SDTech
SDTech is a Tokyo-based design engineering firm integrating UX design, software engineering, and AI/ML to deliver custom HMI, embedded software, and VR evaluation solutions for enterprise automotive OEMs, Tier 1 suppliers, and industrial manufacturers, complemented by proprietary TRITO VR and ML tools.
- Company typePrivate
- Founded2015
- HeadquartersTokyo, Japan
- Headcount5,001–10,000
- GTM typeB2B
- OfferingServices
SDTech firmographics
Firmographics- Name
- SDTech
- Legal name
- エスディーテック株式会社
- Website
- https://sdtech.co.jp
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- SDTech is a Tokyo-based design engineering firm integrating UX design, software engineering, and AI/ML to deliver custom HMI, embedded software, and VR evaluation solutions for enterprise automotive OEMs, Tier 1 suppliers, and industrial manufacturers, complemented by proprietary TRITO VR and ML tools.
- Ownership category
- akta.pro rank
SDTech industry classification
Industry- Product category
- Automotive HMI Design & Engineering Services
- NAICS
- Computer Systems Design Services (541512), Industrial Design Services (541420)
- SIC
- Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- UI/UX Engineering & Front-End Modernization (BPAEAFAH)
- akta.pro secondary industries
- UX, Design Thinking & Customer Research for PMs (EDABAHAK), Learning Experience Design (LXD) & UX for Learning (EDAGAKAF)
Keywords
Where SDTech is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
SDTech business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Custom Design & Software Development Services: Client-based custom development projects covering UX/UI design, software design, development, and evaluation. Primary revenue stream spanning automotive HMI, consumer electronics, healthcare, and industrial applications.
- Proprietary Software Products & Tools: Sales of in-house developed software products including TRITO VR, TRITO Comperio, 3D Object Mapper, and Nihon Landscape Essentials 3D object packages for simulation environments.
- Storyboard Distribution & Integration: Distribution and integration services for Crank Software's Storyboard embedded GUI tool, in partnership with Osaka NDS. Includes licensing, implementation, and customization.
- Design Engineering Consulting: Consulting engagements focused on DX, UX improvement, and human-centered design process integration. Advisory and training services.
- AI / Machine Learning Model Development: Custom ML model development for client applications including digital ink AI, user behavior estimation, and domain-specific AI solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | ProtoPie Online Course - Udemy |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
SDTech product offering
Product offeringCore offering
SDTech is a Design Engineering firm that integrates UX/design and software engineering practices to deliver high "use-quality" products for enterprise clients, primarily Japanese automotive OEMs and Tier 1 suppliers. The company provides custom design and software development services for HMI systems (in-vehicle UX, cockpit design, industrial operator interfaces), complemented by proprietary simulation and machine learning tools (TRITO VR, TRITO Comperio, 3D Object Mapper, Nihon Landscape Essentials) and authorized distribution/integration of Crank Software's Storyboard embedded GUI tool in Japan.
Product overview
SDTech operates as a Design Engineering company offering a portfolio of proprietary tools and partner products focused on UI/UX design, simulation, machine learning, and HMI development. The core proprietary lineup includes: 3D Object Mapper and Nihon Landscape Essentials (a 3D object auto-placement tool and Japanese landscape asset package for IPG Automotive CarMaker/MovieNX driving simulation), TRITO VR (VR-based cockpit/HMI evaluation environment with eye-tracking), and TRITO Comperio (a machine learning development toolkit). Partner offerings include Storyboard (Crank Software's embedded GUI low-code development tool, for which sdtech provides integration services) and the MCI Screening Tablet (co-developed with LIMNO). SDTech also offers content products like a ProtoPie Udemy course and services like the UI×フォント診断サービス (font diagnostic and expert review). The company positions these products under its 'Design Engineering' methodology, integrating design and engineering processes to achieve high 'use-quality'.
Differentiator
Problem solved
Functional benefit
Brands
- TRITO: 自社開発システムTRITOシリーズ（TRITO VR、TRITO Comperio等）。VRで車内空間等を再現し評価する統合環境や、機械学習を活用したシステム構築ツールキットを提供。
- Nihon Landscape Essentials
- 3D Object Mapper
- Storyboard
Products and services
- TRITO VR An integrated VR environment for reproducing vehicle cabin spaces and evaluating HMI elements (displays, HUDs) through adjustment and assessment in virtual space. Supports eye-tracking for user gaze analysis and heatmap generation, compatible with HTC VIVE Pro Eye. Targeted at automotive OEMs and Tier 1 suppliers for cockpit design validation.
- TRITO Comperio A machine learning toolkit for building ML-powered systems, covering data collection (via smartphone sensor apps), web-based visual annotation, no-code visual training, and ML engine deployment on PC and embedded devices. Targeted at engineers building user-behavior-aware applications.
- 3D Object Mapper An automated 3D object placement tool that random-places objects within IPG Automotive's CarMaker simulation scenarios and MovieNX visualization, significantly reducing Japanese driving scenario setup time when paired with Nihon Landscape Essentials.
- Nihon Landscape Essentials A glTF-compatible 3D object package providing over 200 Japanese landscape objects including residential buildings, apartments, roads, traffic signals, signs, guardrails, toll gates, street trees, and utility poles for realistic Japanese environment simulation in driving simulators.
- Storyboard (Crank Software) - Japan Distribution & Integration Next-generation low-code GUI development environment for embedded systems, comprising Storyboard Designer and Storyboard Runtime Engine. Supports Figma/Photoshop import, no-code animation, multi-language management, and deployment across Linux, RTOS, Windows, iOS, and Android. Deployed on 500M+ devices across 150 countries and 350+ companies. SDTech provides Japan-market sales, support, and UI/UX integration services.
- MCI Screening Tablet (もの忘れ相谈プログラム搭載タブレット) A tablet device with embedded self-check health programs for mild cognitive impairment (MCI) screening. Co-developed with LIMNO, featuring a low-stress Memory Concern Self-Check Program (~3 min) and detailed TDAS program across 9 categories. Works offline, supports data export, PDF report generation, and historical comparison for medical facilities and home use.
- UI×Font Diagnostic Service (UI×フォント診断サービス) A UX font diagnostic service co-offered with DynaComware that combines DynaComware's 金剛黒体 (Kongothic) embedded font package for in-customer-hardware evaluation with expert UI/UX review analyzing use-quality including readability and information hierarchy. Engagement completed in 4 steps over 2 weeks.
- ProtoPie Online Course (Udemy) A video course on Udemy titled 'ProtoPieではじめる - 直感的なUIプロトタイピング' teaching the no-code UI prototyping tool ProtoPie. Covers basic gestures, physics-based animations, variables, and conditional branching for complex logical prototyping. Standard price 12,800 JPY; discounted price 2,500 JPY via coupon SDTECH-001.
Quantifiable outcome
- Zkai's educational platform users gain instant access to related learning materials via handwritten search and knowledge graph navigation
- +2 more outcomes
Companies that use SDTech
Customer profileNamed customers21 records
Segments5 records
Ideal customer profiles3 records
SDTech technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability14 records
Feature9 records
SDTech partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, secondary and minor.
- Osaka NDS (株式会社大阪エヌデーエス)coreAuthorized distributor and integration partner for Crank Software's Storyboard embedded GUI development tool in Japan. Joint go-to-market with SDTech's UI/UX expertise for automotive, medical, and industrial embedded applications. Agreement formalized April 2023.
- Basemark Oy (Finland)secondarySDTech serves as authorized distributor and support provider for Basemark's Rocksolid Engine and BATS (Basemark Automotive Test Suite) in the Japanese automotive market. Joint go-to-market for automotive HMI and testing tools.
- Wacom Co. (株式会社ワコム)coreLong-term strategic co-development partnership focused on AI-powered digital ink applications. Includes capital investment by Wacom (approx. 5% stake in SDTech). Jointly developed educational tools for Zkai including Manabi Search Chienowa, Ink Journey, and Replay Heatmap. Also collaborated on Connected Ink exhibition demos (2018-2020). Partnership formalized March 2021 with mutual investment.
- LIMNO Co. (株式会社LIMNO)secondaryCo-development partner for MCI (Mild Cognitive Impairment) early detection tablet. SDTech developed the software for LIMNO Tab Funity including the memory consultation program and TDAS program. Product targets elderly health monitoring in medical facilities and homes.
- IPG Automotive株式会社secondaryTechnology integration partner. SDTech's 3D Object Mapper and Nihon Landscape Essentials are designed for IPG Automotive's CarMaker simulation software and MovieNX 3D visualization tool. Enables Japanese scenario simulation.
- Zkai Corporation (株式会社Ｚ会)coreEnd-client for digital ink and AI educational platform developed jointly by SDTech and Wacom. SDTech delivered three services: Manabi Search Chienowa (knowledge graph search), Ink Journey (learning gamification), and Replay Heatmap (answer process visualization).
- LESTER Corporation (株式会社レスター)secondaryTechnology partner for Neo-Classic UX Meter demo. LESTER provides electrostatic touch panel solution (patented) enabling physical buttons/dials on capacitive touch panels. Combined with TouchNetix aXim controller for advanced HMI.
- TouchNetix AS (Norway)secondaryTechnology partner supplying aXim capacitive touch controller IC for Neo-Classic UX Meter project. aXim integrates Touch, Hover/Proximity, Force, and Haptics functions in a single chip for automotive and industrial applications.
- Dynacomware (ダイナコムウェア株式会社)secondarySales agent for Dynacomware's embedded fonts, particularly 金剛黒体 (Kongothic). SDTech integrates and resells font licenses and provides UIxFont Diagnostic Service evaluating UI use-quality with embedded fonts.
- Iasa Japan (日本支部)minorMember of Iasa Japan, a nonprofit IT architect association.
Scale indicators7 records
Recent moves7 records
Expansion highlights7 records
SDTech competitors and assessment
Company assessmentBroad incumbents
- IDEO: Global design and innovation consultancy with deep experience in human-centered design and product development across automotive, healthcare, and consumer industries. Comparable as a design-engineering consultancy operating at the intersection of UX, industrial design, and engineering.
- Luxoft (DXC Technology): Global digital engineering services firm with a dedicated automotive practice delivering HMI, connected vehicle, and ADAS software to OEMs and Tier 1s. Comparable as an automotive-focused engineering services firm serving overlapping Tier 1/OEM clients with HMI and embedded software capabilities.
- frog (part of Capgemini Invent): Global design and innovation consultancy acquired by Capgemini, serving automotive, consumer products, and healthcare clients with design engineering capabilities. Comparable as a global design-engineering firm serving similar automotive HMI and industrial verticals, though at significantly larger scale.
Direct peers
- Elektrobit: Germany-based automotive software specialist (subsidiary of Continental) delivering embedded HMI, navigation, and UX solutions to global OEMs and Tier 1s. Directly comparable as a specialist automotive HMI engineering firm serving Tier 1 suppliers and OEMs with embedded software expertise.
- ustwo studios: Global digital product studio combining design, engineering, and product strategy to deliver digital products and services for enterprise clients in automotive, financial services, and healthcare. Comparable as a design-engineering studio applying integrated methodology to enterprise UX/UI engagements.
- Goodpatch: Tokyo-headquartered UI/UX design firm listed on TSE Growth (TYO: 7352) offering design consulting, prototyping, and digital product services to enterprise clients. Directly comparable as a Japanese design firm serving enterprise clients with similar service offerings and customer segments (automotive, finance, retail).
- Qt Group: Norway-based provider of the Qt cross-platform application and UI framework widely used in automotive HMI, embedded systems, and industrial applications. Directly comparable as a developer of UI tools and frameworks used in automotive cockpit and industrial HMI design.
- Nippon Design Center (NDC): Established Japanese design consultancy providing product, communication, and UX design services to Japanese enterprises including automotive and industrial clients. Directly comparable as a Japanese design firm serving similar enterprise verticals with an integrated design-engineering approach.
- BlackBerry QNX (formerly Rightware): Provider of embedded automotive software including the Kanzi HMI UI design and rendering toolchain used by major OEMs. Directly comparable in automotive HMI tooling and design engineering, with overlap in cockpit UI development for global car manufacturers.
Emerging players
- Crank Software: Canadian developer of Storyboard, a low-code embedded GUI development environment adopted by 350+ companies across 150 countries. SDTech is the Japan integration partner and reseller. Comparable as an embedded HMI tool vendor whose Storyboard product SDTech distributes and integrates for the Japanese market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
SDTech social profiles
Digital presenceSDTech compliance and trust
Trust signalCompliance1 record
SDTech financial estimates
Financial estimateRevenue estimate
Valuation estimate
SDTech leadership team
Management profileNumber of profiles
Profiles7 records
SDTech funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SDTech M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SDTech
What does SDTech do?
SDTech is a Design Engineering firm that integrates UX/design and software engineering practices to deliver high "use-quality" products for enterprise clients, primarily Japanese automotive OEMs and Tier 1 suppliers. The company provides custom design and software development services for HMI systems (in-vehicle UX, cockpit design, industrial operator interfaces), complemented by proprietary simulation and machine learning tools (TRITO VR, TRITO Comperio, 3D Object Mapper, Nihon Landscape Essentials) and authorized distribution/integration of Crank Software's Storyboard embedded GUI tool in Japan.
Is SDTech a public or private company?
SDTech is a private company. It is classified as venture growth investor backed and is currently operating.
When was SDTech founded?
SDTech was founded in 2015. It employs 5,001 to 10,000 people.
Where is SDTech based?
SDTech is headquartered in Tokyo, Japan, in the Asia region.
How does SDTech make money?
Five revenue lines are on record. Custom Design & Software Development Services are the primary driver. The others are proprietary Software Products & Tools, storyboard Distribution & Integration, design Engineering Consulting and AI / Machine Learning Model Development.
Who are SDTech's main competitors?
Broad incumbents on record are IDEO, Luxoft (DXC Technology) and frog (part of Capgemini Invent). Direct peers are Elektrobit, ustwo studios, Goodpatch, Qt Group, Nippon Design Center (NDC) and BlackBerry QNX (formerly Rightware). Crank Software is listed as an emerging player.
Does SDTech have an API?
No public API is recorded for SDTech.
What industry is SDTech in?
SDTech's product category is Automotive HMI Design & Engineering Services. Its primary akta.pro industry code is BPAEAFAH, UI/UX Engineering & Front-End Modernization, with a secondary code of EDABAHAK, UX, Design Thinking & Customer Research for PMs. Its NAICS code is 541512 and its SIC code is 7371.