DoCoMo feels the pain of subscriber losses

2 Nov 2007

A senior official at NTT DoCoMo said yesterday the cellco was experiencing ‘a sense of crisis’ over the loss of around one million subscribers since the introduction of mobile number portability (MNP) in Japan last October. IDG News Service quotes Kiyoyuki Tsujimura, DoCoMo’s executive vice president and managing director of products and services as saying: ‘In some months, we had a net decline in subscribers.’ Although the carrier still controls more than half of the market, the halcyon days appear to be over – at least for the time being. DoCoMo has launched a major push to sign up new users and retain existing ones, including the launch of 23 new handsets – the largest launch it has ever staged. The operator is mindful that customers have been switching to rivals KDDI (au) and Softbank Mobile in significant numbers, lured either by au Corp’s innovative feature-laden handsets or Softbank’s low prices.