softbank mobile finally started offering student discount at zero yen for base charge with tiered pricing for packet usage (quite low compard with otherwise).
Quite an audacious move. They are achieving No.1 position net increase over the past 9 months in a row, ahead of docomo and au. I myself experienced the similar kind of dynamism of pricing when i was a pricing manager at one air express company in Japan. The pressure is there essentially when you already have a certain amount of revenue, just like docomo or au, accumulated over the long period of time, It’s just damn hard to compete on price, for especially the top management just can’t make a decision on revenue dilution.
It also adds a good customer segmentation scheme just by pricing.
Thanks for NTT docomo mzone so comfortable here. it only costs 350 yen or usd 3 or so a month if you have subscription with docomo mobile. extremely cheap compared to US counterparts – what is it ? T-zone 30 dollars a month?
You’d definitely need shozu which is very powerful in the wifi smartphone environment, would allow you to upload direct from mini sd card which is otherwise impossible without shozu.
BTW, Japan is a wifi paradise, in my opinion, thanks to Son san of softbank who has implemented whatever he believes.
The thing is it is not FON, docomo mzone, softbank mobile, google even, or any other wifi player that has extremely low awareness among conventional people. It is simply WIFI that’s not known until this day to the general public. Docomo mzone, softbank mobille, fon, google even and all the wifi providers should promote WIFI together to increase the awareness and to achieve the critical mass. Or,they all gonna fail.
softbank mobile recored No.1 net increase in May, originally uploaded by morikenstyle.
Update: They’ve achieved No.1 in the three consecutive months May, June, and July (the photo taken at softbank mobile store in Shibuya). The ad claiming so makes sense, given relatively low brand image held in the eyes of mobile users in Japan, relative to competitors Docomo and AU. They spend TV ad a lot too. Not surprisingly, reportedly both docomo and AU reacted with basically cutting the base charge in half for the new subscriber. I’d anticipate exactly the same pricing war softbank played and won at FTTH/ADSL penetration pricing in years 2001 and onwards.
Softbank mobile’s Son-san reportedly annouced the new pricing program (note the article in Japanese, Nikkei, the content will disappear within a few months) for its mobile phone. Now he is going to offer JPY 980 (USD 8.3) for the basic communication cost, while the equivalent cost at minimum like JPY 2,500 (USD 22) + at its competitors like Docomo and AU. “Don’t even bother to compare!” adds Son-san.