Knowing and convinced, "POVO" updated to "Why" (99) 2.0 in the mobile phone industry incorporated a prepaid system | Mynavi News Mynavi News Mynavi

KDDI held a new service presentation on September 13, 2021. Some presentations have been implemented, such as the 5G area expansion, such as SPACEX's partnership with STARLINK. One of the major changes points is that the basic fee is 0 yen, but only the weight -payable call and SMS can be used for 0 yen, and the communication at 128 kbps, using a paid topping within 180 days. If not, it will be canceled automatically.

The important thing is topping, but Povo 2.0 has enhanced not only the flat rate but also the data traffic topping. Its variations are wide, and there are differences in the number of days that can be used as well as capacity, so it can be used with higher flexibility.

For example, if you top "20GB of data" that can be used for 30 days, it can be used for 2,700 yen per month as the conventional POVO, but if you topped "60GB of data", it will be about 6,490 yen. For three months, 60GB of communication can be profitable. If it is assumed to be used for a long period of time, it can be used cheaper than 20GB of data.

Also, if you are out of the way, such as the current Corona evil, you will be able to significantly reduce the price if you make good use of 390 yen, 390 yen, which can only be used for 7 days. 。 On the other hand, when you want to watch videos for a long time, in addition to the 24 -hour "all -you -can -use data" (330 yen), which is provided, "all -you -can -use DAZN use pack" (760 yen/7 days) "Smash. Use. All -you -can -eat unlimited use packs such as "unlimited pack" (220 yen/24 hours) can be used.

And the other, "#Giga activity" is a characteristic mechanism in POVO 2.0. This is something that can be settled at a specific store using "au Pay", purchasing products of a certain amount or higher, or finding Povo items in specific places or services. The amount of communication that can be obtained varies depending on the service that is used, such as "300MB for 3 days" and "1GB for 7 days", but getting a communication volume in a method other than the topping that pays directly is an advantage for those who want to save communication charges. There is no doubt.

Is it a view of non -topping with "#Giga activity"?

Looking at these mechanisms, Povo 2.0 seems to be very new, but in fact it is necessary. It is also close to a prepaid service that uses and uses the capacity each time. In Japan, only SoftBank's "simple style" is provided, and it is a prepaid service that has a very thin presence, but it is a fairly major existence provided in many countries overseas, mainly low -income groups. It has gained support from immigrants and emerging countries who cannot create a bank account.

In recent years, only MVNOs, such as Rakuten Un-Limit VI, which can be used from 0 yen per month, and 990 yen per month, added to SoftBank's LINEMO. Instead, the mobile phone company itself is charging a lower price. Therefore, it can be said that KDDI has steered a style close to the prepaid method in Povo 2.0 to respond to the needs for further low prices while making use of the Povo topping mechanism.

Mr. Takahashi revealed that the number of POVO contracts, which had been around 1 million so far, was about 900,000, about half the level of NTT DOCOMO's "AHAMO". ing. Therefore, it is expected that the number of contracts will increase significantly by providing Povo 2.0, which has a basic fee of 0 yen.

From a mobile phone company, the prepaid method has a weak point that income is not stable compared to the conventional post -paid method, but it is still an existing system that incorporates a mechanism that is close to the prepaid system. The Povo user's achievements seem to have greatly influenced. In fact, Makoto Takahashi, President and CEO of KDDI, said that active users ARPUs tended to be high due to the use of toppings in the conventional POVO, so even POVO 2.0, "the use of toppings after contract increased, and various uses are diverse. I decided that it would not lead to a significant decrease in profits. "

And the other, the presence of #giga activity will also be a factor in adopting a mechanism that is close to a prepaid system in POVO 2.0. This is because #Giga -ranging is also a mechanism that gives partner companies as the advantages of attracting Povo users, so it is possible to develop a business that gets a fee from a partner company.

Therefore, even if the user's communication fee is 0 yen, we will increase the income from partner companies by using #Giga live, and try to provide a stable service. You can see that there is. In fact, KDDI is expanding the Povo Business Partner Program to actively recruit partner companies that cooperate with #Giga activities, and are trying to focus on collaboration with more partner companies.

The adoption of a mechanism that is close to the prepaid method will certainly be able to reduce the price more than before if POVO 2.0 is used well. However, for that purpose, it takes time for users to check the status of toppings frequently and add a communication volume in an appropriate way, and the impression that it has become a plan for those who have become more familiar with smartphones than before. I also receive it. Therefore, there is a concern that it may not be used effectively, such as registering on ESIM as the second line because it is "0 yen per month", and users who do not use much.

Mr. Takahashi has cited #giga activity as one of the measures to actively use POVO 2.0, and considers a way to enhance #Giga activity in collaboration with partner companies. I wanted to go. In Japan, the Povo 2.0 mechanism has a novel part, so it is important to be able to gain support by not being bound by the conventional mobile phone company.