Pita-Suma Launches Innovative Smartphone Billing Awareness Campaign in Tokyo Subway

In an effort to enhance public awareness of smartphone billing, the free online consultation service, Pita-Suma, has unveiled its first advertising campaign. Starting June 10, 2025, commuters on the Toei Shinjuku Line will notice distinctive hanging advertisements featuring the engaging tagline: "How many years have you been confused about your smartphone bill?" This approach aims to trigger a moment of realization during daily commutes, inviting individuals to reconsider their smartphone costs.

Advertising Overview

The advertising campaign will run on the Toei Shinjuku Line, utilizing hanging advertisements within train cars for an entire year. The strategy leverages the daily routine of commuters to raise crucial awareness about smartphone billing issues. As many users often overlook their current plans, Pita-Suma hopes to prompt spontaneous reflections on whether their existing plans truly align with their needs.

Addressing Consumer Confusion

A survey conducted by the Ministry of Internal Affairs and Communications on November 7, 2023, highlighted that nearly half of smartphone users have not revisited their billing plans due to the perceived complexity of procedures. Despite the government’s emphasis on promoting mobile market competition and facilitating user access to optimal plans, many find themselves stuck in a rut of inaction.

Pita-Suma identifies several reasons why users hesitate to scrutinize their plans:
1. Complex Options: The multitude of plans and options makes it challenging to determine what is best.
2. Contentment with Current Situation: Many believe they are satisfied, overlooking potential unnecessary expenses.
3. Financial Leakage: Failing to review billing plans could lead to unnecessary expenditures amounting to several thousand yen annually.

The Role of Pita-Suma

To combat this pressing issue, Pita-Suma has chosen public transport advertising as a catalyst for awareness, aiming to prompt commuters to contemplate their mobile plans during mundane moments of their day. The service offers unbiased, expert guidance on identifying the most suitable plans based on individual usage. From consultations to transferring services and initial settings, Pita-Suma provides all support free of charge.

Real-life users of Pita-Suma have reported significant savings, with testimonials such as "I saved ¥1,500 a month!" and "I was able to use my iPhone for just ¥48 a month." Such outcomes emphasize the effectiveness and importance of personalized cost reviews.

Future Directions

Looking ahead, Pita-Suma plans to expand its outreach through diverse channels including advertisements, video content, and social media platforms. This expansion aims to deliver insights and choices to all individuals feeling overwhelmed by smartphone billing. As a neutral service bridging government initiatives and consumer needs, Pita-Suma aspires to foster an environment that encourages widespread participation.

About Agent Co.

Agent Co., the company behind Pita-Suma, strives to create a society where everyone can smile by solving societal challenges through innovative social ventures aimed at building a better future.

For inquiries regarding this campaign, please contact Agent Co.'s Leadership Office, Media Relations Department at 03-3780-3911, and mention the Media Relations Department. You can also reach out through our online contact form here.