Asurion Japan Launches a New Subscription-Based Warranty Service Covering Smartphones, Tablets, PCs, Game Consoles, and More — All for ¥1,980 per Month
- Unified support window with next-day device replacement available -
Aug 5, 2025 Tokyo
Asurion Japan K.K. (Headquarters: Minato-ku, Tokyo; President & CEO: Takashi Maeda; hereinafter “Asurion”) today announced the launch of a new subscription-based device protection service priced at ¥1,980 per month (tax included). The service covers eight categories of digital devices—including two smartphones (feature phones included), tablets, PCs, game consoles, wireless earbuds, smartwatches, and more—with no limit on the number of eligible non-smartphone devices.
As the global extended warranty market continues to grow and digital devices become central to everyday life, device downtime due to malfunction or failure can cause significant stress. Traditional warranty services typically require individual enrollment at the time of purchase, often resulting in multiple support windows, complex procedures, lengthy repair times, and the hassle of managing multiple policies and costs.
Asurion’s new service addresses these issues through a unified and highly efficient solution. For the equivalent cost of protecting two typical smartphones, customers can enjoy comprehensive coverage for a wide range of digital devices, regardless of manufacturer or place of purchase. Existing devices currently used at home as well as newly purchased ones can be covered together under a single subscription—no individual contracts required. When a device issue occurs, a single support handles everything from intake to repair, replacement, or reimbursement, with replacement devices deliverable as soon as the next day to minimize disruption to daily life.
By offering a service that is “reliable, fast, and cost-effective,” Asurion aims to significantly reduce downtime in customers’ digital lifestyles.
■ Growing Demand for Protection and Challenges with Traditional Services
The global extended warranty market is expected to reach USD 147.1 billion (approx. ¥21.8 trillion) in 2024, growing to USD 239 billion (approx. ¥35.5 trillion) by 2033—an increase of roughly 1.6x (*). This growth is driven by factors including increasing device sophistication and price, the rising trend toward long-term device usage, and consumer concerns over rising repair costs.
Meanwhile, traditional warranty services pose several challenges for consumers:
- Different support windows for different devices, manufacturers, and retailers
- Long repair or diagnostic times, disrupting daily life
- Individual enrollment and separate fees required per device, making policy management complicated
These inconveniences often prevent warranty services from delivering their intended value.
■ Key Features of the New Service
When a smartphone suddenly fails or a household device breaks down, many consumers find themselves asking: “Did this device have a warranty?” “Is the warranty still valid?” “Who do I contact?” With varying warranty terms by product and retailer, simply locating the correct information can be time-consuming, delaying critical first steps in resolving the issue. These daily frustrations reflect a realistic and common pain point for modern households.
Asurion’s new service is designed to eliminate these concerns at their root. When an issue occurs, users can immediately access a unified support without searching for the right contact or locating warranty documents. The service also emphasizes speed, delivering replacement devices as early as the next day to minimize impact on everyday routines.
Main Service Details
Eligible Devices:
- Smartphones (2 devices included)*
- Eight categories of home/digital devices: tablets, PCs, wireless earbuds, digital cameras, smart speakers, game consoles (main units), smartwatches, printers
Warranty Period: Up to 10 years from purchase. Devices purchased within the past 5 years are also eligible upon enrollment.
Coverage: Device troubleshooting support, repair, replacement, and reimbursement
Monthly Fee: ¥1,980 (tax included)
*Up to five smartphones/feature phones can be covered. From the third device onward, an additional ¥500 per device per month applies.
A single subscription can cover multiple devices used by all household members, offering peace of mind and simplified protection for the entire family.
■ Sales Strategy & Future Expansion
Developed jointly by Asurion and Itochu Corporation—an Asurion investor—the service will be offered nationwide through partner companies. The first rollout begins through a collaboration with Itochu Cable Systems Corporation.
Looking ahead, Asurion plans to expand coverage to large home appliances such as TVs, refrigerators, washing machines, and air conditioners. By partnering with innovative companies that have strong customer bases, the company aims to broaden service channels and enhance overall value offerings.
As a global leader in smartphone, home appliance, and digital device warranty services headquartered in the United States, the Asurion Group serves approximately 300 million customers across 18 countries. In Japan, Asurion continues to deliver value through its deep expertise and cutting-edge technology to enrich customers’ digital lives.
(*) Source: IMAC Group Extended Warranty Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2024–2033”
About Asurion Japan
Asurion Group, based in the United States, is the global technology company providing services to nearly 300 million customers in 18 countries worldwide to support them to enjoy their comfortable digital life. Asurion Japan K.K. was established in 2004 and is the market leader providing the protection and technical support of digital devices for smartphone and such in Japan.
