au, or au by KDDI, is a Japanese

mobile phone operator A mobile phone operator, wireless provider, or carrier is a mobile telecommunications company that provides wireless Internet GSM services for mobile device users. The operator gives a SIM card to the customer who inserts it into the mobile devi ...

. au is a brand marketed by

KDDI () is a Japanese telecommunications operator. It was established in 2000 through the merger of , , and . In 2001, it merged with a subsidiary named Au, which was formed through the merger of seven automotive and mobile phone companies from t ...

in the main islands of Japan and by Okinawa Cellular in

Okinawa most commonly refers to: * Okinawa Prefecture, Japan's southernmost prefecture * Okinawa Island, the largest island of Okinawa Prefecture * Okinawa Islands, an island group including Okinawa itself * Okinawa (city), the second largest city in th ...

for their mobile cellular services. au is the second-largest wireless carrier in Japan, with 60.398 million subscribers as of March 2021.

Naming

According to the brand creator, the name 'au' is based on the Japanese verbs for 'meet' (会う) and 'unite' (合う) (both pronounced 'au'). However, KDDI explains that au comes from two letters which stand for few words. 'A' is for access, always and amenity, and 'U' is for unique, universal and user. There is also a phrase, 'access to u(you)' that goes along the brand name.

History

The network that would eventually become au was originally set up as two networks: DDI and IDO. IDO's network was based upon the NTT Hi-cap analog cellular system, and began operations in December 1988 in the Kanto and Tokai regions. DDI's network was run by independent phone companies, and began service in 1989 using the

TACS Total Access Communication System (TACS) and ETACS are variants of Advanced Mobile Phone System (AMPS) which were announced as the choice for the first two UK national cellular systems in February 1983, less than a year after the UK government an ...

system elsewhere in Japan. Nippon Idou Tsushin (IDO) was owned by

Toyota is a Japanese Multinational corporation, multinational Automotive industry, automotive manufacturer headquartered in Toyota City, Aichi, Japan. It was founded by Kiichiro Toyoda and incorporated on August 28, 1937. Toyota is the List of manuf ...

, whereas DDI was owned by

Kyocera Corporation is a Japanese multinational ceramics and electronics manufacturer headquartered in Kyoto, Japan. It was founded as in 1959 by Kazuo Inamori and renamed in 1982. It manufactures industrial ceramics, solar power generating systems, telecommun ...

. was established in November 2000 by Kyocera as part of the DDI Cellular network. In 2001, the company was merged into KDDI (which had been formed in 2000 by the merger of DDI, KDD, and IDO), but its brand name was retained and applied to all mobile phone service under KDDI group. au established a nationwide 3G network in 2003, replacing its previous

cdmaOne cdmaOne, most often simply referred to as CDMA, is a 2G digital cellular technology. It was the commercial name for Interim Standard 95 (IS-95), a technology that was developed by Qualcomm and later adopted as a standard by the Telecommunica ...

service with CDMA 1X WIN ( 1xEV-DO Rev A) service. It started selling the

iPhone 4S The is a smartphone that was developed and marketed by Apple Inc. It is the List of iPhone models, fifth generation of the iPhone, succeeding the iPhone 4 and preceding the iPhone 5. It was announced on October 4, 2011, at Apple's Cupertino ...

from 14 October 2011. The company launched

LTE LTE may refer to: Science and technology * LTE (telecommunication) (Long-Term Evolution), a mobile telephony standard ** LTE Advanced, an enhancement ** LTE Advanced Pro, a further enhancement * Compaq LTE, a line of laptop computers * Leukotrie ...

service as 'au 4G LTE' in September 2012. It launched 5G service as 'UNLIMITED WORLD au 5G' on 26 March 2020.

Marketing

au sponsored the

Cerumo Cerumo Co., Ltd. (stylized as CERUMO) is a Japanese racing team headquartered in Oyama, Shizuoka Prefecture. The competed in Super Formula together with INGING Motorsport, and participated in Super GT GT500 Class. In January 2016, former Bridg ...

team in Japan Grand Touring Championship between 2001 and 2004, and has gone on to become the title sponsor of the #36

TOM'S is an automotive aftermarket parts manufacturer and tuner of Toyota and Lexus vehicles, as well as a factory-backed racing team. The TOM'S head office is located in Tokyo, Japan. TOM'S most prominently produces aftermarket parts for current ...

entry in its successor

Super GT Super GT (stylized as SUPER GT) is a sports car racing series that began in 1993. Launched as the , generally referred to as the All Japan Grand Touring Car Championship (JGTC), the series was renamed to Super GT in 2005. It is the top level of ...

from 2016 to present.

References

External links

* {{Authority control KDDI Mobile phone companies of Japan Telecommunications companies of Japan Japanese companies established in 2000 Japanese brands Telecommunications companies established in 2000 Retail companies established in 2000