DoCoMo to cut fees to compete with rivals

13 Jun 2008

Japan’s leading mobile operator by subscribers NTT DoCoMo has revealed it is cutting its monthly mobile tariffs in a bid to match rivals KDDI and Softbank Mobile, as the domestic mobile price war begins to intensify. DoCoMo still controls roughly half the market but has seen its share whittled away by its rivals in the past year. This month, KDDI unveiled a JPY980 (USD9.12) per month plan to compete with number three player Softbank, which has won more subscribers than either of its larger rivals since April 2007 on the back of its low-price strategy and aggressive advertising campaigns. Reuters reports that DoCoMo is dropping its lowest tariff plan by nearly 7% to JPY980 from July to match the competition.

Japan, NTT DOCOMO