DoCoMo 3G FOMA Goes (partially) Flat Rate June 1
It’s official: the switch to flat rate for packet communications by NTT DoCoMo starts on June 1 at 3,900 yen per month—300 yen cheaper than KDDI. Is this the start of a new era of price wars that rapidly commoditize 3G services—reminiscent of what happened on Japan’s ADSL market a few years ago? Not if DoCoMo president Keiji Tachikawa can help it. Our first observation today was how few subscribers the flat rate will apply to—only heavy users who are used to price plans starting at 6,700 yen. The second point was DoCoMo’s opinion that perhaps only a third of heavy users might take advantage of the flat rate option this year.

Last Friday’s NTT DoCoMo press briefing was an eye-opener as President Keichi Tachikawa hinted at the tectonic changes reshaping Japan’s mobile data market. After reviewing the company’s stance on US W-CDMA launch after the AT&T Wireless sale, he offered some insight into the giant carrier’s plans for dealing with the the flat-rate data pricing “paradigm shift” instituted, he alleged, “too early” by an unnamed player (which would be arch rival KDDI). Finishing after just 10 minutes, Tachikawa’s comments were brief, but the ensuing half hour of Q&A with the press offered a golden opportunity to quiz the prez on these and other issues—including e-commerce, 3G subscriber numbers, and FOMA handsets. If you want to know what Japan’s #1 mobile operator is thinking, don’t miss this program. Program Run-time 20:17
Last December, DoCoMo unveiled its new 900i series phones in a