■ New endeavors in the Japanese market

Even prior to becoming independent, i-PRO had the top market share as a division of Panasonic Connect Co., Ltd. After our launch as a new company in 2019, sales and marketing functions remained with Panasonic, and until 2020 we continued our existing business scheme through an exclusive agreement with Panasonic Connect.

However, in our hope to achieve greater growth, based on our open policy, we sought out fields we had not tackled in our existing business, formulating a course to independently drive progress in market development. At the time, we had virtually no sales or marketing functions for Japan, and our sales team began with just one dedicated member. As a security camera manufacturer, sales requires meticulous support, engaging in both general sales duties and accompanying customers to conduct on-site surveys.

 

■ Launching a new structure based on utilization of digital

In these circumstances, we utilized DX to the full, introducing a sales and marketing process freed from labor intensive procedures. We also built a sales and marketing structure, mostly from scratch, under the project name “Japan DX” based on the concept of speedy customer support, and organized IT and processes for efficient operations.

For example, we transitioned to a “pull” format for acquiring new customers and collaborative partners, using the Internet, social media, etc., allowing us to gain sufficient volume without additional labor. By using marketing automation tools, through regular e-mags and online contact with potential future customers, we are now able to ascertain the appropriate timing and prepare for business discussions, significantly boosting sales efficiency.

Thus, through a DX-based marketing process, we have seen successive sales growth from sales partners gained through the Internet, creating a genuine spiral in recent years of sales growth of over 200% year-on-year. These initiatives have contributed to dramatic improvements in labor productivity, and by the first half of fiscal 2024, thanks to independent market development, per-person sales by division members had risen sharply to roughly double the previous year’s level.

Meanwhile, our Japan DX initiative has launched an online tool through our portal site that boosts efficiency in equipment selection and preparing quotes, which is also aimed at speeding up work processes for customers. Going forward, we plan to expand the product and technology information we provide based on the characteristics of our sales partners.

 

■ Aiming to provide value that exceeds customer expectations

We are proud that, through the power of DX, we can act as a role model in creating an organization and work processes that provide a high degree of productivity, even for our industry, and that help to develop customers and sales channels. Going forward, we will provide value that exceeds customer expectations, and aim for continued growth, based on our open policy and strategy of time-based competition.