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Telco/Internet specialist

Kirk Boodry

Redex Research

Equity Bottom-Up

<p>Rakuten has adjusted its pricing structure to flexibly include usage tiers for the first time. This allows it to keep its original pricing of ¥2,980/month for unlimited (on-network) usage but match recent offers from the incumbents with new price points. It is a good response from Rakuten which restores itself as the price leader (when its users are on-network) whilst the flexibility itself becomes a selling point. This will lower average ARPU and service revenue going forward but management says that lower churn and customer acquisition costs should help it keep the timeline to break-even from shifting very much. A “free” tier for &lt;1GB usage is interesting but as the “first 3mn users get free service” campaign shows, price alone is not always enough.    </p>

Rakuten has adjusted its pricing structure to flexibly include usage tiers for the first time. This allows it to keep its original pricing of ¥2,980/month for unlimited (on-network) usage but match recent offers from the incumbents with new price points. It is a good response from Rakuten which restores itself as the price leader (when its users are on-network) whilst the flexibility itself becomes a selling point. This will lower average ARPU and service revenue going forward but management says that lower churn and customer acquisition costs should help it keep the timeline to break-even from shifting very much. A “free” tier for &lt;1GB usage is interesting but as the “first 3mn users get free service” campaign shows, price alone is not always enough.    

NTT (Nippon Telegraph & Telephone) (9432 JP)

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