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Announcement of New Price Plans of NTT docomo

Last updated : April 15, 2019

Objectives of New Price Plan

  • In the mobile communication service market, maturation of the consumer market with the concentrated use of smartphones is in progress. We expect the market environment to change dramatically by having each carrier setting original price plans which handset and network fees to be charged separately.
  • In midst of such trend, NTT docomo challenges to self-reformation by providing variety of services in non-network areas such as smart life business and personal services, that uses customer base, as new revenue sources.
  • The new price plans are to lead the mobile network service market and to self-reform challenges.

  • The new price plans competitive enough to compete with the price plans of other carriers?

    The new price plans are not only focusing on the retention of existing customers but highly competitive enough to expect more customer acquisition from other carriers.

  • How do you deal with the entry of Rakuten and discounts of other competitors?

    The new price plans are highly competitive but in the case when there are changes in the competition environment such as following by other carriers, NTT docomo will consider further customer returns as needed while improving cost efficiency.

  • How much profit declines are estimated from the new price plans?

    The details will be explained at the announcement of financial results of NTT docomo on April 26th. As NTT docomo President and CEO Kazuhiro Yoshizawa announced in the interview on April 15th, NTT docomo will maintain and further expand the customer base from new price plans, and NTT will support NTT docomo to achieve profit growth beyond current levels by up-selling, by realizing drastic cost efficiency such as review of sales methods, and by growth of smart life business.

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