In September 2018, SoftBank launched Ultra Giga Monster Plus, a new plan for smartphones mainly featuring a large data capacity. Ultra Giga Monster Plus enables the use of up to 50 GB data per month at a flat rate and allows unlimited use of applicable video services and SNS. As its predecessors, SoftBank released Giga Monster, which enables the use of up to 20 GB data at a flat rate, in 2016 and Ultra Giga Monster, which allows subscribers to use up to 50 GB data at a flat rate, in 2017, thereby surprising the industry. Takahiko Matsumoto, who was engaged in earnings simulation and other tasks to realize Ultra Giga Monster, talks about what had happened up to the launch of this project.
“As the ways to enjoy smartphones have expanded, a growing number of customers have become constantly worried about the limit of data capacity and speed limitation, making us concerned that such limitation of data capacity may have placed stress on customers. When Giga Monster was first launched, it became so popular that about half of our customers subscribed to the plan. Nevertheless, we have heard customers saying that they refrain from viewing videos when they go out and do not use applications when a Wi-Fi spot is unavailable. This means that customers cannot fully utilize SoftBank’s services and are unsatisfied with them. We thought this an unhappy state for both the customers and SoftBank. Under these circumstances, the idea of Ultra Giga Monster came bottom-up from employees in frontline operations.”
When the Ultra Giga Monster project was set out, Eri Watanabe was in the Sales Planning Department. She assumed sole responsibility for sales planning of the mobile business, coordinating and managing all processes from the drafting of project plans to operation. It was the role of Momoko Arakawa to translate ideas of the project that Watanabe and other members proposed at the management meeting into more detailed specifications. Arakawa examined specific contents of systems, customer services, shop operations, and points to note from the legal perspective, which were rarely discussed at the management meeting, and closely interacted with relevant responsible departments.