.

By and large, AFLAC’s business practices appear to be appropriately tailored to the

Japanese environment. AFLAC should continue to focus on delivering high-quality services
to its customer (e.g., prompt settlements) in a way that combines the best of U.S. and
Japanese practices. Given its long history in Japan, it may be advantageous for AFLAC to
capitalize on its “Japanese-ness” in the face of new competition. AFLAC’s long-time
presence in the Japanese market can be used to distinguish it from the new entrants.