- カテゴリ： バーチャル提案
- 作成日： 2009/07/24 21:23:25
- ページ： 3
- Under the new pricing plans, basically, carriers no longer subsidize handset costs for customers purchasing mobile phones. As a result, the cost of purchasing a handset became higher in comparison with conventional plans. In addition to the introduction of new pricing plans, FY 2009.3 also saw the effects of the economic recession, and as a result of customers refraining from replacing their handsets, or keeping their existing handsets for a longer time, sales of handsets in Japan declined significantly, by approximately 30% year on year. KDDI saw handset sales fall 32% year on year, and a gap arose between the number of handsets ordered with the manufacturers and numbers sold, resulting in high inventory levels, particularly in the first half of the period. The number of handsets sold in Japan in FY 2009.3 declined significantly over the previous year’s levels, due to the increasing penetration of multi-year service plans, and a percentage of subscribers choosing installment payments when purchasing handsets under the new pricing plans. All these factors contributed to an overall drop in churn rates and replacement rates among all carriers, pointing to a significant decline in consumer mobility in the Japanese mobile phone market.
Under the separate-tariff/handset price plans, an amount equal to the separate handset subsidy is discounted from the monthly basic charges. Thus, as the number of subscribers choosing such plans increases, the average voice ARPU will also decline. Number of Domestic Handsets Shipped
(Years ended March 31)
Source: Japan Electronics and Information Technology Industries Association (JEITA)
Effects of the Recession
In the midst of this once-in-a-century global recession, the Japanese economy faced extremely difficult conditions in FY 2009.3. One of the effects on the Mobile Business was the significant decline in handset sales, partly attributable to the rise in handset prices brought about by the new separate-tariff/handset price plans. At the same time, particularly in the consumer market, the recession did not result in any significant change in KDDI’s ARPU for either voice or data communication. On the other hand, there has been an effect on the corporate market, with existing customers cancelling contracts for unused handsets, and cutbacks, postponements, and cancellations of some new deals.
Content and Media Market
The spread of Packet Flat-rate pricing data plans and the expansion of the 3G network has made it possible to offer a high volume of content at high speed, resulting in steady growth for content and media markets. In addition to traditional downloadable content, use of user-generated content such as social network services (SNS), and video distribution services such as YouTube, have continued to expand to mobile phones. Although the majority of mobile Internet sites offer useful information, there are others of a more circumspect nature, such as fraudulent or malicious sites, online dating sites and adult content sites that are illegal for anyone under 18 years old to access. To combat this issue, in April 2009 the Law for Promotion of a Safe, Secure Internet Environment for Minors (the “Law for Improvement of the Internet Environment for Youth”) was implemented, requiring that filtering services restricting access to harmful Internet content be put in place for anyone under 18 years old purchasing mobile and PHS phones, unless authorized by a parent or guardian. This is one of several efforts to restrict access by young people to such harmful sites, so called “filtering services,” being promoted through a collaboration between the government, telecommunications carriers, and content providers.
Note: YouTube is a registered trademark of YouTube, LLC
KDDI CORPORATION Annual Report 2009