Key Facts
• On September 5, NTT Docomo raised in-store service fees by ¥1,100 to ¥4,950.
• SoftBank introduced a new online service fee of ¥3,850, previously free.
• Fee hikes are attributed to rising costs, including inflation and security measures.
• Former store employees report challenges with customers spending up to 2 hours on casual chats.
• Major carriers, including NTT Docomo and SoftBank, have reduced store numbers since 2023.
• KDDI has maintained its service fees, while Rakuten continues to offer free contract fees.
• Rakuten’s strategy focuses on using mobile services as a gateway to its ecosystem.
• Experts predict further increases in mobile fees due to inflation and labor costs.
• Japan’s mobile fees remain relatively low compared to global standards.
Summary
NTT Docomo and SoftBank have raised service fees, citing inflation and rising operational costs. Docomo increased in-store fees to ¥4,950, while SoftBank introduced a ¥3,850 online fee. These changes reflect broader trends in Japan’s mobile industry, where carriers are reducing store numbers and adjusting pricing to sustain profitability. Former employees highlight challenges such as customers using stores for casual chats, which strain resources. While KDDI has kept fees unchanged, Rakuten offers free contract fees, leveraging mobile services to promote its broader ecosystem. Experts anticipate continued fee hikes as carriers adapt to economic pressures, despite Japan’s mobile fees being relatively low globally.
