What should the headwind mobile shop should be in the "Separation Plan" and "New Corona"?: Wireless Japan 2021 (page 1/2)

　The way mobile phone sales are now being questioned.While the industrial structure is forced to change, what will the future mobile phone shop aim for?Mr. Tobuhiro Matano, managing director of the National Mobile Phone Sales Agency Association (Zenkyo), which is a member of mobile phone shop operating companies nationwide.

　Report from the special lecture held on June 3 at "Wireless Japan 2021" "The mobile industry transformation and the smartphone distribution market that accelerates due to the corona evil" will be reported.

　The mobile phone shop, which has been a central role in mobile sales so far, has been in trouble.There are about 7,700 so -called "career shops" stores such as docomo shops, au shops, and SoftBank shops nationwide, but most of them are not directly managed career, but are outsourced outsourced from major carriers.

　In these career shops, sales incentives obtained during the sale of communication lines have been a major source of revenue.

　The business model of the carrier shop was shattered by the Ministry of Internal Affairs and Communications, "Completely separation of communication and terminals."In September 2019, a guideline was announced to be 20,000 yen for a discount limit at the time of smartphone set sale, and a business model that sells with large cashbacks as before has become impossible.

　The headwind continues further.The trend of new colon virus infections in 2020 has led to a decrease in visits to stores.In 2021, a major carrier, such as NTT DOCOMO's "Ahamo", started a low -priced online plan.An online plan that is not sold at a carrier shop can be a threat to career shops.

　Mobile phones are almost all over the country, and there is no way to expand the number of lines like the past.Career shops are forced to shift a major industry structure.

　Most recently, distortions have begun to appear in the parts where the Ministry of Internal Affairs and Communications, which aims to separate the traditional sales system and the separation of communication and terminals, has not been engaged.Matano showed three reports about his career shop.

　One of the questions is inappropriate sales, which is not suitable for communication and terminals.In an interview survey conducted by the Ministry of Internal Affairs and Communications to the staff of the career shop, over 40 % of the staff answered that "we have invited a higher -level price plan without confirming the needs and intentions of users."

　Behind this is that there are issues in the substantial sales quota imposed by major carriers.Matano stated that "there are various backgrounds," but said, "There are many things, but we must make a proposal to do what we can do to comply with laws and regulations."

　The so -called “AHAMO hooks” and “POVO hooks” have become a problem in conjunction with the provision of an online plan.When AHAMO was implementing a preliminary campaign, a complaint at a docomo shop, such as "If you move in MNP from other companies in advance, you can move easily to AHAMO".Was doing.This was a problem.

　The third problem is "refusal to sell a single terminal."According to the revised Telecommunications Business Law, which claims to separate communication and terminals, it is not possible to refuse user requests to purchase only the smartphone itself.On the other hand, sales of only smartphones only have a weak umami because the carrier shop does not have a sales encounter.In addition, due to lack of knowledge of the staff, it is said that sales refusal to violate laws and regulations has occurred.

　These problems with mobile phone sales are simply in trouble between consumers and dealers.Mobile phones are an industrial industry in which new technologies frequently appear, and there are many factors that affect the unique customs customs between mobile carriers and dealers, and changes in telecommunications administration policies.The main roles played by the Zenkyo are to collect and analyze claims to the distributors and feed them back to mobile carriers.He also participates in a policy decision, such as expressing his opinions as a representative of the dealer at the policy decision.

　As mentioned at the beginning, the separation of communication and terminals greatly loosens the business model of the mobile phone dealer.On the other hand, Mr. Matano said, "The number of mobile phones has been declining in recent years, but sales will not fall significantly from the level in FY2021.It has a role. "

　The new role of a mobile phone shop is to respond to "administrative DX".Digitization is progressing at a stretch, such as the trend of the new colon virus infections, such as the establishment of large -scale remote work.The government is prepared to accelerate digitalization of administrative procedures by the Digital Agency.

　As digitalization progresses, smartphones will become more and more indispensable for life.For example, the government is discussing that the functions of My Number Card are installed on smartphones so that smartphones can be used instead of ID.

　While various procedures are smooth due to digitalization, people who cannot use smartphones may be left behind from administrative services.In order to eliminate such a so -called digital device, facilities and human resources that teach how to associate with digital technology are required.

　Mr. Matano argues that the staff of the mobile shop is qualified, and the shops are vacant until Saturdays and Sundays and night.

　The Ministry of Internal Affairs and Communications is also showing a movement that responds to this claim.In FY2021, a policy to support the "smartphone course" for the elderly will be developed in earnest, but this policy will publicly support the smartphone classroom that the career shop was provided with the services of visitors.Is taking.Mr. Matano says that a mobile shop is rooted as a local IT base, and says, "In the future, it would be ideal if new services could be made, for example, paying utility bills at the shop."

　For the spread of 5G, mobile shops may be required to have a diverse role.Mr. Matano said, "In the maturity of 5G, the device will diversify and will spread other than smartphones, such as AR glass and IoT devices. In mobile shops, you can experience new devices."

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