The three largest mobile players in Japan – NTT Docomo, KDDI and SoftBank Corp – revealed their RCS-based +Message service reached 32.5 million users at the end of October, using the occasion to kick off a joint promotional campaign to convert more customers.
Their Let’s Use It Together campaign will award new users of +Message with points from each operator’s respective loyalty programme.
In a statement, the operators noted the service is now compatible with public personal identification with 12-digit My Number cards, allowing users to verify their identity online for opening a bank account or applying for a credit card.
The companies added they are working on various initiatives to make the rich communication environment more secure and convenient.
Docomo, KDDI and SoftBank Corp launched the messaging service [1] in 2018 to compete directly against the popular Line app, which is a near-monopoly messaging platform in the country.
Data from GSMA Intelligence showed the operators ended September with a combined total of nearly 180 million mobile connections.
Line closed 2021 with 89 million users in Japan.
The +Message platform, which conforms to global RCS standards, offers up to 2,730 characters per message compared with the maximum of 70 characters per SMS.
[1] https://www.mobileworldlive.com/apps/news-apps/japan-operators-target-line-with-rcs-message-service/
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