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.
