Summary
When Rakuten Mobile announced that its subscriber count had passed 11 million lines and unveiled a commemorative rewards campaign, the mood across the industry shifted almost instantly. For a company long described as struggling, pairing this milestone figure with a splashy rewards strategy is a clear message. At the same time, NTT Docomo lifted the embargo on its Xperia 10 VIII sales announcement, and information spread rapidly from October 1 onward. Rakuten Mobile's offensive and Docomo's new device launch landing on the same day made the power struggle in the telecom industry visible once again.
Details
On the Docomo side, another notable development emerged. In NTT Docomo's announcements, the renewal of ahamo and a new pricing revision were disclosed, strengthening its appeal to younger users and cost-conscious consumers. Indeed, discussion around ahamo's pricing and switching conditions has picked up in the past few days, a sign of a segment that responds sensitively to every price cut or easing of conditions. SoftBank, meanwhile, made a technical move by becoming the first in Japan to display 5G SA on iPhone. This strategy, which emphasizes communication quality itself rather than aggressive discounts, reflects an effort to differentiate outside the price competition. In the sub-brand arena, povo2.0 marks its fifth anniversary with a commemorative campaign aimed at both retaining existing users and attracting new ones. Competition in the budget segment continues not only on price but also through buzz generated by such anniversary initiatives. Turning to device makers, Samsung's presence stood out. Its Galaxy Z Fold8 Ultra and Flip8 events for the Japanese market continued to draw attention, while information on the Galaxy S26 FE and UI updates kept flowing steadily. Its two-pronged approach, spanning foldable and standard models, is clearly visible. In the Sony camp, the Xperia 1 VIII sale was discussed as a point of comparison with AQUOS, and Sharp's AQUOS wish6 also became a talking point at retailers and carriers alike following its September release. Brand-to-brand comparisons are clearly active in the mid-range market as well.
- 1When Rakuten Mobile announced that its subscriber count had passed 11 million lines and unveiled a commemorative rewards campaign, the mood across the industry shifted almost instantly.
- 2At the same time, NTT Docomo lifted the embargo on its Xperia 10 VIII sales announcement, and information spread rapidly from October 1 onward.
- 3SoftBank, meanwhile, made a technical move by becoming the first in Japan to display 5G SA on iPhone.
- 4In the sub-brand arena, povo2.0 marks its fifth anniversary with a commemorative campaign aimed at both retaining existing users and attracting new ones.
- 5Its Galaxy Z Fold8 Ultra and Flip8 events for the Japanese market continued to draw attention, while information on the Galaxy S26 FE and UI updates kept flowing steadily.
Conclusion
Looking at the big picture, today's telecom market was a day when the contract acquisition race among carriers and the new device launch race among manufacturers advanced in parallel. While Rakuten Mobile's milestone announcement and Docomo's new smartphone stood out, SoftBank's technical positioning, povo's anniversary initiatives, and the moves of device players such as Samsung, Xperia, and AQUOS are also steadily adding up. Whether viewed through pricing, technology, or devices, there is no sign of competition easing. Instead, the impression is strong that all companies have begun revving their engines at once ahead of the year-end sales season.