NTT DoCoMo announced plans to revamp its branding, including changing its logo, as part of a plan to stop subscribers from switching carriers. Japan’s largest telecom said customers have been defecting to smaller rivals, KDDI and Softbank, and that its brand is “in critical condition.”

The new logo spells ‘DoCoMo’ in lowercase red letters and will launch July 1.

Aside from branding, the carrier also announced plans to shift its focus to keeping “existing subscribers happy,” rather than seeking new customers. Measures include lowering handset costs, giving free battery packs to loyal subscribers and expanding services at retail shops.

The company said that last month its market share dropped below 50% for the first time in about 10 years.

NTT DoCoMo, Inc. announced today that it will start marketing the BlackBerryВ® handheld device and BlackBerry-enabled service to corporate customers on September 26, 2006.

To be marketed are the BlackBerry 8707hв„ў, made by Research In Motion Limited (RIM) (NASDAQ: RIMM; TSX: RIM), and DoCoMo’s BlackBerry Network Service enabling RIM’s BlackBerry Enterprise Solutionв„ў.

The BlackBerry 8707h operates on both W-CDMA and GSM/GPRS networks and can be used overseas for voice and packet (data) communications. Its QWERTY keyboard, similar to that of a PC, will enable fast, easy thumb typing.

BlackBerry Network Service subscribers will have access to RIM’s BlackBerry Enterprise Serverв„ў, which tightly integrates with MicrosoftВ® Exchange, IBM LotusВ® DominoВ® and NovellВ® GroupWiseВ® for secure wireless access to e-mail and other corporate information.

NTT DoCoMo, Inc. and its eight regional subsidiaries announced today that they set transfer handling fees for switching carriers under mobile number portability (MNP), which will be implemented on October 24.

Subscribers who switch to DoCoMo from other operators will not be charged an MNP transfer fee, but like all new applicants, must pay a contract handling fee of 3,150 yen (including 5% sales tax). DoCoMo subscribers who move to other operators will be charged an MNP transfer fee of 2,100 yen (including 5% sales tax).

DoCoMo will hold an MNP Reservation Campaign between September 10 to October 23. People who apply to DoCoMo during this period and who conclude the contract between October 24 and December 31, 2006 will be awarded 2,000 DoCoMo points, worth 2,000 yen, which can be applied toward the purchase of DoCoMo handsets or other products.