NTT Docomo Boosts ahamo Data Allowance: Price Hike Looming?

Japanese telecom giant NTT Docomo has temporarily increased the data allowance in its ahamo plan from 20GB to 40GB. The move has sparked discussions among analysts: Is this part of a customer retention strategy or a signal of potential future price hikes?

Experts note that rising mobile traffic is placing additional strain on operators' infrastructure. Like its peers, Docomo faces the need to invest in network modernization, which could impact service costs. The temporary data boost in ahamo may be an attempt to mitigate negative customer reactions to future tariff changes.

Docomo's competitors are not rushing to follow suit. SoftBank and KDDI are maintaining a wait-and-see stance, analyzing market reactions to the industry leader's initiative. Analysts emphasize that Docomo is navigating a delicate balance between improving network quality and maintaining competitive pricing for subscribers.

The ahamo plan was launched in 2021 as a response to growing competition from cheaper alternative operators. Its key feature—a fixed cost with a significant data allowance—has attracted high-data users. However, increasing network traffic may force the operator to reconsider the plan's terms.