Rakuten Mobile Launches “Strongest Kids Program” with Points Rewards – Everything You Need to Know

On the 2nd, Rakuten Mobile started offering the “Strongest Kids Program,” a discount program for users under the age of 12.

By joining, you will earn Rakuten points every month. The number of points awarded is 440 points if the monthly data usage is 3GB or less, and 110 points if the monthly data usage is more than 3GB.

At the information session for the media, Reihiro Nakamura, head of the marketing planning department, and Aiko Miura, deputy head of the service planning promotion department, went to the platform and talked about the objectives of the offer.

Mr. Nakamura

Mr. Miura

Perfect for kids smartphone discussion

In explaining the background behind the provision of the “Strongest Children’s Program,” Mr. Nakamura looked back at the history of the rollout of smartphones and Internet services, starting with the iPhone, which was released in the United States in 2007.

The “Alpha Generation,” which refers to the generation born after 2010, is characterized by “smartphone countries that had smartphones before they were born, in other words, true natives digital” (Mr. Nakamura).

However, it is surprising that the smartphone ownership rate among the alpha generation is not high. According to a survey conducted by the Tokyo Metropolitan Government, this rate was 27.2% among primary school students in the first to third grade and 43.0% among pupils in the fourth to sixth grade, which is less than half of the respondents. .

When it comes to concerns about giving a child a smartphone or mobile phone, many respondents said, “I’ll be in trouble with the NHS” and “I’ll have to pay for my child’s smartphone. “

Therefore, Rakuten Mobile, which promotes the use of smartphones under the slogan that “smartphones are a basic human right,” has come to offer the “Strongest Kids Program.”

Regarding the “Strongest Kids Program,” which allows you to use filtering and get point rewards for a fee, Mr. Miura said, “The “Strongest Kids Program” is perfect for your child’s first smartphone journey. I can switch to Rakuten Mobile and get even better deals.

Question-and-answer session

――Is it possible to stop using “Strongest Kids Program” after it reaches 3GB? I am worried that my child is using it too much.

Mr. Nakamura
Currently, there is no action to stop it. I believe that these views will be heard, so I would like to consider this as a topic for future consideration.

――I would like to know specific numbers such as net additions and cancellation rates for the “Strongest Family Program” and “Strongest Youth Program.”

Mr. Nakamura
We have announced that the cumulative number of contracts for the Strongest Family Program is 500,000”.

We cannot name other numbers at this time, but of course we expect positive effects, such as lower churn rates.

It’s only been two months (since the release), but we’re slowly starting to test it, so maybe we’ll let you know if there’s an opportunity in the future. However, we cannot tell you at this time.

――The “Strongest Kids Program” is divided into 12 year olds. Why are you 12 years old instead of 15 or 18? I would like to know the background of the offer.

Mr. Nakamura
First, as a background to offering the “Strongest Children’s Program” this time, we offered the “Strongest Youth Program” once and we did market research, looking at the amount of data that children use and feedback from users.

We’ve been getting feedback from people saying, “I don’t use that much data, so I’d appreciate it if they made it cheaper,” and we’ve responded that to that request.

As for the age factor, we use primary school pupils as a guide. The amount of data (used) tends to increase when students reach middle school and high school, so this time we targeted 12-year-olds and elementary school students.

――As a user, I am grateful that there is the “Strongest Family Program” and “The Strongest Youth Program,” that there is also the “Strongest Kids Program.” On the other hand, I think it will affect Rakuten Mobile’s ARPU (average revenue per user).

Mr. Nakamura
Of course, since we will be giving points back, the bottom line will be affected.

However, just as with the “Strongest Family Program” and “Strongest Youth Program”, I believe that the decrease in the cancellation rate and the increase in the number of approval encouraged by the “Strongest Children’s Program” we will have a positive impact in general We are looking forward to it.

――I was told when I sign up for the “Strongest Kids Program,” a contract for “Anshin Control by i-Filter” is required.

Mr. Nakamura
I think the definition may have caused some misunderstanding, but it doesn’t need to be the “strongest children’s program”.

According to the “Youth Internet Environment Improvement Act,” it is mandatory for users under the age of 18 to use this type of filtering service. First, it is mandatory as a target age.

However, this can be removed if the parent/guardian requests that it is not required.

――I believe that the three programs (“Strongest Family Program”, “Strongest Youth Program”, and “Strongest Children’s Program”) cover all aspects of the family, but older people are not covered .

Mr. Nakamura
We would like to consider this in the future. Nothing to report at this time.

――If you have a goal like the number of lines with the introduction of the “Strongest Children’s Program” this time.

Mr. Nakamura
As always, unfortunately I can’t give you any numbers.

Of course, as a driver, I would like to increase the number of purchases, and next time I would like to increase the numbers consistently to 7 million (lines), 8 million, and 10 million.

――I would like to know what you think when you provide services for children. It is based on “how parents should manage their children together,” and does not strongly restrict the service side, such as the creation of special tools or software. What do you think about service design?

Mr. Nakamura
Although this is my personal opinion, I think there are various risks involved in allowing your child to use a smartphone, such as problems with NHS and bullying.

I think it is different according to age and time, so I think it is better for the parents of each family to decide and decide through a conversation between the parents and their children I don’t think so.

However, I do not think that carriers have to do anything, but I believe that there is a minimum level of safety equipment, or care needed to avoid being involved in crime. think it might be called “i-filter”.

――I think they have released original terminals in the past, but is there any possibility of making software or hardware for kids?

Mr. Nakamura
There is nothing to answer at this time. However, I think it will come up as a request, so I would like to consider it.

――There was a presentation titled “Smartphones are a basic human right.” Looking at primary schools around the world, I think some have banned smartphones. absolutely, but how does Rakuten Mobile plan to overcome this?

Mr. Nakamura
This may also be my personal opinion, but I think that a wave of smart phones is inevitable in this era. Instead of banning it, I think we should focus on how we can get on with it.

I am aware that some local governments and educational institutions are making conservation decisions. I believe that we are in a transition period at the moment, and as time passes, discussions will continue and the best solution will be found. I don’t think it should be banned in general.