MDP

What MDP does

株式会社エムディーピー (MDP, Inc.) is a Tokyo-based digital coupon and digital marketing company founded July 29, 2009. It operates two principal products: PetitGift, an ASP/digital coupon campaign system used to distribute and manage up to 13 million digital coupons per month across Japan's four major convenience store chains (7-Eleven, FamilyMart, Lawson, Ministop) with a code-deduplication/“shikkomi” (cancellation) mechanism, an instant-win sweepstakes engine, and API-based user-identity linkage; and AutoCoupon, a white-label coupon-issuance ASP embedded inside client apps and web services, with multi-tier admin screens and LINE-based SNS authentication integration. The technology stack is PHP/Laravel/CakePHP on AWS infrastructure, and the company holds Japan Patent No. 7368872 (granted October 2023) covering the sweepstakes application system, plus ISO 27001/ISMS and Privacy Mark certifications required by financial-sector clients.

MDP serves enterprise customers across CPG/food & beverage (Asahi, Kirin, Sapporo, Coca-Cola Japan, Ezaki Glico), banking and insurance (Mizuho, Kyoto, Oita, Orico, JCB, Dai-ichi Life, Sumitomo Life, Sompo Japan, JAIC), telecommunications and platforms (NTT DOCOMO, KDDI, LINE Yahoo, Sony Network, SmartNews, SoftBank), convenience-store retail (FamilyMart, Lawson, 7-Eleven Japan, Ministop, Sundrug), and advertising agencies (Dentsu, Hakuhodo, Daiko). The customer roster on the company website lists 40+ named logos. A sub-brand Owlpon (launched November 2018) provides consumer-side coupon aggregation.

MDP makes money through a mix of subscription/ASP fees (PetitGift campaign subscriptions and AutoCoupon white-label licensing, with multi-year contracts tied to member-store counts and specifications), per-campaign fees, and professional services including custom system development, creative production, and full-service campaign operations. The go-to-market is consultative direct enterprise sales with a 3-month+ sales cycle, supplemented by industry events, SEO/content marketing, and an owned media channel (@petitgift_mdp X account with ~390,000 followers as of January 2025). The company is privately held, founder-controlled historically, with registered capital of 10M JPY (~$66K USD) as of April 2025, indicating a bootstrapped growth trajectory. Headcount is 42 employees (May 2026), with offices on the 11F and 15F of Aoyama Tower Building, Minato-ku, Tokyo. Following the passing of Representative Director and CEO Kotaro Sano on March 17, 2026, Mitsuru Koyama (小山 満) was appointed as the new Representative Director and CEO effective March 18, 2026.

Name

MDP

Legal name

株式会社エムディーピー

Website

https://mdp.inc

Company type

Private

Founded year

2009

Operating status

Operating

Short description

MDP is a Tokyo-based digital coupon ASP provider (founded 2009) offering the PetitGift campaign platform and AutoCoupon white-label issuance system to enterprise clients including CPG brands, banks, insurers, telecom operators, convenience stores, and ad agencies across Japan.

Ownership category

akta.pro rank

Product category

Digital Coupon Platform / Promotional Marketing Software

NAICS

Software Publishers (5132), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Prepackaged Software (7372), Services-Management Services (8741)

akta.pro primary industry

Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)

Keywords

• Digital coupon platform
• Campaign management system
• Promotional marketing software
• White-label coupon API
• Digital gift distribution

Headquarters

HQ city

Minami-aoyama

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D

Revenue model

1. PetitGift campaign system (ASP/SaaS): Monthly subscription or per-campaign fees for access to the PetitGift digital coupon campaign platform. Clients pay for campaign setup, coupon distribution volume, and operational support. Includes PetitGift for Biz (business campaigns) and PetitGift for Sampling (manufacturer product sampling).
2. AutoCoupon ASP service: White-label coupon issuance system integrated into client apps and web services. Revenue derived from licensing/hosting fees, with pricing varying by number of member stores and specification requirements.
3. Advertising agency services: Planning, creative production, and operational execution of digital promotion campaigns, including campaign direction, system setup, and secretariat operations—positioned as a full-service agency offering.
4. Custom system development and design production: Bespoke system development and design services for campaign-specific customizations, including creative production, UI/UX design, and web development.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

MDP sells two digital-coupon software platforms to enterprise clients. PetitGift is an ASP/SaaS campaign system that distributes, deduplicates, and manages digital coupons and gift certificates (convenience-store products, snacks, beverages, gift certificates) with monthly capacity of 13 million coupons. AutoCoupon is a white-label ASP that lets franchise/merchant stores issue their own coupons inside the host company's app or website via API/parameter integration. The company also delivers custom system development, creative production, and campaign operations as professional services.

Product overview

MDP operates two primary digital coupon service products: PetitGift is the core digital coupon campaign platform enabling distribution and management of digital coupons and gift certificates for convenience store products and other retail items, with monthly distribution capacity of up to 13 million coupons and a redemption-control mechanism preventing duplicate use; it is available as a full-service campaign solution, a sampling solution, and an ASP integration for client mobile apps. AutoCoupon is a white-label ASP coupon issuance system that embeds within client apps and web services, allowing franchise stores to independently issue and manage digital coupons with tiered management screens for store and operations staff. Together, the two products form a complete digital coupon ecosystem covering campaign management (PetitGift) and embedded store-coupon management (AutoCoupon).

Differentiator

Problem solved

Functional benefit

Brands

• プチギフト (PetitGift): Digital coupon distribution and management campaign system for convenience store products and gift certificates
• オートCoupon (AutoCoupon)
• Owlpon

Quantifiable outcome

• 月間1,300万本のクーポンを配布・管理 (13 million digital coupons distributed/managed per month)
• +3 more outcomes

Named customers36 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature7 records

Partnerships

22 partnerships are on record, tiered key, secondary and minor.

• 株式会社NTTpdocomo (NTT DOCOMO)keyStrategic or Co-development Partner · 1 March 2025MDP provides PetitGift to NTT DOCOMO's 'd Healthcare' app for fitness facility free-use coupon distribution to new paid subscribers. This was the 3rd consecutive campaign, reaching 200,000+ health-conscious users. MDP enables d-account authentication, time-limited QR coupons, and user-ID-to-redemption linking for marketing data utilization.
• 株式会社オリエントコーポレーション (Orient Corporation / Orico)keyStrategic or Co-development Partner · 1 March 2024Orico integrated AutoCoupon and PetitGift within its 'e-Orico' service and 'Orico Priority Navi' platform. MDP provided hierarchical coupon issuance enabling large chain stores to participate, improving site-wide traffic and customer engagement. MDP also provides secretariat function and management screens, reducing merchant burden while maintaining flexibility.
• 京都銀行 (Kyoto Bank)keyStrategic or Co-development Partner · 18 January 2019Kyoto Bank adopted PetitGift's smartphone app ASP for its 'Kyogin App' to distribute digital coupons and electronic vouchers. The ASP integration required minimal development (app browser linkage) to enable coupon management and distribution. This partnership demonstrates PetitGift's applicability to regional banking apps for member engagement.
• JCB株式会社 (JCB)secondaryStrategic or Co-development Partner · 18 January 2019JCB Plemo Digital (digital gift) coupon handling began on the PetitGift platform, enabling JCB digital gift products to be distributed as rewards through MDP's campaign system.
• 株式会社インテージ (Intage) - Campaign effectiveness verification partnershipsecondaryStrategic or Co-development Partner · 16 October 2018MDP and Intage began joint initiatives in campaign effectiveness verification using PetitGift campaigns. Intage provides market research and analytics expertise while MDP provides the campaign distribution infrastructure.
• 株式会社インテージ (Intage)secondaryTechnology or IntegrationMDP partnered with Intage in October 2018 to provide campaign effectiveness measurement and analytics for PetitGift-based campaigns. This enables data-driven campaign optimization for clients.
• 株式会社小学館 (Shogakukan)secondaryStrategic or Co-development PartnerMDP developed and operates Shogakukan's media websites including suits-woman.jp and serai.jp (the latter for the 25th anniversary of the magazine Sarai). These web development projects preceded the digital coupon business.
• 株式会社小学館集assic PRODUCTS (Shogakukan Products)minorStrategic or Co-development PartnerListed as a major client. Shogakukan Products uses digital coupon and promotion services from MDP.
• 株式会社博報堂 (Hakuhodo)minorChannel Partner/ Reseller/ DistributorListed as a major client. Hakuhodo, a major advertising agency, utilizes MDP's campaign services for client promotions.
• 株式会社電通 (Dentsu)minorChannel Partner/ Reseller/ DistributorListed as a major client. Dentsu, a major advertising agency, utilizes MDP's campaign services.
• TOPPANデジタル株式会社 (TOPPAN DIGITAL)minorChannel Partner/ Reseller/ DistributorListed as a major client. TOPPAN DIGITAL (a TOPPAN Group company) uses MDP's services.
• 大日本印刷株式会社 (Dai Nippon Printing / DNP)minorStrategic or Co-development PartnerListed as a major client. DNP is a major printing and information company that uses MDP's services.
• 株式会社ベネッセコーポレーション (Benesse)minorStrategic or Co-development PartnerListed as a major client. Benesse used MDP for Manabi Vision promotion campaign planning and creative/system production.
• 株式会社ファミリーマート (FamilyMart)keyChannel Partner/ Reseller/ DistributorFamilyMart is the primary convenience store partner with ~10,600 FamiPort-enabled stores nationwide for coupon redemption. Consumers can redeem digital coupons at FamilyMart terminals.
• 株式会社ローソン (Lawson)keyChannel Partner/ Reseller/ DistributorLawson is a partner convenience store chain enabling coupon redemption at Loppi terminals nationwide.
• ミニストップ株式会社 (Ministop)keyChannel Partner/ Reseller/ DistributorMinistop is a partner convenience store chain with ~2,200 Loppi-enabled stores. MDP has offered Ministop product coupons since 2014.
• 株式会社セブン‐イレブン‧ジャパン (7-Eleven Japan)keyChannel Partner/ Reseller/ Distributor7-Eleven Japan is a partner convenience store chain for coupon redemption, enabling consumers to redeem digital coupons at 7-Eleven stores.
• Yahoo! Japan (Yahoo!プレミアム / Yahoo! Premium)Channel Partner/ Reseller/ DistributorYahoo! Premium members have received PetitGift digital coupons since April 2014, initially for FamilyMart gift certificates and later expanded product offerings. This partnership enabled MDP to reach Yahoo's large member base.
• SBモバイル株式会社 / スマホとくするパック (SoftBank Mobile)secondaryChannel Partner/ Reseller/ DistributorSoftBank's smartphone subscription service 'Sumaho Tokusuru Pack' partnered with PetitGift to distribute convenience store coupons to members since April 2014.
• SMARTGIFT SOLUTION JSC (Vietnam)keyStrategic or Co-development PartnerSMARTGIFT SOLUTION JSC is listed as a related company of MDP. MDP strengthened ties with its Vietnamese related company and leverages it for offshore development support. L.V.C., a Vietnamese engineer at MDP, bridges communication between Japan and Vietnam operations.
• 株式会社イーウェル (eWell)minorStrategic or Co-development PartnerListed as a major client. eWell provides employee benefit and wellness services.
• 株式会社ベネフィット・ワン (Benefit One)Strategic or Co-development PartnerListed as a major client. Benefit One is an employee benefit service provider.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• giftee Inc. Tokyo-based digital gifting and coupon service provider operating giftee, e-Gift, and giftee for Business. The most direct Japanese competitor, with a comparable enterprise customer base, API-driven integrations, and partnerships with CPG brands and retailers for digital gift redemption.
• e-GIFT SYSTEM Co., Ltd. Japan-based digital gift/coupon platform operator offering e-Gift API integrations similar to MDP's AutoCoupon. Directly comparable enterprise SaaS model serving retailers, publishers, and digital platforms with white-label digital voucher delivery.

Broad incumbents

• QUO Card Co., Ltd. Established Japanese gift-card and voucher company expanding from physical to digital gifting via QUO Card Pay (already integrated into MDP's PetitGift). Comparable in delivering digital gift redemption to consumers via convenience stores and retailers.
• PayPay Corporation: Operator of Japan's largest QR-payment wallet, which natively bundles digital coupons and merchant promotions. Overlaps with MDP on enterprise coupon distribution to consumers and on convenience-store redemption economics, and represents both a partner and a potential competitive threat.
• LINE Yahoo Corporation: Operates LINE messaging, Yahoo! JAPAN, and LINE Digital Gift. Already a partner of MDP through LINE authentication for AutoCoupon, while also offering competing digital gift and coupon products inside its super-app ecosystem.
• KDDI Corporation: Japanese telecom operator behind au PAY and au brand loyalty programs that distribute digital coupons at scale. Listed as a current MDP client but also a potential competitor if it expands first-party coupon capabilities for enterprise marketing.
• Rakuten Group, Inc. Operates Rakuten Pay, Rakuten Coupon, and Rakuten GIFT with embedded digital coupon features across Japan's largest e-commerce ecosystem. Comparable in driving enterprise coupon distribution at scale via an owned consumer platform.

Others

• Intage Inc. Japan's largest marketing-research firm, partnered with MDP since 2018 to provide campaign-effectiveness verification for PetitGift campaigns. Comparable in the analytics/measurement layer that increasingly determines digital-promotion ROI.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/petitgift_mdp
• Instagraminstagram.com/petitgift_official

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MDP