Acquisition and retention of core lines and bundled sales of telecommunications and broadband services
First written in FY2016. 15 of 19 entries say "Advanced", first in FY2017-Q1. Latest entry: 2026-08-06.
SoftBank Group Corp. moved to the "Worse" side of this theme in 2026.
0 other companies' latest entry also says "Reframed".
- 2026-08-06ReframedEarnings
「スマートフォンの顧客獲得では、長期利用や収益性を重視する方針へ転換したことから、累計契約数は減少しました。」
主要回線の獲得方針について、契約数の拡大から長期利用・収益性重視へ重点の置き方が示された。 - FY2025-H1AdvancedAnnual report
「Mobile services revenue continued to increase, driven by growth in smartphone subscriptions and an improvement in ARPU (average monthly revenue per subscription).」
Mobile services revenue continued to grow through increases in smartphone subscriptions and improved ARPU. - FY2022-Q1Decline in mobile revenue due to customers switching to Y!mobileAnnual report
「The Consumer business posted lower profit as the increase in smartphone users switching contracts mainly from the SoftBank brand to the Y!mobile brand reduced mobile revenue, the largest source of revenue.」
As the core-line and multibrand initiatives progressed, switching from SoftBank to Y!mobile increased and was cited as a factor behind the decline in mobile revenue. - FY2020-Q3AdvancedAnnual report
「The customer base expanded steadily, with cumulative smartphone subscriptions across the 3 brands, SoftBank, Y!mobile and LINE Mobile, increasing by 1.4 million from the end of the previous fiscal year to 23.48 million, and cumulative subscriptions to the SoftBank Hikari fiber-optic service increasing by 330 thousand to 6.25 million.」
Subscriptions to the 3 smartphone brands and fiber-optic services increased from the end of the previous fiscal year, continuing the expansion of the communications and broadband customer base. - FY2020-Q2AdvancedAnnual report
「Cumulative smartphone subscriptions across the 3 brands, SoftBank, Y!mobile and LINE Mobile, increased by 950 thousand from the end of the previous fiscal year to 23.03 million, while cumulative subscriptions to the SoftBank Hikari fiber-optic service increased by 250 thousand to 6.16 million.」
Subscriptions to the 3 smartphone brands and fiber-optic services increased from the end of the previous fiscal year, continuing the expansion of the communications and broadband customer base. - FY2019AdvancedAnnual report
「Cumulative smartphone subscriptions across the 3 brands, SoftBank, Y!mobile and LINE Mobile, increased by 1.95 million from the end of the previous fiscal year to 22.08 million, while cumulative subscriptions to the SoftBank Hikari fiber-optic service increased by 940 thousand to 5.92 million.」
The customer bases for smartphones and fiber-optic services expanded measurably through the 3-brand strategy and bundled communications and broadband sales. - FY2019-Q3RestatedAnnual report
「Under the “Beyond Carrier” strategy, the company aims to steadily expand smartphone and broadband subscriptions.」
The policy of growing the domestic communications business through expansion of smartphone and broadband subscriptions remains in place. - FY2019-Q2AdvancedAnnual report
「Smartphone subscriptions increased by 953 thousand net, resulting in an increase in cumulative subscriptions. The increase in net smartphone subscriptions also reflected solid growth in both Y!mobile and SoftBank subscriptions, as well as the addition of smartphone subscriptions from LINE Mobile, which became a subsidiary in April 2018.」
Smartphone subscriptions increased by 953 thousand net, while core lines increased by 778 thousand from the end of the previous fiscal year to 33,954 thousand. Ouchi-wari Hikari Set subscriptions also increased to 8,821 thousand for mobile services and 4,202 thousand for broadband services, and the core-line churn rate improved to 0.93%. - FY2019-Q1AdvancedAnnual report
「Smartphone subscriptions increased by 576 thousand net, resulting in an increase in cumulative subscriptions.」
Smartphone subscriptions increased by 576 thousand net, bringing core-line subscriptions to 33,609 thousand. Ouchi-wari Hikari Set subscriptions also increased to 8,503 thousand for mobile services and 4,045 thousand for broadband services. - FY2018AdvancedAnnual report
「Smartphone subscriptions increased by 1,691 thousand net, bringing cumulative subscriptions above the level at the end of the previous fiscal year.」
Smartphone subscriptions increased by 1,691 thousand net, bringing cumulative core-line subscriptions to 33,175 thousand. Ouchi-wari Hikari Set subscriptions also expanded to 8,148 thousand for mobile communications services and 3,887 thousand for broadband services. - FY2018-Q3AdvancedAnnual report
「Smartphone subscriptions increased by 1,128 thousand net, bringing cumulative subscriptions above the level at the end of the previous fiscal year. Among smartphones, Y!mobile maintained solid momentum, while campaigns encouraging customers to switch from conventional mobile phones were successful, and SoftBank subscriptions also expanded steadily.」
Smartphone subscriptions increased by 1,128 thousand net from the end of the previous fiscal year, driving core-line growth through the expansion of Y!mobile and switching campaigns. - FY2018-Q2AdvancedAnnual report
「Smartphone subscriptions increased by 808 thousand net, bringing cumulative subscriptions above the level at the end of the previous fiscal year. Among smartphones, Y!mobile maintained solid momentum, while campaigns encouraging customers to switch from conventional mobile phones were successful, and SoftBank subscriptions also expanded steadily.」
Smartphone subscriptions increased by 808 thousand net, driving growth in core lines through Y!mobile, switching campaigns and other measures. - FY2018-Q1AdvancedAnnual report
「Ouchi-wari Hikari Set subscriptions were 6,641 thousand for mobile communications services and 3,182 thousand for broadband services.」
Bundled-service subscriptions increased from the end of the previous fiscal year by 611 thousand for mobile communications services and 278 thousand for broadband services. Core-line subscriptions also reached 32,448 thousand. - FY2017AdvancedAnnual report
「Ouchi-wari Hikari Set subscriptions were 6,030 thousand for mobile communications services and 2,904 thousand for broadband services.」
Bundled-service subscriptions expanded to 6,030 thousand for mobile communications services and 2,904 thousand for broadband services. Core-line subscriptions were also 32,400 thousand, and the core-line churn rate was 1.24%. - FY2017-Q3AdvancedAnnual report
「In the third quarter, the churn rate for core lines improved year on year as the number of subscribers switching to other companies under the MNP system declined and Ouchi-wari Hikari Set expanded.」
The core-line churn rate was 1.25%, an improvement of 0.16 percentage points year on year. Ouchi-wari Hikari Set subscriptions also increased to 5.149 million for mobile communications services and 2.527 million for broadband services. - FY2017-Q2AdvancedAnnual report
「SoftBank Corp. is working to improve customer service quality at SoftBank Shops and other locations and expand Ouchi-wari Hikari Set in order to further improve the churn rate over the medium term. In addition, in December 2016, it plans to begin providing long-term loyalty benefits, such as points redeemable for Yahoo! JAPAN services, to customers whose two-year contracts have entered the renewal period and who continue using the services from the third year onward.」
In addition to bundled sales, additional measures were presented, including improvements in customer service quality and long-term loyalty benefits scheduled to begin in December 2016. - FY2017-Q2AdvancedAnnual report
「The churn rate for mobile communications services (core lines) in the second quarter was 1.06%, an improvement of 0.22 percentage points from the same quarter of the previous year.」
The core-line churn rate improved to 1.06%, while the number of Ouchi-wari Hikari Set subscriptions increased to 4.419 million for mobile communications services and 2.158 million for broadband services. - FY2017-Q1AdvancedAnnual report
「The churn rate for mobile communications services (core lines) in the first quarter was 1.13%, an improvement of 0.11 percentage points from the same quarter of the previous year.」
The core-line churn rate improved, while the number of Ouchi-wari Hikari Set subscriptions increased to 3.702 million for mobile communications services and 1.79 million for broadband services. - FY2016First statedAnnual report
「In particular, to strengthen smartphone customer acquisition and reduce churn, which are our highest priorities, we are focusing on expanding Ouchi-wari Hikari Set, a service that discounts mobile communication charges for customers who subscribe to mobile communications and broadband services such as SoftBank Hikari as a bundle.」
Bundled contracts are being used as a specific means of acquiring customers and preventing churn.