Japanese telecom giant NTT Docomo has for the first time chosen a president who is originally from outside its group.
Maeda Yoshiaki used to work for Japan's leading staffing agency, Recruit.
He is currently a vice president at NTT Docomo, and takes over from Ii Motoyuki in June.
Maeda has worked in fields such as smartphone payments and loyalty programs since joining the company in 2000.
NTT Docomo has been taking steps to diversify its business, turning online brokerage Monex and Orix Credit into subsidiaries this year.
It also joined hands with Amazon on an internet shopping points reward service.
Maeda's appointment comes as competition among Japan's customer loyalty programs is heating up.