Phonogram

What Phonogram does

Phonogram (株式会社フォノグラム) is a Hiroshima, Japan-based private corporation founded in 2006 that provides web strategy consulting, digital marketing, web design and development, e-commerce, digital transformation (DX), and AI/generative AI implementation services, primarily to small and mid-sized enterprises across Japan with a regional concentration in the Chugoku-Shikoku area. The company operates a sales-led go-to-market model centered on free consultation sessions, content marketing through its owned media column '転ばぬ先の杖' (with 60+ articles and downloadable whitepaper templates), and direct engagement from its Hiroshima headquarters that includes a permanent in-person consultation corner. Phonogram has completed over 10,360 client projects since founding and received more than 7,900 consultation cases over 19 years of operation.

Phonogram's product portfolio spans six core service modules (recruitment marketing and employer branding, sales-mechanism building, e-commerce and monetization, DX and operational efficiency, web asset management and growth, and AI/generative AI utilization) plus proprietary technology products including AUN, a free browser-based annotation and revision-instruction tool for web production workflows; Power Movie, a three-tier video production service that converts PowerPoint materials into promotional videos; and the '甘辛ディレクションロード' communication board game sold for ¥10,000 via the BOOTH marketplace. The company also plans to publicly release its internal '守護神' (Shugoshin) monthly employee-appreciation matching system as a free cloud service in summer 2025. Existing clients are served through the TOKOTON tools portal at tokoton.tools.

The company employs approximately 40 people and operates as a privately-held Kabushiki Kaisha with no disclosed external funding, no parent company, and no M&A activity. Phonogram's revenue model is predominantly professional services (project-based and retainer consulting) with limited subscription components (ongoing web maintenance) and minor one-time product sales (board game). Named customers span cooperatives (Hiroshima COOP), aluminum manufacturing (Nishikin Tech), shipbuilding (Etajima Kaiun), chemicals (Nihon Chemical), construction (Tsukasa Construction), IT services (Hiroshima Joho Symphony), and other industries, with the deepest engagement being a continuous web support partnership with Hiroshima COOP since 2011. The company holds Privacy Mark certification for personal information handling.

Name

Phonogram

Legal name

株式会社フォノグラム

Website

https://phonogram.co.jp

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Phonogram is a Hiroshima-based private IT firm founded in 2006 that provides web strategy consulting, digital marketing, web design, DX, and generative AI advisory services to Japanese SMBs, complemented by proprietary tools including the AUN annotation platform and Power Movie video service.

Ownership category

akta.pro rank

Headquarters

HQ city

Hiroshima

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Web Strategy Consulting & Planning: Strategic consulting services for web-based customer acquisition, brand building, and digital marketing. Provided on a project or retainer basis.
2. Web Design & Development: Website production, redesign, and CMS implementation services for corporate sites, recruitment sites, and e-commerce.
3. DX & AI Implementation: Digital transformation consulting and generative AI adoption services, helping clients integrate AI into business operations.
4. Web Support & Maintenance: Ongoing website maintenance, content updates, and growth optimization services with monthly retainer arrangements.
5. Advertising & Promotion: Web advertising planning and management services including Google ads, Yahoo! ads, and meta advertising.
6. Video Production (Power Movie): Video production service converting existing PowerPoint materials into animated or live-action promotional videos, available in three plan tiers.
7. Board Game Sales (甘辛ディレクションロード): Sale of the company's proprietary web direction board game at ¥10,000 per unit via BOOTH marketplace.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Phonogram is a Hiroshima-based web strategy consulting firm that helps small and mid-sized Japanese businesses build sales-generating websites, recruitment marketing sites, and digital sales channels. The firm offers six core service modules covering digital marketing, recruitment branding, e-commerce/online sales, DX/AI adoption, and ongoing web asset management, supported by a 'knee-to-knee' hands-on engagement model. The company also develops and sells its own digital products including the AUN browser-based annotation tool, the Power Movie video production service, and the Amakara Direction Road board game.

Product overview

Phonogram is a Hiroshima-based web strategy and digital marketing company founded in 2006, offering a suite of six interconnected service modules: recruitment marketing and employer branding, sales mechanism building (digital marketing), e-commerce and monetization, DX and operational efficiency, web asset management and growth, and AI development and generative AI utilization. The company also develops and offers its own digital products including the free browser annotation tool AUN, the Power Movie video production service (with three plan tiers), and the board game '甘辛ディレクションロード'. Content marketing is a core strategy, supported by the owned media brands '転ばぬ先の杖' (column with downloadable templates) and '楽しさ研究所' (creative lab), while the internal culture tool '守護神' is planned for public release as a free cloud service. Existing clients are served through the TOKOTON tools portal.

Differentiator

Problem solved

Functional benefit

Brands

• AUN: ウェブページの修正指示をブラウザ上で直接行えるクラウドツール。制作現場でのページ修正指示を効率化するサービス。
• Power Movie（パワームービー）
• LEAD（リード）
• 守護神

Products and services

• Recruitment Marketing & Branding (採用マーケティング・ブランディング) Recruitment marketing and employer branding service that helps clients attract and secure desired talent through targeted web strategies, corporate site redesign, and recruitment content development. For Japanese SMEs and mid-market firms struggling to reach candidates online.
• Digital Marketing / Sales Mechanism Building (売れる仕組みづくり) Digital marketing service focused on building sales-generating mechanisms through web strategy, SEO, web advertising, and conversion rate optimization. For Japanese businesses seeking to grow online revenue.
• E-commerce & Monetization (オンライン販売(EC)&収益化) E-commerce setup and monetization service covering online store development, sales channel strategy, and revenue maximization for digital sales operations. For businesses moving into or growing online sales.
• DX & Business Efficiency (DX & 業務効率化) Digital transformation and business process optimization consulting service helping clients automate workflows and integrate digital tools into their operations. For Japanese companies undertaking DX initiatives.
• Web Asset Management & Growth (Web資産の運用 & 成長) Web asset management and growth service providing ongoing website maintenance, content updates, analytics reporting, and continuous performance improvement on a monthly retainer basis.
• AI Development & Generative AI Utilization (AI開発・生成AI活用) AI development and generative AI utilization advisory service, including internal generative AI operations and client-facing consulting to integrate AI into marketing and business workflows. For Japanese companies adopting AI/DX.
• AUN (アウン) — Web annotation and revision instruction tool Free browser-based annotation and memo collaboration tool that allows users to write notes and correction requests directly on web pages, facilitating communication between clients and web production teams.
• Power Movie (パワームービー) — Video Production Service Video production service that converts existing sales presentation materials into promotional videos. Offers three plan tiers: Plan A (template-based animation), Plan B (original animation), and Plan C (live-action filming). For businesses producing sales and promotional video content.
• Amakara Direction Road (甘辛ディレクションロード) — Web Direction Board Game Communication-style board game simulating web direction work experiences. Players role-play a web director managing a team of engineers, designers, and coders to complete a web project. Sold for ¥10,000 per unit via BOOTH marketplace.
• TOKOTON tools (トコトンツールズ) — Client Service Portal Client-only web management and support portal where existing clients can submit requests, track projects, and access support services.

Quantifiable outcome

• Over 10,360 client engagements since founding in 2006
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• 生協ひろしま (Hiroshima COOP)coreStrategic or Co-development PartnerMulti-year ongoing web support partnership since 2006. Phonogram and Hiroshima COOP operate as a 'mixed team' with monthly meetings (60+ sessions) to continuously improve the website, implement mobile optimization, and grow online engagement. This is a flagship long-term engagement demonstrating Phonogram's ongoing support model.
• X (Twitter)minorGTM or Marketing PartnerPhonogram maintains an official X account (@phonogram) for social media marketing and brand communication.
• InstagramminorGTM or Marketing PartnerPhonogram maintains an official Instagram account (@phonogram_hiroshima) for visual brand content and engagement.
• FacebookminorGTM or Marketing PartnerPhonogram maintains a Facebook page (phonogram.co.jp) for brand presence and content distribution.
• note (note.com)minorGTM or Marketing PartnerPhonogram operates a company note page (phonogram_note) for publishing articles and insights from team members.
• BOOTH (pixiv)minorChannel Partner/ Reseller/ DistributorThird-party marketplace platform used for selling the '甘辛ディレクションロード' board game product.
• ひろクリギルド (Hiro-Cre Guild)minorGTM or Marketing PartnerPhonogram participates in the Hiroshima Creative Guild community events and seminars as a speaker/presenter.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Adways Inc. (アドウェイズ): Tokyo-listed Japanese digital advertising and marketing firm spanning affiliate, web ads, and analytics. Comparable in offering integrated digital marketing services to Japanese brands.
• CARTA HOLDINGS (formerly Septeni Holdings): Tokyo-listed Japanese digital advertising holding company with agency, media, and ad-tech operations. Highly comparable to Phonogram in digital marketing service delivery and Japanese SMB targeting.
• Members Co., Ltd. (メンバーズ): Tokyo-listed Japanese digital marketing agency focused on SMB and mid-market clients across web consulting, content, and digital transformation. Closely comparable service mix (strategy + execution + DX) and similar SME target audience.
• Fullspeed Inc. (フルスピード): Tokyo-listed Japanese digital marketing agency delivering affiliate marketing, web advertising, and digital consulting. Comparable in offering Japanese SMBs integrated web marketing services spanning strategy through execution.
• Digital Holdings Inc. (formerly FreakOut Holdings): Tokyo-listed Japanese digital advertising and marketing group with agency operations in programmatic advertising, digital creative, and consulting. Directly comparable service overlap with Phonogram's advertising and web consulting lines.

Broad incumbents

• GMO AD Partners Inc. Tokyo-listed Japanese digital advertising affiliate of GMO Internet Group operating ad-tech platforms and digital marketing services. Broader incumbent in adjacent web marketing domain.
• Dentsu Digital Inc. (電通デジタル): Tokyo-based large enterprise digital marketing and consulting arm of Dentsu Group, serving major advertisers across Japan. Much larger scale than Phonogram but operates in the same digital strategy, web consulting, and DX domains.
• Hakuhodo DY Holdings (博報堂DYホールディングス): Tokyo-listed Japanese advertising and marketing group with extensive digital service capabilities. Broad incumbent with overlapping web strategy and digital marketing offerings to enterprise clients.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/phonogram
• Facebookfacebook.com/phonogram.co.jp
• Instagraminstagram.com/phonogram_hiroshima
• LinkedInlinkedin.com/company/phonogram-inc-

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Phonogram