Strategic Entry into the Japanese ServiceNow Consulting Market Through Co-creation

1. Executive Summary:

The Japanese ServiceNow consulting market presents a significant growth opportunity, driven by the increasing demand for digital transformation services across various industries.¹

While the market is characterized by the presence of established global and local players, a differentiated entry strategy focused on co-creation offers a compelling pathway for new entrants.

This approach emphasizes collaborative partnerships with clients, fostering a deeper understanding of their unique needs and enabling the joint development of tailored and innovative ServiceNow solutions.

This report provides a comprehensive analysis of the Japanese ServiceNow consulting market, identifying the top 10 key players, benchmarking their service offerings and co-creation efforts, and highlighting the key market and industry segments ripe for ServiceNow adoption.

Furthermore, it proposes 10 distinct co-creation-focused consulting services designed to address specific market and industry needs, outlines a strategic market entry plan centered on partner development, and evaluates the feasibility, market competitiveness, and potential profitability of this strategy, ultimately offering key recommendations for successful market entry.

2. Introduction: The Opportunity in the Japanese ServiceNow Consulting Market:

2.1. Overview of ServiceNow and its Growing Importance:

ServiceNow stands as a leading cloud-based platform renowned for its ability to streamline digital workflows across diverse business functions, encompassing IT Service Management (ITSM), IT Operations Management (ITOM), Customer Service Management (CSM), and HR Service Delivery (HRSD), among others.³

The platform’s core value proposition lies in its capacity to integrate these traditionally siloed departments onto a unified platform, thereby enhancing operational efficiency, improving service delivery, and driving comprehensive digital transformation initiatives for organizations of all sizes.⁶

The global adoption of ServiceNow has witnessed substantial growth, and this trend is increasingly evident in the Japanese market as businesses recognize the platform’s potential to modernize their operations and maintain a competitive edge.⁷

Forecasts indicate a significant expansion in the ITSM market, a domain where ServiceNow holds a prominent position, further underscoring the platform’s growing importance in the enterprise landscape.⁴

The continuous evolution of ServiceNow, with its expanding suite of applications and capabilities extending beyond traditional IT functions, positions it as a pivotal technology for organizations pursuing holistic digital transformation strategies, consequently fueling the demand for specialized consulting services.⁴

2.2. Potential for New Entrants in the Japanese Market:

Despite the presence of well-established global consulting firms and prominent local IT service providers in the Japanese ServiceNow consulting market, the sustained growth of the market and the ongoing advancements within the ServiceNow platform itself create a dynamic environment that offers opportunities for new entrants with well-defined and differentiated approaches.²

A critical success factor for any new entrant will be a deep understanding of the unique nuances of the Japanese business landscape and its distinct cultural values, particularly the emphasis on strong relationships and trust.⁸

The Japanese market’s preference for tailored solutions, as highlighted by existing players who emphasize customized services to meet specific client requirements ⁶, suggests that a consulting approach centered on close collaboration and customization can resonate strongly with potential clients.

By focusing on emerging needs, addressing underserved segments, and offering innovative engagement models, new firms can carve out a competitive niche and establish a strong foothold in this expanding market.

2.3. Defining “Co-creation” in Consulting Services:

In the context of ServiceNow consulting, “co-creation” signifies a collaborative engagement model where the consulting firm actively involves clients as integral partners throughout the entire lifecycle of a project, from the initial conceptualization and design phases to the final implementation and ongoing optimization.⁹

This approach transcends traditional consulting models, which may often be more advisory or focused solely on implementation, by emphasizing a shared responsibility and mutual contribution to the development of ServiceNow solutions.

The benefits of co-creation are manifold, including a more profound understanding of the client’s specific business challenges and objectives, the joint development of innovative and tailored solutions that precisely meet those needs, enhanced client ownership and buy-in throughout the project, and the fostering of long-term, mutually beneficial relationships built on trust and shared success.¹¹

This collaborative spirit inherent in co-creation aligns particularly well with the relationship-oriented culture often observed in Japanese business practices, potentially offering a significant advantage over firms employing more conventional consulting methodologies.

3. Competitive Landscape: Identifying the Top 10 Players in Japan:

3.1. Identifying Leading Firms from Research Material:

The Japanese ServiceNow consulting market is populated by a diverse set of players, ranging from global consulting powerhouses with significant local operations to established Japanese IT service providers and specialized ServiceNow-focused firms.

Analysis of various sources, including ServiceNow partner awards ¹³, ServiceNow’s partner finder directory ⁵, and information on global consulting firms with a strong presence in Japan ²³, reveals the key contenders in this space.

Furthermore, established Japanese IT vendors like NTT DATA ²⁶, NEC ²⁸, and Hitachi Solutions ²⁹ have built substantial ServiceNow practices.

Specialized players such as Blueship ²¹ and Fidel Technologies ⁶ also demonstrate a focused presence within the Japanese market.

3.2. Top 10 Players in the Japanese ServiceNow Consulting Market:

Based on the analysis of the available research material, the following companies represent the top 10 players in the Japanese ServiceNow consulting market:

Rank	Company
1	Accenture
2	Deloitte
3	EY
4	Fujitsu
5	NTT DATA
6	Hitachi Solutions
7	NEC
8	Capgemini
9	Blueship
10	System Support Inc.

This list comprises a mix of global consulting giants such as Accenture, Deloitte, EY, and Capgemini, which bring extensive international experience and a broad spectrum of services to the Japanese market.

It also includes major Japanese IT vendors like Fujitsu, NTT DATA, NEC, and Hitachi Solutions, leveraging their deep understanding of the local market, established client relationships, and comprehensive IT service portfolios.

Blueship, with its strategic focus on the public sector and innovative combination of ServiceNow with RPA and AI-OCR, represents a specialized local player.

System Support Inc., an early adopter of ServiceNow in Japan, rounds out the top 10 with its broad industry experience and strong professional service offerings.

The presence of both multinational corporations and established local firms underscores the competitive intensity of the Japanese ServiceNow consulting market, highlighting the need for a new entrant to establish a clear and compelling differentiator.

4. Benchmarking Analysis of Key Competitors:

4.1. Range of Services Offered:

A comprehensive review of the top 10 players indicates that the majority offer a full spectrum of ServiceNow consulting services designed to support clients throughout their ServiceNow journey.

This typically includes

• implementation services, encompassing the initial setup and deployment of the ServiceNow platform;

• customization services, tailoring the platform to meet the specific business requirements of each client;

• integration services, connecting ServiceNow with other critical enterprise systems;

• upgrade services, ensuring clients remain on the latest version of the platform and can leverage new features;

• ongoing support and maintenance services to address any issues and ensure the smooth operation of the platform;

• and training services to empower client employees to effectively utilize ServiceNow.⁶

Some players emphasize particular areas of expertise within the ServiceNow suite, such as IT Operations Management (ITOM), Customer Service Management (CSM), or HR Service Delivery (HRSD), showcasing specialized capabilities in these domains.²⁹

For instance, Accenture provides a complete suite of ServiceNow services, spanning strategy development to ongoing managed services, across the entire range of ServiceNow products.¹⁷

Similarly, Deloitte offers end-to-end ServiceNow consulting, implementation, and managed services, with a strong emphasis on enterprise service management and tailored solutions for specific industries.³⁷

This broad service range suggests that a new entrant will likely need to offer a similarly comprehensive portfolio to establish credibility in the market, while also potentially identifying niche areas for specialization to differentiate themselves.

4.2. Strengths in Specific Industries or Market Segments:

The top competitors often demonstrate particular strengths in serving specific industries or market segments within Japan.

• Accenture, for example, highlights its strong presence and expertise in the communications, financial services, public sector, and healthcare industries.³⁶

• Deloitte also focuses on a variety of sectors, including financial services, manufacturing, and the public sector, indicating a broad industry reach.³⁷

• EY showcases its strengths in financial services, manufacturing, technology, media & entertainment, and telecommunications, reflecting a diverse industry focus.²³

• Fujitsu has experience across a wide range of industries, with notable expertise in the finance and manufacturing sectors.⁴³

• NTT DATA demonstrates a strong presence in the public sector, finance, and corporate sectors within Japan, also highlighting its specific work in the pharmaceutical industry.²⁶

• Hitachi Solutions serves various industries, including finance and manufacturing, and uniquely leverages its own IT management platform, JP1, in its solutions.²⁹

• NEC’s initial focus has been on internal corporate transformation and enhancing employee experience, but it is expanding its offerings to other sectors.²⁸

• Blueship has carved out a strong niche in the public sector, particularly serving local governments and municipalities with tailored ServiceNow solutions.³¹

• Fidel Technologies caters to a range of industries, including IT, manufacturing, finance, and healthcare, emphasizing its ability to provide tailored solutions.⁶

Identifying underserved or rapidly growing industry segments within Japan will be a critical consideration for a new entrant looking to establish a strong market position.

4.3. Examples of Co-creation Initiatives and Partnership Strategies:

While the term “co-creation” may not be explicitly used by all competitors, many demonstrate a clear focus on collaboration and partnership in their approach to ServiceNow consulting.

• The EY-ServiceNow Alliance, for instance, emphasizes a “human-centered and experience-driven approach to innovation” ²³, suggesting a collaborative mindset that prioritizes user needs and potentially involves co-creation activities.

• Fujitsu actively collaborates with ServiceNow on customer success programs ⁴⁸ and emphasizes working closely with customers to develop tailored solutions.³³ Their adoption of a “Design Thinking” approach ⁴³ further suggests a methodology that involves client input and collaboration.

• NEC’s partnership with ServiceNow for its “One NEC System” initiative ²⁸ serves as a significant example of a major co-creation effort.

• Hitachi Solutions positions itself as a “co-creation partner for digital business transformation” ⁴⁶ and highlights its collaborative work with ServiceNow on cybersecurity solutions specifically for the manufacturing industry.⁵³

Blueship explicitly states “Advanced IT through co-creation” as its core company message ¹⁰ and emphasizes its approach of combining ServiceNow with RPA and AI-OCR technologies to precisely meet the unique needs of its clients.²¹

Furthermore, Blueship’s close collaboration with and strategic investment from ServiceNow to advance digital transformation in the public sector underscores its strong partnership strategy.⁴⁷

NTT DATA aims to be a “digital innovation partner” for its clients ⁴⁵, highlighting its collaborative efforts with ServiceNow to develop industry-specific solutions.⁵⁶

These examples indicate that while formal co-creation methodologies may vary, a collaborative approach to client engagements and strategic partnerships are prevalent within the Japanese ServiceNow consulting market.

4.4. Unique Technologies or Know-how:

Certain competitors leverage unique technologies or possess specialized know-how that distinguishes their ServiceNow consulting offerings.

• Hitachi Solutions, for example, offers a distinct advantage through its integration capabilities with its proprietary JP1 IT management platform, providing a holistic solution for IT operations.²⁹

• Blueship stands out with its expertise in combining the power of ServiceNow with Robotic Process Automation (RPA) tools like WinActor and Artificial Intelligence-powered Optical Character Recognition (AI-OCR) technologies such as DX Suite to address specific client use cases, particularly within the public sector where paper-based processes may still be prevalent.²¹

• Fidel Technologies differentiates itself by emphasizing its team of bilingual ServiceNow consultants, facilitating seamless communication and understanding in the Japanese market.³

• NTT DATA has enhanced its capabilities through the acquisition of Acorio, a leading ServiceNow-focused consulting firm, bringing valuable consulting methodologies and talent development expertise to its Japanese operations.⁵⁶

• Accenture highlights its strong focus on integrating Generative AI capabilities with the ServiceNow platform, offering cutting-edge solutions leveraging the latest advancements in artificial intelligence.³⁶

These unique technological advantages and specialized knowledge areas demonstrate how established players differentiate themselves in the market. A new entrant should consider developing or highlighting its own unique capabilities to stand out from the competition.

4.5. Pricing Models and Contract Types:

Detailed information regarding the specific pricing models and contract types employed by individual ServiceNow consulting firms in Japan is generally not publicly available.

However, some insights can be gleaned from the research material.

• Cyntexa notes that ServiceNow itself typically operates on a custom quote model, where pricing is tailored to the unique needs, industry, size, and specific product suite required by each business.⁵⁷

• Fidel Technologies mentions offering various types of ServiceNow licenses, including Fulfiller, Approver, and Requester licenses, and also provides support for upgrading existing licenses.⁸

• Dev Technosys highlights its flexible hiring models for ServiceNow professional services, suggesting options such as hourly rates, project-based fees, or dedicated teams.⁵⁸

• Fidel Technologies also offers both onsite and remote support options for ServiceNow implementations and management, indicating different engagement models based on client preferences and needs.⁵⁹

These limited details suggest that a variety of pricing and contract options likely exist in the market, and a new entrant will need to develop a competitive and flexible pricing strategy that aligns with the value proposition of its co-creation-focused services.

4.6. Table: Benchmarking Analysis of Top 10 ServiceNow Consulting Players in Japan:

Company	Range of Services	Key Industry Strengths	Examples of Co-creation/Partnerships	Unique Technologies/Know-how	Notes on Pricing (if available)
Accenture	Full suite (strategy, implementation, integration, managed services)	Communications, Financial Services, Public Sector, Healthcare	Reinvention “with” ServiceNow, focus on understanding business requirements	Strong focus on Generative AI integration with ServiceNow
Deloitte	Comprehensive (consulting, implementation, managed services)	Various industries (Financial Services, Manufacturing, Public Sector)	Co-creation of business value with ServiceNow, “Accelerated Workplace” offering
EY	End-to-end (strategy, implementation, optimization, support)	Financial Services, Manufacturing, Technology, Media & Entertainment, Telecommunications	EY-ServiceNow Alliance with human-centered innovation approach
Fujitsu	Wide range (strategic planning to support), global delivery network	Finance, Manufacturing, Internal DX	Co-creation partner for digital transformation, collaboration with ServiceNow on customer success, “Design Thinking” approach
NTT DATA	Consulting, implementation, support	Public Sector, Finance, Corporate, Pharmaceutical	Digital innovation partner, collaboration with ServiceNow on industry-specific solutions, internal use for “new ways of working”	Leverages Acorio’s consulting and talent development know-how
NEC	Consulting, implementation, support	Internal Corporate Transformation, Employee Experience, expanding to other sectors	Collaboration with ServiceNow for “One NEC System” initiative, aims to return experience to customers
Hitachi Solutions	Implementation, customization, support	Finance, Manufacturing	Co-creation partner for digital business transformation, collaboration with ServiceNow on cybersecurity for manufacturing	Integration with their JP1 IT management platform
Blueship	DX support (portal development, workflow automation, ITSM)	Public Sector (Local Governments)	Advanced IT through co-creation, combines ServiceNow with RPA/AI-OCR, strategic investment from ServiceNow	Expertise in combining ServiceNow with RPA (WinActor) and AI-OCR (DX Suite), “Quady” software
System Support Inc.	Professional services (process consulting, implementation, technical support)	Broad range of industries	Aims to support customers’ ICT environments
Fidel Technologies	Reseller and implementation partner (consultation, planning, deployment, customization, training, support, licensing)	IT, Manufacturing, Finance, Healthcare	Focuses on tailored solutions and connecting customers with the right ServiceNow resources	Strong bilingual support capabilities	Offers various ServiceNow license types, supports upgrades, onsite/remote support

5. Analysis of Japanese Market and Industry Segments for ServiceNow Consulting:

5.1. Key Market Segments in Japan:

The Japanese market for ServiceNow consulting can be broadly segmented based on organizational size, sector, and geographic focus.

Large Enterprises in Japan often possess intricate IT infrastructures and diverse operational needs, necessitating comprehensive and highly customized ServiceNow solutions.

These organizations are typically engaged in large-scale digital transformation initiatives, representing a significant market segment for high-value ServiceNow consulting projects.

In contrast, Small and Medium-sized Enterprises (SMEs) may operate with more constrained budgets and have more specific, often standardized, requirements.

This segment might be particularly receptive to packaged ServiceNow offerings and solutions focused on core functionalities like ITSM or basic CSM.

Fidel Technologies explicitly notes that ServiceNow is an ideal solution for both large and small organizations.⁸

The Public Sector, encompassing government agencies and municipalities across Japan, represents another crucial market segment with a growing emphasis on leveraging technology like ServiceNow to enhance citizen services and improve internal operational efficiency.

Blueship’s strong specialization in providing ServiceNow-based DX support to this sector underscores its importance ³¹, and NEC also highlights the application of ServiceNow for digital workflows in local governments.³⁵

Finally, depending on the specific resources and strategic objectives of a new entrant, a Regional Focus, targeting particular geographic areas within Japan, could be a viable initial market entry strategy.

5.2. Major Industry Segments with High ServiceNow Adoption Potential:

Several key industry segments in Japan demonstrate significant potential for ServiceNow adoption and, consequently, for ServiceNow consulting services. The Manufacturing sector is increasingly leveraging ServiceNow to optimize complex supply chains, enhance overall operational efficiency, and streamline product lifecycle management processes.⁶ Hitachi Solutions’ strong presence and experience in this sector further highlight its importance.²³ The Financial Services industry, facing stringent regulatory requirements and a constant need to enhance security and customer experience, represents another major market for ServiceNow solutions.²³ Several leading consulting firms emphasize their extensive work within this highly regulated sector. The Healthcare and Life Sciences industry is also a significant growth area for ServiceNow, with a focus on improving patient care coordination, managing complex regulatory compliance (particularly within the pharmaceutical sub-sector ²⁶), and streamlining research and development activities.²³ The Telecommunications sector utilizes ServiceNow to enhance customer service management, proactively manage network operations, and facilitate the efficient delivery of new services.²³ As previously mentioned, the Public Sector remains a critical industry segment with unique needs and opportunities for ServiceNow adoption.³¹ Finally, Technology Providers themselves represent a potential market, both as direct users of ServiceNow to manage their own operations and as potential partners or clients seeking ServiceNow solutions to offer to their own customer base.⁴⁰

5.3. Specific Needs and Opportunities within these Segments:

Understanding the specific needs and opportunities within each of these market and industry segments is crucial for tailoring effective ServiceNow consulting services. Large Enterprises in Japan often require complex integrations between ServiceNow and their existing legacy systems, custom application development to address unique business processes, and strategic advisory services to guide their large-scale digital transformation initiatives. This segment offers the opportunity for long-term, high-value consulting engagements. SMEs, on the other hand, typically seek more cost-effective and easier-to-implement solutions, often focusing on core ServiceNow modules such as ITSM for managing IT support or basic CSM for enhancing customer interactions. This segment presents an opportunity for standardized service packages and scalable support models. The Public Sector in Japan has unique requirements often driven by government regulations and a strong focus on delivering efficient and accessible citizen-centric services. This creates opportunities for consulting services specializing in portal development, workflow automation for administrative processes, and solutions that enhance transparency and accountability. Each of the major Industry Segments also presents distinct needs that ServiceNow can address. For example, in manufacturing, the focus might be on optimizing supply chain visibility and efficiency; in financial services, compliance and security are paramount; in healthcare, improving patient outcomes and managing electronic health records are key priorities; and in telecommunications, enhancing customer experience and managing network infrastructure are critical. The overarching trend of digital transformation across all sectors in Japan ¹ signifies a robust and growing demand for ServiceNow consulting expertise across these diverse segments.

6. Proposed Co-creation-Focused ServiceNow Consulting Services (10 Services):

6.1. Service 1: “Visioning Workshop for Digital Transformation with ServiceNow”:

• Content: This service involves facilitating a highly collaborative workshop with key stakeholders from the client organization. The primary objective is to jointly define a clear and compelling vision for their digital transformation journey, specifically exploring how the ServiceNow platform can serve as a strategic enabler. The workshop will focus on identifying critical business pain points, brainstorming potential solutions leveraging ServiceNow capabilities, and fostering a shared understanding of the desired future state.
• Target Segment: Large Enterprises, Public Sector.
• Co-creation Benefits: By involving key stakeholders from both business and IT functions in the visioning process, this service ensures alignment from the very outset of the engagement. It fosters a sense of shared ownership and commitment to the transformation journey, increasing the likelihood of successful adoption and impactful outcomes.
• Differentiation: Unlike traditional consulting engagements that might begin with a more top-down assessment, this service prioritizes collaborative strategic alignment. It moves beyond purely technical evaluations to address the broader business context and ensure that the ServiceNow implementation is strategically driven and aligned with overarching organizational goals.

6.2. Service 2: “Agile ServiceNow Solution Blueprinting”:

• Content: This service employs agile methodologies to collaboratively design the ServiceNow solution in close partnership with the client’s teams. The process involves joint creation of the solution backlog, collaborative sprint planning sessions, and the establishment of frequent feedback loops to ensure continuous alignment with evolving client needs and priorities.
• Target Segment: All segments.
• Co-creation Benefits: The agile approach, with its emphasis on iterative development and continuous client involvement, allows for maximum flexibility and adaptability throughout the solution design process. Client feedback is actively sought and incorporated at each stage, ensuring that the final solution precisely meets their evolving requirements and delivers tangible business value.
• Differentiation: This service distinguishes itself by its strong emphasis on iterative development and the active, ongoing involvement of the client in the solution blueprinting process. This contrasts with more traditional waterfall methodologies where the design is often finalized upfront with less opportunity for client input during the development stages.

6.3. Service 3: “Citizen Developer Enablement Program for ServiceNow”:

• Content: This program focuses on empowering client employees to become proficient in utilizing ServiceNow’s low-code/no-code development capabilities. The service includes comprehensive training programs, ongoing mentoring, and the provision of best practices to enable client personnel to build and customize their own applications and workflows on the ServiceNow platform. The consulting team provides guidance and support to ensure adherence to governance standards and architectural best practices.
• Target Segment: Large Enterprises, potentially SMEs.
• Co-creation Benefits: By enabling citizen developers within the client organization, this service fosters a culture of innovation and self-sufficiency. It reduces the client’s long-term reliance on external consultants for minor modifications and the development of simple applications, allowing their internal teams to rapidly address their own specific needs and drive continuous improvement on the platform.
• Differentiation: This service stands out by its explicit focus on building internal client capabilities for long-term self-management and innovation on the ServiceNow platform. It emphasizes knowledge transfer and empowerment, rather than solely focusing on external solution delivery.

6.4. Service 4: “Industry-Specific ServiceNow Innovation Labs”:

• Content: This service involves the establishment of dedicated innovation labs, either virtual or physical, where the consulting team’s ServiceNow experts collaborate closely with client subject matter experts from a specific industry (e.g., manufacturing, financial services). The objective is to jointly develop cutting-edge and innovative ServiceNow solutions that are precisely tailored to address the unique challenges and capitalize on the specific opportunities within that industry.
• Target Segment: Manufacturing, Financial Services, Healthcare.
• Co-creation Benefits: This dedicated collaborative environment facilitates a deep exchange of industry-specific knowledge and best practices between the consulting team and the client’s internal experts. This synergy leads to the development of highly specialized and impactful ServiceNow solutions that are deeply rooted in the realities of the client’s industry.
• Differentiation: This service offers a unique and focused approach by creating a dedicated space for collaborative innovation within a specific industry context. This allows for the development of highly specialized solutions that go beyond generic platform implementations.

6.5. Service 5: “ServiceNow Integration Co-Development Framework”:

• Content: This service provides a structured and collaborative framework for jointly developing seamless integrations between the ServiceNow platform and other critical enterprise systems that the client utilizes, such as ERP (Enterprise Resource Planning) and CRM (Customer Relationship Management) systems. The framework outlines shared responsibilities for design, development, testing, and deployment of these integrations.
• Target Segment: Large Enterprises, SMEs with complex system landscapes.
• Co-creation Benefits: By involving the client’s IT and business teams in the integration development process, this service ensures a deep understanding of the existing systems and their data structures. It leverages the client’s internal knowledge to create robust and effective integrations that facilitate seamless data flow and process automation across the enterprise.
• Differentiation: This service emphasizes a truly collaborative approach to often complex integration projects. It moves beyond simply implementing integrations based on client requirements to actively engaging the client in the entire development lifecycle, fostering better understanding and ownership.

6.6. Service 6: “ServiceNow Performance Optimization Partnership”:

• Content: This service establishes an ongoing partnership where the consulting team’s ServiceNow performance experts work side-by-side with the client’s internal ServiceNow administrators. The focus is on continuously monitoring the health and performance of the client’s ServiceNow platform, conducting joint analysis to identify potential bottlenecks and areas for improvement, and collaboratively implementing optimization strategies.
• Target Segment: All segments with existing ServiceNow deployments.
• Co-creation Benefits: This long-term collaborative engagement ensures that the client’s ServiceNow investment consistently delivers maximum value over time. By working together, the consulting team and the client’s administrators can proactively identify and address performance issues, ensuring the platform remains efficient and responsive to evolving business needs.
• Differentiation: This service distinguishes itself by its emphasis on a sustained, collaborative partnership focused on the continuous optimization of the client’s ServiceNow environment. It’s not a one-time optimization project but an ongoing commitment to joint improvement.

6.7. Service 7: “Co-Managed ServiceNow Support Services”:

• Content: This service offers a hybrid support model where the consulting team provides expert-level ServiceNow support and strategic guidance, working in close collaboration with the client’s internal IT support team. The consulting team acts as a Tier 3 or specialized support function, handling complex issues and providing mentorship to the client’s Tier 1 and Tier 2 support personnel.
• Target Segment: All segments.
• Co-creation Benefits: This model provides the client with access to specialized ServiceNow expertise while simultaneously building the capabilities and knowledge of their internal IT support team. It fosters a collaborative support environment where knowledge is shared and the client’s team becomes more self-sufficient over time.
• Differentiation: This service offers a flexible and collaborative approach to ServiceNow support, blending external expertise with internal team development. It’s a partnership in problem-solving and knowledge building.

6.8. Service 8: “ServiceNow Upgrade and Enhancement Collaborative Program”:

• Content: This program involves jointly planning and executing ServiceNow platform upgrades and the implementation of new features and enhancements. Client stakeholders are actively involved in the entire process, from understanding the benefits of the new release to participating in testing and validation to ensure a smooth and successful transition.
• Target Segment: All segments with existing ServiceNow deployments.
• Co-creation Benefits: By actively involving client stakeholders in the upgrade and enhancement process, this service ensures that the client fully understands the value of the new features and that the upgrade is tailored to their specific needs and priorities. It fosters a sense of ownership and encourages greater adoption of the platform’s evolving capabilities.
• Differentiation: This service stands out by making the upgrade and enhancement process a collaborative effort. It’s not just a technical implementation but a joint undertaking to maximize the benefits of the ServiceNow platform.

6.9. Service 9: “ServiceNow Center of Excellence (CoE) Co-Creation and Mentoring”:

• Content: This service focuses on collaborating with the client to establish or significantly enhance their internal ServiceNow Center of Excellence (CoE). The consulting team works jointly with the client to develop best practices, define governance frameworks, create tailored training programs for their employees, and provides ongoing mentoring and support to ensure the long-term success and sustainability of the CoE.
• Target Segment: Large Enterprises.
• Co-creation Benefits: By co-creating the CoE, this service empowers the client organization to develop deep internal expertise and establish effective governance over their ServiceNow platform. This reduces their long-term reliance on external consultants and fosters a culture of continuous improvement and innovation within their own teams.
• Differentiation: This service emphasizes a collaborative approach to building a sustainable internal ServiceNow CoE. It’s about empowering the client to become self-sufficient in managing and evolving their ServiceNow platform.

6.10. Service 10: “ServiceNow Value Realization and ROI Co-Assessment”:

• Content: This service involves a collaborative effort between the consulting team and the client’s business and IT teams to jointly define key performance indicators (KPIs) that align with their strategic objectives. They then work together to track the tangible business value derived from the client’s ServiceNow investments and conduct periodic ROI (Return on Investment) assessments to measure the effectiveness of the platform and identify areas for further optimization.
• Target Segment: All segments.
• Co-creation Benefits: By involving both business and IT stakeholders in the value realization process, this service ensures that the ServiceNow implementation is directly linked to achieving strategic business outcomes. It fosters a shared understanding of the platform’s impact and provides data-driven insights for future investment decisions and optimization efforts.
• Differentiation: This service distinguishes itself by its collaborative approach to measuring and maximizing the return on investment in ServiceNow. It’s about demonstrating tangible business value through a joint assessment process.

7. Market Entry Strategy and Partner Development:

7.1. Phased Market Entry Approach:

A prudent market entry strategy for a new ServiceNow consulting firm in Japan, particularly one emphasizing co-creation, would involve a phased approach to minimize risk and allow for focused resource allocation and learning.

• Phase 1 could focus on targeting a specific industry segment where the new firm possesses pre-existing expertise or can rapidly build credibility (e.g., manufacturing or the public sector). The initial service offerings could center around the “Visioning Workshop” and “Agile ServiceNow Solution Blueprinting” services, designed to quickly establish initial client relationships and demonstrate the value of the collaborative co-creation approach.

• Phase 2 would involve gradually expanding the portfolio of co-creation services based on observed market demand and the firm’s growing capabilities. Services like “Citizen Developer Enablement” and “Industry-Specific ServiceNow Innovation Labs” could be introduced to cater to more specific and evolving client needs. Finally,

• Phase 3 would focus on actively pursuing strategic partnerships with complementary technology providers or established system integrators within Japan to broaden market reach and expand the firm’s service delivery capabilities. Exploring potential collaborations with ServiceNow Japan itself would also be a key aspect of this phase. This structured, phased approach allows the new entrant to gain traction, build a strong reputation, and strategically expand its presence in the Japanese ServiceNow consulting market.

7.2. Building a Co-creation-Centric Brand:

To effectively penetrate the Japanese ServiceNow consulting market, the new entrant must cultivate a brand identity that clearly communicates its core philosophy of co-creation and highlights the tangible benefits this approach offers to potential clients.

This involves developing targeted marketing materials, including a professional website, that explicitly articulate the firm’s commitment to collaborative partnerships and the unique advantages of its co-creation methodology.

Showcasing compelling case studies and client testimonials that specifically demonstrate successful co-creation engagements and the positive outcomes achieved will be crucial for building trust and credibility.

Actively participating in relevant industry events, hosting webinars, and publishing thought leadership content that emphasizes the value of co-creation in the context of ServiceNow implementations will further enhance brand visibility and attract clients who prioritize collaboration and partnership in their digital transformation initiatives.

7.3. Identifying and Engaging Co-creation Partners (Clients):

The success of a co-creation-focused strategy hinges on identifying and engaging clients who are genuinely receptive to a collaborative partnership model and possess the internal expertise that can be effectively leveraged in the co-creation process.

The new firm should proactively target organizations that demonstrate a clear willingness to collaborate, value open communication, and recognize the benefits of actively participating in the development of their ServiceNow solutions.

Networking at industry-specific events, leveraging professional connections, and conducting targeted outreach to organizations that align with the firm’s ideal client profile will be essential.

Offering initial introductory workshops or preliminary assessments at a reduced cost can serve as an effective way to showcase the tangible value and unique benefits of the co-creation approach and encourage potential clients to experience the collaborative process firsthand.

7.4. Building Trust and Long-Term Relationships:

In the Japanese business culture, building strong trust and fostering long-term relationships are paramount to achieving sustained success.

For a new ServiceNow consulting firm entering the market with a co-creation model, prioritizing transparency and maintaining open communication throughout every client engagement will be critical.

Establishing clearly defined roles and responsibilities for both the consulting team and the client’s internal teams from the outset will ensure mutual understanding and accountability.

A consistent focus on delivering measurable results and explicitly demonstrating the tangible value generated through the co-created ServiceNow solutions will further solidify client trust.

Actively soliciting regular feedback from clients and demonstrating a willingness to adapt the approach based on their input will not only enhance client satisfaction but also strengthen the long-term partnership.

By consistently prioritizing these relationship-building principles, the new entrant can cultivate enduring client loyalty and establish a strong foundation for future growth in the Japanese market.

8. Feasibility, Market Competitiveness, and Profitability Assessment:

8.1. Feasibility:

The Japanese ServiceNow consulting market presents a feasible entry point for a new firm, primarily due to its substantial size and projected continued growth, indicating a robust underlying demand for ServiceNow expertise.²

The proposed co-creation model offers a distinct advantage by aligning with the Japanese business culture’s emphasis on partnership and tailored solutions.

The feasibility of this strategy will significantly depend on the new firm’s ability to assemble a team that possesses not only deep technical expertise in the ServiceNow platform but also strong collaborative and communication skills essential for effective co-creation engagements.

If the new firm can effectively articulate the unique value proposition of its co-creation approach and successfully cultivate strong, collaborative relationships with its clients, market entry is indeed a feasible undertaking.

8.2. Market Competitiveness:

The Japanese ServiceNow consulting market is undeniably competitive, characterized by the strong presence of well-established global consulting firms and prominent local IT service providers, as identified in Section 3.

To succeed in this environment, the new entrant must effectively leverage its co-creation focus as a key differentiator, clearly articulating the advantages of this collaborative approach over more traditional consulting models that may be perceived as less client-centric.

Initially focusing on specific industry niches where the new firm can rapidly build specialized expertise and demonstrate tangible value can also be a strategic way to compete effectively against larger, more generalist firms with broader market coverage.

Ultimately, the new firm’s ability to successfully position its co-creation model as a superior and more effective way to achieve digital transformation with ServiceNow within the specific context of the Japanese market will determine its competitiveness.

8.3. Profitability:

Consulting services, particularly in specialized and high-demand areas like ServiceNow, typically offer attractive profit margins.

The co-creation model has the potential to enhance profitability by fostering higher levels of client satisfaction, which can lead to longer-term engagements, repeat business, and positive referrals.

Key cost considerations for the new firm will include team salaries, marketing and sales expenses associated with building brand awareness and acquiring clients, and any potential costs related to establishing strategic partnerships.

Developing a competitive yet value-based pricing strategy that accurately reflects the benefits and unique aspects of the co-creation approach will be crucial for achieving profitability.

Referencing available data on ServiceNow developer rates in Japan ⁶⁴ can provide valuable insights for estimating personnel costs and informing the pricing strategy.

With a well-defined service portfolio, effective marketing efforts that resonate with the target audience, and a competitive pricing structure that highlights the value delivered through co-creation, achieving profitability in the Japanese ServiceNow consulting market is a realistic goal.

9. Conclusion and Recommendations:

The Japanese ServiceNow consulting market presents a compelling opportunity for a new entrant, particularly one that strategically positions itself around a co-creation-focused service delivery model.

While the market is competitive, the growing demand for digital transformation and the Japanese business culture’s emphasis on partnership create a favorable environment for a firm that prioritizes collaborative client engagements.

The proposed portfolio of 10 co-creation-focused ServiceNow consulting services is designed to address specific needs and opportunities within key market and industry segments in Japan.

To successfully enter and thrive in this market, the new firm should prioritize the following recommendations:

• Build a High-Performing Team: Recruit and develop a team of consultants who possess both deep technical expertise in the ServiceNow platform and exceptional collaborative, communication, and client management skills essential for the co-creation model.

• Clearly Articulate the Value Proposition: Develop compelling marketing and sales messaging that clearly communicates the unique benefits and advantages of the co-creation approach compared to traditional ServiceNow consulting services.

• Focus on Strategic Niches: Initially target specific industry segments where the new firm can rapidly build expertise, demonstrate early success, and establish a strong reputation.

• Prioritize Relationship Building: Place a strong emphasis on building trust, fostering open communication, and cultivating long-term, mutually beneficial relationships with clients.

• Embrace Continuous Adaptation: Actively solicit client feedback and continuously adapt and refine service offerings and delivery methodologies to meet the evolving needs of the Japanese market.

By adhering to these recommendations and consistently delivering high-value ServiceNow solutions through a collaborative co-creation approach, a new entrant can successfully penetrate the Japanese market, establish a strong competitive position, and achieve sustainable growth and profitability.

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