What Watari does

Watari Co., Ltd. (株式会社和多利), founded in March 1990 and headquartered in Shinagawa, Tokyo with a regional office in Hiroshima, provides point card, CRM, and integrated payment terminal solutions to small and medium enterprises (SMEs) in Japan's food service, retail, and taxi/transportation industries, with a geographic concentration across 15 prefectures in Chubu, Kansai, Chugoku, Shikoku, and Kyushu. The company's core platform is the W-Point wide-area shared point card system, operated across 500+ participating stores with a 1.5M+ member base, supported by the proprietary Dr.繁盛 (Dr. Hanjo) ASP/SaaS CRM platform that delivers RFM analysis, decile analysis, and PDCA-based marketing campaign execution. Both platforms run on Oracle Cloud Infrastructure, with payment processing handled through VEGA3000 (Linux) and SUNMI (Android) terminals integrated with multiple payment rails including JCB/Visa/Mastercard, electronic money (QUICPay, iD, WAON, nanaco, Rakuten Edy, Suica), and QR payments (Alipay, WeChat Pay, d払い, LINE Pay, PayPay, Rakuten Pay, au PAY, メルペイ).

Watari monetizes through five streams: (1) recurring subscription fees for W-Point membership and operations; (2) Dr.繁盛 SaaS CRM subscriptions; (3) transaction-based fees as an authorized d-point dealer (since November 2018); (4) payment-processing integration fees across credit, EMV, QR, and prepaid rails; and (5) professional services revenue from custom app development, ICT integration, and website/CMS operations. The go-to-market combines direct field sales to SMEs across western Japan, channel partnerships with large franchise networks such as 第一交通産業 Group (23 Fukuoka-listed taxi companies) and フレスタ convenience store chain, inside sales via website inquiry, and NTT DOCOMO co-marketing through its d-point dealer relationship. Watari holds Privacy Mark (JIS Q 15001) certification and Qualified Invoice Issuer registration, and operates as a private company with stated capital of ¥10M and an 11–50 employee headcount. Recent strategic activity has focused on multi-rail payment terminal integration and ecosystem buildout (d-point, LINE digital membership cards, GMO Financial Gate, ANA Digital Gate) rather than headline revenue growth.

Name

Watari

Legal name

株式会社和多利

Website

https://watari.biz

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Watari provides point card, CRM, and payment terminal solutions to small and medium enterprises across western Japan's food service, retail, and taxi industries. Its W-Point shared loyalty network spans 500+ stores with 1.5M+ members, supplemented by cloud CRM and NTT DOCOMO's d-point authorized dealer services.

Ownership category

akta.pro rank

Product category

Loyalty & CRM Software

NAICS

Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Computer Terminals (3575)

akta.pro primary industry

Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK)

akta.pro secondary industries

POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO), POS Payment Software & Middleware (Terminal OS, Apps, Device Management) (FSAMADAC)

Keywords

• Point card systems
• Customer relationship management
• Payment terminal solutions
• Loyalty program platform
• SME business support

Headquarters

HQ city

Higashi-shinagawa

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. W-Point System Membership & Operations: Monthly subscription and per-transaction fees charged to merchant partners for participation in the W-Point wide-area common point card system. Merchants pay setup and recurring fees to operate the W-Point system in their stores, with Watari operating the central platform.
2. Dr.繁盛 CRM SaaS Subscription: Recurring subscription fees for access to the Dr.繁盛 ASP/SaaS CRM platform, which includes customer analytics, automated marketing tools, and promotion management. Revenue is recurring based on merchant seat count or flat monthly fees.
3. dポイント Agency Services: Fees earned as an authorized dポイント dealer for registering new dポイント members and acquiring new dポイント加盟店 merchants. Revenue tied to new merchant onboarding volume and ongoing transaction activity.
4. ICT Solutions & App Development: Custom software development and ICT system integration services for enterprise clients, including app development for tablet and smartphone point-of-sale systems, system infrastructure design, and ongoing technical support.
5. Payment Processing Integration: Transaction-based revenue from payment terminal integration services, including credit card, electronic money, QR code, and prepaid card processing infrastructure provided to merchant partners.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Watari operates the W-Point wide-area shared point card system serving 1.5 million+ members across 500+ stores in 15 prefectures in western Japan, and provides the Dr.繁盛 (Dr. Hanjo) cloud-based ASP/SaaS CRM platform for SMEs, along with multi-function payment terminals (SUNMI, VEGA3000) supporting credit cards, electronic money, QR codes, and dポイント integration. It also serves as an authorized dポイント dealer and provides terminal application development, data analysis, and marketing support services for SME merchants in food service, retail, and transportation sectors.

Product overview

和多利 (Watari) operates a multi-product platform centered on point card systems, CRM, and payment terminal solutions for SMEs. The core offerings include: (1) W-Point — a wide-area shared point card system enabling cross-store point accumulation across 550+ franchise locations with 1.5M+ members; (2) Dr.繁盛ASP — a cloud-based CRM providing customer data integration, RFM/decile analysis, and PDCA-cycle marketing; (3) LINE会员証 — digital membership cards via LINE smartphone app; (4) dポイントASP — Docomo dポイント franchise and ASP service via VEGA3000 terminals; (5) Multi-function payment terminals (VEGA3000, SUNMI) supporting credit cards, electronic money, QR codes, and proprietary house prepaid/point systems; and (6) associated services including terminal app development, CMS/web portal services, and data-driven marketing execution. The portfolio forms an integrated SME business support ecosystem where point data from W-Point or LINE会员証 feeds into Dr.繁盛 for targeted marketing, and all payment types are consolidated on Watari's terminals.

Differentiator

Problem solved

Functional benefit

Brands

• W-Point: 和多利が 운영하는広域共通ポイントカードシステム。西日本を中心に500店舗以上、150万人超の会員を有するローカル共通ポイントカード。
• Dr.繁盛
• LINE会員証
• dポイント

Products and services

• W-Point Wide-Area Common Point Card System (Wポイントカードシステム) A cross-merchant, cross-industry point accumulation and redemption system enabling shoppers to earn and spend points at any W-Point participating store across 550+ stores in western Japan with 1.5 million+ members. Supports original design cards, house point integration, and inter-merchant customer referral. Designed for SME merchants in food service, retail, and transportation.
• Dr.繁盛 ASP (Dr. Hanjo Cloud CRM) Cloud-based ASP/SaaS CRM platform that integrates customer transaction data and provides RFM analysis, decile analysis, DM/email campaign management, and reporting to drive PDCA-cycle marketing for SME merchants. Acts as a business doctor for store profitability improvement.
• LINE Membership Card (LINE会員証) Digital membership card service issued via the LINE smartphone app, enabling point management, push notification marketing, and LINE friend attribute data collection without physical card issuance. Reduces promotional costs and enables effective digital marketing.
• dポイントASP System (dポイントASPシステム) NTT DOCOMO dポイント service integration provided to merchants via VEGA3000 series terminals with wired LAN or LTE connectivity. Enables dポイント earning and redemption at member stores as a dポイント franchisee and ASP provider.
• SUNMI Payment Terminals (SUNMI 決済端末) Android OS-based multi-function payment terminals (V2, P2 PRO models) supporting credit cards, electronic money, QR codes, and point transactions. Features built-in printer, barcode reader, camera for QR reading, and CRM connectivity.
• VEGA3000 Payment Terminals (VEGA3000 決済端末) Linux OS-based payment terminals (CT fixed-type, M2 mobile-type) supporting credit, electronic money, QR code, and point operations. Available in wired LAN and LTE models with external barcode scanner support.
• House Prepaid Card System (ハウスプリペイドカード) Recharge-style proprietary house prepaid card system for customer retention. Supports custom design cards, balance management, and integration with existing point and payment terminals for taxi and restaurant use cases.

Quantifiable outcome

• 1.5 million+ W-Point members across 500+ stores in 15 prefectures
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

Feature5 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• NTT DOCOMOflagshipGTM or Marketing Partner · 1 November 2018Watari has served as a dポイント authorized dealer since November 2018, contracted by NTT DOCOMO to act as an ASP center for dポイント加盟店 (d-point member stores). Watari handles new member registration, merchant acquisition, and ongoing operational support for dポイント加盟店的, generating revenue through transaction-based dealer fees. This partnership provides Watari with access to DOCOMO's national brand and customer base, enabling cross-selling of Watari's proprietary W-Point and Dr.繁盛 services to dポイント merchants.
• OraclecoreTechnology or IntegrationWatari runs its core W-Point and Dr.繁盛 systems on Oracle Cloud Infrastructure (OCI). Watari's use of Oracle Cloud is featured in Oracle's customer case study library, indicating a significant production workload on OCI for database, compute, and storage services supporting Watari's loyalty platform operations.
• GMO Financial GatecoreTechnology or IntegrationGMO Financial Gate provides payment processing infrastructure that integrates with Watari's multi-payment terminal systems. This partnership enables Watari's merchant partners to accept a wide range of payment methods including credit cards, electronic money, and QR code payments through a single integrated terminal.
• 第一交通産業 GroupflagshipChannel Partner/ Reseller/ Distributor第一交通産業 Group, listed on the Fukuoka Stock Exchange and operating 23 group companies in the taxi and transportation sector across western Japan, is Watari's flagship channel partner for the taxi industry. The group deploys Watari's W-Point membership card system and Dr.繁盛 CRM platform across all 23 companies, serving as a single-contract channel through which Watari's services reach hundreds of taxi-stand locations.
• フレスタ (Fresuta)coreChannel Partner/ Reseller/ Distributorフレスタ, a convenience store chain operating across western Japan, is a core channel partner offering Watari's W-Point common point card system at its store locations. This partnership contributes to the W-Point store network scale of 500+ locations and enables cross-merchant point accumulation for consumers shopping at フレスタ stores.
• 広島ガス (Hiroshima Gas)minorOthersHiroshima Gas, a regional utility company based in Hiroshima, is listed as a Watari business partner. The partnership likely involves joint promotional activities or cross-marketing to the local SME merchant community in the Hiroshima region where Watari maintains its regional office.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• PayPay (SoftBank / Z Holdings): Dominant Japan-wide QR cashless and PayPay Points loyalty platform with 60M+ registered users. Comparable to Watari as a payment-plus-loyalty infrastructure provider, but at vastly greater national scale and with consumer-side reach Watari cannot match.
• NTT DOCOMO (dポォント): Owner of Japan's largest loyalty program (dポォント) with 90M+ members. Watari is itself a DOCOMO authorized dポォント dealer, but DOCOMO competes upstream by offering the same franchise/ASP services directly to large merchants.
• LY Corporation (LINE / LINE Points): Operator of LINE messaging (the platform Watari uses for its LINE membership cards) and LINE Points loyalty. Comparable as the platform-level loyalty provider whose user base dwarf's Watari's LINE-based digital membership service.
• Rakuten Group (Rakuten Points / Rakuten Pay): Operator of Rakuten Points ecosystem and Rakuten Pay QR payments, integrating loyalty across e-commerce, mobile, cards and travel. Comparable as a combined payment-and-loyalty super-app that competes for the same merchant and consumer mindshare as Watari.

Direct peers

• CCC (Culture Convenience Club) / V Point: Long-standing Japan-wide shared loyalty platform (T-Point, now V Point) covering tens of millions of members across retail and F&B. The closest direct competitor to W-Point in operating model, though CCC operates at much larger national scale.

Others

• ValueCommerce: Japanese affiliate and performance-marketing platform. Adjacent peer because it competes for SME marketing budgets and offers point/reward mechanics that overlap conceptually with W-Point, though focused on online rather than in-store loyalty.
• GMO Financial Gate: Payment terminal and processing infrastructure provider partnered with Watari. Adjacent peer because it offers competing multi-payment terminals and merchant acquiring services to many of the same SME merchants Watari serves.

Emerging players

• SATORI: Japanese marketing-automation and CRM platform for B2B and B2C use cases. Comparable as a SaaS CRM/marketing tool targeting Japanese SMEs and competing for the same Dr.繁盛 use cases with more modern cloud-native UX.
• GENIEE: Japanese ad-tech and marketing-automation company offering CRM-adjacent tools and ad platform services. Comparable as a Japan-focused martech vendor pursuing SME marketing budgets in the same wallet as Watari.
• Treasure Data: Customer data platform (CDP) originally from Japan, now global. Comparable to Dr.繁盛 as a customer-data aggregation and analytics layer, though targeting larger enterprise customers than Watari's SME base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Watari