In 2007, the iPhone was announced in the United States. In the same year, Android was also announced, ushering in the era of smartphones in earnest. More than a decade has passed since then. According to the 2023 Telecommunications Usage Trends Survey by the Ministry of Internal Affairs and Communications, 90.6% of households own a smartphone, exceeding 90%, and they have become indispensable infrastructure for daily life. Such smartphones are also consumables. Many users are changing to a second or third smartphone due to problems such as dirt and damage to the main unit and battery life. So what do they do with their old smartphones? Trade-in? Recycle them? Use it as a sub terminal? In the wardrobe? In this issue, we will introduce Assurant's efforts to support the global used handset market with its cutting-edge automation technology.
Japan's used terminal market lagging behind the rest of the world
Assurant, Inc. is a global company listed on the New York Stock Exchange. With a history spanning over 130 years...
- Home Appliance/Smart Home Appliance Warranty
- Vehicle/Commercial Equipment Warranty
- Mobile Lifecycle Management
- Lenders insurance, homeowners/renters insurance, and solutions
- Solutions for Financial Service Providers
We have provided best-in-class service to 325 million consumers worldwide in a wide range of industries. The company currently employs more than 13,000 people in 21 countries, with Japan identified as one of its most important markets.
Among the markets we will be focusing on is the used smartphone market. It is growing worldwide, and by 2024, 19% of total handset sales were used. And this growth is expected to continue over the next three years!
However, according to Assurant's survey, the usage rate of used smartphones in Japan is about 6%. This is a large gap compared to the rest of the world, and it is not fully utilized.
On the other hand, AI-equipped devices have been attracting attention in recent years, stimulating consumers' desire to buy new devices, and data shows that the average number of years of smartphone use has decreased. The amount of money received by consumers through trade-ins has also been rising year by year, and the total amount received by consumers through trade-in programs in the U.S. in 2024 reached 4.5 billion dollars (approximately 670 billion yen).
Assurant sees used smartphones as an asset...
- Technology
- End-to-End System Building
- Intellectual property
Assurant believes that by maximizing the value of used smartphones by investing in all aspects of their value, we can contribute to the benefit of businesses and the creation of a sustainable society.
Assurant, Inc.'s automated terminal processing facility processes up to 20 million terminals annually.
Assurant, Inc. processes up to 20 million devices annually at its eight Device Care Centers worldwide. These operations are supported by a staff of approximately 2,500 professionals with specialized skills.
Among them is the flagship facility in Nashville, Tennessee, USA, which spans 24,000 square meters and shipped 15 million terminals in 2024 alone.
The Device Care Center uses both a software and hardware approach and leverages AI to automate each process (see video ). High-quality automation is extremely important in terms of reproducibility to ensure consistent output, and has significantly reduced the average number of days to process a device from the industry standard of 50 days to 10 days.
Assurant Japan also aims to expand its automation facilities in Japan
While Assurant, Inc. is engaged in a wide variety of businesses, Assurant Japan, the Japanese subsidiary of Assurant, Inc...
- Mobile Device Business
- Home Appliances and Housing Equipment
Assurant, Inc. operates in Japan with a focus on mobile devices, home appliances, and housing equipment. In particular, Assurant Japan's concept is to " manage the entire lifestyle of the product.
For example, in the case of smartphones, we provide technical support services that allow customers to consult with us after purchase for setup and use if they have any questions. In the case of smartphones, for example, there is technical support after purchase, where you can ask for help if you have any questions during setup or use. Trade-in and upgrade services when replacing a device.
Assurant Japan provides a comprehensive range of services required by users from the time they start using a product until the end of its life.
＼家電保証プラスの特徴3つ／
①メーカー問わずどこのお店で買った家電も保証
②お持ちの家電も保証
③自然故障だけでなく、うっかり落とす・ぶつかるなどで発生する“偶発的な事故起因による物損故障”も保証https://t.co/u4NT5u2BoC#家電 #保証 #トリセツ— トリセツ【公式】 (@torisetsu_biz) March 27, 2025
The most symbolic of these services is " Trisetsu(App Store/GooglePlay )," which allows users to centrally manage instruction manuals for a variety of products on their PCs and smartphones. It has been well received by the market, with 5 million downloads by 2024.
And as for our future mission...
- Minimize handset processing costs through automation
- Maximize profits from resale of used smartphones
- Stable supply of certified pre-owned smartphones (CPO) with top-class quality
The company is aiming to introduce a fully automated system that has a proven track record in the U.S. in the near future. The company also aims to automate the grading process by establishing standard grading criteria for certified used smartphones, thereby realizing a healthy, sustainable, and circular economy.
Press Questions
- What is the ratio of trade-in handsets sold in Japan to those sold overseas?
Biju Nair: In Japan, the reuse rate of used handsets is very low, about 6-7%. Generally speaking, some of our clients want us to sell their trade-in handsets in a different market than the one they were in before. Japanese users seem to take very good care of their devices, and since they are in very good condition when traded in, they tend to fetch high prices overseas. For these reasons, it seems that handsets collected in Japan are often sold overseas.
- Do you have any plans to launch a full-fledged B-to-C business as Assurant?
Junichi Fujimoto: Our main business is BtoBtoC, so we are a company that works behind the scenes for carriers and retailers. However, we do sell some used handsets under the "MyWiT" brand.
Masahiro Ishitani: Actually, we don' t mention Assurant's name at all in the "Tricets. Currently, we are developing many products under brands that are not Assurant.
- Regarding used handset disposal in Japan, I understand that battery replacement requires approval from the Ministry of Internal Affairs and Communications (MIC).
Junichi Fujimoto: Currently, we do not offer battery replacement in Japan. In the U.S., we are certified as a Certified Repair service. However, we have good relationships with manufacturers around the world, and we hope to continue this trend in Japan.
- When do you plan to fully automate used terminal processing in Japan?
Brandon Johnson: We have a "vision tunnel" facility in Japan. And now that the automation line at our flagship facility in Nashville has stabilized, we are looking to bring this technology to Japan. I hope you can expect to see a very big change this year or next year.
Masahiro Ishitani: I think one year is a bit too ambitious, so I would appreciate it if you could look at two years (laughs).
Sorry, this article is only available in Japanese and 繁體中文. at the moment.
