KDDI and Okinawa Cellular have announced the launch of two new smartphone pricing plans, the "au Variety Link Plan" and the "au Money Life Variety Link Plan," set to debut on June 3, 2025. These plans aim to enhance user experience by offering a range of benefits, including unlimited data communication.
The new plans come with several features designed to cater to the needs of modern smartphone users. The "au Variety Link Plan" will provide unlimited data usage, with a monthly fee of 8,008 yen (tax included). Users will also benefit from the "au Starlink Direct" service, which allows direct communication between satellites and au smartphones, ensuring connectivity even in remote areas.
Additionally, the plan includes the "au 5G Fast Lane," which will enhance communication quality in crowded areas, and the "au Overseas Unlimited" service, allowing unlimited data communication overseas for up to 15 days per month. This flagship plan also offers the "Subsc Plus Point" program, which enables users to earn up to 20% Ponta points through subscriptions to eligible entertainment services.
For those who frequently shop at Lawson, the "Ponta Pass" is included, providing discounts on purchases. This combination of services is designed to meet the growing demand for reliable and versatile mobile communication.
KDDI is also preparing to revise the monthly fees for existing plans, including the "Unlimited MAX+" and "au Money Life Plan+," which will see increases ranging from 110 yen to 330 yen starting August 1, 2025. This adjustment reflects the company's commitment to maintaining high-quality service while adapting to market demands.
The "au Variety Link Plan" allows users to enjoy unlimited data without worrying about exceeding limits, with automatic discounts of 1,650 yen for months when data usage falls below 1GB. The plan's pricing structure is designed to be competitive, with various discounts applicable for families and users of specific services.
In contrast, the "au Money Life Variety Link Plan" offers similar unlimited data usage but is tailored for users who engage with eligible financial services, potentially earning up to 4,000 Ponta points monthly based on their usage.
The pricing for the "au Money Life Variety Link Plan" stands at 9,328 yen before discounts, but after applying various benefits, users could see their effective monthly cost drop to 4,228 yen. This plan also includes significant point return options, with up to 1,000 points for service usage and an additional 1,500 points for payments made with au PAY.
In related news, UQ mobile has announced new pricing plans, "Komikomi Plan Value" and "Tokutoku Plan 2," which will also be available from June 3, 2025. These plans aim to increase data capacity while adjusting basic usage fees, reflecting a broader trend in the mobile industry towards enhancing service offerings.
UQ mobile's "Komikomi Plan Value" provides 35GB of data for a monthly fee of 3,828 yen, while the "Tokutoku Plan 2" will charge 2,948 yen for up to 5GB of data and 4,048 yen for usage between 5GB and 30GB. This restructuring is expected to appeal to a wide range of users, from casual data consumers to those with heavier usage needs.
As the mobile market continues to evolve, KDDI's President Hiroji Matsuda emphasized the importance of creating value for users. At a press conference, he stated, "We want to provide the value of communication itself by eliminating areas where communication is not possible and allowing for more comfortable use even when it is crowded." This philosophy underpins the company’s strategy as it seeks to balance customer acquisition with revenue growth.
In addition to KDDI's plans, NTT Docomo announced its own price increases last month, incorporating additional services such as video streaming to attract and retain customers. This trend highlights the competitive landscape of the mobile industry, where service enhancements are becoming crucial in differentiating offerings.
As KDDI prepares to roll out these new plans, it remains focused on enhancing user experience through innovative services while navigating the challenges of a saturated market. The introduction of the "au Variety Link Plan" and "au Money Life Variety Link Plan" marks a significant step in this direction, aiming to provide customers with more value and flexibility in their mobile communications.
Overall, the upcoming changes in pricing and service offerings reflect a dynamic approach to the mobile market, where companies are increasingly recognizing the need to adapt to customer demands and technological advancements. With these new plans, KDDI and UQ mobile are poised to make a strong impact in the competitive landscape of smartphone services.
