Because of the competitive nature of the telecommunications landscape in Japan, incumbent players continually try to outdo each other in offering the most innovative services to the main stream market leaving behind a substantial portion of the market limited access to these services. These include:

• Migrant communities in Japan (as almost all services available in Japan are in Japanese)
  
  
• Transient workers in Japan (as there are stringent documentary requirements to avail of telco services in Japan)
  
  
• Travelers into Japan (as majority of the phones worldwide cannot roam inside Japan)
  
  
• Travelers out of Japan (as majority of Japanese phones cannot roam outside of Japan)
  
  

Having the above niche markets in Japan, NIKI Mobile, together with its partners conceived of and launched various services catering to the specific needs of each niche market.