Key Facts
• On August 5, SoftBank held its Q1 FY2026 earnings briefing.
• CEO Junichi Miyakawa expressed intent to set ‘fair pricing’ for mobile plans.
• Industry-wide trend shows mobile plan price increases, including competitors.
• Miyakawa hinted at price hikes during the February 10 earnings briefing.
• He emphasized the need to align with inflation while maintaining customer acceptance.
• Miyakawa criticized Japan’s low-cost communication focus, citing reduced development capabilities.
• He acknowledged challenges from NTT Docomo, KDDI, and Rakuten Mobile.
• Miyakawa stressed avoiding customer loss due to potential price hikes.
Summary
During SoftBank’s August 5 earnings briefing, CEO Junichi Miyakawa discussed plans to adjust mobile pricing to a ‘fair’ level, reflecting industry trends toward price increases. While acknowledging the need to align with inflation, Miyakawa emphasized customer acceptance as a priority. He expressed concerns over Japan’s focus on low-cost communication, which he believes has weakened development capabilities. Miyakawa also highlighted competition from NTT Docomo, KDDI, and Rakuten Mobile, stressing the importance of avoiding customer loss while implementing price changes.
