I heard about the aim of KDDI's consumer, which has changed drastically in the past year

KDDI has three mobile communication services brand "au", "UQ mobile" and "Povo".We talked to two key players about the strategy, response, and future initiatives of the year when the environment surrounding mobile phone carriers has changed drastically.

In the first half of 2021, poured all the UQ Mobile's appeal

Due to the strong impact of government reduction pressure, the mobile phone market has changed drastically in the year between 2020 and 2021, and mobile companies have promoted a major strategy change.KDDI, which is one of the major companies, also renews three brands: "au", which has been focusing on such a market, as well as "au", which has been focused on the market, and "Povo" for online.We have developed a system that can respond to a wide range of customers.

Shinya Muramoto, Deputy Director of the KDDI Marketing Headquarters, explained that the aim of multiple brand development was "recognized the individuality of each brand, and there are more options that can be selected by brand individuality and usage."He says that the three brands have a competitive positive impact.

Among them, UQ Mobile attracted attention in the first half of 2021.In June 2021, a "Denki Set Discount" (a renewed "home set discount" from September 2, 2021) will be launched by contracting a designated power service, and family discount services.It has a huge impact that even a single person who could not benefit could be used at a low price of less than 1,000 yen per month for the cheapest plan.

Mr. Muramoto has expanded the store for the reason why he has focused on the promotion of UQ Mobile.Since early July 2021, KDDI has been expanding its UQ Mobile stores, such as launching UQ Mobile at all au shops, so the promotion has been greatly enhanced according to the timing.It was.

As a result, not only the number of UQ mobile contractors has increased, but also the number of visitors to the au shop itself is increasing."Au and UQ Mobile have more opportunities to compare together, and there are more opportunities to choose au," said Muramoto, and the recognition of both brands and services has increased and has achieved great results.I am doing it.

Despite the difficulty in large -scale appeal, the initiatives of the new iPhone sales

However, according to Mr. Muramoto, the focus of UQ Mobile also has a significant impact on iPhone sales strategies.In the fall, when the new iPhone is sold, it is necessary to focus on the promotion of au, which is the mainstay of its sales, so it is necessary to increase the awareness of UQ Mobile in the first half of the year.It seems that there was also.

However, when the iPhone 12 series appeared in 2020, compared to the aggressive initiatives, such as holding a new service presentation of au, the release session in conjunction with the 2021 iPhone 13 series announcement.There are no events and events, and the impression is weaker than usual.

In this regard, Mr. Muramoto replied, "I couldn't do a flashy event due to an emergency declaration, but I've created an environment that makes it easy to buy an iPhone."One of them is the new terminal purchase program "Smartphone Stock Program", and it is no longer necessary to change the model after the program continuation that was the condition of remaining bonds in the conventional "Kaed Tok program".Is a major change.

This change is probably due to the request of the Ministry of Internal Affairs and Communications and the Fair Trade Commission, which is concerned that requesting a model change will lead to the "binding" of the contract, but Mr. Muramoto says "((from the Ministry of Internal Affairs and Communications) (from the Ministry of Internal Affairs and Communications).) He said that he thought it was to improve the quality of customer services and conducted a review of the program this time. "In fact, the smartphone program is used from the past, such as a new "smartphone bonus" that returns the Ponta point equivalent to 5 % of the total payment by setting the payment method to "au Pay card".The benefits for people are increasing.

"Povo 2.0" with the values of the digital native generation

On the other hand, "POVO 2.0" has begun shortly after the release of the iPhone 13 series, and has become a hot topic.In addition to the impact that can be used from the monthly basic fee of 0 yen, not only the communication volume but also the period that can be used is also prepared, and the content that greatly overturns the concepts of the conventional price plan such as "OO GB per month".rice field.

However, why did the previous "POVO 1.0" started in March 2021, and why did the service change significantly in a short period of time?Mr. Makoto Kadowaki, General Manager of Marketing Planning Division, KDDI Personal Business Headquarters, said, "The concept of topping has been well received by customers, and there was a story in the company that it could evolve a little."It was a trigger.He said that he arrived at the Povo 2.0 mechanism, which entrusts the rates to the user to set the base price to 0 yen and add toppings according to their lifestyle.

One of the characteristic services of POVO 2.0 is "#Giga activity" where you can get a coupon where you can get a communication volume by shopping at a specific shop or winning by lottery, but Mr. Kadowaki says "Kadowaki" "This is" Kadowaki.Introduced #giga activity as a promotion that utilizes the characteristics of toppings. "It seems that the aim is to enjoy the characteristics of Povo topping by obtaining "giga" with the same feeling as earning points.

Mr. Muramoto says that the digital native generation targeted by Povo is that "we are expanding its immeasurable consumption activities from our marketing, such as emphasizing things and experiences than things."It seems that Povo has unprecedented values in POVO, and will approach the customer's voice quickly, and approach it different from the conventional telecommunications company service.

5G, which is fulfilling, is the key to promoting use

So what are the efforts of network infrastructure that support these three brands?KDDI is focusing on 5G networks, but especially on the lives, the lives are more specific, along the railway and commercial areas in urban areas.

Mr. Muramoto says, "I understand that the opportunity to experience is deeper in the sense that I can experience it to some extent on the live activity lines," said Muramoto.It seems that infrastructure development and appeal that emphasizes that 5G can be used without interruption is proceeding.

However, it is also true that there are many opportunities to spend time at home, such as the catastrophe of the corona and the fact that an emergency declaration has been issued many times and the self -restraint of movement is required.Nevertheless, Mr. Muramoto replied that the maintenance that emphasizes the lines of life is due to the anticipation of an emergency declaration, eventually the corona evil, and the movement will be active again.

On the other hand, Mr. Muramoto said about 5G maintenance in residential areas that many people are currently spending, saying, "There are so many households with fixed lines, and there is a relatively inconvenient communication environment.I understand that there are many families. "It seems that it is not necessary to hurry 5G maintenance in residential areas due to the high extension rate of fixed broadband lines, and for the time being, it seems that the policy will be promoting maintenance focusing on lifestyle.

However, in expanding the use of 5G, it is necessary to spread not only infrastructure but also devices and services that use it.In terms of device, in 2021, the 5G support for smartphones spread to low -priced models, and the path of solving has become visible.It will be.

Mr. Muramoto says, "I think that 5G, which has a crisp feeling with daily data communication, is highly satisfying, and I think that the place that can be used until now can be used without stress will contribute to satisfaction."On the other hand, it is actively promoting content and services that promote 5g utilization.One of them is Metowers' initiatives, such as the "Virtual City" concept announced in September 2021."(Metaverse) is not common yet, but in the future it will be important in promoting the use of high -speed and low delays in the future," says Kadowaki, who wants to proceed with aggressive initiatives.I am.

In the 5G era, due to administrative regulations, it is becoming more difficult to differentiate from other companies using only terminals and price measures as in the past.Therefore, KDDI will strengthen cooperation with KDDI and group companies, such as "au Pay", in addition to the cooperation with Netflix, which have been focusing on it, and in addition to POVO.It seems that we want to further differentiate by overlapping multiple factors, such as providing services that capture major needs from the past.

Whether such initiatives can lead to a virtuous cycle and strengthen competitiveness will be important in improving KDDI's competitiveness.It is certain that mobile phone companies have been more comprehensive than the past, as they have won the competition.

Masahiro Sano

Born in Fukushima Prefecture, graduated from Tohoku Institute of Technology.After developing digital content as an engineer, he turned into a mobile phone and mobile writer.Currently, from industry trends to culture, he writes in a wide range of mobile phones.