This project explored how a major Japanese telecom operator could evolve beyond traditional data plans by enabling community-driven connectivity models.

Developed as a future-facing concept for Mobile World Congress with KDDI, the work examined how modular infrastructure could support niche Gen Z communities, from sports fans to creator collectives, through shared identity, flexible bundling, and digital-first experiences.

With povo, KDDI had already introduced a flexible, modular connectivity model that moved beyond rigid telecom plans. The next challenge was how to meaningfully extend that flexibility for Gen Z audiences and future partners.

The task was to explore how povo’s platform could evolve into a community-enabled ecosystem one that allowed global brands, creators, and communities to co-create connectivity-led experiences, while remaining scalable, coherent, and grounded in KDDI’s core infrastructure.

If connectivity could be introduced as a modular layer within brands’ existing digital platforms, telecom services could become a natural extension of brand ecosystems rather than a separate destination.

By enabling brands to bundle connectivity with products, content, or exclusive access the platform could unlock new partnership-led propositions for Gen Z audiences, while remaining anchored to KDDI’s underlying infrastructure.

The concept was designed as an embedded connectivity model, allowing telecom services to live within brands’ existing digital platforms rather than as a standalone telco destination.

Core connectivity layer
Powered by KDDI’s infrastructure, ensuring reliability, billing, and network access

Brand integration layer
Enabling brands to surface a branded telco experience within their own apps or platforms

Commerce & benefits layer
Allowing connectivity to be bundled with products, content, or exclusive access

This approach enabled brands to offer mobile plans as part of a broader brand relationship. Seamlessly linking connectivity with merchandise, events, or memberships.