KDDI Corporation
Representative Director, President and CEO
Makoto Takahashi
At the beginning of the year 2024, we wish you a very Happy New Year.
The business environment is now discontinuous and uncertain, not an extension of the past. Looking at the world, geopolitical changes, such as the U.S.-China economic standoff and tensions in Ukraine and the Middle East, are impacting the uncertainty of the business outlook. In addition, climate change and the move toward decarbonization are global trends, and the shift from fossil fuels to renewable energies has become an unavoidable challenge to secure energy and reduce costs at the same time. On the other hand, Japan is facing a declining population and depopulation, a marked decrease in the number of users, and a shortage of workers, making it increasingly difficult to maintain social infrastructure. In addition, from the sei-katsu-sha perspective, consumers are beginning to engage in a balanced consumption behavior of saving and extravagance due to anxiety about the future.
In this changing environment, both policy makers and private companies seem to have finally begun to make full-fledged efforts toward “digitalization”. This is the promotion of DX (Digital Transformation) through the sharing and utilization of data, and the introduction of data x AI and generative AI into all aspects of business, not only in terms of economic contribution such as business efficiency improvement, but also in areas that lead to competitive advantage such as business creation and innovation. We are beginning to see a movement to transform society and companies in this way.
We will continue to find business opportunities in this changing environment and promote our business by further refining our sustainability management as set forth in our medium-term management strategy.
First, let us discuss the “Satellite Growth Strategy” that we have set forth as our business strategy. Under this business strategy, we aim to improve the quality and expand the quantity of our business by practicing “data-driven management,” in which decisions and actions are made based on objective data, and by actively utilizing AI. In the “Telecommunications Business,” the core of our business, we will thoroughly refine the quality of the experience and provide a comfortable telecommunications environment for our customers. In the areas of “DX,” “Finance,” and “Energy,” which are areas for business growth, we intend to accelerate growth by focusing on collaborations with partner companies and maximizing synergies with the telecommunications business. In “LX (Life Transformation),” an area that will transform our customers’ lifestyles a little further into the future, we will expand our business by proactively taking on the challenges of new technologies and businesses.
In order to grow our business in this way, human resources are crucial. In our mid-term management strategy, we are promoting “Human Resources First,” and we will continue to promote the penetration of KDDI’s version of the job-based personnel system and the promotion of DX training to firmly establish this concept. In addition, this year, I would like to focus on “improving ‘prompt (instruction)’ ability! I will also focus on “improving the ability to ‘give instructions'” this year. The emergence of “Generative AI” has made me realize once again the importance of “prompting ability. In particular, I hope that the entire company, including the leaders who lead the organization, will hone their “prompting ability” to enhance the quality of output, improve their ability to make proposals, and create value.
In this year of rapid changes in the business environment, we will continue to focus on KDDI VISION 2030, “Creating a society where everyone can realize their dreams by evolving the ‘power to connect'”. We will make this year a year of leaps and bounds by mobilizing the collective strength of the KDDI Group and seizing opportunities for growth.
The New Year version of au’s “Santaro” series, which has been well received by our customers and won the No. 1 CM rating for nine consecutive years, has been on the air since New Year’s Day. For this commercial, we took on the challenge of creating illustrations using generative AI. By using the generation AI, it has become easier to challenge things that could not be done before. Therefore, the theme is “Now, what do you do? The theme is “What are you going to do? The first step is to take the first step, and that is important. And that anyone can do it. Because everyone is a hero. Everyone is a hero, and everyone is the star of their life. So, without thinking about logic or whether it is possible or not, why don’t you first think about what you want to do and do it?” That is the concept. Please take a look.
We look forward to working with you again this year.
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