NTT Docomo pivots to financial services to bolster revenue

NTT Docomo is aggressively expanding its business model beyond mobile communications, positioning financial services as its second major revenue pillar. To achieve this, the company has acquired a majority stake in Sumishin SBI Net Bank, allowing it to enter the banking sector and integrate banking, securities, and payment services into its existing ecosystem.

As the mobile market faces intensifying competition and potential regulatory changes regarding device discounts, Docomo is leveraging its massive customer base of approximately 100 million members. The company aims to increase financial business operating revenue to 1.2 trillion yen by fiscal year 2030. To enhance customer retention, Docomo is also diversifying its offerings through partnerships with content providers like DAZN and WOWOW, and launching new subscription services like ‘d Value Pass’.

Recent pricing revisions, including updates to the ahamo brand and the introduction of the ‘Docomo MAX’ and ‘Docomo mini2’ plans, reflect an effort to segment users more effectively. While some analysts view these changes as price increases, others note that tiered data options and family discounts are designed to deepen customer loyalty and mitigate churn in a highly competitive landscape.