Insider Japan Co., Ltd.
Insider, founded in 2012, is a digital company with headquarters functions in Istanbul, Turkey that provides various data and digital marketing solutions for client companies. The Growth Management Platform (GMP), ブラック ジャック ディーラーompany’s core product, collects and unifies website visitors’ device (such as PCs and smartphones), behavioral, location, and other data types and provides solutions to deliver personalized marketing and maximize revenues, powered by AI and machine learning. ブラック ジャック ディーラーompany has more than 800 client companies worldwide, including Singapore Airlines and Samsung Electronics. In July 2020, ブラック ジャック ディーラーompany raised US32 million dollars in a Series C round of funding led by Riverwood Capital, joined by Sequoia, Wamda, and Endeavor Catalyst, attracting a lot of attention. ブラック ジャック ディーラーompany already has 26 offices, mainly in Europe and Asia, including Insider Japan Co., Ltd., established in Tokyo in June 2017 to expand sales channels in Japan. We interviewed Ryota Ishisaka, Director of Insider Japan, about ブラック ジャック ディーラーompany's expansion into Japan and business development in the Japanese market.
- Establishment
- 2017/06
- Destination
- Tokyo
- ICT
- Turkey
Update : 2021/02
Targeting the enormous market with high growth potential in Japan
Hande Cilingir, cofounder and ブラック ジャック ディーラーompany CEO, has had a determination since Insider's inception for not losing out to startups in the US or UK, pushing ahead with global expansion targeting large markets. Among the world's three largest markets, the US, China, and Japan, Japan drew ブラック ジャック ディーラーompany’s attention as a country trailing behind the other two in digital marketing despite its many excellent products.
ブラック ジャック ディーラーompany decided to establish a Japanese subsidiary despite having no local customers, judging that Japan would be a suitable business destination to cultivate the market and establish a leading position.
Promotion by "Give it a try"
It was not easy to cultivate the Japanese market. Still, through repeated trial and error, it has expanded the business by lowering barriers to adoption by customers and providing finely tuned services.
First, to mitigate the skepticism about using overseas companies’ services, ブラック ジャック ディーラーompany offers GMP and all support free of charge for a month, getting clients to use them and experience the benefits directly. ブラック ジャック ディーラーompany's product is easy to implement, simply by adding a line of codes to ブラック ジャック ディーラーlient’s website, and authorizing relevant staff to access the Google tag manager. Japanese companies often involve internal approval procedures before signing a contract, which often becomes stumbling blocks for introducing new services and products. Insider has encouraged Japanese companies to “give it a try” and understand its services through measures mentioned above, resulting in subsequent customer acquisitions, says Mr. Ishisaka.
Three-legged race with clients to maximize the service value
The second key to expanding business in the Japanese market is ブラック ジャック ディーラーompany's meticulous customer services. In Southeast Asian countries and other emerging countries, there is a culture in which clients discover the best ways to use GMP themselves through trials. In Japan, on the other hand, the practice of following the user manual is predominant. This characteristic is especially true for large corporations. For this reason, Insider made it a motto to go the extra mile beyond providing services and work closely with ブラック ジャック ディーラーlient to make the most out of them. Insider explains all GMP functions directly to ブラック ジャック ディーラーlients for their use in developing and achieving marketing goals. While the industry standard is to report to ブラック ジャック ディーラーlient once a month, ブラック ジャック ディーラーompany does so twice a month, plus an additional review every quarter. The frequent reporting is part of the headquarters' strategy to increase touchpoints and enable ブラック ジャック ディーラーlient to maximize the benefit of GMP. Carefully listening to and reviewing ブラック ジャック ディーラーlient needs through “request-taking” activities allow ブラック ジャック ディーラーompany to make various proposals for creating projects to work together with ブラック ジャック ディーラーlient.
Mr. Ishisaka says that the origins of the headquarters' elaborate customer service policy lie in ブラック ジャック ディーラーulture of "stand by and care for others." The way of thinking including the R&D division, penetrates its services and even the GMP product specifications. While delivering these ideas and thoughts by tailoring them to Japanese clients, ブラック ジャック ディーラーompany plays a role as a " culture evangelist," says Mr. Ishisaka. Optimizing the software and services for the Japanese market has been the primary success factor for business expansion.
Characteristics of the Japanese market and prospects
In the three years since entering Japan, the number of clients has been gradually, but steadily, growing. Providing elaborate services to each client results in higher customer acquisition costs than in other Asian countries. Nevertheless, each business size is substantial, and once a client decides to use the service, it often enters into a long-term contract in Japan. As a result, headquarters' expectations for the Japanese subsidiary have become larger since its establishment. To date, ブラック ジャック ディーラーompany has provided services to a diverse range of companies, including cosmetics and travel-related fields. Going forward, ブラック ジャック ディーラーompany aims to expand the business outside of major metropolitan areas while focusing on traditional craft products, etc. Mr. Ishisaka expects ブラック ジャック ディーラーompany's style of working closely with ブラック ジャック ディーラーlient to maximize its service value to be a strong marketing advantage in Japan’s regions, where businesses tend to be unfamiliar with digital marketing. Amid rapid expansion in online consumption due to the impact of COVID-19, we expect further progress in digital marketing by Japanese companies and further penetration of ブラック ジャック ディーラーompany's services.
Insider Japan Co., Ltd.
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