NTT DOCOMO updates its “d Point Club” rewards program

NTT DOCOMO has announced changes to its point program, “d Point Club,” aimed at enhancing user benefits and providing a more rewarding experience for its customers.

These revisions will be implemented in stages, starting from October 2024, and are designed to capitalize on the growing popularity of point services and the rapid expansion of the mobile payment market.

The “d Point Club” is one of the “economic zones” that are considered essential in competing for customers across mobile, e-commerce and financial businesses. Last year, NTT DOCOMO filled an important gap in its offering by acquiring management control of Monex Japan, a securities brokerage, to better compete with the likes of PayPay, Rakuten, and KDDI.

Key Highlights of the “d Point Club” Revision

1. Easier Access to Higher Tiers: The program’s ranking system, based on d Point accumulation, will be adjusted to make it easier for customers to reach the coveted 2-star tier. The required point threshold for achieving 2-star status will be reduced from 100 to 50 points, enabling more users to enjoy the benefits associated with this tier, including a 1.5x point earning multiplier at d Point partner stores. Notably, customers with mobile plans like “eximo” or “ahamo” can potentially reach the 2-star tier by earning 50 points within a three-month period, making it a more attainable goal.
2. Enhanced Point Earning Potential: The program’s “Point Multiplier Bonus” will undergo adjustments, with the 5-star tier multiplier dropping from 2.5x to 2x, while the 4-star and 3-star tiers will see a decrease from 2x to 1.5x. This adjustment aims to create a more balanced system across the different tiers.
3. Introducing the “d Payment Bonus”: A new feature called the “d Payment Bonus” will be introduced, offering additional rewards for using “d Payment,” DOCOMO’s mobile payment platform. Customers who utilize “d Payment” at participating stores will earn an extra 1% d Point bonus on their purchases, adding to their existing point earning opportunities. For 5-star tier members, this combined with the “Point Multiplier Bonus” can result in a maximum 4% point accumulation for purchases made using “d Payment.”
4. New “Fee Deduction Bonus”: DOCOMO is introducing a “Fee Deduction Bonus,” exclusively for customers with DOCOMO mobile plans, DOCOMO Hikari (fiber optic internet), or DOCOMO Denki (electricity). This feature allows users to deduct accumulated d Points from their monthly bills, with a bonus deduction rate of up to 5% depending on their tier. This presents a valuable opportunity to leverage earned points for bill payments, making the program even more attractive for loyal customers.
5. Discontinuation of “Long-Term Appreciation Bonus”: In light of the changing business environment, DOCOMO will be discontinuing the “Long-Term Appreciation Bonus,” previously offered to users of specific mobile plans. This bonus provided an enhanced point return rate on “d Payment” transactions during the user’s birth month, based on their membership tier and the duration of their DOCOMO contract. While this change may cause inconvenience for some users, DOCOMO aims to compensate by offering new programs such as the “DOCOMO Poi-kats Plan” and “Bakuage Selection,” which provide year-round point accumulation opportunities.

Impact and Potential Benefits

These revisions to the “d Point Club” program aim to provide a more rewarding and accessible experience for DOCOMO customers. By streamlining the point earning system, introducing new bonus programs, and providing additional benefits, DOCOMO aims to encourage greater user engagement and loyalty within the program.

The “d Payment Bonus” is expected to incentivize customers to utilize “d Payment” more frequently, driving adoption and growth for this mobile payment platform. The “Fee Deduction Bonus” presents a compelling incentive for loyal customers to continue subscribing to DOCOMO services, fostering long-term engagement.

Overall, these changes reflect DOCOMO’s commitment to enhancing the value proposition of its “d Point Club” program and its dedication to providing customers with a comprehensive and rewarding mobile experience.