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“A Day to Change an Entrepreneur’s Future”: The Frenzy Behind the Scenes of Venture Ecosystem Summit 2025 – Part 1

  • Interview
2026.02.17

For this article, we interviewed President Goto, the organizer of Venture Ecosystem Summit 2025 held in October 2025, along with the operational committee’s three leaders.
(This interview was conducted in December 2025.)

◆ Reflections on the Event

Sugihara:
Today, we are joined by President Goto, the organizer of Venture Ecosystem Summit 2025, and the operational committee’s three leaders, Mr. Shibata, Mr. Matsutani, and Ms. Kawaguchi.

First of all, a huge congratulations on the massive success of the event! The feedback from participants has been overwhelming, and as a participant myself, I truly enjoyed it. Now that this major effort is finished, could each of you share your honest feelings?

Goto:
Right now, I am simply filled with a sense of relief. To be honest, entrepreneurs have very discerning eyes. Even if they say “It was great!” out of politeness, they’ll tell you clearly by their expressions if they don’t really mean it. They are the type of people who will give you direct, unreserved feedback if there is something they aren’t satisfied with.

We successfully held an event that satisfied entrepreneurs with such strict preferences. So in that sense, we gave it our all, and now we can give a big sigh of relief.

Sugihara:
I’m sure you really put your whole effort into this. Did you happen to fall ill or run a fever after the event ended?

Goto:
Fortunately, I didn’t get a high fever, but I did collapse for a moment, ha ha. I must have been so tension leading up to the event because the next day, I had a feeling of exhaustion that I can hardly even put into words. I was just completely wiped out.

Sugihara:
I’m glad you were able to recover from that! Next up, Mr. Shibata.

Shibata:
I feel very similar to President Goto, but if I had to sum it up in two words, they would be ‘frenzy’ and ‘relief’.

However, my sense of relief is slightly different in nature from what President Goto shared. First and foremost, as part of the operational committee, there was the relief of simply getting through the entire event without any major issues.

Secondly, I was assigned head of the operational committee. During the preparation phase, I placed a fair amount of burden on the other operational committee members, and there were moments when things didn’t go as planned. So when I heard everyone saying “It was a wonderful event” after it finished, I felt a weight finally lift off my shoulders.

Looking back, I feel like that entire period from preparation to the actual event was pure frenzy.

Sugihara:
Everyone was so energetic, they almost seemed to be glowing from within. Mr. Matsutani, how about you?

Matsutani:
At the moment, my heart is welling up with a quiet sense of total fulfillment. While listening to Dr. Semmoto’s lecture and President Goto’s closing remarks at the end of the event, I was moved beyond words.

I felt so glad we were able to hold it in the manner that we did. It felt as clear and refreshing as the moment after listening to a profound and beautiful symphony. From the overall balance of the venue to the almost physically perceptible heat and power radiating from the speakers and participants, I truly felt incredibly glad we made this event happen.

Additionally, every single staff member performed their parts wonderfully. It was impressive to see how everyone embodied our core value of empathy right there at the venue.

Goto:
The participants also complimented us frequently on the staff’s performance. My impression is that paying such close attention to even the smallest behaviors of the staff is entirely to be expected of business owners.

Some staff members were standing at various points along the route from the station to the venue holding guidance signs. Working outdoors in that capacity is much harder than people realize. The CEOs even noticed even those behind-the-scenes efforts and told us, one after another, that the management was truly superb. From the meticulous care inside the venue to every interaction, the team’s response was consistently magnificent.

Sugihara:
Thank you. Now, Ms. Kawaguchi, your thoughts please.

Kawaguchi:
Like everyone else, my first sentiment was relief that the event was held without incident. Even though it was only October, I felt a massive sense of accomplishment, as if I had already conquered the whole year.

Actually, preparations for this event started back in December 2024. We began by inspecting various potential hotels, but just securing a booking was already becoming difficult, so right from the start, we were scrambling to coordinate dates. Because of those circumstances, I feel like I was pouring 100% of my energy for the entire year into this.

This year, I’ve been running with the singular desire to build up anticipation for the Venture Ecosystem Summit and make it a success. Now, I’ve been feeling this comfortable sense like I don’t have to do anything more after finishing my biggest mission of the year, even though October might’ve been a bit too early for that.

◆ The Purpose Behind the Event

Sugihara:
You were preparing for a whole year, indeed. From a participant’s point of view, I felt it was a wonderful event that directly conveyed President Goto’s passion. Could you tell us again about the background and reasons why you decided to hold the Venture Ecosystem Summit?

Goto:
D-POPS GROUP holds an all-hands meeting at the end of every year, and we always ask our chairman and co-president Dr. Sachio Semmoto—the co-founder of KDDI—and our corporate advisor Ichiro Fujisaki—former Ambassador to the U.S.—to give a speech there. Every year, I feel something extraordinary in their words that truly shakes the soul.

Then, I had the sudden thought: it would be a travesty to society for us to keep such a valuable experience contained only within our group. My primary motivation was the desire for all entrepreneurs, who are currently tackling their own issues with their best efforts, to have the opportunity to see, hear, and feel these two individuals speak, rather than keeping it behind closed doors.

At the same time, we are working to build an unprecedented Venture Ecosystem and a platform that serves society, so I also wanted more people to know about our approach.

There are many systems to support startups in the world, such as VCs, angel investors, or aid from national or local governments. However, the current reality is that these support systems are rather compartmentalized, so I don’t think a platform capable of providing 360-degree support from every angle exists yet. Of course, neither is D-POPS GROUP able to supply the perfect platform, yet. But I want to reach a point where the entrepreneurs and members involved in this Ecosystem can truly feel, “We are building the world’s first platform of its kind.”

To clearly communicate that vision to the world, this was the best timing. When you gather that many entrepreneurs, their effect as influencers is immense. If one participant tells ten people, it spreads to thousands instantly. I am convinced that conveying the significance of the ecosystem to these brilliant entrepreneurs carries massive weight for our future development.

Sugihara:
I see your point. In a typical event, even if you gather 1,000 attendees, the reality is that some are only there because their company ordered them to attend, and others lose focus halfway through. However, at this seminar, every single participant was a business owner. I was overwhelmed by the high level of consciousness in the room—everyone was there to learn and absorb something from that day.

Goto:
In fact, every single guest there was personally invited by me. There are so many passionate, hard-working people around me that I really wanted to invite so many more, but the venue was already at maximum capacity. Because of that, the chosen participants approached the event with extraordinary energy. I believe the temperature in that room was only possible because such highly ambitious people gathered there.

Sugihara:
The participants were exceptionally growth-oriented. Mr. Shibata, as the person handling customer relations on that day, how did you feel that energy on-site? Also, were there any specific challenges in managing the event?

Shibata:
The word frenzy I used earlier refers exactly to the heat that was in the room. To be honest, in my line of work, I have many opportunities to attend various study sessions. As you mentioned, it’s not uncommon to see people who clearly look like they are just there because the company told them to be. But at this event, looking at it from a management perspective with a bird’s-eye view, the sight of the participants never looking away for a second—everyone with their heads up, staring intently at the speakers—was incredibly striking. Even from the back of the room, I could feel the raw intensity of people thinking, I will learn everything from this moment and absolutely apply it to my company. If it was that strong in the audience, the people on stage must have felt an even more powerful energy.

Regarding challenges…it turned out to be a needless worry in the end, but during the planning stages, President Goto and I spent a lot of time strategizing how to keep business owners focused. Entrepreneurs are often strong-willed and independent, so we were meticulously obsessed with every detail—content that wouldn’t let them get bored, the order of speakers, and precise time management. However, once we opened the doors, we found the very people President Goto invited out of genuine trust. Both the speakers and participants were people who held the same values of “sincerity, humility, and gratitude” as we do, and everyone participated as if it were their own personal mission. I had been bracing myself in case we encountered any difficulties, but it turned out so smoothly it was almost anti-climactic. That was the biggest surprise and the point that left the deepest impression on me.

◆About the Speakers

Sugihara:
The lineup of speakers for this seminar was truly prestigious. (Click here for a detailed list.) How did you manage to request lectures from world-renowned Japanese figures such as Dr. Semmoto and former Ambassador Fujisaki, and what were the participants’ reactions?

Goto:
First of all, I think many people felt they absolutely had to attend just for the chance to hear Dr. Semmoto and Ambassador Fujisaki speak. The members of our company understand well how priceless their stories are, and the same goes for most founders. Dr. Semmoto is someone every striving entrepreneur wishes to hear in-person at least once. On the other hand, someone like Ambassador Fujisaki—who was at the forefront of diplomacy and international affairs as the former Japanese ambassador to the US—is someone even business owners rarely have the chance to encounter in daily life.

However, the world is currently in a state of upheaval. Now that the movements of superpowers like the US and China directly impact business, entrepreneurs have their scanners set to detect the slightest movement. Therefore, they definitely sensed the need to learn Ambassador Fujisaki’s perspective. Once these two speakers were confirmed, I was certain we had a rock-solid foundation for the event’s success. That’s why they were the very first people I decided to ask during the planning phase. When I consulted Dr. Semmoto, he gave his immediate consent, saying, “This is a wonderful endeavor. I will definitely participate and offer my full cooperation.” You could really feel from their presentations on the day that both of them were sincerely trying to deliver a message to the entrepreneurs in the room.

Sugihara:
In addition to the speakers we’ve discussed, you also had Shinichiro Naito, President and CEO of Findstar GROUP Co., Ltd., and Shoichi Motodaka, Executive Vice President of NTT Docomo Business. How did it go when you reached out to them?

Goto:
President Naito serves as Non-Executive Director for our company, and Vice President Motodaka is a close personal friend, so both accepted the invitation graciously. However, precisely because we have such intimate relationships, I intentionally set the bar very high for them.

I knew the audience would consist of highly sensitive entrepreneurs. So, while President Naito has spoken at countless seminars and study groups, my request to him was to present something in-depth that he has never spoken about anywhere else. I had him submit his materials in advance and requested specific adjustments to reflect our intent. Because he is like an older brother to me, I was able to make such demands, and I believe that’s why he rose to the occasion.

To ensure the participants were happy and satisfied, the overall layout of the program was vital. I treated it like a puzzle, making sure every piece was of the highest quality and carefully curated so that none of the content felt repetitive. I endlessly asked myself the question, “What is the specific piece that today’s entrepreneurs are missing?”

For example, if another CEO with a 10-billion-yen company were to give a similar talk right after President Naito (who has built a business of the same scale), the content would feel redundant. That’s why I was certain that the necessary piece we were missing was a perspective from a large-scale corporation. I felt Vice President Motodaka, whom I respect deeply as a human being, was the perfect person to fill that role.

Sugihara:
It sounds like every single element of the program was calculated with extreme precision.

Goto:
I put an incredible amount of thought into it. That also applies to the soul-stirring pitches by the young founders and the performance by calligrapher Yuuna Okanishi. Initially, we planned to have Ms. Okanishi perform at the end, but after repeated team discussions, we decided to move it to the very beginning.

By starting with a highlight-worthy performance, we were able to instantly sharpen the atmosphere and focus the participants’ attention. Even CEOs who might usually act a bit restless were sitting up straight and listening intently that day.

Ms. Okanishi doesn’t just have unbelievable stage presence, she has a wonderful persona, and the venue seemed to be filled with her positive aura. By the way, of the two panels she painted during her performance, one is displayed here in our Shibuya Hikarie office and the other was given away in a raffle. The panels were so popular that after the event, people were even asking us if they were for sale, ha ha!

◆The Inside Story of the Arrangement Process

Sugihara:
That performance was indeed spectacular. Ms. Kawaguchi, I heard that you were in charge of procuring the production materials and coordinating with the calligrapher. Were there any particular aspects of making that performance happen that you had to figure out yourself?

Kawaguchi:
When President Goto first mentioned he wanted a calligraphy performance, the scale I initially imagined and what he was envisioning were miles apart, ha ha.

I thought to myself that it would be maybe a meter high. But when we started discussing the details, he pointed to the large unicorn panel on his office wall and said, “I want it twice that size—about two meters tall.”

I had to double-check with him several times: “Are we really making it that big?” We actually took out a measuring tape, and eventually, we concluded that the impact factor of a two-meter panel really was absolutely necessary.

However, when I went to order the panels, I couldn’t find a vendor capable of custom-making panels of that size. Most told me, “We’d have to join two panels together,” or “We can't guarantee it will stay upright.”

In the end, I reached out to Best Support Systems, the company that handled our office’s interior design, since they had created all our unicorn panels. I was unsure about asking an interior contractor for just two panels, but they accepted gladly. They worked with us through countless revisions—not just on the size, but on fine design details like the placement of the unicorns’ heads. That performance would never have happened without their earnest cooperation, and I am truly grateful for them.

The panels were a massive hit. Some CEOs asked me to introduce them to the manufacturer because they wanted to use them for their own events, and even Ms. Okanishi wanted to know more details about the material because it was so easy to write on.

Sugihara:
For a seminar packed with so much content, I imagine the logistics and same-day preparation were quite a challenge. I heard that Mr. Matsutani, who was in charge of organizing the proceedings, woke up at 3:00 AM on the day of the event to finalize the production schedule. What specific points did you focus on while managing the flow of the event?

Matsutani:
President Goto had a clear vision of creating “a day to change an entrepreneur's future”. I saw my role as figuring out how to translate that passion into a concrete, actionable form. Something to avoid at all costs in event management is breaking the participants’ concentration due to logistical delays. I focused primarily on how to allow the attendees to totally immerse themselves in the content without feeling any unnecessary stress.

While President Goto designed the overarching flow of the event, I obsessed over the fine details, from the guidance routes for moving guests from the auditorium to the reception hall, to the operational committee members’ positions, and even to the exact layout of the catering tables. And then I poured my soul into how to accurately share these details with the entire operational committee and ensure they all moved in sync.

Actually, in my student days, I experienced managing presentation events for a thousand people. Since I was still young back then, I’d prepare for two days straight, without even a wink of sleep. I can’t quite do that anymore, as a working professional, ha ha…so I took a two-hour nap from 1am to 3am in the middle of the night before the summit, and then got to work on the final touches.

I sent the draft script to our emcee, Ms. Hida from Talk Navi Inc, two days prior, but I didn’t get the final version to her until the morning of the event. Despite such a tight schedule, Ms. Hida was incredibly flexible with same-day changes and corrections, supporting the proceedings with an outstanding sense of stability. I have nothing but gratitude for her.

Sugihara:
That’s true, I didn't see any of the typical mistakes or mishaps that usually occur in an event of this scale.

Matsutani:
It’s not like we didn’t have any mistakes, ha ha…to be honest, we didn’t even hold a full technical rehearsal beforehand, so as for myself, I feel everything went miraculously well. We also did the final checks for the slides and other things on the morning of the event itself, but we were only able to pull that off thanks to the immense cooperation of the venue staff. The venue manager even came by to observe and gave us a big boost of encouragement by saying, “This is truly a wonderful event.”

~ To be continued in Part 2 ~

Interview conducted by D-POPS GROUP’s advisor Genta Sugihara.

In Part 2, you'll learn about:
・The social gathering held after the seminar portion
・The operational committee members
・Insights gained while working with President Goto
・Realizing a “Venture Ecosystem”
...and more. Please look forward to Part 2!

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Akamatsu: We were truly fortunate to do business with a massive company like NTT in our second year, as it allowed us to learn through trial and error the difficulties of working with large corporations (things like information management, compliance, and talent quality). Because we were able to build a certain level of trust with NTT and establish an organizational framework for engaging with major companies, we were able to apply that to other large corporations, which helped us to get up and running relatively quickly. As has been the case for a while, rather than sales strategies that simply win contracts, we value strategies that focus on how long we can sustain those contracts. I believe our ongoing transactions with major companies like NTT and Docomo are the result of gradually building things up, one step at a time. 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[Founder Interview #7] Naoto Tomita (Adora Inc.) – Part 3
The Three Values of Sunny, System, Solid: Building a Company to Solve Societal Issues with a Global Team In Part 3, the final installment of this three-part interview series, we take a close look at the people and culture of Adora Inc. Why did the development team, led by the CTO, Mr. Saurabh—whom President Tomita met in India—choose to join an unknown startup? We also cover the bonds President Tomita formed with the friends he met during his study abroad in Estonia, and their three corporate values of “Sunny, System, and Solid.” (Note: This interview was conducted in June 2026.) ◆Office in Kinshicho: A Choice Driven by Human Connection Sugihara: We are conducting this interview in a room in an apartment building in Kinshicho. It feels very cozy, complete with flowers. I understand you moved here this spring, but why did you choose this location? Tomita: There are a few reasons. Naturally, accessibility for all team members played a role. But on a personal level, I felt Kinshicho was a better fit than a high-profile area. Kinshicho is thriving enough to have five Starbucks locations, yet it maintains a remarkably down-to-earth atmosphere. Personally, I enjoy drinking alcohol together with the team—in moderation, of course—to deepen our bonds and boost our collective drive to push forward. So Kinshicho’s nearby izakaya pubs and convenient access made it the ideal spot. ◆Building a Team in Their Mid-Twenties Who Will Change the Future Sugihara: Your team has gradually expanded over the past six months. Could you share your current team structure, to the extent that you can disclose? Tomita: We remain a small company with around ten regular employees, and our core members are rather engineering-centered, but we’ve also welcomed new employees to handle HR, business development, UX, and public policy. Back-office members have also joined, and our functional roles are taking shape. It’s a young team, with an average age of around 26 to 27. We also have a lot of university student interns, so including them makes the overall average even younger. Sugihara: It’s really a team built to change the future. Starting with co-founder and CTO Saurabh, with whom I’ve had the chance to get a drink together, your development team consists of Indian engineers. Is their technical capability seriously on another level? And why did they choose to join a Japanese startup? Tomita: Individual capabilities matter far more than nationality, of course, but all our team members from India possess outstanding technical skills, paired with exceptional commitment and passion. They have a strong sense of ownership and a drive to build great products. Sugihara: They must be wonderful individuals to be not only highly skilled, but also diligent and passionate as well. Tomita: Indeed. I believe Saurabh’s character is the reason for that. Because he is a great person, great people naturally gather around him. Sugihara: Why did Saurabh and the Indian engineering team join Adora back when it was an unknown startup, long before your partnership with au? Tomita: Saurabh and I met at a cafe in India. Back in my student days, I worked a part-time job serving coffee and tea at that shop, and he was a regular customer. Our relationship started purely as friends. Through that connection, Saurabh brought together his colleagues and younger students from his university. Sugihara: So, it all started after you met at a cafe in India! Was it easy for Saurabh to join the company? Tomita: Initially, he kept his other job, but he was committed full-time to our company in the very early stages. Because he trusted me enough to bet on us, I constantly feel the responsibility to work hard and live up to that trust. He is someone who deeply values believing in people. ◆Making Udon Together in a College Dorm in Estonia Sugihara: Among your team members across various roles, some are friends you met during your time studying abroad in Estonia. What are they like? Tomita: Indeed, I met both our current UI/UX head and our HR head back in Estonia! At our dorm, we even made udon together while talking about how much we missed Japan, ha ha. Not only with them, but with all of the people in our company, there are countless moments when I genuinely enjoy working together and that I want to do my best for them, and I personally treasure that feeling. There are many things I cannot do alone, so I am deeply grateful that we complement each other as a team. I want to continue building on the foundation of what can only be accomplished together as a collective unit. ◆Formulating Three Core Values: “Sunny, System, and Solid” Sugihara: I understand that together with those teammates, you recently formulated your mission and values. Could you introduce them to us today? Tomita: Not too long ago, we began trying out three values as our guiding slogans, and then officially put them into practice starting this fiscal year. All three begin with the letter “S” to keep them memorable: “Sunny, System, and Solid”. “Sunny” means acting in a way that makes others feel that working with us is enjoyable and makes them want to support our journey. “System” is inspired by Toyota’s philosophy: “Don’t blame people; improve the system, instead”. When an issue arises, if the people involved start to blame each other, the individuals who are accused of fault will feel rejected. But when you make the mechanism—rather than the person—the target of discussion, it opens the door to constructive dialogue on how to improve. Because our business carries societal responsibility, we need an environment where mistakes can be identified openly while maintaining psychological safety. “Solid” means doing things right and executing steadily to completion. Being a startup is no excuse for shortcuts. Partnering with established corporations and local governments means that delivering on our promises is the most vital source of our reputation. Sugihara: That is excellent. For a security service partnering with established corporations, adopting “Solid” as a core value makes complete sense. ◆Intentionally Postponing the Corporate Website Sugihara: By the way, while Adora has a dedicated service website for Kodomamo, you don’t have a standard corporate website yet. Given the importance of having a place to show off your philosophy and company culture, was postponing it an intentional choice? Tomita: Since our early days, our mindset was that if we had the time to do something like build a corporate website, we should use that time to better please our app users instead. We operated with the mindset of fixing bugs before bothering to make a website. However, moving forward, we recognize the need for a corporate site that serves as a welcoming front door to recruit new teammates and scale our operations. While we might have seemed like a mysterious entity until now, ha ha, we plan to publish a website soon. (Note: Adora’s corporate website is now live at https://corporate.kodomamo.com/en) Sugihara: So, you were prioritizing product development above all else. There are definitely some startups with flashy corporate sites that lack underlying substance, ha ha, so I agree that focusing on delivering real value was entirely the right decision. ◆Goals for 2026–2027 Sugihara: What are your primary goals and major milestones for this year heading into next year? Tomita: Domestically, we want to further strengthen our sales through mobile carrier retail shops. Having reached approximately 300,000 users, we aim to grow that number to 500,000 and beyond. Internationally, we plan to determine our product-market fit in Taiwan to establish a repeatable success playbook, and then use it to drive expansion into countries such as Indonesia and the UK. We want the numbers for our domestic and international results to raise expectations both inside and outside the company. Furthermore, we aim to engage a broader network of stakeholders. Including collaborations with government ministries, our goal for this year is to demonstrate expansion that creates large-scale social implementation and impact. At the same time, establishing our culture and executing our values in a “Solid” manner remains crucial. We plan to expand our workforce thoughtfully while building a strong, healthy organization. ◆Realizing a Venture Ecosystem Sugihara: Finally, D-POPS GROUP’s aim is to realize a “Venture Ecosystem”. What aspects of that vision resonate with you? Tomita: I resonate with it strongly in all areas. No single individual or company can solve complex social issues or generate massive social impact alone. Just as a company cannot be built by one person, addressing societal challenges requires collaboration from various stakeholders beyond individual corporate boundaries. It takes more than just the startup itself—they need investors to back their vision, major corporations to partner with them to bring that vision to society, governments to support causes that benefit the public, and universities to collaborate with them on joint research. I believe we can only solve significant societal challenges by involving all of these stakeholders together. From our founding, Adora Inc. initiated joint development with the Aichi Prefectural Police and partnered with universities, making sure that our company was working not only for ourselves but for our surroundings, as well. Moving forward, we aim to build the ecosystem necessary for safe communication environments for children and families, protecting people from crime. I think our efforts will serve as a good example within the broader Venture Ecosystem. Sugihara: D-POPS GROUP aims to build a platform where diverse partners build an ecosystem together that generates shared value. Tomita: Exactly. It’s the principle that creating value for the ecosystem ultimately returns benefits to everyone involved. I wholeheartedly agree with that idea. ◆A Message to Readers Sugihara: Finally, do you have a message for our readers? Tomita: We’re strongly committed to deeply impacting society. We would be delighted to work together with anyone who shares that vision, whether they be a team member, a shareholder, or whatever relationship we have. D-POPS GROUP is a wonderful shareholder, and I highly recommend them, ha ha! And Kinshicho is a fantastic town, so please come visit us! Interview conducted by D-POPS GROUP’s advisor Genta Sugihara. Adora Inc. Company President and CEO: Naoto Tomita Address: Setagaya Ward, Tokyo Established: July 2023 Kodomamo App Website: https://www.adora-app.com/ Please check out Part 1 and Part 2 of this interview if you have not already!
  • Interview
2026.07.27
[Founder Interview #7] Naoto Tomita (Adora Inc.) – Part 2
Educational Settings, Global Expansion, and New Services: The Full Picture of Social Implementation Envisioned by Kodomamo In Part 2, the second installment of our three-part interview series, we explore how Kodomamo expanded beyond au into partnerships with the other two major Japanese mobile carriers, NTT Docomo and SoftBank. We also cover the current status of its global expansion into South Korea and Taiwan, initiatives for schools via “Kodomamo for School,” and its entry into a new area: fraud prevention for adults. (Note: This interview was conducted in June 2026.) ◆Post-Integration Performance and Reception Sugihara: How has the reception for Kodomamo been since its integration into au’s service plan? Could you share with us any details regarding signup rates and feedback from the field, to the extent that you can disclose? Tomita: Thanks to the in-store guidance provided at retail locations, the percentage of users actively starting to use Kodomamo has been steadily rising. Our metrics also show that users who try it are continuing to stick with it. We genuinely feel it is being received as a high-quality, valuable service. There is still plenty of room for improvement. We are continuously developing new features and refinements to make it even easier for sales staff at various locations to offer it, and in the future, we also plan to ask for further feedback from those on-site personnel. While more comprehensive feedback from end users and sales personnel will come in over time, the numbers are already showing very positive trends. Specifically, among subscribers to the U12 Value Plan, the proportion of users who register for Kodomamo has been gradually increasing when compared to immediately after the app was released. Sugihara: Do you think it’s because on-site sales staff have become more accustomed to explaining it, and some are now using it personally, making it easier for them to recommend? Tomita: I believe that plays a part. On our end, we’ve also made ongoing improvements, however modest. Early on, when users signed up at mobile phone stores, some mistakenly registered for a standard paid subscription through the app store, even though it was already built into their mobile plan, so they should have been able to use it for free. Accordingly, we updated our onboarding process to ask where users came from, creating a dedicated setup flow specifically for au customers to keep things clear and streamlined. As a result of these improvements, those issues have decreased significantly. We’ve really been improving iteratively as we run. Sugihara: Indeed, operational refinements are just as crucial as the level of completion when it comes to expanding an app’s user base. ◆Expanding Collaborations with All Three Major Mobile Carriers Sugihara: It’s already impressive enough that your app is getting featured at au shops, but we understand that referrals and distribution are now expanding across retail shop networks for NTT Docomo and SoftBank as well. How is the collaboration going with those two companies? Tomita: Because we operate with the mindset of solving a major social issue, partnering with multiple telecom carriers was something we aimed for from the very beginning. Our retail distribution first started in Docomo Shops, followed by official integration into au’s rate plan, and now SoftBank offers it at all of their stores as well. Of course, getting that all set into place required extensive operational adjustments, and the on-site sales teams worked exceptionally hard. Now, our user numbers are growing steadily, for which we are truly grateful. Sugihara: The referral numbers from SoftBank distributors have been surging rapidly, haven’t they? Tomita: They’re growing so much. Thanks to the hard work of everyone at SoftBank C&S and the dedication of the agency partners, momentum has really picked up since the start of this year. Sugihara: Besides the operational issues you experienced with au, did you encounter any challenges unique to NTT Docomo or SoftBank? Tomita: We were particularly mindful of ensuring our app wouldn’t conflict with services each carrier already offered. For example, SoftBank has its own proprietary security services, so we ran tests to ensure our app’s functions wouldn’t directly compete with or negatively impact their features. Rather than demanding for them to sell our product, we approach partnerships through fine-tuned adjustments that benefit both sides. If bugs or issues pop up on the ground, busy store staff lose the motivation to recommend the app. To prevent that, we always maintain a support system ready to respond immediately whenever anything arises. ◆Current Status of Global Expansion into South Korea and Taiwan Sugihara: Last year, you also launched the international expansion of Kodomamo. Which countries have you entered and how are things progressing? Tomita: We’ve expanded into South Korea and Taiwan. While this brought its share of challenges, the great thing about mobile apps is that you can translate the product, run ads, and conduct small-scale testing with a budget of around 500,000 to 1 million yen. In South Korea, testing revealed a clear, strong demand. The dangerous chat detection feature resonated even more than expected. Initially, we assumed location tracking would be the main selling point, but it turned out that right from the start, detecting dangerous chats was the top motivation for customers. During user interviews, Korean parents worried about things like whether their children were getting involved with illegal drugs. We rarely hear concerns like that in Japan, so that’s definitely one difference between regions. However, KakaoTalk is the dominant messaging app in South Korea rather than LINE, and we haven’t fully implemented complete compatibility for KakaoTalk yet. Since we have a strong feeling that doing so will drive growth, we plan to upgrade that before we start to really advertise our services there. In Taiwan, where LINE is widely used, we are currently acquiring users at a very low cost. Market demand is high, with some parents relying on the app even more actively than in Japan. We intend to put even more effort there going forward. Following Taiwan, we want to expand into other Asian nations like Thailand. Once we support WhatsApp, expansion into various other countries—including Indonesia and the UK—will also be within reach. Sugihara: That’s quite aggressive. You’ve really had a global perspective right from the founding of the company. Tomita: I believe this business addresses a universal need felt worldwide. That has been our target from day one. Naturally, a lot of people here want to support Japanese businesses working hard on the global stage, so we aim to become one of those companies. ◆“Kodomamo for School”: Working with Municipalities and Schools Sugihara: “Kodomamo for School” is your intriguing initiative to partner with local governments nationwide for school environments. I guess it must take a lot more time to see results from this, but could you briefly explain it to us? Tomita: Kodomamo for School is a service designed to be installed on educational tablets used in schools. While the standard Kodomamo is installed on smartphones used by parents and children, the “for School” version promotes the safe and effective utilization of students’ tablets. Its features include issuing alerts upon detecting explicit selfies or grooming behavior (such as exchanging nude photos), as well as website monitoring capabilities. While core functionality remains largely similar to the consumer version, the key difference is that the primary stakeholders are local municipalities and boards of education. Sugihara: Between this and your successful negotiation and partnership with the three major mobile carriers, your corporate credibility has grown significantly. Tomita: We are deeply grateful for that. ◆The Next Challenge: Developing Fraud Prevention Services for Adults Sugihara: Moving on, could you share any details about new services or features currently in development following Kodomamo? Tomita: Right now, we are developing a fraud prevention service for the general public aimed at combating scams on social media. Across Japan and globally, social media and chat-based scams—especially investment and romance scams—have become a severe social problem, with hundreds of millions of yen lost daily. While phone scams are well known, chat-based fraud is equally critical. Our core advantage lies in our ability to detect fraudulent activity within social media environments. While Kodomamo targets children, we are currently hard at work developing a service designed to detect fraud and protect adults. We are pushing to release it as quickly as possible. On the other hand, people who fall victim to scams rarely think to install protection apps on their own, making stakeholder collaboration even more crucial here than with children’s services. We are currently moving forward while gathering insights and feedback from various partners. Sugihara: Considering a service like this, being capable of partnering and collaborating with established companies becomes increasingly essential. Tomita: Absolutely. Although our engineering team is small, bringing unique features to market through social implementation alongside large corporations and local governments is indispensable for solving major societal challenges. ~To be concluded in Part 3~ Interview conducted by D-POPS GROUP’s advisor Genta Sugihara. Adora Inc. Company President and CEO: Naoto Tomita Address: Setagaya Ward, Tokyo Established: July 2023 Corporate Website: https://corporate.kodomamo.com/en Finally, in the third part of the interview, we discuss: ・Building a team in their mid-twenties who will change the future ・Forming their three values of “Sunny”, “System”, and “Solid” ・Realizing a Venture Ecosystem ・And other topics Be sure to check it out here: https://d-pops-group.co.jp/en/column/adora-part3/ In case you missed it, you can catch up on Part 1 of this interview here: https://d-pops-group.co.jp/en/column/adora-part1/
  • Interview
2026.07.23
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