At the end of June, the KDDI Big Robe announced the new MVNO brand "Donedone" (Donedone) that made a social contribution.In addition to the mechanism that can be donated automatically, Donedone has a very distinctive personality, such as a large -capacity communication of 50GB, although there is a speed limit, but what kind of background is that such a plan was born.Is there?
It is a new fee competition for mobile phone services that emit NTT DOCOMO's "Ahamo" and involve the entire industry, but the aftermath seems to continue.At the end of June, multiple MVNOs announced a series of new rate plans one after another, but one of them is the Big Lobe, a subsidiary of KDDI.
The company has held a presentation on June 30 and has announced the new MVNO brand "Donedone".This Donedone was also noted that it was a unique content that was different from the conventional MVNO, which was strongly conscious of social contribution.
The donedone is a social contribution, which has a mechanism to automatically donate 50 yen from the monthly fee of the price plan.Donations can be selected by themselves from five fields such as "education", "health", and "ocean", and in the event of a large -scale disaster, "urgent" donations for disaster support are added.That's it.
Looking at the contents of Donedone, the price plan is also very distinctive.Donedone has two plans for the same monthly fee, but in the "Basic U Plan", the maximum communication speed is limited to 3Mbps, but all apps can use 50GB of data communication.is.
On the other hand, the "custom U plan" has a higher maximum communication speed of 1Mbps, but instead of a stricter limit, only three apps specified from the target applications such as "YouTube" and "Instagram" have no communication speed limit.You can use it up to 50GB.This means that if you evaluate Donedone as a purely price plan, it would be a fairly advanced price plan that would not be available comfortably unless you know which app and how much communication speed you need.
In addition, the price of both plans is 2,728 yen, which is set at a very high MVNO, so why has such a plan in recent years, which emphasizes low -priced?That is where I feel doubtful.The key to unraveling that aim is in the concept of Donedone, "Social Contribution".
MVNOs, which had originally provided low -priced services in a style close to online dedicated style, have become a crisis situation, and many of them have been in a crisis situation recently.MVNO has introduced a new rate plan.However, all of them focus on low -capacity plans around 3GB, which have many MVNO customers, and pursue even lower prices.
Of course, Big Robe also provides such plans to compete with other companies, but the company has the aspect of MVNOs but also the KDDI Group's umbrella.Therefore, it is also required to differentiate to avoid competing with "POVO" and "UQ Mobile" operated by KDDI, and JCOM's "J: Com Mobile", which provides mobile communication services as MVNO under the same KDDI umbrella.It is.
On the other hand, Big Robe has a strong element of entertainment services in MVNOs, such as providing "entertainment options" that does not count communication charges such as videos and music distribution services for conventional price plans.。For this reason, in the constraints of MVNOs, we have introduced a mechanism that allows large -capacity communication to make use of its strengths, which is its strengths, and has been developed to differentiate it.You can say.
However, as I mentioned earlier, it is hard to say that these plans are required to use apps and communications, and to be accepted by a wide range of people.What comes up there is social contribution.
It is mainly the younger generation who has knowledge to use the previous plan and actively uses entertainment on smartphones, but those young generations are interested in SDGs (sustainable development goals) and environmental issues.Many are said to be positive for social contributions.So, in order to focus on younger generations who can use complex plans, Donedone, which has been added to the social contribution, may have been born.
In other words, Donedone is a complicated and complicated service, so it is likely that you need an approach to the target people deeply in increasing the number of contracts.Because it is a KDDI umbrella, it is more financial than independent MVNO, so the spread may require an aggressive approach that combines social contribution and entertainment.
Born in Fukushima Prefecture, graduated from Tohoku Institute of Technology.After developing digital content as an engineer, he turned into a mobile phone and mobile writer.Currently, he writes in a wide range of fields related to mobile phones, from industry trends to culture.