- 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
n?Sales Commissions Commissions (average subscriber acquisition and subscriber retention costs) rose 5% year on year, to ￥39,000. As a result of a wholesale handset sales review in November 2007, done at the same time as the introduction of a the “au Purchase Program,” the handset wholesale price increased. KDDI took measures to soften the impact of this change on retailers and subscribers, and sales commissions climbed in comparison with the original base. While a rise in the ratio of “Simple course” helped to lower costs, sales commissions rose overall due to inventory adjustments resulting from the significant decline in handset sales and higher handset procurement costs due to increased adoption of handsets with more advanced functions. n?ARPU Average Revenue per Unit (ARPU) for FY 2009.3 declined 7.3% year on year, to ￥5,800. Of this total, voice ARPU fell 13.1% year on year, to ￥3,590, due to the popularization of the “Everybody Discount” and “Family Discount” services, and a decrease in MOU chargeable. Data ARPU rose 3.8% to ￥2,210, boosted in part by a steady increase in the proportion of “WIN” subscription, a high-end service. KDDI has differentiated its mobile service from its competitors’ by drawing on the advantages of its 3G infrastructure to enhance the appeal of its overall product strategy, including handsets, price plans, and content. The Company believes that to continue to be the customers’ service of choice, it must work diligently to increase customer satisfaction levels through improvements in four areas?network infrastructure, handsets, price plans, and content. Reflecting that dedication, in 2008, “au” was recognized as first in customer satisfaction for mobile services for the third year in a row.* KDDI believes that its consistently strong performance is a result of the recognition by the customers of these patient and steady efforts.
*Source: J.D. Power Asia Pacific 2006?2008 Japan Mobile Telephone Service Satisfaction StudySM 2008 study conducted across 10 regions throughout Japan including Okinawa. Based on responses from a total of 7,500 mobile phone subscribers living in each region.
KDDI CORPORATION Annual Report 2009