If only it were that easy…Japanese network NTT DoCoMo (NYSE: DCM) has unveiled a new corporate logo (pictured, right), which it says will help stop its subscribers from switching to other carriers, reports Reuters. DoCoMo, once the country’s dominant operator has been locked in a fierce price war with smaller rivals KDDI and Softbank, with the two gaining steadily against the former incumbent. Last month, Japan’s telecoms regulator published figures that showed DoCoMo’s share of the market had dipped just below 50 percent—the first time in the twelve years the regulator’s been keeping track of mobile subscriber numbers. DoCoMo president Masao Nakamura acknowledged in a press conference, “Our brand has been declining in value for years and is in critical condition.” He added that along with the new branding, which will be put in use starting in July, DoCoMo would no longer chase after new subscribers. Instead it would focus on keeping existing subscribers happy and planned to do this with greater handset subsidies, free battery packs to loyal customers, and expanding its customer service at DoCoMo retail stores. Nakamura noted that subscribers “now care less about technology and more about costs and services.”

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