Major Smartphone Companies Increasing Prices: Why the Shift from Price Wars?

Chapter 1: What's Happening? — The Year of "Broad Price Increases" by Major Carriers

Docomo: Introduction of New Rates and Fee Revisions

Starting June 5, 2025, Docomo will offer new rates such as "Docomo MAX/mini." While there are elements of **"creating a sense of value" with long-term discounts and prime benefits, changes in conditions and thresholds have led to elements perceived as an increased actual burden.DocomoMynavi News

Furthermore, from September 5, the administrative fees will be revised to include "additional fees." Except for some web-only procedures, various procedures via storefronts and counters will now involve visible costs.Docomo

KDDI (au): "Flagship = Value-added Bundle"

Starting June 3, KDDI launched the "au Value Link Plan." It focuses on bundles that address concerns about direct satellite connection (Starlink Direct), priority during congestion with Fast Lane, and unlimited overseas data (15 days/month), aiming to completely resolve anxieties about "out of range, congestion, and overseas". Although the impression of the price goes up, the aim is to enhance satisfaction through added value.KDDI Newsroomau.com
Additionally, as of August 1, the monthly fees and content of existing plans were revised, suggesting in the financial results that it curbed the "UQ outflow for cheapness." The structure anticipates an increase in mobile revenue in the second half.au.comASCII.jp

UQ mobile: Monthly Fee and Data Increase from November

From November 1, 2025, UQ will revise plans such as "KomiKomi+/TokuToku/Kurikoshi M/L+5G" with **an increase of 220 yen for an additional 2GB**, and "MiniMini/Kurikoshi S+5G" with **an increase of 110 yen for an additional 1GB. It's designed as a **"slight price increase × slight increase in data"**.KDDI NewsroomUQ WiMAXKeitai Watch

SoftBank: Starting with "Peripheral Cost" Increases

SoftBank announced revisions to various fees. By making online services chargeable and reviewing amounts, they are taking an approach to increase the overall burden without touching the main fees.SoftBankKeitai WatchKakaku Mag

Rakuten Mobile: "Protecting" Basic Fees, Increasing System Fees

Meanwhile, Rakuten Mobile emphasizes its stance of not raising basic fees. While expanding to 9.08 million lines by the end of July, it is reported that they are supplementing revenue through economic zone synergy. However, the universal service fee is revised nationwide from 2.2 yen to 3.3 yen, marking an exception to the "no price increase" stance.ITmediaRakuten Mobile+1

Chapter 2: Why Did the Price War Shift? (Background)

1) Inflation and Rising Operating Costs

The 24-hour operational base station network is directly hit by rising electricity and maintenance costs. Labor costs are also on the rise. Additionally, the "human cost" of offline support, including in-store support, is not lightened by demands for strengthening and sophistication. KDDI's financial results presentation also reflects a stance of expecting increased revenue through plan revisions, supporting the move to recoup cost environment changes through pricing.ASCII.jp

2) Investment in "New Quality" like 5G Enhancement and Direct Satellite Connection

5G is evolving from "connecting" to "continuously connecting." Investments in direct satellite connection (Starlink Direct), priority lanes during congestion (Fast Lane), and unlimited overseas use, aimed at eliminating "moments of inconvenience", are not cheap. The internalization of premium experiences leads to the flagship-ization = high added value of plans, creating a mood of accepting price increases.KDDI Newsroom

3) Review of Regulations and Systems (Radio Usage Fees/System Fees)

In 2025, system reviews, including amendments to the Radio Law, will progress, with a clear revision of the radio usage fee system. The universal service fee is also revised to 3.3 yen, adding to the **"broad cost increases"** on the system side.Cabinet Legislation BureauSNHokiRakuten Mobile

Chapter 3: The Five Types of "Price Increase Forms"

1. High Added Value of Flagships: Bundling direct satellite connection, priority during congestion, unlimited overseas use, etc., with higher prices and higher satisfaction. The case of au is typical.KDDI Newsroom

2. Slight Revisions of Existing Plans + Data Increase: UQ's **+110/+220 yen with +1/+2GB** designed for "value for money."KDDI Newsroom

3. Increase and Monetization of Fees: SoftBank/Docomo's review of administrative and various fees to raise actual burden.SoftBankKeitai WatchDocomo

4. Redesign of Discount Conditions: The complexity of discounts and benefits in Docomo's new rates can erode the reality of "value."Mynavi News

5. Increase in System Fees: Universal service fees and other system-driven nationwide burdens.Rakuten Mobile

Chapter 4: How Much Will User Burden Increase? (Rough Estimate)

• UQ's S Plan (+110 yen): An annual increase of 1,320 yen##HTML