already familiar with the LINE ecosystem. By offering competitive pricing and flexible data plans along with seamless integration with LINE's existing services, LINE Mobile has attracted a substantial user base. 

    One of its notable strengths lies in its ability to tap into its extensive customer network from LINE Corporation, which allows it to leverage cross-promotion and marketing strategies that resonate with young consumers. This synergy not only contributes to LINE Mobile's market presence but also enhances brand loyalty among existing LINE users, amplifying its competitive edge in the MVNO sector.SoftBank, a significant player in the Japanese mobile market, operates its MVNO services under its strategic umbrella, providing a blend of innovative telecommunications solutions that cater to a diverse audience.

    As a leading telecommunications provider in Japan, SoftBank has leveraged its technological capabilities to offer a range of key products and services, including affordable mobile plans and diverse data packages aimed at various demographics. 

    Its strengths include a well-established infrastructure and a powerful brand presence bolstered by aggressive marketing strategies. SoftBank's competitive strategy is complemented by its history of mergers and acquisitions, which allows it to expand its service offerings and enhance market penetration. By strategically positioning itself within the MVNO segment, SoftBank continues to innovate and adapt to market trends, ensuring its relevance in a fast-evolving telecommunications landscape while maintaining a significant share of the Japan MVNO market.

    Key Companies in the Japan Mobile Virtual Network Operator Market market include

    Industry Developments

    Market Segmentation

    Outlook

    • Full MVNO
    • Light MVNO
    • Thin MVNO

    Report Scope

     
    Report Attribute/Metric Source: Details
    MARKET SIZE 2023 3.92(USD Billion)
    MARKET SIZE 2024 4.07(USD Billion)
    MARKET SIZE 2035 6.87(USD Billion)
    COMPOUND ANNUAL GROWTH RATE (CAGR) 4.88% (2025 - 2035)
    REPORT COVERAGE Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
    BASE YEAR 2024
    MARKET FORECAST PERIOD 2025 - 2035
    HISTORICAL DATA 2019 - 2024
    MARKET FORECAST UNITS USD Billion
    KEY COMPANIES PROFILED LINE Mobile, SoftBank, Sonet Mobile, OCN Mobile One, Nifty Mobile, NTT DoCoMo, Rakuten Mobile, AEON Mobile, IIJ, BIGLOBE, KDDI, UQ Mobile, Ymobile, Vodafone Japan
    SEGMENTS COVERED Business Model, Service Type, Customer Segment, Network Infrastructure
    KEY MARKET OPPORTUNITIES 5G service adoption acceleration, Increasing demand for budget plans, Niche market targeting for IoT, Growth in digital content consumption, Enhanced customer service personalization
    KEY MARKET DYNAMICS increased consumer demand, regulatory support, competitive pricing strategies, technological advancements, diverse service offerings
    COUNTRIES COVERED Japan

    Market Highlights

    Author
    Aarti Dhapte
    Team Lead - Research

    She holds an experience of about 6+ years in Market Research and Business Consulting, working under the spectrum of Information Communication Technology, Telecommunications and Semiconductor domains. Aarti conceptualizes and implements a scalable business strategy and provides strategic leadership to the clients. Her expertise lies in market estimation, competitive intelligence, pipeline analysis, customer assessment, etc.

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    FAQs

    What is the expected market size of the Japan Mobile Virtual Network Operator Market in 2024?

    The Japan Mobile Virtual Network Operator Market is expected to be valued at 4.07 billion USD in 2024.

    What is the projected market size for the Japan Mobile Virtual Network Operator Market by 2035?

    By 2035, the Japan Mobile Virtual Network Operator Market is anticipated to reach a value of 6.87 billion USD.

    What is the expected compound annual growth rate (CAGR) for the Japan Mobile Virtual Network Operator Market from 2025 to 2035?

    The market is expected to grow at a CAGR of 4.88% from 2025 to 2035.

    Which business model is expected to have the largest market value in 2024 within the Japan Mobile Virtual Network Operator Market?

    The Functional MVNO segment is expected to have the largest market value at 1.5 billion USD in 2024.

    What is the market value of the Discount MVNO segment in 2035?

    The Discount MVNO segment is projected to reach a market value of 1.75 billion USD by 2035.

    Who are the key players in the Japan Mobile Virtual Network Operator Market?

    Major players include LINE Mobile, SoftBank, Sonet Mobile, OCN Mobile One, NTT DoCoMo, and Rakuten Mobile.

    What market size is the Brand MVNO expected to achieve in 2035?

    The Brand MVNO segment is anticipated to reach a value of 1.5 billion USD by 2035.

    How much is the Niche MVNO segment expected to grow from 2024 to 2035?

    The Niche MVNO segment is expected to grow from 0.67 billion USD in 2024 to 1.12 billion USD by 2035.

    What opportunities are driving growth in the Japan Mobile Virtual Network Operator Market?

    Growing demand for affordable mobile services and innovative offerings by MVNOs are key growth drivers.

    What impact might current global trends have on the Japan Mobile Virtual Network Operator Market?

    Current global trends may influence competition and pricing strategies within the Japan Mobile Virtual Network Operator Market.

    1. EXECUTIVE
    2. SUMMARY
    3. Market Overview
    4. Key Findings
    5. Market Segmentation
    6. Competitive Landscape
    7. Challenges and Opportunities
    8. Future Outlook
    9. MARKET INTRODUCTION
    10. Definition
    11. Scope of the study
    12. Research Objective
    13. Assumption
    14. Limitations
    15. RESEARCH
    16. METHODOLOGY
    17. Overview
    18. Data
    19. Mining
    20. Secondary Research
    21. Primary
    22. Research
    23. Primary Interviews and Information Gathering
    24. Process
    25. Breakdown of Primary Respondents
    26. Forecasting
    27. Model
    28. Market Size Estimation
    29. Bottom-Up
    30. Approach
    31. Top-Down Approach
    32. Data
    33. Triangulation
    34. Validation
    35. MARKET
    36. DYNAMICS
    37. Overview
    38. Drivers
    39. Restraints
    40. Opportunities
    41. MARKET FACTOR ANALYSIS
    42. Value chain Analysis
    43. Porter's
    44. Five Forces Analysis
    45. Bargaining Power of Suppliers
    46. Bargaining
    47. Power of Buyers
    48. Threat of New Entrants
    49. Threat
    50. of Substitutes
    51. Intensity of Rivalry
    52. COVID-19
    53. Impact Analysis
    54. Market Impact Analysis
    55. Regional
    56. Impact
    57. Opportunity and Threat Analysis
    58. Japan
    59. Mobile Virtual Network Operator Market, BY Business Model (USD Billion)
    60. Discount
    61. MVNO
    62. Functional MVNO
    63. Brand
    64. MVNO
    65. Niche MVNO
    66. Japan
    67. Mobile Virtual Network Operator Market, BY Service Type (USD Billion)
    68. Prepaid
    69. Services
    70. Postpaid Services
    71. Data-Only
    72. Services
    73. Voice-Only Services
    74. Japan
    75. Mobile Virtual Network Operator Market, BY Customer Segment (USD Billion)
    76. Individual
    77. Consumers
    78. Small and Medium Enterprises
    79. Large
    80. Enterprises
    81. Government
    82. Japan
    83. Mobile Virtual Network Operator Market, BY Network Infrastructure (USD Billion)
    84. Full MVNO
    85. Light MVNO
    86. Thin
    87. MVNO
    88. Competitive Landscape
    89. Overview
    90. Competitive
    91. Analysis
    92. Market share Analysis
    93. Major
    94. Growth Strategy in the Mobile Virtual Network Operator Market
    95. Competitive
    96. Benchmarking
    97. Leading Players in Terms of Number of Developments
    98. in the Mobile Virtual Network Operator Market
    99. Key developments
    100. and growth strategies
    101. New Product Launch/Service Deployment
    102. Merger
    103. & Acquisitions
    104. Joint Ventures
    105. Major
    106. Players Financial Matrix
    107. Sales and Operating Income
    108. Major
    109. Players R&D Expenditure. 2023
    110. Company
    111. Profiles
    112. LINE Mobile
    113. Financial
    114. Overview
    115. Products Offered
    116. Key
    117. Developments
    118. SWOT Analysis
    119. Key
    120. Strategies
    121. SoftBank
    122. Financial
    123. Overview
    124. Products Offered
    125. Key
    126. Developments
    127. SWOT Analysis
    128. Key
    129. Strategies
    130. Sonet Mobile
    131. Financial
    132. Overview
    133. Products Offered
    134. Key
    135. Developments
    136. SWOT Analysis
    137. Key
    138. Strategies
    139. OCN Mobile One
    140. Financial
    141. Overview
    142. Products Offered
    143. Key
    144. Developments
    145. SWOT Analysis
    146. Key
    147. Strategies
    148. Nifty Mobile
    149. Financial
    150. Overview
    151. Products Offered
    152. Key
    153. Developments
    154. SWOT Analysis
    155. Key
    156. Strategies
    157. NTT DoCoMo
    158. Financial
    159. Overview
    160. Products Offered
    161. Key
    162. Developments
    163. SWOT Analysis
    164. Key
    165. Strategies
    166. Rakuten Mobile
    167. Financial
    168. Overview
    169. Products Offered
    170. Key
    171. Developments
    172. SWOT Analysis
    173. Key
    174. Strategies
    175. AEON Mobile
    176. Financial
    177. Overview
    178. Products Offered
    179. Key
    180. Developments
    181. SWOT Analysis
    182. Key
    183. Strategies
    184. IIJ
    185. Financial
    186. Overview
    187. Products Offered
    188. Key
    189. Developments
    190. SWOT Analysis
    191. Key
    192. Strategies
    193. BIGLOBE
    194. Financial
    195. Overview
    196. Products Offered
    197. Key
    198. Developments
    199. SWOT Analysis
    200. Key
    201. Strategies
    202. KDDI
    203. Financial
    204. Overview
    205. Products Offered
    206. Key
    207. Developments
    208. SWOT Analysis
    209. Key
    210. Strategies
    211. UQ Mobile
    212. Financial
    213. Overview
    214. Products Offered
    215. Key
    216. Developments
    217. SWOT Analysis
    218. Key
    219. Strategies
    220. Ymobile
    221. Financial
    222. Overview
    223. Products Offered
    224. Key
    225. Developments
    226. SWOT Analysis
    227. Key
    228. Strategies
    229. Vodafone Japan
    230. Financial
    231. Overview
    232. Products Offered
    233. Key
    234. Developments
    235. SWOT Analysis
    236. Key
    237. Strategies
    238. References
    239. Related
    240. Reports
    241. LIST
    242. OF ASSUMPTIONS
    243. Japan Mobile Virtual Network Operator
    244. Market SIZE ESTIMATES & FORECAST, BY BUSINESS MODEL, 2019-2035 (USD Billions)
    245. Japan
    246. Mobile Virtual Network Operator Market SIZE ESTIMATES & FORECAST, BY SERVICE
    247. TYPE, 2019-2035 (USD Billions)
    248. Japan Mobile Virtual Network
    249. Operator Market SIZE ESTIMATES & FORECAST, BY CUSTOMER SEGMENT, 2019-2035 (USD
    250. Billions)
    251. Japan Mobile Virtual Network Operator Market
    252. SIZE ESTIMATES & FORECAST, BY NETWORK INFRASTRUCTURE, 2019-2035 (USD Billions)
    253. PRODUCT
    254. LAUNCH/PRODUCT DEVELOPMENT/APPROVAL
    255. ACQUISITION/PARTNERSHIP
    256. LIST
    257. Of figures
    258. MARKET SYNOPSIS
    259. JAPAN
    260. MOBILE VIRTUAL NETWORK OPERATOR MARKET ANALYSIS BY BUSINESS MODEL
    261. JAPAN
    262. MOBILE VIRTUAL NETWORK OPERATOR MARKET ANALYSIS BY SERVICE TYPE
    263. JAPAN
    264. MOBILE VIRTUAL NETWORK OPERATOR MARKET ANALYSIS BY CUSTOMER SEGMENT
    265. JAPAN
    266. MOBILE VIRTUAL NETWORK OPERATOR MARKET ANALYSIS BY NETWORK INFRASTRUCTURE
    267. KEY
    268. BUYING CRITERIA OF MOBILE VIRTUAL NETWORK OPERATOR MARKET
    269. RESEARCH
    270. PROCESS OF MRFR
    271. DRO ANALYSIS OF MOBILE VIRTUAL NETWORK
    272. OPERATOR MARKET
    273. DRIVERS IMPACT ANALYSIS: MOBILE VIRTUAL
    274. NETWORK OPERATOR MARKET
    275. RESTRAINTS IMPACT ANALYSIS: MOBILE
    276. VIRTUAL NETWORK OPERATOR MARKET
    277. SUPPLY / VALUE CHAIN:
    278. MOBILE VIRTUAL NETWORK OPERATOR MARKET
    279. MOBILE VIRTUAL
    280. NETWORK OPERATOR MARKET, BY BUSINESS MODEL, 2025 (% SHARE)
    281. MOBILE
    282. VIRTUAL NETWORK OPERATOR MARKET, BY BUSINESS MODEL, 2019 TO 2035 (USD Billions)
    283. MOBILE
    284. VIRTUAL NETWORK OPERATOR MARKET, BY SERVICE TYPE, 2025 (% SHARE)
    285. MOBILE
    286. VIRTUAL NETWORK OPERATOR MARKET, BY SERVICE TYPE, 2019 TO 2035 (USD Billions)
    287. MOBILE
    288. VIRTUAL NETWORK OPERATOR MARKET, BY CUSTOMER SEGMENT, 2025 (% SHARE)
    289. MOBILE
    290. VIRTUAL NETWORK OPERATOR MARKET, BY CUSTOMER SEGMENT, 2019 TO 2035 (USD Billions)
    291. MOBILE
    292. VIRTUAL NETWORK OPERATOR MARKET, BY NETWORK INFRASTRUCTURE, 2025 (% SHARE)
    293. MOBILE
    294. VIRTUAL NETWORK OPERATOR MARKET, BY NETWORK INFRASTRUCTURE, 2019 TO 2035 (USD Billions)
    295. BENCHMARKING
    296. OF MAJOR COMPETITORS

    Japan Mobile Virtual Network Operator Market Segmentation

    • Mobile Virtual Network Operator Market By Business Model (USD Billion, 2019-2035)

      • Discount MVNO
      • Functional MVNO
      • Brand MVNO
      • Niche MVNO

     

    • Mobile Virtual Network Operator Market By Service Type (USD Billion, 2019-2035)

      • Prepaid Services
      • Postpaid Services
      • Data-Only Services
      • Voice-Only Services

     

    • Mobile Virtual Network Operator Market By Customer Segment (USD Billion, 2019-2035)

      • Individual Consumers
      • Small and Medium Enterprises
      • Large Enterprises
      • Government

     

    • Mobile Virtual Network Operator Market By Network Infrastructure (USD Billion, 2019-2035)

      • Full MVNO
      • Light MVNO
      • Thin MVNO

     

     

     

     

     

     

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