NTT Docomo is set to overhaul its pricing structure on June 5, 2025, introducing new plans designed to cater to both high and low data users. The announcement, made on April 24, revealed the launch of four new plans: 'Docomo MAX,' 'Docomo Point MAX,' 'Docomo Point 20,' and 'Docomo mini,' which will replace the existing 'eximo' and 'irumo' plans.
The new high-volume plan, 'Docomo MAX,' offers unlimited data usage at a monthly fee of 8448 yen, a notable increase from the previous unlimited plan, 'eximo,' which was priced at 7315 yen. This change has raised eyebrows among consumers, with many questioning whether the new pricing represents an improvement or a detriment to existing users.
One of the standout features of 'Docomo MAX' is its inclusion of 'DAZN for docomo,' a video streaming service that will be available for unlimited viewing without additional charges. This partnership is seen as a significant value addition, especially considering that DAZN's standard monthly fee is 4200 yen. "Even if DAZN raises prices in the future, we are not considering changing the fee. DAZN (service fee) is included in the price plan," stated Takeshi Saito, NTT Docomo's Vice President, emphasizing their commitment to maintaining this bundled service.
In addition to 'Docomo MAX,' NTT Docomo is introducing 'Docomo Point MAX,' which allows users to earn d points through various payment methods. Users who subscribe to 'Docomo Point MAX' can earn an additional 10% in d points, while those on 'Docomo Point 20' will earn 5%. This points system is designed to incentivize customer engagement with Docomo’s financial services.
For those who use less data, the 'Docomo mini' plan will replace 'irumo,' offering two tiers: 4GB for 2750 yen and 10GB for 3850 yen. The previous 0.5GB plan has been eliminated, reflecting a shift towards higher data allowances even for lower-tier plans. This change aims to simplify choices for consumers while ensuring that they still receive competitive pricing.
As part of the rollout, NTT Docomo has also announced a series of promotional campaigns to encourage users to switch to the new plans. From April 24 to June 4, customers can enter a pre-launch campaign, which, if they subscribe to 'Docomo MAX' or 'Docomo Point MAX' between June 5 and June 30, will earn them an additional 500 d points. This initiative is part of a broader strategy to enhance customer loyalty and engagement.
Moreover, subscribers who register for Amazon Prime through Docomo will receive double the d points for purchases made on Amazon during the campaign period from June 5 to August 31, 2025. This promotion is designed to further integrate Docomo’s services with popular consumer platforms, enhancing the overall value for subscribers.
NTT Docomo is keen to highlight the benefits of the new plans while addressing concerns over price increases. The company is offering various discounts, such as the 'Minna Docomo Discount,' which provides up to 1210 yen off for families with multiple lines, and a long-term user discount for those who have been with Docomo for over 10 years.
Despite the price increases, many users are evaluating whether the added features, such as unlimited DAZN viewing and enhanced international roaming options, justify the higher costs. The international roaming feature allows users to access 30GB of data in over 200 countries without incurring additional charges, a significant advantage for frequent travelers.
However, some consumers have expressed concerns that the new pricing structure may not be favorable for those who do not utilize the additional services. Critics argue that for users who primarily need basic data services, the increases in monthly fees may outweigh the benefits of bundled services.
As the launch date approaches, NTT Docomo is preparing to engage with its customer base, emphasizing the value of its new offerings while addressing feedback regarding the price hikes. The company aims to position itself as a leader in the telecommunications market by providing competitive pricing alongside valuable services.
Overall, the introduction of the new pricing plans marks a significant shift in NTT Docomo's strategy, aiming to attract a diverse range of customers while retaining existing ones. The success of these plans will largely depend on how well they resonate with consumers and whether the perceived value aligns with the new pricing structure.
