The term "DX" has gained widespread recognition, and many companies have invested in IT tools and talent. With the rapid development of generative AI, our environment is undergoing unprecedented transformation. Many companies likely feel a sense of urgency that their survival depends on whether they can successfully create new value through DX initiatives in this climate.
The "DX Forum Accelerated by Data," hosted by uSonar Co., Ltd., has been held four times previously, serving as a venue for many corporate executives to learn from the expertise and case studies of knowledgeable experts.
For this 5th installment, we are honored to invite Professor Hideo Yamada, Professor Emeritus at Waseda University and Visiting Professor at Business Breakthrough University, an expert in competitive strategy, to discuss his recent book, "Trade-On Thinking," from the perspective of business models. He plans to discuss, from various viewpoints and with practical examples, how to transform the various trade-offs faced in business into "trade-ons."
All attendees will receive a complimentary copy of Professor Yamada's book, "Trade-On Thinking: The 'Third Way' to Overcome Trade-Offs," which we hope will serve as a valuable reference.
Furthermore, the theories advocated by Professor Hideo Yamada have significantly influenced the strategy of uSonar Co., Ltd. Our founder, Nami Fukutomi, will speak directly about the actual decision-making processes involved.
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
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)
Seminar Content
Seminar content will be updated as needed.
- [Special Lecture] Mr. Hideo Yamada
The Practice of Trade-On Management
Trade-offs are Business Opportunities - [Organizer Lecture] Nami Fukutomi, Chairman and Representative Director, uSonar Co., Ltd.
Professor Yamada's Competitive Strategy and uSonar - Q&A with Mr. Hideo Yamada
- uSonar Presentation: Ayano Suzuki, Director, COO, and General Manager of Sales, uSonar Co., Ltd.
How to Build a Data-Native Sales Organization
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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 MBA program at Keio Business School. 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, 5th Edition" (Seisansei Shuppan). Has served as an Outside Audit & Supervisory Board Member and Outside Director for Astellas Pharma, NEC, Fukuoka Financial Group, and Suntory Holdings. |
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Nami Fukutomi Chairman of the Board, uSonar Co., Ltd.February 1981: Joined Lawson, Inc. / November 1986: Joined Culture Convenience Club Co., Ltd. / September 1990: Founded the company and assumed the position of President and Representative Director / November 2001: Appointed Representative Director and CEO (resigned as President) / June 2012: Returned as President and Representative Director / February 2019: Appointed Chairman of the Board (current position) |
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Ayano Suzuki Director, COO, and General Manager of Sales, uSonar Co., Ltd.Joined uSonar Co., Ltd. (formerly Landscape Co., Ltd.) as a new graduate. As a direct sales representative, she has supported marketing initiatives centered on customer data for companies across various industries, including major system integrators and financial institutions. She implements team building with the mindset of "creating a sales team where everyone can succeed," consistently achieving significant target growth. Since her appointment as COO and General Manager of Sales in 2026, she has been dedicated to establishing data-driven sales across the entire sales department. |
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Details
- This is an invitation-only event. Companies without an invitation are unable to register.
| Cost | Free |
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| Capacity | 300 Attendees (Limit of 2 people per company / Attendance by an executive is mandatory) |
| Target Audience | Executives from B2B Enterprises |
| Organizer | uSonar Co., Ltd. |
| Venue | Hotel Near Waseda University |
| Notes | Before registering, please read the following explanation regarding the collection of personal information and provide your consent before entering your registration details. uSonar Co., Ltd. will use your personal information in accordance with the following: Privacy Statement (https://usonar.co.jp/privacy/statement.html) |
