What Will Smart does

Will Smart is a Tokyo-based mobility digital transformation (DX) technology company founded in December 2012 as a spin-off from Zenrin Datacom's internal venture program. The company designs, builds, and operates IoT, cloud, and digital signage solutions for transportation operators (bus, rail, taxi, airport), logistics companies, and Japanese local governments, addressing demographic and operational challenges such as driver shortages, rural transit gaps, and the revised Logistics Efficiencyization Act (CLO). Named customers include JR Kyushu, Keio Bus, Keisei Bus, Japan Airport Building (Haneda), Mitsukoshi Isetan, Yasuda Real Estate, Fukuyama Transport, Super Hotel, ENEOS Carshare, and municipal governments including Hirado City, Saga City, and Minamiashigara City.

The company's technical foundation is the proprietary Will-MoBi mobility DX platform, which packages IoT gateway hardware (LTE Cat.M1), a vehicle data API, cloud-based digital signage (Will-Sign), a public rideshare system, and data analytics tools into a modular architecture running on AWS (the company holds AWS Select Tier Service Partner certification). Standalone products include the Smart Terminal System (STS) — deployed at Bus Terminal Tokyo Yaesu, Japan's largest bus terminal — and Will-Fleet (OD420JP), Japan's first OBD-II-type digital tachograph positioned for CLO compliance. AI is embedded as a feature layer: multilingual NLP, computer-vision-based demographic and passenger analytics, IC-card-driven route optimization, and automation of unmanned terminal operations. The company holds Privacy Mark certification (JIPDEC, 2019) and an MLIT Transportation Excellence Award (2026).

Will Smart monetizes through a mix of system development and consulting services, platform/content subscription packages (Will-MoBi, Will-Sign Content Package), and hardware sales (Will-Fleet). Pricing is quote-based and not publicly disclosed, reflecting the custom nature of enterprise and government deployments. Go-to-market combines direct enterprise sales with strategic distribution partnerships, including NTT DOCOMO (d Carshare integration), JTB (tourism digital signage), and regional banks such as Joyobank (public rideshare rollouts). The company listed on the Tokyo Stock Exchange Growth Market in April 2024, employs 101-250 people, and has published a Mid-Term Vision 2030 aimed at scaling rural mobility DX.

Name

Will Smart

Legal name

株式会社Will Smart

Website

https://willsmart.co.jp

Company type

Public

Founded year

2012

Operating status

Ipo

Headcount range

101–250 employees

Short description

Will Smart is a Tokyo-based mobility DX technology company providing IoT, cloud, and digital signage platforms for transportation operators, logistics firms, and Japanese municipalities. Core offerings include the Will-MoBi platform, Smart Terminal System, and Japan's first OBD-II digital tachograph (Will-Fleet).

Ownership category

akta.pro rank

Product category

Mobility Technology Solutions

NAICS

Other Support Activities for Transportation (4889), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Bus and Other Motor Vehicle Transit Systems (485113)

SIC

Transportation Services (4700), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Fleet Tracking, Mapping & Real-Time Location Services (RTLS) (TLAEAFAD)

akta.pro secondary industries

Smart Cities & Urban Innovation Programs (Digital Planning, Civic Tech for Cities) (BPAIANAJ), Traffic Management & Intelligent Transportation Systems (Signals, TMCs, Congestion) (BPAIALAC)

Keywords

• Mobility digital transformation
• IoT transportation solutions
• Fleet management software
• Digital signage platforms
• Smart terminal systems

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. System Development and Consulting Services: One-stop custom system development services from consulting through development and maintenance, leveraging extensive industry knowledge and development know-how in the mobility sector. Services cover mobility systems, digital signage, AI/data science, and cloud migration.
2. Will-MoBi Platform Licensing: DX platform licensing providing modular mobility functions including system packages, IoT gateway, and data analytics capabilities to customers.
3. Will-Fleet Hardware Sales: Sale of OBDⅡ digital tachograph hardware (OD420JP model) for logistics efficiency compliance.
4. Will-Sign Content Package: Package service combining digital signage delivery management system, distribution content, signage hardware, and related services for easy digital signage deployment.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Will Smart provides an IoT-based mobility DX platform ("Will-MoBi") combined with cloud system development for transportation operators, logistics companies, and local governments in Japan. Its offerings include vehicle data acquisition, digital signage delivery, public rideshare platforms, smart terminal management, and OBD-II digital tachograph hardware, plus one-stop consulting-to-maintenance custom system development.

Product overview

Will Smart provides a platform-plus-modules product architecture centered on the Will-MoBi mobility DX platform, complemented by four service categories: Mobility System Services (including Will-MoBi core platform, IoT Gateway Package, Will-Fleet OBD-II tachograph, community car share, EV solutions, and public rideshare), Information Delivery Services (Will-Sign digital signage and Will-Sign Content Package for disaster/tourism), AI/Data Science Services (transportation data analysis, IC card analysis, bus route optimization), and Cloud Conversion Services (online reservations, AWS partnerships). The product portfolio emphasizes end-to-end mobility infrastructure supporting public transit, logistics, tourism, and smart city applications.

Differentiator

Problem solved

Functional benefit

Brands

• Will-MoBi (ウィル モビ): A DX platform consolidating IoT technologies and mobility-related functional modules for public transport, logistics, and real estate sectors.
• Will-Sign (ウィル サイン)
• Will-Fleet

Products and services

• Will-MoBi Platform Mobility DX platform consolidating IoT technologies and mobility-related functional modules. Provides system packages, IoT gateway packages, information delivery systems, data science support kits, and vehicle data acquisition APIs for public transport, logistics, and real estate sectors.
• Will-Sign Content Package Package digital signage solution including cloud-based delivery management system, content, hardware, disaster information integration (earthquake alerts, evacuation guidance), and multilingual support for multi-location deployment.
• Will-Fleet (OD420JP) OBD-II Digital Tachograph Japan's first OBD-II-type digital tachograph (model OD420JP). Plug-and-play device supporting logistics efficiency compliance (CLO) with visualization and reporting for cargo waiting, loading/unloading, and driving data.
• IoT Gateway Package Vehicle data collection and management platform supporting both gasoline vehicles (fuel level) and EV vehicles (battery level) using LTE Cat.M1 communication for low power consumption and reduced communication costs.
• Smart Terminal System (STS) Cloud-based bus terminal management system integrating bus schedule management, digital signage, passenger website management, and broadcasting systems for unmanned terminal operations at large-scale bus terminals.
• Public Rideshare System Platform Integrated public rideshare platform providing user reservation system, operations management and reservation system, driver app, and IoT vehicle devices for non-profit community transportation serving depopulated and tourist areas.
• System Development and Consulting Services One-stop custom system development services covering consulting, development, and maintenance for mobility systems, digital signage, AI/data science, and cloud migration, leveraging Will Smart's industry knowledge and development know-how.

Quantifiable outcome

• JR Kyushu deployments: 139 stations, 141 digital signage units deployed
• +3 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature5 records

Partnerships

14 partnerships are on record, tiered core and important.

• 株式会社ケー・シー・エス (KCS)coreStrategic or Co-development Partner · 2 March 2026Collaboration for regional public transportation DX combining Will Smart's digital platform and data analysis with KCS's consulting capabilities and local government network to support evidence-based policy making.
• 西肥自動車株式会社・松浦鉄道株式会社・平戸観光協会coreStrategic or Co-development Partner · 20 January 2026Provision of public rideshare reservation site for 'Connected Sasebo Hirado Ticket' integrated with Kyushu MaaS platform 'my route' by Toyota Financial Services.
• 都築電気株式会社 (Tsuzuki Denki)importantChannel Partner/ Reseller/ Distributor · 15 January 2026Distribution partnership for Will-Fleet OBDⅡ digital tachograph. Tsuzuki Denki exhibits the product at Smart Logistics EXPO to reach logistics companies.
• 株式会社ゴール (Goal)importantTechnology or Integration · 7 November 2025Technology provision for Goal's Arc brand cloud-based key issuance system (Arc LINK Room). Supports smart lock management for tourism and accommodation facilities.
• 株式会社イチバンセン (Ichibansen)coreStrategic or Co-development Partner · 25 September 2025Collaboration to realize sustainable and comfortable regional mobility services. Combines Will Smart's digital platform with Ichibansen's physical infrastructure design expertise for stations, vehicles, and regional mobility environments.
• 株式会社常陽銀行 (Joyobank)coreStrategic or Co-development Partner · 8 August 2025Partnership to create sustainable regional transportation models through digital technology and regional network collaboration. First project in Kasama City focuses on public rideshare demonstration.
• NTT DOCOMO (dカーシェア)coreTechnology or Integration · 8 July 2025Business collaboration in car sharing area integrating Will-MoBi car sharing function with DOCOMO's d Carshare unified platform for car sharing and rental cars.
• 一般社团法人日本ファーム斯托イ協会 (Japan Farm Stay Association)coreStrategic or Co-development Partner · 30 April 2025Website construction support for farm stay information platform 'FARM STAY Japan'. Extended in 2026 with group travel matching function development.
• 京王帝都バス株式会社 (Keio Bus)coreStrategic or Co-development Partner · 7 April 2025Co-development of Smart Terminal System for Bus Terminal Tokyo Yaesu. Joint development of cloud-based bus terminal management system for unmanned operations.
• 株式会社ゼンリン (Zerin)coreStrategic or Co-development Partner · 2 April 2025Collaboration to provide one-stop solutions for understanding and resolving transportation gaps. Combines Will Smart's mobility system expertise with Zerin's national network database and regional transportation analysis capabilities.
• 株式会社ハウディ (Howdy)importantTechnology or Integration · 25 March 2025Partnership to strengthen IoT technology for mobility DX. Combines Will Smart's customer base and industry understanding with Howdy's hardware development capabilities.
• NTT DOCOMOcoreStrategic or Co-development Partner · 18 February 2025Basic agreement for mobility system integration with DOCOMO's mobility services. First initiative under this partnership is integration of Will-MoBi car sharing functions with DOCOMO's d Carshare platform.
• 株式会社HakobuneimportantTechnology or Integration · 1 October 2024Provision of car sharing system platform for Hakobune's EV car sharing service 'Hakobune EVeryshare'. Supports EV-specific data like battery level and range information.
• 株式会社JTBcoreGTM or Marketing Partner · 13 February 2024Sales partnership for Will-Sign content package as part of JTB's tourism destination solutions. Leverages JTB's nationwide sales network to expand digital signage services.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Mobility Technologies Co., Ltd. Japan-headquartered MaaS/ride-hailing technology provider offering taxi dispatch, demand-responsive transit, and mobility platforms to transportation operators and municipalities — directly comparable to Will Smart's transit and rideshare offerings.
• GeoTechnologies, Inc. Japanese fleet telematics and mobile workforce solution provider serving commercial vehicle fleets with data acquisition, dispatch, and compliance tools — comparable in customer base (logistics/fleet operators) and IoT-data architecture to Will Smart's Will-Fleet and IoT Gateway offering.
• Optibus: Global AI-powered public transit scheduling and operations optimization platform used by bus operators and agencies — directly comparable to Will Smart's route-optimization, IC-card data analytics, and Smart Terminal modules.
• Spare Technology Inc. Provider of on-demand transit, microtransit, and paratransit booking platforms to transit agencies and municipalities — comparable to Will Smart's public rideshare system platform and demand-responsive deployments in Hirado and other Japanese cities.
• Padam Mobility: Provider of on-demand transit, paratransit, and demand-responsive transport software for transit agencies — directly comparable to Will Smart's public rideshare and community mobility platforms, with overlap in regulatory/demand-driven deployment model.

Broad incumbents

• NTT Data Corporation: Major Japanese IT services conglomerate with broad public-sector and transit digital-transformation practices, including smart-city and mobility platforms — overlaps Will Smart's enterprise/government sales motion across transportation and municipal accounts.
• Cubic Transportation Systems: Global incumbent in transit fare collection, real-time passenger information, and traffic management for major transit agencies — overlaps Will Smart's Smart Terminal and real-time signage businesses at a much larger scale.
• KDDI Smart City Services: Japanese telecom carrier extending into smart-city, MaaS, and connected-vehicle platforms through KDDI group entities (including SMART MOBILITY) — competes for the same municipal and corporate mobility DX RFPs as Will Smart.

Others

• Zenrin Co., Ltd. Parent-group geospatial/mapping conglomerate and prior corporate parent (via Zenrin DataCom) of Will Smart — provides map data, address databases, and smart-city infrastructure that Will Smart's Will-MoBi platform integrates with as a strategic data enabler.

Emerging players

• Via Transportation, Inc. Global on-demand transit, paratransit, and shuttle platform operator with strong municipal government penetration — comparable business model to Will Smart's public rideshare deployments, with broader geographic reach.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WillSmart2012
• LinkedInlinkedin.com/company/willsmart

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds6 records

Investors11 records

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 Will Smart