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Rakuten's mobile ambitions could shake up Japanese market

E-tailer's entrance may ignite price wars with entrenched rivals like SoftBank

Rakuten's mobile business operates on borrowed network equipment. The online shopping company aims to launch a new, self-sufficient cellular service unit next year.

TOKYO -- E-commerce leader Rakuten's bid to become a mobile network operator raises the possibility of reinvigorating Japan's stagnant market as the company becomes the first new entrant in over a decade.

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