Summary
povo2.0 has reached its fifth anniversary, and its commemorative campaign and sign-up pathways on social media worked hand in hand to draw wide attention in a short time. Going beyond a mere milestone celebration, the company ran discount offers and campaign announcements simultaneously, generating a response strong enough to make the movement of applicants clearly visible. Running in parallel with this momentum, parent-linked NTT DOCOMO published the results of its 5G field measurement survey conducted in October and once again emphasized its advantage in communication quality. At the same time, announcements about the restructuring of video streaming service Lemino coincided with these developments, making it a day when the brand's presence was lifted on both its communications and content pillars.
Details
The moves within the DOCOMO Group did not stop there. NTT DOCOMO BUSINESS, which serves corporate clients, made back-to-back announcements from October 7 to 8 covering a new partnership in quantum technology and enterprise solutions, drawing industry attention along a different axis from its consumer-focused services. NTT DOCOMO has also strengthened its guidance on the impact of network switchover tied to the end of its 3G service and is continuing support efforts for users who have relied on it for many years. Meanwhile, Rakuten Mobile announced that its contracted lines had surpassed 11 million, and with an X campaign launched to mark the occasion, it skillfully tied the milestone figure to its promotion. Newcomer Misora Connect is also making its presence felt: it has begun offering 5G-compatible full MVNO line services and is drawing attention as a new option alongside the established major carriers. povo has also expanded its eSIM lineup for inbound visitors to Japan, moving to capture tourist demand. SoftBank ran a sales campaign linked to the Hawks' championship, extending its brand exposure beyond line contracts by involving electricity services and PayPay. Device makers did not hold back either. Apple saw a series of review articles on the newly released iPhone 18 Pro Max and the preceding iPhone 17 series, which continue to dominate domestic smartphone coverage. Samsung responded in kind, drawing attention with reviews and discount information on the Galaxy S26 Ultra and Galaxy Z Fold8, further intensifying competition in the high-end device market.
- 1povo2.0 has reached its fifth anniversary, and its commemorative campaign and sign-up pathways on social media worked hand in hand to draw wide attention in a short time.
- 2Running in parallel with this momentum, parent-linked NTT DOCOMO published the results of its 5G field measurement survey conducted in October and once again emphasized its advantage in communication quality.
- 3NTT DOCOMO has also strengthened its guidance on the impact of network switchover tied to the end of its 3G service and is continuing support efforts for users who have relied on it for many years.
- 4Meanwhile, Rakuten Mobile announced that its contracted lines had surpassed 11 million, and with an X campaign launched to mark the occasion, it skillfully tied the milestone figure to its promotion.
- 5Apple saw a series of review articles on the newly released iPhone 18 Pro Max and the preceding iPhone 17 series, which continue to dominate domestic smartphone coverage.
Conclusion
Looking at the bigger picture, the telecom industry has moved beyond a simple contest over line contracts and is operating on multiple fronts at once: commemorative campaigns, network renewal, corporate strategy, and device lineups. povo2.0's 5th-anniversary campaign has served as the catalyst, with the DOCOMO camp demonstrating its presence across both network and content, while Rakuten Mobile and SoftBank are countering on contract numbers and promotional angles respectively. Into this landscape, newcomer Misora Connect has stepped in, and Apple and Samsung, the two device giants, are accelerating the buzz further. The timing of so many companies' initiatives converging this autumn suggests that the overall telecom market is buzzing with a level of energy not seen in quite some time.