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On October 28, Y-Mobile and UQ mobile announced new rate plans one after another.
Y-Mobile, “Simple 20” with a flat rate of 10 minutes calls for 20 GB / 4480 yen
UQ, new rate plan “Smartphone Plan V” with 20GB and monthly charge of 3980 yen
Both are the result of the so-called “action plan” compiled by the Ministry of the Interior and Communications after the Kan Cabinet urged mobile phone operators to cut prices. NTT Docomo is not in a situation where it can be launched as it is preparing to become a wholly owned subsidiary of NTT, but it is expected that some action will be taken once preparations are complete.
Ministry of the Interior and Communications, “Action Plan” to improve the competitive environment in the mobile market
Docomo says “I want to convey my opinion firmly” to the action plan
Ryota Takeda, the Minister of General Affairs, has shown an attitude of evaluating this price cut as “some result has been achieved”.
Well, is there really a result?
On this occasion, I would like to re-analyze what this price cut means.
This price cut is “Isn’t it really cheap?”
The two companies have a clear point in common in this price cut. That is, “the amount of monthly data is set at 20 GB” and “the price is reduced using the so-called sub-brand, not the main service.”
The author thinks that current mobile phone services can be classified into the following five categories.
A: Full service focused on NTT Docomo / au / Softbank’s large capacity (5G) plan
B: “Low Price Service” by the same three major carriers, which is a full service but a graduated fee that varies depending on the amount of communications usage.
C: Low-priced full service from Rakuten Mobile
D: Full service at a low price focused on 4G by the sub-brand au / Softbank
E: Low price service with some restrictions by MVNO companies
This price cut corresponds to “D”, but it is a bit special. In the past, price cuts were basically based on the idea that “users are expensive, and for those who don’t, it’s cheaper in a way that is close to pay-as-you-go”, but this time the point is the “20GB” capacity. It can be seen that the main axis is to make plans with relatively large capacities that are cheaper.
So in fact it is not that cheap.
Taking Softbank’s “Sharp Plan” corresponding to “B” as an example, the lowest price on the screen (note this) is 3,480 yen. After 8 months ・ 4,480 yen for 4G. The monthly fee is the same as the new Y-Mobile plan and you can use up to 50GB as much as you want. And there are many cheaper plans if you can use less data.
Prices shown on the SoftBank page Actually, even with the 50GB unlimited use plan, the price is the same as the new Ymobile plan.
Before I get into that, I will explain, but this comparison is not very fair.
Softbank’s example plan is “by taking full advantage of established discounts with optical lines and family discounts.” If there is no discount, it will be 7,480 yen. In addition, the price will increase depending on the model used, the presence or absence of 5G, and the presence or absence of tethering.
The new plan, whether it’s UQ or Y-Mobile, has simpler discount terms than the plans from the top three companies. Also, low-priced pay-as-you-go plans can be difficult for people who “don’t know how much data they will be communicating with.” So the new plan, which has a capacity that many people think is sufficient and is just a little cheaper, can certainly be said to be a “substantially cheap plan.”
Comment on the launch of the new Y-Mobile plan. Of course, the new Y-Mobile plan is cheaper if it is not a discount. However, there are cheaper plans for simple prices.
Yet it is.
Although there are conditions for discounts, there is no doubt that prices can be reduced further. The fact that there are a lot of discounts available for the main service means that the big three companies are building a business model based on the premise that “the main service will be used by the whole family for a long time.” Thing. I don’t think it will become so popular that the new plan becomes the main one, and I don’t want it to happen. That is why it is established as a sub-brand “for those who want a low price plan”.
First of all, the price of Rakuten Mobile is already cheaper than this new pricing plan. What does it mean that the three companies “still” have not responded directly? It is not that threatening.
To be honest, it makes me feel “somehow” to give a “certain assessment” to the Ministry of the Interior and Communications. In essence, I do not want to deal with competition and price cuts, but a form of “reduction” …
What is required is not “a series of cheap calls”, but “presentation of a great plan”
I don’t think the current price of mobile phones is the best. However, I also think that it has already been done if it is only “cheap”. Therefore, it makes no sense to call “cheap and cheap”.
I think the points are “easy to understand”, “easy to compete” and “services needed by those who need them.”
As already mentioned, low-priced services can be realized through long-term discounts and set discounts. Don’t deny this. The “Action Plan” states that we will pay close attention to the discount established with optical lines, but simply denying it will be a factor that hinders the expansion of low-priced infrastructure to homes. ..
Details of the “action plan” presented by the Ministry of the Interior and Communications. The focus is on reducing prices and speeding up competition, but there are also elements that are cause for concern.
Currently, the spread of high-end terminals, including 5G, is slowing down due to the complete separation of mobile phone terminals and communication charges. In other countries, discounts on 5G terminals are promoting the spread, but it can be said that only Japan is slowing the spread of 5G. There are still many problems with 5G, as areas, but there is no doubt that the expansion of terminals will increase the value of services.
Here, if the discount with the optical line is also simply “prohibited”, it is certain that there will be an adverse effect.
If there is something that should be banned, it will be “full of discounted prices.” The use or not of the discount depends on the person, and whether or not the conditions can be met also depends on the person. Therefore, all negotiations should not be conducted on the premise of a discounted price.
Previously, each company published only one book explaining that “many people choose discounts, which is why we emphasize clarity” and discount rates.
Recently, perhaps due to criticism, we have started coming up with “loading simulators” and “loading screen when set discount is off”. That direction should be emphasized, and the action plan also includes the establishment of a “portal site” for easy-to-understand price comparisons. The government shouldn’t do it, the private sector should, and there may be companies that turn it into a business … I think, but creating something like a “portal” is a bad idea. I do not think so.
There should also be MVNOs, and the value of MVNOs should be understood. The top four companies have an advantage in terms of terminals, real customer care and with or without discount services, and the value of MVNO, which is “simple and adapts to low capacity”, is that it has not studied the charges and mobile phone services. There is a part that is difficult to understand. It should be the job of the Ministry of the Interior and Communications to help fill the gap and present competitive terms that allow the MVNO itself to provide more free value, including flat-rate services.
Compared to that area, the introduction of eSIM is just remarkable and doesn’t mean much. It should be advanced, but it is not a story with the highest informational value.
It is a pity that the discounts of these two companies are said to be “certain achievements” because they are not related to such a story at all. It seems that the only purpose is to make the heading “Price reduction”.
If you read the action plan, you can see that it is not responding, but the Ministry of the Interior and Communications also has an idea. I would like you to clarify that part and clarify the grand plan of “what do you want to do with the communications administration of Japan”. Above all, I would like the Grand Plan to be given the opportunity to “properly refute and argue.”
Isn’t it strange that if the prime minister decides, it will be decided, and if the government leader decides, it will be decided?
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