DoCoMo unveils corporate rebrand in bid to stop the rot

21 Apr 2008

Japan’s leading mobile operator by subscribers, NTT DoCoMo, has unveiled plans for a major corporate rebrand, including a new company logo, as it looks to reverse a trend of declining customers and profits. The mobile giant confirmed it was fighting an intense battle to stop users from defecting to smaller rivals KDDI and Softbank Mobile, adding that its brand was in ‘critical condition’. The relaunch – including the new logo which spells the company’s name in lowercase red letters – will take place on 1 July. Under the new plans the operator also intends to improve its focus on customer retention by making sure its existing customers are happy with their service, rather than merely look to sign up new users. Initiatives to achieve this include lowering handset prices, offering free battery packs and increasing the range of services available through its retail outlets. Last month DoCoMo’s market share dropped below 50% for the first time in a decade.