The mobile phone market overall slightly grew in 2014 to reach 40.5 million units, which is a similar trend to that seen in 2013. The continuous migration of consumers to smartphones is the key factor in mobile phones in Japan. The switch is largely driven by the strong demand for advanced technology embedded in smartphones, which serves multiple platforms such as communication, e-readers, imaging devices, navigation, online shopping and portable games. However, towards end of the review period, it is also seen that some smartphone users switched back to feature phones, deciding to possess a feature phone apart from smartphones. Some consumers sign a most affordable monthly subscription with a feature phone and purchase a tablet, giving up their smartphones. This reverse trend is triggered by costly subscription contracts with smartphones, and longer battery life that feature phones offer. Although the major driver of mobile phones in Japan still is smartphones, the demand for feature phones is not to be underestimated.