- カテゴリ： バーチャル提案
- 作成日： 2009/07/24 21:23:25
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- Overview of Operations
*Anshin Mobile Support Service enables customers to enjoy 5 year handset warranties (3 years free), discounts on handset repair fees, and discounts on handset replacements in case of water damage or complete loss. The service costs ￥315 per month.
business, by focusing on the “Anshin Mobile Support,*” which is seeing a broad increase in subscribers as customers own their handsets for longer periods of time, and by otherwise providing services that closely meet the needs of its customers. At the same time, while reducing handset procurement costs and maintaining a close watch over the competitive environment, by also reducing customer acquisition costs, primarily through promotion of the “Simple course,” KDDI will push ahead in its operations with an even greater focus on profit. The following is a brief introduction to KDDI’s efforts to strengthen the competitiveness of its handsets, and its efforts in the corporate-client market, which represents a future driver for subscriber growth.
Lower Procurement Costs and More Competitive Handset Development
As customers’ values regarding mobile handsets become increasingly diversified, there is also a clearer division between an emphasis on innovation, an emphasis on lifestyle, and an emphasis on price. At the same time, in addition to these three segments, a fourth layer is emerging that places a greater value on aesthetics and design. In response to this diversification of values, in FY 2010.3, KDDI focused on progress in its pursuit of innovation and a diversification of its product lineup by providing specialized handsets designed to function with au strategic services. With an eye on the emerging segment that emphasizes aesthetics and design values, in April 2009, the Company introduced its new “iida” brand, and going forward will seek to expand this customer base using the experience it has accumulated through its “au design project” efforts. In addition to developing and introducing more attractive handsets, KDDI will work to lower handset procurement costs, in part by providing relatively low-priced handsets with
Functional Approach: Continuous Enhancements Strategic Model
Stick with “+?” so that it comes to symbolize “au”’s strategic services
Emphasize advanced functions
Aesthetic Approach: NEW New Brand
A brand aimed at customers who value a mobile phone’s design and feel over functionality
A full selection of handsets to meet individual lifestyles
Emphasize lifestyle Emphasize aesthetics Emphasize price
KDDI CORPORATION Annual Report 2009