- カテゴリ： バーチャル提案
- 作成日： 2009/07/24 21:23:25
- ページ： 37
- greater added value, such as the design of new brands, to users who support less functionality in favor of lower pricing, and also by reducing prices through the expansion of KCP+ based handsets. With these efforts, KDDI will enhance its brand strength while also addressing the more urgent issue of increasing the competitiveness of its handsets.
Growing Subscription Numbers Through Proactive Development of Corporate Clients
KDDI has extended its market share by targeting the emerging large enterprise segment of the corporate client market based on the strengths of its ability to propose mobile solutions, its coverage area, and its telecommunications quality, and today that share has grown to nearly equal that of the Company’s share in the consumer market. There has also recently been an expansion in the use of mobile phones for business within the small and medium-sized enterprise segment. In order to further build its share of the overall corporate market, KDDI will focus on the development of products and sales channels targeting this segment. Finally, in order to maximize KDDI’s ability to provide unified mobile and fixed-line services, under its corporate restructuring of April 1, 2009, the Company has integrated the mobile and fixed-line sales organizations which were previously split, and has reorganized them according to customer size. By so doing, KDDI will become better positioned to extend and strengthen its reach into not only large enterprises, but also in the fast-growing small and medium-sized enterprise market, providing further subscription growth.
We will take on the challenge of new value creation to enhance customer satisfaction and achieve sustainable growth in the mobile communications business.
FY 2009.3 was a year of major upheaval in the market environment, including a significant drop in handset units sold due in part to the ongoing shift to pricing plans that separate tariff from handset prices. In addition, there were delays in the completion of the KDDI Integrated Platform (KCP+), and we were thus unable to release attractive new handsets in a timely manner, leading to deterioration in our competitiveness. On the other hand, we developed and introduced unique-to-KDDI FMBC-type services such as “au Collective Talk” and “au BOX,” which helped improving customer satisfaction and brought us a certain level of success in cross-selling initiatives with fixed-line services. There have been great performance improvements in KCP+. By introducing strategic handsets that meet customer needs as well as the new “iida” platform, we are actively providing our customers with more attractive handsets and services than ever. Total ARPU is declining due to the increasing number of subscribers shifting to the “Simple Course” and other factors, however we will boost our non-communications sales by continuing to provide appealing content, new settlement services through Jibun Bank, which topped 500,000 accounts in April 2009, and mobile phone accessories through the “iida” lineup. We hope you look forward to the development of “au” going forward.
Associate Senior Vice President Member of the Board General Manager, Consumer Service & Product Sector
KDDI CORPORATION Annual Report 2009