KDDI Digital Life Corporation (Headquarters: Chiyoda-ku, Tokyo; CEO: Toshiro Akiyama) is proud to announce that it has been awarded “Marketing & Brand Initiative of the Year – Japan” at the Asian Telecom Awards 2025, announced on February 20, 2025.

■About the Asian Telecom Awards

Originating from Asian Mobile News in 2003, the Asian Telecom Awards recognize outstanding achievements and initiatives by leading telecommunications companies across Asia. The awards honor organizations that deliver exceptional products and services addressing the diverse challenges of the Asia-Pacific market.

■Reasons for Recognition

KDDI Digital Life Corporation was recognized for its ability to analyze market and consumer trends through data-driven and contextual insights, and to apply these findings in marketing-focused product development, the introduction of new platforms, and innovative services launched through corporate collaboration. Specifically, the following points were highlighted:

1. Enhancing existing offerings with a marketing perspective, such as introducing services like “Weekend Unlimited” and “povo Gacha (a promotional campaign run by povo)” that emphasize both naming and product design.
2. Expanding customer acquisition through partner platforms, leveraging collaboration to reach new users.
3. Delivering innovative digital communication experiences through retail partnerships, exemplified by initiatives like “povo Data Oasis” with Lawson.

KDDI Digital Life Corporation will continue working as a united team to deliver enhanced customer experiences through povo, contributing to better smartphone lifestyles for all.