To Individual Investors

Business Summary

As an independent mobile phone sales agent, Bell-Park Co. is engaged in the business of selling information and communication equipment and services and comprises two business segments: Carrier Shops and Corporate Solutions.

Carrier Shops

We operate carrier shops based on agency consignment agreements with communications carriers. (In fact, very few shops are directly operated by communications carriers; most are run by sales agents.) Carrier shops offer a wide range of services, including selling smartphones, providing related services, accepting repairs, changing plans and other after-sales services, as well as assisting first-time smartphone users.

*SoftBank Shops, au Shops and Y!mobile Shops directly operated as primary agents, while docomo Shops are operated as secondary agents.

No. of Carrier Shops (As of Dec 31,2023)

Corporate Solutions

The Corporate Solutions provides mobile phone services and various solution services to corporate customers. To support the further development of our customers’ businesses, we offer a wide range of customer-oriented services, from consultation on the introduction of corporate mobile phones and cost reductions, to support for the introduction of telework and proposals to improve overall business efficiency.

Business Model

The mobile phone industry is divided into several sectors that perform different roles. Manufacturers produce handsets, communications carriers build networks and create service plans, and sales agents sell these products and services through direct contact with customers. Major Sources of Earnings are (1) Sales commissions, (2) Renewal commissions, (3) Fees for various tasks and (4) Other support payments.

Major Sources of Earnings

(1) Sales commissions

We earn a profit by selling handsets at prices below our cost and then offsetting this loss by receiving sales commissions. The amount of each sales commission depends on the category of the sale (new subscribers or replacement handsets, etc.) and the type of service plan.

(2) Renewal commissions

We receive a percentage of the monthly communication charges that customers pay as consistent source of revenue. The size of renewal commissions grows with the number of customers who use handsets we sold for a long time.

(3) Fees for various tasks

We charge fees for intermediary services such as optical line services, electrical contracts, and follow-up services such as service plan alteration and handset repair.

(4) Other support payments

We receive support payments from carriers for marketing activities at shops and shop staff. These payments vary depending on the performance based on sales and customer satisfaction.

Strengths of Bell-Park

Consulting skills for face-to-face customer services

Recruitment and training of talented people

Personnel able to provide outstanding hospitality and consulting skills is important in carrier shops.Bell-Park group is constantly recruiting talented individuals, whether recent graduates or people with job experience. Through a systematic training menu provided by a dedicated training team and on-the-job training at training shops, we are enhancing our education system so that even inexperienced staff can become professionals, and we are also focusing on the acquisition of shop staff certification by telecommunications carriers. In addition to the operational skills of carrier shops, We established in-house qualification system, the “Digitization Certification” to improve the consulting skills of shop staff by deepening their knowledge of digital peripherals and services.

Bell-Park Recruitment Site
(Introduction of education and training system)

Improving customer service skills

To accomplish the goal of providing the best customer service in Japan, the Bell-Park Group is using feedback from customer surveys and other sources to improve how personnel interact with customers and to provide a better environment at shops. In addition, we have established a unique internal program called Best Mobile Concierge certification program to recognize outstanding performance by shop personnel based on comments from surveys completed by customers. In 2015-2023, eight Bell-Park employees were grand prize winners in a customer service contest for Softbank and Y!mobile shops.

BMC(Best Mobile Concierge) Certification Badges

Customer service contest sponsored by Softbank

A regionally focused shop network

Bell-Park had 349 stores at the end of December 2023 and about 80% of these shops were located in the Kanto, Tokai and Kansai areas. By expanding the shop network and promoting dominance in each trade area, We are building a highly profitable shop network by increasing the effectiveness of sharing management resources and best practices.

Expansion of shop network

We have used our sound financial base to make 100 over acquisitions over the years for the purpose of enlarging our shop network.
Expertise gained from these acquisitions allows us to efficiently integrate new operations into our group, individuals who belonged to acquired companies and their operations are making a big contribution to our performance.

Domination of each trade area

In view of the market environment, We are improving operational efficiency by promoting the dominance of each trade area through scrap-and-build, such as integrating neighbouring shops, exchanging shops with other agencies and closing unprofitable shops.

No. of carrier shops by region (End of December 2023)

Sound financial base

Net assets was 31.9 billion yen (equity ratio: 67.2%), and net cash was 19.6 billion en as of December 2023. We will maintain a stable financial base and prepare for future business expansion opportunities.

(million yen)

* Net cash ＝ Cash and deposits – Interest-bearing debt