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NTT Docomo became a hot topic with “ahamo” which has a flat monthly charge of 2,980 yen and can use 20 GB of communication. In December 2020 it was announced that it would review the conventional plan, but since ahamo made a big impact, the content was drawing a lot of attention.
And on December 18, 2020 the revision plan of the conventional plan was finally announced, but it seems that many people saw the contents and felt that “it is not bad, but it does not have as much impact as ahamo …” it is? The reason can be said to be the “5G Gigaho Premier” and “Gigaho Premier”, which are revamped versions of the high-capacity “5G Gigaho” and “Gigaho” plans that many may have noticed.
Looking back briefly at the contents, both plans are officially implemented with the increase in the volume of data communication provided as a campaign for “5G Gigaho” and “Gigaho”. Gigaho Premier is available for 60GB high speed data communications and 5G Gigaho Premier is unlimited.
Even so, the price of 5G Gigaho Premier is reduced by 1000 yen per month, and the price of Gigaho Premier is reduced by 600 yen per month, and it is possible to use it for 6650 yen and 6550 yen per month, respectively. In addition, as with the large capacity plans of other companies, there is also a mechanism that offers a discount of 1500 yen if the monthly data traffic is 3 GB or less.
However, both plans kept the traditional discount system, which is one of the factors that makes the rate plan feel complicated. Although there are no limited time discounts such as “1 year limited”, “Minna Docomo Discount”, which offers discounts according to the number of family contracts, and “Docomo Hikari Set Discount”, which offers discounts in combination with broadband line contracts. fixed. Stand firm.
Certainly the fact that the all-you-can-use data communication has become official and the monthly discount is 1000 yen is a merit from a consumer point of view. However, just because ahamo became popular for its clean without any discounts, why didn’t you decide to do away with complicated discounts like ahamo entirely? I think there were quite a few people who were not satisfied with this point.
Perhaps the reason is that some users need to keep the traditional framework. That can be seen in another rate plan, the “first plan for smartphones,” announced by NTT Docomo.
This is a rate plan that allows subscribers of 3G lines to switch to 4G or 5G lines, mainly for feature phones. It is said that you can make 1 GB of data traffic and 5 minutes of free calls each time for 1480 yen per month, and you can use it for 980 yen per month for one year by applying the “d card payment discount” and the “discount of the first smartphone “. I will.
Actually, this plan is very close to the “Smartphone Start Plan” offered by KDDI’s au brand and Softbank’s “Smartphone Debut Plan”, and can be said to be a follow-up to other companies. In other words, when NTT DoCoMo 3G subscribers switch from feature phones to smartphones, they tend to be attracted to such plans by other companies and leak, so it can be said that they came to offer smartphone plans for the first time. time.
This also means that NTT Docomo has 3G users and by extension smartphone novices and their reservations, and the need for these people is extremely high, and the generous support provided by the docomo store. As you can see from the fact that ahamo was able to get a low price by completely reducing the support in the docomo store, the support cost in the store is very expensive, but the smartphone beginner support is also available in the country. . It’s what you’re looking for, so you can’t get rid of it that easily.
To support people who are not used to smartphones, it is necessary to emphasize the operation of the docomo store, and for this it is judged that it is not possible to cut the cost of support and make a bold discount. You may have concluded that the price will be lowered as much as possible while retaining the existing frame.
Looking back on the fact that ahamo has become a main brand pricing plan rather than a sub-brand with the voice of Mr. Ryota Takeda, the minister of general affairs, further action may be necessary depending on the intention of the minister. no. However, if Minister Takeda does not complain about the company’s measures this time around, the competition for the high-capacity plans of three mobile companies, including the 5G Gigaho Premier, is unlikely to be too fierce. watch.
KDDI has already provided “Data MAX 5G” with unlimited data communication under the au brand (although there are restrictions on the amount of tethering communication), and Softbank also provided a financial results report on November 4, 2020., Mr. Ken Miyauchi, president and CEO, said on 5G that “I will do unlimited in a user-friendly way,” and the provision of an unlimited-use plan can be said to be the default route.
Of course, some revisions are expected to be made in response to the NTT Docomo move this time around, and especially the limited time discount will be significantly revised. However, considering that 5G Gigaho Premium did not make a big difference in the discount framework for families, it is very likely that the response of the two companies is limited to minor adjustments.
Therefore, it is considered that the center of price competition in 2021 will be the price plan with the concepts of “for young people”, “online”, “simple” and “low price”, which was also launched by ahamo. Given that KDDI has a relatively similar concept of “KDDI Digital Life” established as MVNO and Softbank has a relatively similar concept of “LINE Mobile” under its umbrella, it seems likely that it will come to that area as a rival horse, but in that case ” How do you position sub-brands like “UQ mobile” and “Y-mobile”? That worries me too.
Given that such a large move is expected, there is no doubt that the mobile phone tariff trend will continue to attract a lot of attention in 2021, including the Kan administration trend. I would like the author to pay more attention to 5G than price …
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