The true impact of "mobile phone price reduction" in the 3 major mobile phones

The communication cost sales of each company have declined significantly, but the "customer flow between companies" is limited.

Looking at the financial results of the three companies, the commonality is simple.ARPU (sales per user) has decreased due to the "low -priced plan" centered on the price reduction, and the profits of mobile phone -related businesses have declined.

I think that it is possible for anyone to predict that because the price has been reduced.It was assumed that sales were decreasing in each company's annual year, but it was almost the same.

However, it came to be seen that the "customer flowing" did not occur.

KDDI's Makoto Takahashi, President and CEO, explains, "We are going to UQ Mobile and Povo, so the number of au operations decreases accordingly."It seems that the flow from other companies, including MVNO, is relatively small.

Although SoftBank has a slightly increased rate of cancellation, "SoftBank users and those who are sensitive to price often move to Y -Mobile. LINEMO is also often transition from SoftBank" (SoftBank, President of Junichi Miyagawa, President and Executive Officer.CEO).

According to NTT's President Jun Sawada, "The excess of the 13 -year MNP has changed depending on the moon, but has almost unchanged, although it changes depending on the moon," said NTT.AHAMO has exceeded 1.8 million subscriptions, but is also said to be "there are many relocations from DoCoMo, but there are some MNPs from other companies" (President Sawada).

Considering that other major companies have not reduced the number of customers so much, many people have shifted to AHAMO instead of leakage from docomo, not KDDI or SoftBank, but MVNOs and Rakuten, or new.It can be interpreted that there was a subscriber.

If so, since the price reduction plan was provided this spring, the household budget burden was reduced due to low price, but in terms of corporate bases, the customer fluidity did not increase to that extent.

The transition of mobile phone operators is troublesome, despite the simplification of procedures and expenses.Consumers don't want to do anything.Although the transfer of migration at the price is a certain effect, it is not surprising that if the mobile phone operator appeals to the form of "shifting only the plan in the same corporate group", it will increase.

Furthermore, NTT is about to integrate "NTT Communications".This has not yet been considered by the Ministry of Internal Affairs and Communications, and the integration scheduled for this summer is delayed.

NTT's consumer services, such as what the service of the price system is lower than AHAMO, has a wide range of impact on consumer services, but it is likely that strategic development will continue to be excluded for a while.