DoCoMo aims to be "Everyone's DoCoMo" with "For All" as the keyword

Competitive axis that has begun to change

Needless to say, NTT DoCoMo is the mobile phone operator with the largest number of contracts in Japan. The company, which started by taking over the pager service and car phone service of Nippon Telegraph and Telephone Public Corporation, has developed mobile phone services and created hit services such as i-mode, and continues to this day. The current domestic mobile phone operators are consolidated into three companies, including NTT DoCoMo, au (KDDI), and Softbank, and Rakuten, which was licensed for the 1.7 GHz band in April this year, newly entered the industry, 2019. The service is scheduled to start in October of the year.

In talking about the prosperity of the mobile phone industry, the number of contracts has long been the focus of attention as one of the evaluation axes. The large number of contracts is a proof that many users have chosen, and the interpretation is that the area, network, services, etc. will be substantial. Of course, as a company, the number of contracts is an index that is directly linked to sales, and economic newspapers tend to evaluate the momentum of each mobile phone operator based on the number of contracts and the large amount of net increase.

NTT DoCoMo had started its business from the earliest, and initially secured an overwhelming share, but with the entry of new businesses, mobile number portability (MNP), which started in 2006, etc. Partly due to the influence, although the top share was maintained, the share was taken away by other companies for many years. In particular, when MNP was just started, the interpretation that "MNP transfer is a popular barometer for business operators" was emphasized, and fierce competition for MNP was unfolded by each company, and NTT DoCoMo temporarily decreased. Many contractors have been leaked, such as recording. In recent years, MVNO companies and sub-brand companies that claim "cheap SIM" and "cheap smartphone" are intensifying their offensive.

As pointed out by other industries, Japan will enter an era of declining birthrate and aging population. From the era when mobile phones were expensive belongings to the era of "one by one", the number of contracts has now exceeded the population. It's not uncommon for a single person to have multiple contracts, such as smartphones and tablets, personal and company-issued, but it's still apparent to some extent that it will be difficult to keep growing. In the 5G era, the number of contracts may increase because it will be incorporated into automobiles and machines, but the simple scheme of "number of contracts x usage fee" as before will secure sufficient profits. You may not be able to. In other words, how to draw a growth strategy for a new era is one issue for each mobile phone operator.

In response to this situation, NTT DoCoMo will expand its strategy based on the number of contracts as before, centering on d account (d point member), as explained at the press conference held in April. It has clarified the policy of developing the business based on the number of "members". Instead of tracking the number of contracts with MNP and new contracts as in the past, we will expand our membership base including "users of other companies with d accounts" and develop our business by providing various services. , It is going to make a profit. To support this policy, on May 1, this year, a Web page with the message "DOCOMO is open to everyone" was released at the top of the company's website. Please see the Web page for details, but you can see NTT DoCoMo's strong message to develop new businesses other than smartphones and communications.

In response to such a situation, NTT DoCoMo's summer 2018 model presentation was held on May 16th. Mr. Kazuhiro Yoshizawa, President and CEO of NTT DoCoMo, who appeared in the presentation, put up the keyword "For All" at the beginning and said that he wants to deliver excitement and surprise that exceeds expectations, not only for DoCoMo users but also for non-DoCoMo users. I explained the policy.