A couple of weeks ago we covered DoCoMo’s (NYSE: DCM) rebranding and new strategy…Wireless Watch Japan has a video of Masao Nakamura, President and CEO of NTT DoCoMo describing what DoCoMo is going to do and why. Some quotes:

SEE ALSO: NTT DoCoMo Rebrands; Shifts Focus From Getting New Customers To Keeping Existing Ones

“We introduced new handset purchase methods seperating the handset prices from the network service charges. We stepped into a new phase, and the age of subsidizing the handsets to offer them at cheap prices has ended.” DoCoMo plans to lower handset prices, but from the translation on the video I got the impression this would be via methods other than subsidies.

Another good quote suggests that DoCoMo might agree with critics of mobile carriers who argue that the telcos try to push unwanted services on their customers and don’t pay enough attention to what customers actually want: “It is becoming more difficult to achieve differentiation by technology. Rather than operators deciding what we offer based on technology and functionality it is now more important to respond to designs, network quality, prices and meticulous attendance at customer counters to the individual needs of our users.” The long and the short of it is that since the Japanese mobile market is nearly saturated (over 100 million mobile users with a population of 127 million, so there’s still room for growth) DoCoMo will focus on reducing churn by keeping its customers happy, figuring that will filter through to the customers of its competitors and they’ll switch.

http://wirelesswatch.jp/?bcpid=1184486313&bctid=1513326124

The company is also merging with its 8 regional subsidiaries. (release)