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.