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Events & Exhibitions

2026/9/14(Mon)

The 5th
Data-Driven DX Forum
Special Lecture by Professor Hideo Yamada
"The Practice of Trade-On Management"
(Lunch Included)

Registration is closed as the event is fully booked

The 5th DX Forum Accelerated by Data: Special Lecture by Professor Hideo Yamada on The Practice of Trade-On Management (Lunch Included)

Organizer: uSonar Co., Ltd.

The term DX has gained widespread recognition, and many companies have invested in IT tools and talent. Recently, with the rapid development of generative AI, the environment surrounding us is undergoing unprecedented transformation. In this climate, many companies likely feel a sense of urgency that their very survival depends on whether they can successfully create new value through their DX initiatives.

The "DX Forum Accelerated by Data," hosted by uSonar Co., Ltd., has been held four times in the past, attracting many corporate executives as a venue to learn from the expertise and case studies of knowledgeable experts.

For this fifth installment, we are pleased to invite Hideo Yamada, Professor Emeritus at Waseda University and Visiting Professor at the Graduate School of Business Breakthrough, Inc., an expert in competitive strategy, to explain his recent book, "Trade-On Thinking," from the perspective of business models. He plans to discuss, from various viewpoints and with illustrative examples, the techniques for transforming the various trade-offs faced when driving business into "trade-ons."

All participants will receive a complimentary copy of Professor Yamada's book, "Trade-On Thinking: The 'Third Way' to Overcome Trade-Offs," which we hope you will find useful as a reference.

Furthermore, the theories proposed by Professor Hideo Yamada, who will be speaking at this event, have had a significant impact on the strategy of uSonar Co., Ltd. Our founder, Nami Fukutomi, will speak directly about the specific decision-making processes we have implemented.

The event will be held at a hotel near Waseda University. Lunch and beverages will be provided.

Recommended For

Those facing challenges with DX initiatives

Those who want to learn about successful case studies from other companies or exchange information

Those interested in the latest information and case studies

Date and Time

Monday, September 14, 2026

Start: 10:30 AM (Doors open at 10:00 AM) Lunch and beverages will be provided

End: 2:00 PM (Scheduled)

Lecture Details

Lecture details will be updated as changes occur.

[Special Lecture] Mr. Hideo Yamada
The Practice of Trade-On Management
Trade-offs Are Business Opportunities

	Mr. Hideo Yamada Professor Emeritus, Waseda University. Visiting Professor, Graduate School of Business Breakthrough, Inc. Specializes in competitive strategy and business models. Ph.D. (Academic: Waseda University). Completed the Graduate School of Business Administration at Keio University (MBA). After working at Mitsubishi Research Institute, he became a professor at Waseda Business School. Major publications include "Trade-On Thinking" (KADOKAWA), "Learning Business Models from Other Industries" and "Competitive Strategy Without Competition: Revised Edition" (Nikkei Publishing), "Rules of Business Models Hidden in Successful Companies" and "Cannibalization" (Diamond, Inc.), and "Reverse Competitive Strategy: Fifth Edition" (Productivity Press), among others. Has served as an Outside Audit & Supervisory Board Member and Outside Director for Astellas Pharma, NEC, Fukuoka Financial Group, and Suntory Holdings.

Mr. Hideo Yamada

Professor Emeritus, Waseda University. Visiting Professor, Graduate School of Business Breakthrough, Inc.
Specializes in competitive strategy and business models. Ph.D. (Academic: Waseda University).
Completed the Graduate School of Business Administration at Keio University (MBA). After working at Mitsubishi Research Institute, he became a professor at Waseda Business School.
Major publications include "Trade-On Thinking" (KADOKAWA), "Learning Business Models from Other Industries" and "Competitive Strategy Without Competition: Revised Edition" (Nikkei Publishing), "Rules of Business Models Hidden in Successful Companies" and "Cannibalization" (Diamond, Inc.), and "Reverse Competitive Strategy: Fifth Edition" (Productivity Press), among others.
Has served as an Outside Audit & Supervisory Board Member and Outside Director for Astellas Pharma, NEC, Fukuoka Financial Group, and Suntory Holdings.

[Organizer Lecture] Nami Fukutomi, Chairman and Representative Director, uSonar Co., Ltd.
Professor Yamada's Competitive Strategy and uSonar

	Nami Fukutomi Chairman and Representative Director, uSonar Co., Ltd. Joined Lawson, Inc. in February 1981. Joined Culture Convenience Club Co., Ltd. in November 1986. Established the company in September 1990 and assumed the position of President and Representative Director. Appointed Representative Director and CEO in November 2001 (stepped down as President). Returned as President and Representative Director in June 2012. Appointed Chairman and Representative Director in February 2019 (current position).

Nami Fukutomi

Chairman and Representative Director, uSonar Co., Ltd.
Joined Lawson, Inc. in February 1981. Joined Culture Convenience Club Co., Ltd. in November 1986. Established the company in September 1990 and assumed the position of President and Representative Director. Appointed Representative Director and CEO in November 2001 (stepped down as President). Returned as President and Representative Director in June 2012. Appointed Chairman and Representative Director in February 2019 (current position).

[Q&A with Mr. Hideo Yamada]

[uSonar Lecture] Ayano Suzuki, Director, COO, and General Manager of Sales Division, uSonar Co., Ltd.
How to Build a Data-Native Sales Organization

	Ayano Suzuki Director, COO, and General Manager of Sales Division, uSonar Co., Ltd. Joined uSonar Co., Ltd. (formerly Landscape Co., Ltd.) as a new graduate. As a direct sales representative, she has supported marketing centered on customer data for companies in various industries, including major system integrators and financial institutions. She executes team building with the mindset of "creating a sales team where everyone can sell," consistently achieving significant goals. Since her appointment as COO and General Manager of the Sales Division in 2026, she has been working on building data-driven sales for the entire sales department.

Ayano Suzuki

Director, COO, and General Manager of Sales Division, uSonar Co., Ltd.
Joined uSonar Co., Ltd. (formerly Landscape Co., Ltd.) as a new graduate. As a direct sales representative, she has supported marketing centered on customer data for companies in various industries, including major system integrators and financial institutions. She executes team building with the mindset of "creating a sales team where everyone can sell," consistently achieving significant goals. Since her appointment as COO and General Manager of the Sales Division in 2026, she has been working on building data-driven sales for the entire sales department.

Details

This is an invitation-only event. Companies without an invitation are unable to register.

Cost	Free
Capacity	300 Attendees (Limit of 2 people per company; attendance by an executive is mandatory)
Target Audience	Executives from Invited B2B Enterprises
Organizer	uSonar Co., Ltd.
Venue	Hotels Near Waseda University
Important Notes	Before applying, please read and agree to the following explanation regarding the collection of personal information before entering your application details. uSonar Co., Ltd. will use your personal information in accordance with the following: Privacy Statement (https://usonar.co.jp/privacy/statement.html)