What FREEDiVE does

FREEDiVE (株式会社FREEDiVE) is a Japan-based marketing company founded on June 3, 2016 by Representative Director and CEO Shohei Imai (今井渉平), headquartered in Tsukuba, Ibaraki Prefecture with branch offices in Shibuya (Tokyo) and Nagoya (Aichi). The company operates three business lines: a WiFi and eSIM rental business spanning consumer brands MUGEN WiFi, AiR WiFi, and 5G CONNECT plus the SkySiM eSIM service covering approximately 90 countries; a web media business operating the Sakunet comparison platform, Wi-Fi TIMES, and AiR-WiFi Magazine; and a life line support service (electricity provider switching and moving assistance) operated as a jointly-controlled initiative with F L C Premium Inc.

FREEDiVE generates revenue primarily through subscription-based WiFi and eSIM rentals to both consumers and corporate customers via direct online sales (B2C), dedicated business plans with up to 20% multi-unit discounts (B2B), and an agency and reseller channel, supplemented by advertising and affiliate revenue from owned media properties and affiliate referral commissions from partner electricity providers. Its operating methodology is built around a proprietary ABX testing approach (extending traditional A/B testing with a third hypothesis pattern X for continuous hypothesis validation) combined with a mechanism-based internalization framework covering workflow systematization, manualization, checklist creation, calendarization, automation, and self-propulsion.

FREEDiVE positions itself as a 'client-first' marketing firm and claims an industry-first 30-day full refund guarantee on consumer WiFi services. The company has not disclosed any external funding rounds or institutional investors and remains founder-controlled, with COO Tatsuki Tsuru (都留樹生), a co-founder from the CEO's school days and an eight-year PPC affiliate marketer, credited with growing the firm from zero to ¥700 million in revenue. The most recent disclosed financial milestone is an FY May 2024 annual revenue forecast of approximately ¥2.5 billion ($16-17M USD at prevailing rates) and headcount of 85-98 employees including part-time staff and interns.

Name

FREEDiVE

Legal name

株式会社FREEDiVE

Website

https://freedive.co.jp

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

FREEDiVE is a Japan-based marketing company founded in 2016 that operates mobile WiFi and eSIM rental services (MUGEN WiFi, AiR WiFi, 5G CONNECT, SkySiM), web comparison media (Sakunet), and life line support, serving individual consumers and corporate clients using a proprietary A/B/X testing methodology.

Ownership category

akta.pro rank

Product category

Mobile WiFi Services

NAICS

Telecommunications Resellers (517121), Consumer Electronics and Appliances Rental (532210)

SIC

Services-Computer Rental & Leasing (7377)

akta.pro primary industry

Consumer Mobile Network Operators (Retail MNOs) (HDAIAAAA)

akta.pro secondary industry

Mobile Carrier Devices & Bundling (Operator-branded devices, subsidy/bundle programs) (CRACALAF)

Keywords

• Mobile wifi rental
• ESIM services
• Affiliate marketing
• Web media operations
• Marketing consulting

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. WiFi Rental Services: Mobile WiFi router rental services including MUGEN WiFi, AiR-WiFi, 5G CONNECT, and SkySiM eSIM services to individual and business customers with subscription-based revenue.
2. WEB Media Business: Operation of media sites (サクネット) providing internet and WiFi-related information to consumers, potentially generating advertising and affiliate revenue.
3. Life Line Support Services: Services helping customers reduce living expenses through electricity provider switching and moving support, likely generating referral commissions from partner electricity providers.
4. Affiliate Advertising Agency Services: Provides affiliate advertising agency services to advertisers including campaign operation, strategy proposals, and communication support acting as bridge between ASP and advertisers.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels5 records

Core offering

FREEDiVE rents mobile WiFi routers and eSIM services to individual consumers and businesses in Japan under brands such as MUGEN WiFi, AiR-WiFi, 5G CONNECT, and SkySiM. The company also operates a portfolio of owned web media sites that compare and recommend communication services, provides affiliate advertising agency services to advertisers, and offers life line support services for electricity provider switching and moving.

Product overview

FREEDiVE is a marketing company specializing in WiFi/eSIM rental services offering a portfolio of consumer and business mobile WiFi brands (MUGEN WiFi, AiR WiFi, 5G CONNECT, SkySiM), operated alongside web media properties (サクネット comparison media, Wi-Fi TIMES, AiR-WiFi Magazine) and life line support services (ライフライン見直し本舗). The core offering consists of mobile WiFi rental products with industry-first guarantees and contract-free options, complemented by owned media sites that compare and recommend communication services, plus utility cost optimization services for residential customers.

Differentiator

Problem solved

Functional benefit

Brands

• サクネット: Wi-Fi, optical fiber, and overseas eSIM recommendation and comparison media operated by FREEDiVE.

Products and services

• MUGEN WiFi Mobile WiFi router rental service for Japanese consumers, marketed as the industry-first offering with a 30-day full refund guarantee and account-transfer-friendly payment options.
• AiR-WiFi Contract-free mobile WiFi rental service for consumers and businesses in Japan, ranked No.2 in domestic sales volume, offering low pricing with no long-term commitment.
• 5G CONNECT Contract-free WiMAX/5G mobile internet service in Japan, offering unrestricted usage without the typical 3-day 15GB data cap and a 30-day free trial for first-time users.
• SkySiM eSIM service enabling mobile communication in approximately 90 countries and regions, with usage from 1-day units and plan selection by country, data volume, and number of days via smartphone.
• Affiliate Advertising Agency Services Affiliate advertising agency services for advertisers, including campaign operation, strategy proposals, and communication support, with FREEDiVE acting as the bridge between ASP (Affiliate Service Providers) and advertisers.
• Life Line Support (ライフライン見直し本舗) Life line support service helping individual customers reduce household expenses through electricity provider switching and moving assistance, with free phone-based consultation operated jointly with エフエルシープレミアム株式会社.

Quantifiable outcome

• Grew from 0 to 7 billion yen revenue
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• エフエルシープレミアム株式会社minorStrategic or Co-development PartnerJoint operation partner for ライフライン見直し本舗 (Life Line Support) service. エフエルシープレミアム株式会社 provides operator services for electricity switching consultations, while FREEDiVE drives customer acquisition through its marketing expertise.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Holafly: eSIM provider focused on international travel data plans across 150+ destinations. Comparable to SkySiM in eSIM product offering, traveler customer segment, and country-by-country data plan structure.
• THE WiFi: Mobile WiFi rental service operated by Smart Mobile Communications, one of the major consumer pocket WiFi brands in Japan competing head-to-head with FREEDiVE's MUGEN WiFi and AiR-WiFi. Directly comparable on product, customer segment, and go-to-market through affiliate channels.
• Airalo: Global eSIM marketplace covering 200+ countries with venture backing; the leading international competitor to FREEDiVE's SkySiM eSIM service. Directly comparable in eSIM product category, traveler/customer base, and self-serve digital distribution.
• Cloud WiFi (KumoRu): Cloud-based mobile WiFi rental brand operating in Japan with similar contract-free, low-priced positioning to AiR-WiFi. Comparable target customer, product type (cloud SIM WiFi rental), and affiliate-led acquisition strategy.
• Shibarinashi WiFi: Direct Japanese mobile WiFi rental competitor that pioneered contract-free ('縛りなし') pricing—precisely the positioning FREEDiVE's AiR-WiFi and 5G CONNECT also emphasize. Highly comparable in product (pocket WiFi rental), target customer (Japanese consumers and travelers), and channel mix (affiliate/online).
• Genkai Toppa WiFi: Japanese consumer mobile WiFi rental service that was one of the early cloud-WiFi disruptors, directly competing with FREEDiVE's pocket WiFi brands on price and contract flexibility.

Others

• ValueCommerce: Listed Japanese affiliate marketing service provider. Comparable to FREEDiVE's affiliate advertising agency business from a market-structure perspective, illustrating the affiliate ecosystem in which FREEDiVE both operates as an agency and sources traffic.
• A8.net (Fan Communications): Largest affiliate marketing network in Japan, providing the platform layer on which FREEDiVE runs part of its affiliate advertising agency business. Relevant as an ecosystem peer given FREEDiVE's affiliate agency revenue stream and reliance on affiliate channels for WiFi brand acquisition.

Broad incumbents

• UQ Communications (UQ WiMAX): Major Japanese WiMAX operator (KDDI subsidiary) offering consumer mobile WiFi and home broadband. Broad incumbent in the wireless broadband category where FREEDiVE's 5G CONNECT also competes, with much larger network infrastructure and brand.
• GMO Internet Group (GMO Tokutoku BB): Large Japanese internet conglomerate offering WiMAX/pocket WiFi services (GMO Tokutoku BB, Broad WiMAX) alongside hosting, domains, and fintech. A broad incumbent in the same wireless ISP space as FREEDiVE, with significantly larger scale and capital base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 FREEDiVE