All About

Basic Information

Stock Code
2454
Industry
Services
Category Detail
Internet Site Operations
Prefecture
Tokyo
Establishment Year
June 2000
Listing Year
September 2005
Official Website
https://allabout.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
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Overview

All About is a leading company in the internet services industry, headquartered in Shibuya-ku, Tokyo, established in 2000, primarily operating comprehensive information sites featuring contributions from experts.

Current Situation

All About recorded consolidated sales of approximately 15.7 billion yen for the fiscal year ended March 2024, while ordinary and net profits were in the red. Its core business is operating information sites through articles written by experts, with multiple domestic and international media outlets, focusing on advertising and content marketing. It has strengthened its business foundation through capital and business alliances with Nippon Television and NTT Docomo, and is pursuing diversification into online shopping and expert matching services. In recent years, it has also engaged in sampling services and women's EC sites, emphasizing membership base expansion. Management views profitability improvement as a key challenge while working to boost competitiveness through content editing expertise and platform enhancements. Looking ahead, it aims for growth via advertising product diversification, strengthened SNS integration, and expanded content for inbound foreign tourists. It is proactively advancing sustainability efforts and DX initiatives, positioning digital advertising market growth as a key driver.

Trivia

Interesting Facts

  • All About is Japan's largest expert-contributed information site.
  • The sampling service 'Sample Department Store' boasts top-class scale in Japan.
  • Nippon Television and NTT Docomo are major shareholders with strong corporate ties.
  • Operates the world's first Facebook-official navigation site 'Facebook navi.'
  • Expanded market by group integration of women's fashion EC MUSE＆Co.
  • Expert count covers approximately 1,300 themes, addressing diverse needs.
  • Approximately 290 employees as of end of March 2024.
  • Focused mainly on information site operations after transferring financial magazine 'Arujan' business.
  • Early adoption of editorial advertising for differentiation in the advertising market.
  • Also operates SNS-linked video media 'Chill Tele.'

Hidden Connections

  • Maintains close ties with the printing industry through capital and business alliance with Dai Nippon Printing.
  • Inherits marketing know-how from Recruit Group origins.
  • Inbound content links with Japan Tourism Agency initiatives to strengthen public-private partnerships.
  • Jointly developing advertising delivery technology utilizing NTT Docomo's communication infrastructure.
  • Deploying new lifestyle information media through joint venture with Nippon Television.
  • Bridging to other industries via business expansion from financial information services.
  • Proprietary strength in providing marketing data using SNS analysis technology.
  • Complex utilization of diverse online and offline channels.

Future Outlook

Growth Drivers

  • Revenue growth from expansion of digital advertising market.
  • Enhanced high-quality information provision leveraging expert network.
  • Recovery of inbound tourist market and demand for multilingual content.
  • Sophistication of targeting advertising via AI and data analysis.
  • Diversification of E-commerce business and membership base expansion.
  • Strengthened information dissemination through deepened SNS integration.
  • Development and deployment of new media formats.
  • Differentiation through joint advertising product development with companies.
  • Corporate value enhancement based on sustainability initiatives.
  • Market share expansion through alliances with major partners.

Strategic Goals

  • Aim to achieve annual sales of 30 billion yen.
  • Secure over 50% industry share in editorial advertising.
  • Establish top-class domestic and international status in inbound media.
  • Build and practice a sustainable business model.
  • Complete AI technology development and data utilization framework.
  • Global market expansion through multilingual rollout.
  • Multiply membership numbers through enhanced user engagement.
  • Strengthen and diversify corporate partnerships.
  • Establish collaborative business model with local communities.
  • Achieve operational efficiency and cost reduction through DX promotion.

Business Segments

Internet Advertising and Content Marketing

Overview
Provides advertising placement using expert articles and content marketing support services.
Competitiveness
High-quality content production leveraging an expert network
Customers
  • Domestic and international brand companies
  • Retailers
  • Advertising agencies
  • Marketing companies
  • Manufacturers
Products
  • Editorial advertising
  • Content marketing platform PrimeAd
  • Web advertising management services
  • Digital campaign planning
  • Advertising analysis reports

Online Shopping Operation Support

Overview
Supports customer acquisition and sales promotion through online mail-order and sampling services.
Competitiveness
Effective marketing through membership base and data integration
Customers
  • Retailers
  • Product manufacturers
  • EC operators
  • Direct sales divisions of manufacturers
Products
  • Style Store operations
  • Sampling services (Sample Department Store)
  • Membership linkage platform
  • Mail-order site construction support
  • Customer data analysis

Expert and Content Provision Services

Overview
Provides information provision and matching services utilizing expertise from specialists in various fields.
Competitiveness
Expert network covering approximately 1,300 specialized themes
Customers
  • Media companies
  • Educational institutions
  • Consulting firms
  • Local governments
Products
  • Expert matching services
  • Theme-specific information sites
  • Content licensing
  • Customized information services

Inbound Foreign Tourist Services

Overview
Provides Japanese culture and travel information for inbound foreign tourists, contributing to regional tourism promotion.
Competitiveness
High-quality cultural information dissemination from an expert perspective
Customers
  • Travel agencies
  • Tourism associations
  • Multilingual media operators
Products
  • All About Japan site
  • Tourism information content creation
  • Multilingual content distribution

Competitive Advantage

Strengths

  • Extensive expert network
  • Broad content portfolio
  • Strong media operation foundation
  • Collaborations with NTT Docomo and Nippon Television
  • Diversification into online shopping business
  • Marketing capabilities through user data utilization
  • High-quality editorial advertising deployment
  • Multilingual support for inbound tourists
  • Platform development capabilities
  • Strong brand recognition
  • Diverse channel expansion
  • Advanced web marketing technology
  • Real sampling promotion deployment
  • Strengthened SNS-linked services
  • Solid financial base

Competitive Advantages

  • Able to provide highly reliable content through expert contributions
  • Covers specialized themes across multiple domains to reach niche audiences
  • Enhanced market competitiveness through capital alliances with major companies
  • Product promotion strength via linkage of online shopping and sampling services
  • Established competitive edge in inbound tourist services
  • Proprietary development of content marketing platform
  • Flexible response to customer needs through diverse advertising products
  • Accumulated strong editorial skills and operational know-how
  • Information dissemination power through SNS integration
  • Precision targeting advertising utilizing user information

Threats

  • Intensifying competition in the digital advertising market
  • Entry of major platform companies into the advertising market
  • Increase in free information services and free content
  • Operational restrictions due to strengthened personal information protection regulations
  • Advertising budget contraction due to economic fluctuations
  • Risk of service obsolescence from changing market needs
  • Customer outflow due to rapid growth of emerging SNS services
  • Delay in adapting to technology trends
  • Impact on related businesses from decline in inbound tourists
  • Rising operational costs due to labor shortages
  • Disruptions from IT security risks
  • Business environment uncertainty from legal and tax system changes

Innovations

2022: Launch of d Shopping planning and operations

Overview
Collaborated with NTT Docomo to launch operations of the comprehensive mail-order site 'd Shopping.'
Impact
Contributes to expansion of mail-order business and acquisition of new customers

2021: Enhanced expert matching platform

Overview
Revamped the expert profile service to improve reliability and convenience.
Impact
Improved matching efficiency with companies and customers

2020: Introduced content marketing platform 'PrimeAd'

Overview
Developed a platform specialized in editorial advertising to maximize advertising effectiveness.
Impact
Contributes to improved advertising customer satisfaction and sales growth

2023: Strengthened SNS-linked media services

Overview
Expanded Twitter and Facebook linked sites to enhance information dissemination power.
Impact
Successfully expanded user engagement

2024: Initiated AI application in web analysis technology

Overview
Advancing content optimization through web analysis incorporating AI technology.
Impact
Contributes to improved accuracy in understanding user trends

Sustainability

  • Promoting energy efficiency in digital advertising
  • Reducing environmental impact through paperless operations
  • Strengthening corporate governance and transparent information disclosure
  • Supporting resolution of social issues through co-creation with local communities
  • Fostering diverse talent recruitment and workplace environment improvement