"Rather than being constrained by past examples, you continue to explore a variety of new winning approaches in both creative development and scenario design. We appreciate your ongoing commitment to improvement and your ability to keep things fresh."
These are the words of Mr. Takenami of the Direct Marketing Department at Sony Network Communications Inc. The company’s low-cost SIM service, NURO Mobile, implemented BOTCHAN Engagement despite having no prior experience with LINE-based initiatives, and increased conversions by up to approximately 28.8 times compared with the first month after implementation.
Even as attracting customers online has become increasingly difficult year after year, results remained strong thanks to a relationship in which the client and wevnal exchanged ideas as equals and welcomed new challenges.
Drawing on insights from Mr. Takenami and Mr. Yamamoto of the Direct Marketing Department, this article explores the background behind the implementation, the iterative process centered on segmented messaging, and the journey toward achieving results through rapid PDCA cycles.
Company Profile: Standing Out in the Low-Cost SIM Market with Telecommunications at Its Core
Sony Network Communications Inc. operates a wide range of businesses centered on telecommunications services such as “NURO Hikari” and “So-net Hikari.” Its low-cost SIM service, “NURO Mobile,” allows customers to choose from three carriers—NTT DOCOMO, au, and SoftBank—when signing up. It also offers distinctive features, including zero-rated data usage for social media on selected plans.
"NURO Mobile" service website: https://mobile.nuro.jp/
Meet the Team: The Direct Marketing Department Driving Sales and Marketing with a Small, Highly Skilled Team
Mr. Takenami / Mr. Yamamoto, Direct Marketing Department, Sony Network Communications Inc.
The Direct Marketing Department is responsible for direct-to-consumer marketing for NURO Hikari, So-net Hikari, and NURO Mobile. Within the department, our team leads all sales and marketing activities for NURO Mobile. Mr. Takenami serves as the team leader, while Mr. Yamamoto is responsible for initiatives ranging from customer acquisition, including advertising operations, to promotions. The team also handles a wide range of other activities, including website management and campaign planning and execution.
Our lean, highly skilled team members each take on multiple responsibilities across customer acquisition, operations, and promotion, striving to maximize acquisition while delivering an excellent customer experience. With this structure, close collaboration with external partners has a significant impact on the speed and quality of our initiatives.
Sony Network Communications Inc., Direct Marketing Department — (from left) Mr. Takenami and Mr. Yamamoto
Pre-Implementation Challenges and Context: A Performance-Based Model That Made It Easier to Take the First Step with LINE
NURO Mobile had not previously been able to launch any initiatives using LINE. Although the company recognized that it needed to do so, it had been unable to take a concrete first step. Then, following a referral from a company with which it had an existing relationship, NURO Mobile began working with wevnal.
Mr. Takenami:
"After discussing various options at a time when we had not yet begun using LINE, we concluded that it could be effectively leveraged to attract and acquire customers, so we decided to implement it. Managing social media inevitably requires significant time and effort, so we believed that with support from wevnal, we could reduce the operational workload while achieving the clear benefit of maximizing customer acquisition."
Discovering the Service and the Key Factors Behind Its Adoption: A System for Maximizing Customer Acquisition While Minimizing Operational Workload
The performance-based pricing model minimized the risks of implementation, helping us secure internal buy-in. We did not need to build new in-house capabilities for scenario planning or creative production, and being able to entrust operations to a specialist team was the deciding factor in moving forward with a new initiative despite our limited resources.
Implementation Process and Runtime Decision Criteria: The “Winning Formula” Created by Segmented Delivery and Rapid PDCA Cycles
Since implementation, NURO Mobile's initiatives have been distinguished by finely targeted communications tailored to each user's circumstances.
Mr. Yamamoto:
"My impression is that they meticulously run data-driven PDCA cycles, and we truly appreciate their ability to consistently deliver stable sales results every month. One particularly notable aspect is their segmented messaging. Since customer motivation varies, they create and deliver different messaging scenarios—for example, one for customers acquired through campaigns and another for dormant customers."
Our segmentation strategy has been refined through repeated trial and error. Initially, we targeted audiences by region and age group, but through ongoing testing, we continue to explore more effective segmentation criteria.
One area we are currently focusing on in particular is regional delivery, tailoring promotional messaging to local climate differences. Even for the same New Life Support Campaign, we adapt the message to reflect the season in each region. For example, in the Kanto area, where cherry blossom buds are beginning to swell, we use the phrase “As the cherry blossom buds begin to swell”; in Osaka and Hyogo, where the blossoms are opening, we use the simple expression “A warm, springlike day”; and in Hokkaido, as the snow begins to melt, we use “As the snow melts, the sunlight brings a sense of spring.” The cumulative effect of this careful regional tailoring has resulted in a higher CVR than our standard campaigns.
Discussions at regular meetings also help drive results.
*Illustration of region-specific distribution
Mr. Yamamoto:
"We often put forward ideas that are still at the brainstorming stage, but Ms. Maeda from your Customer Success team has helped develop them further and put them into practice, which I believe has led to some significant results. In addition to acting on our proposals, she often applies successful examples from other companies to our business. I feel this is helping us move beyond one-off initiatives toward applying successful practices more broadly across the organization."
Mr. Takenami:
"I think it is extremely positive that, rather than remaining in a one-sided client-provider relationship, we are able to conduct our day-to-day business activities in a collaborative, hand-in-hand manner."
The speed at which improvements are made is also said to be a key differentiator compared with other companies.
Mr. Takenami:
"While it is difficult to make a direct comparison, even a single improvement can sometimes take two or three weeks, as the person in charge needs to gather our feedback and coordinate internally. With your company, it feels more like a week. We get the impression that you are running the PDCA cycle at that kind of pace, and it has been a major source of motivation for us—so much so that we feel we need to work hard to keep up with you."
Mr. Yamamoto:
"Even when a creative is performing well, they take on the challenge of making significant changes and explore a variety of new winning approaches without being constrained by past examples. They do this in both creative development and scenario design, which helps us avoid stagnation and continuously improve."
Results and Value Achieved After Implementation: Continued Growth in Conversions Despite Increasing Challenges in Attracting Customers Online
The cumulative impact of these steady improvements has led to a significant increase in conversions.
Compared with when it was first introduced, the number of conversions increased by up to approximately 28.8 times. In particular, the continued growth in conversions driven by rigorous user journey design and segmented delivery demonstrates the quality of the results.
Consistent attention to detail in our day-to-day work also helps build trust over time.
Mr. Yamamoto:
"Once we provide general feedback, it is consistently applied to other banners and creative materials going forward. This reduces the need for detailed back-and-forth communication, which has been extremely helpful."
When asked what BOTCHAN means to the company today, Mr. Yamamoto had this to say.
Mr. Yamamoto:
"I believe it has now become a key pillar in increasing the number of inquiries generated through our official website. For our lean sales planning team, which handles a wide range of responsibilities, wevnal is an extremely dependable partner, working alongside us with both resources and expertise backed by specialized knowledge and extensive experience."
Future Outlook and Key Initiatives: Further Refining a Repeatable Formula for Success
Mr. Yamamoto expressed the following expectations for future initiatives.
Mr. Yamamoto:
"I would like us to continue working together to maximize the number of conversions and identify several repeatable winning strategies. You are also reviewing the timing of the exit-intent banner, but I believe there is still room for further consideration. I would like us to find the optimal balance between user-friendliness and customer acquisition."
At wevnal, we also plan to propose new features, including expanded display triggers and tailored welcome scenarios for different inbound segments, with the aim of further enhancing NURO Mobile's operations.
A Message to Companies Facing Similar Challenges
Finally, they shared a message for those at companies facing similar challenges.
Mr. Yamamoto:
"Even companies that lack internal resources or marketing expertise can feel confident getting started with wevnal. In our case, the performance-based pricing model makes it very easy to adopt, so companies considering expanding into new sales channels may find it worthwhile to start with a trial."
Mr. Takenami:
"In general, wevnal supports you throughout the entire process, from strategy development to operations. This makes them a reassuring partner even when resources are limited and you need to achieve results quickly. If there are areas of user analysis that have not been fully addressed, they will examine them in greater depth as part of managing your LINE account, which I believe makes them a dependable partner in that respect as well."
NURO Mobile and wevnal work hand in hand, embracing new challenges without being constrained by precedent. Their collaboration will continue as they seek out new formulas for success.
If your company is considering implementing BOTCHAN and would like specific advice tailored to your needs and circumstances, please feel free to contact us. One of our expert consultants will be happy to assist you.
