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The new “ahamo” rate plan announced by NTT Docomo on December 3 has become a hot topic. It is exceptional that you can use 20GB high speed data communication over 4G / 5G, free calls for 5 minutes at a time, international roaming in 82 countries and regions at no additional charge, without applying various discounts. With the content of, it seems that it immediately attracted a lot of attention on SNS, etc.
The “ahamo” rate plan just announced by Docomo. It attracted a lot of attention due to its overwhelming cost performance, such as 20GB high-speed data communication that is possible for 2980 yen per month.
On the other hand, there are many unnatural parts, which differ decisively from conventional tariff plans, such as not supporting in the docomo store. Therefore, I would like to consider the reason for the cheapness of ahamo, its impact on competition and the relationship with the Kan administration, which demands a reduction in prices.
There is also the possibility of “confusion” in a different structure than the conventional one.
Why did Docomo come to offer a plan like ahamo? Motoyuki Ii, who took office on December 1, cites the company’s failure to capture the younger generation. “People in their twenties will be the core of their thirties and forties in the future. If they are still losing now, they will be losing all the time,” said Ii, who complained of a sense of crisis for the future and focused on attracting the younger generations. Explain that you came to provide the plan.
In fact, ahamo has a very clear goal of being a “single person in their twenties in the digital native generation” who is familiar with smartphones. Therefore, there are many parts that are decisively different from the conventional rate plan, and a typical example is that contracts and support are limited to the Internet only.
ahamo is aimed at the digital native generation, significantly reducing costs and achieving low prices by performing all contracts and online support.
Although ahamo users have a docomo rate plan, they basically cannot receive contracts or support in docomo stores. By focusing only on the digital native generation, who are very familiar with smartphones, we have achieved low prices by eliminating in-store support, which is a major cost driver of mobile phone fees.
In addition to the fact that ahamo will reset the period of continuous use of DoCoMo when migrating from other plans, not only will the “family discount” not be applied, but it will not be counted in the number of people in the group. Also, when migrating from an existing plan, for system reasons, it is necessary to move for number portability (MNP) and a new contract from March to May 2021, which is clearly different from the conventional rate plan. There are many restrictions as if it were a service.
Therefore, it is not an exaggeration to say that ahamo is a practically different sub-brand service from the docomo brand (this point will be described later). However, it is undeniable that the parts other than charges and services have become extremely complicated because it is offered as the same DoCoMo rate plan as “Gigaho” and “Gigalite”.
Especially in docomo stores, there is a high possibility of future confusion as many users will request ahamo contracts and support just because they have the same docomo rate plan. In recent years, there have been many problems in the transport shops due to the depletion of the site and the deterioration of morale, so there is a concern that the appearance of ahamo, which turns into a complicated existence, will increase even more the burden on site personnel.
Impact on Rakuten Mobile and MVNO of two major companies
However, it is true that ahamo’s exceptional prices and services have had a great impact and there is no doubt that it poses a great threat to competitors. Speaking of the same 20GB rate plan, sub-brands such as “UQ mobile” from KDDI and “Ymobile” from Softbank have already announced the offer of rate plans such as “Smartphone Plan V” and “Simple 20”, but ahamo has announced that it is over 1000 yen cheaper than that, and 5G is available too.
The 20GB plan that Softbank plans to offer under the sub-brand, such as “Simple 20” to be offered under the Y-Mobile brand at the end of December, will likely be revised with the arrival of ahamo.
As a result, both plans may need to review their rates before even starting. However, both UQ mobile and Y-mobile have a sense of security that they have real stores, even though they are few, and they are active in acquiring not only young people, but also families and elderly people, so ahamo is not necessarily a sub-brand. It will not pose a general threat.
Rakuten Mobile is most threatened by the existence of ahamo. The monthly fee for ahamo is the same as Rakuten Mobile’s “Rakuten UN-LIMIT V”, and the concept is very similar, like being able to use 5G and 4G, and the contracts and support are mainly online.
Also, since ahamo is overwhelmingly wealthy in the area, which is the lifeblood of mobile phone services, there is a high possibility that ahamo will serve as a receiver for users who are not satisfied with Rakuten Mobile, which is in the process of developing. the area. Starting in April 2021, some users will end their free Rakuten UN-LIMIT V campaign, which may put them in a difficult position.
The ahamo concept is close to Rakuten Mobile’s “Rakuten UN-LIMIT V”, and it looks like it will have a major impact on Rakuten Mobile, which is in the process of developing the area.
Similarly, the presence of ahamo poses a threat to MVNOs. Recently, MVNO is also focusing on plans with a large capacity exceeding 10 GB, but due to the structural problem that the communication speed slows down during lunch time, etc., there are not few people who flow to ahamo they can communicate without stress. It will come out.
In that case, an MVNO’s only way to survive is with lower-priced, lower-capacity plans. Mr. Ii shows a willingness to work with MVNO rather than his in areas where the price is lower than ahamo, but since the low-price plan has little commercial taste, the number of companies pulling out of the future is increasing. I wonder if it will come.
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