What is KDDI?

KDDI is a major Japanese telecommunications operator, established in October 2000 through the merger of DDI, KDD, and IDO. It is the second-largest cellular operator in Japan after NTT DoCoMo and provides a wide range of services, including cellular services, fixed-line communications, and Internet services. KDDI operates under the “au” brand for its mobile cellular services and offers various ICT solutions, cloud services, and even participates in submarine cable networks.

What is POVO?

POVO is a new telecommunications brand launched by KDDI in Japan. It specifically targets the digital-savvy generation, offering mobile services with flexible and cost-effective pricing plans. POVO is characterized by its simplicity and user-friendliness, with services and support primarily provided through digital platforms. This brand aims to cater to customers who prefer managing their services online and seek customizable plans without long-term commitments.

Difference Between POVO and KDDI

Parent Company vs. Brand:

• KDDI is the parent company, a well-established telecommunications giant with a wide array of services in telecommunications and IT.
• POVO is a brand under KDDI, focused specifically on mobile services with a modern, digital-first approach.

Target Audience:

• KDDI provides a broad spectrum of telecommunications and IT services targeting all demographics, including corporate clients and older demographics.
• POVO is aimed particularly at younger customers and digital natives who prefer managing everything online and enjoy flexible, straightforward mobile plans.

Service Offering:

• KDDI offers a comprehensive range of services including mobile, internet, fixed-line telephony, and even television services, alongside business solutions and cloud services.
• POVO focuses primarily on mobile services, with an emphasis on flexibility and customization of plans. It’s designed to be managed entirely online, appealing to users who prefer digital transactions.

Brand Positioning:

• KDDI has a more traditional corporate image and operates with broader strategic goals in telecommunications infrastructure and services.
• POVO is positioned as a modern, agile, and youthful brand that emphasizes simplicity and user empowerment through technology.

In summary, POVO is a strategic initiative by KDDI to capture a younger, tech-savvy market segment with preferences for digital interactions and flexible service options, while KDDI itself remains a comprehensive provider catering to a wider audience with diverse telecommunications needs.

KDDI au, KDDI UQ, and KDDI POVO: Key Differences

1. KDDI au:
   • KDDI au is one of the major mobile telecommunications brands operated by KDDI Corporation. It offers a wide range of mobile services including voice and data plans, and it caters to a broad consumer base in Japan.
   • This is the main brand of KDDI, offering a full range of mobile phone services in Japan. It includes contracts with fixed monthly fees and data allowances, typically with bundled phone options.
   • You can expect wider network coverage and potentially faster data speeds compared to UQ mobile.
   • Generally comes with additional features and services like content subscriptions or customer support options, but often at a higher cost.
2. KDDI UQ:
   • UQ Communications is a subsidiary of KDDI that focuses on providing mobile WiMAX and LTE services. It’s known for offering high-speed internet services and functions as a budget-friendly mobile virtual network operator (MVNO).
   • This is a sub-brand of KDDI, known for offering more budget-friendly mobile phone plans. UQ Mobile utilizes a different network than au, with potentially less coverage in some areas.
   • Data speeds might also be slightly slower than au.
   • UQ Mobile contracts might have limitations on data usage or features compared to au plans.
3. KDDI POVO:
   • POVO is a newer brand under KDDI designed for digital-savvy customers preferring online-only interactions. It provides a flexible, customizable mobile service where customers can choose specific service features (“toppings”) based on their needs without a basic monthly fee.
   • This is a separate mobile service plan offered by KDDI, not a sub-brand. Povo is known for its ultra-low base price, with the option to add data and other features on an as-needed basis.
   • There’s no fixed monthly fee – you only pay for what you use.
   • This can be very cost-effective for low data users.
   • However, povo might lack some features or customer support options that come with traditional phone contracts.

In short:

• au: Full-featured service with wider coverage, potentially faster speeds, but at a higher cost.
• UQ Mobile: Budget-friendly option with potentially lower coverage and speeds compared to au.
• povo: Ultra-low base price with pay-as-you-go options, ideal for minimal data users but might lack features.

Difference between povo 1.0 and povo 2.0?

Data Plan:

• povo 1.0: Offered a fixed data plan with 20GB monthly data allowance.
• povo 2.0: Starts with no data included in the base plan. Users need to purchase data add-ons based on their usage.

Speed:

• povo 1.0: If you used up your 20GB data, internet speed would be throttled to a maximum of 1Mbps.
• povo 2.0: If you don’t purchase any data add-ons, the maximum speed is even slower at 128kbps.

Other Differences:

• Minimum Age: povo 1.0 required users to be 18 or older to subscribe. povo 2.0 lowered the minimum age to 13.
• Communication Apps: povo 1.0 supported LINE age verification. povo 2.0 currently doesn’t support this feature (as of April 29, 2024).

In summary:

• povo 1.0 was a simpler plan with a fixed data amount included for a set monthly fee.
• povo 2.0 offers more flexibility with a lower base price, but users need to manage their data usage by purchasing add-ons.

The primary differences between “povo 1.0” and “povo 2.0” revolve around flexibility and customization in mobile service options:

1. Base Plan Costs: “povo 2.0” offers a base plan with a monthly charge of 0 yen, whereas “povo 1.0” had different pricing structures.
2. Toppings (Add-ons): “povo 2.0” allows more dynamic customization with 10 types of “toppings” that users can add any time, such as data packs and content services, tailored more flexibly according to lifestyle needs.
3. Data Credits: “povo 2.0” introduces “#Giga Katsu,” a feature where users can earn data credits through various daily activities and services, enhancing user interaction and cost-efficiency.

The latest information available pertains to “povo 2.0,” which continues to be the active version with various features focused on flexibility and customer-centered service options.

Povo 2.0 offers a highly customizable plan with a base rate of 0 yen, where users can choose add-ons or “toppings” as needed. This model is designed to match different lifestyles by allowing users to pay only for the services they use. Key features include various data packages, the ability to add or remove services like voice calls or data as needed, and a commitment to no long-term contracts, making it highly flexible for users.

Reference

• https://news.kddi.com/kddi/corporate/english/newsrelease/2021/09/13/5423.html