SoftBank Signals Price Hike After Moves by Docomo and KDDI

May 09, 2025 | News On Japan

TOKYO - As NTT Docomo and KDDI move to raise their mobile phone fees, SoftBank has also revealed it is considering a similar hike.

SoftBank President Junichi Miyagawa stated, "It is likely the right time to reconsider pricing for the healthy growth of the industry."

With competitors Docomo and KDDI both announcing increases to their major service plans, Miyagawa emphasized that the timing is appropriate for SoftBank to review its pricing strategy.

Since Rakuten Mobile’s full-scale entry into the market in 2020, the telecommunications sector has been engaged in a prolonged price-cutting battle. This trend was spurred in part by the administration of then-Prime Minister Suga, which made lowering mobile phone charges a key policy initiative.

Source: TBS

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