On May 7, 2025, KDDI and Okinawa Cellular unveiled new rate plans for their mobile services, promising enhanced features and competitive pricing aimed at both existing and new customers. The announcements included the launch of the "au Value Link Plan" and updates to UQ mobile's offerings, reflecting the companies' commitment to keeping pace with evolving consumer needs in the telecommunications sector.
The centerpiece of KDDI's announcement is the "au Value Link Plan," set to become available on June 3, 2025. This new plan, priced at 8,008 yen per month, is designed to meet the demands of users seeking unlimited data and cutting-edge features. It includes direct communication with the Starlink satellite network through the "au Starlink Direct" service, which allows smartphones to connect directly to satellites, enabling connectivity even in remote areas. Additionally, the plan features the "au 5G Fast Lane," which prioritizes 5G communication for a smoother experience during peak usage times.
"The au Value Link Plan offers unlimited data communication, ensuring our users stay connected wherever they are," said a KDDI representative. The plan also includes "au Overseas Freedom," allowing users unlimited data for up to 15 days per month while traveling abroad, a significant enhancement over previous offerings.
In response to the growing demand for value-added services, the "au Value Link Plan" also incorporates the "Subscription Plus Points" program, which allows users to earn up to 20% in Ponta points when subscribing to eligible entertainment services like Apple Music, Netflix, and YouTube Premium. Furthermore, subscribers will receive a "Ponta Pass," which provides discounts and offers at participating retailers, including Lawson convenience stores.
Alongside the new flagship plan, KDDI announced revisions to existing plans, including the popular "Unlimited MAX+" and "au Money Active Plan+". These plans will see a price increase of 330 yen, with the "Unlimited MAX+ 5G" rising from 4,928 yen to 5,258 yen, while the "au Money Active Plan+" will go from 8,778 yen to 9,108 yen. Despite the price hikes, both plans will now include the free "au Overseas Freedom" service and the new features introduced in the Value Link Plan.
Meanwhile, UQ mobile, a subsidiary of KDDI, is also expanding its offerings with two new plans, the "Komikomi Value Plan" and the "Tokutoku Plan 2," which will be available from June 3, 2025. The "Komikomi Value Plan" is priced at 3,828 yen per month and provides 35GB of data along with unlimited domestic calls of up to 10 minutes each. This plan also includes a Ponta pass, which offers various benefits, such as increased Ponta point returns when shopping.
"We believe the Komikomi Value Plan will meet the needs of our customers looking for a balance of data and affordability," said a UQ mobile spokesperson. The plan includes additional features like free access to services such as call waiting, three-person calling, and call transfer, enhancing its appeal.
The "Tokutoku Plan 2," priced at 4,048 yen per month, offers 30GB of data. If users consume less than 5GB in a month, they will receive a discount of 1,100 yen, making it an attractive option for light data users. This plan also allows customers to benefit from discounts when bundled with eligible home internet services.
Both new plans from UQ mobile support data carryover, allowing users to roll over any unused data to the next month, a feature that many consumers find appealing. Additionally, the plans are eligible for the "Subscription Plus Points," which will increase the Ponta point return rate from a maximum of 15% to 20% for subscriptions to select services starting June 3, 2025.
As part of their ongoing efforts to enhance connectivity options, KDDI also announced that "au Starlink Direct" will be available to users of other carriers, including UQ mobile and Povo, starting at a monthly fee of 1,650 yen. Subscribers to the new UQ mobile plans can add the Starlink service for a reduced rate of 550 yen per month.
The launch of "au Starlink Direct" marks a significant step in providing users with reliable connectivity in areas where traditional cellular signals may falter. This service is particularly beneficial for users in rural or remote locations, where satellite communication can bridge the gap in connectivity.
In a competitive telecommunications market, these new offerings from KDDI and UQ mobile reflect a strategic response to consumer demands for more data, better pricing, and enhanced connectivity options. The introduction of the "au Value Link Plan" and the updates to UQ mobile's plans are poised to attract a wide range of customers, from heavy data users to those seeking cost-effective solutions.
As the telecommunications landscape continues to evolve, KDDI and UQ mobile's latest announcements demonstrate their commitment to providing innovative services that cater to the diverse needs of their customer base. With the rollout of these new plans, both companies are well-positioned to maintain their competitive edge in the rapidly changing mobile market.
