NTT DoCoMo vs KDDI: The Price War
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Code : COM0042
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Region : Japan
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Competitive Scenario in the Japanese Cellular Phone Market In Japan, growth of mobile phones took off in 1991 when NTT released its new models weighing only 220 grams. These came to be known as the first generation mobile phones. In 1993, the second generation mobile phones were launched. These new models provided clearer sound quality and overcame the problem of poor signal during peak traffic hours in a specific network... About NTT Docomo and KDDI By the beginning of the 21st century, three service providers—NTT DoCoMo, KDDI and Japan Telecom Co Ltd, had come to dominate Japan's mobile services market. NTT DoCoMo was started in 1992 when NTT decided to separate its mobile division to form a new company, 'NTT Mobile Communications Network, Inc.'(later renamed as NTT DoCoMo)... War on the Price Front DoCoMo was further hit hard as KDDI entered into a price war against it in November 2003 by launching a newservice plan called 'EZ Flat'. Itwas a fixed-rate tariff plan that provided customers with unlimited access to data packet communications at a competitive price of ¥ 4,200 per month... |
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