KDDI's seasonal phones. The company comes out with a summer line, a spring line and an autumn/winter line each year, with each fashion line containing about 10 to 12 phones. A typical Japanese consumer swaps cell phones about once every 12 to 18 months. People used to swap more often, but the carriers changed pricing structure so it pays to keep a phone longer. Typically, carriers garner about 8,000 yen ($72.50) per customer per month in revenue.