[Event Report] "Challenging New Frontiers with Extended Warranties" - Three-Company Roundtable Discussion Held

Techmark Japan Co., Ltd. (Headquarters: Sumida-ku, Tokyo, President and CEO: Toshiya Hasegawa), which designs and operates extended warranty systems, held a "Challenging New Frontiers with Extended Warranties: Three-Company Roundtable Discussion" on Wednesday, June 17, 2026. The event featured Mr. Toshiaki Hirose, President of Shimamura Music Co., Ltd., and Mr. Koichi Ando, President of Vision Megane Co., Ltd.

The day began with an overview of Techmark Japan and an explanation of its extended warranty system, followed by case studies from Shimamura Music and Vision Megane. The three-company discussion explored the potential of extended warranties beyond mechanical domains such as home appliances and automobiles, customer needs reaching the front lines, and the creation of touchpoints for consultation even after sales.

Shimamura Music introduced its system in response to customer inquiries about extended warranties for electronic piano purchasers, and subsequently expanded its coverage to guitars and synthesizers. Vision Megane shared how they developed their system over approximately a year and a half, in the absence of similar domestic cases, as a mechanism to address post-purchase concerns such as vision, damage, and loss, which also serves as an opportunity for repeat visits and consultations.

Event Overview

[Name]

Three-Company Roundtable Discussion: Challenging Non-Mechanical Domains with Extended Warranties

[Date and Time]

Wednesday, June 17, 2026, 10:15 AM - 11:15 AM (Reception opens 9:45 AM)

[Venue]

10th Floor, Kinshicho Arc West (1-2-4 Kinshi, Sumida-ku, Tokyo)

[Speakers]

- Toshiya Hasegawa, President and CEO, Techmark Japan

- Atsushi Kosaka, General Manager, Sales Department, Techmark Japan

- Toshiaki Hirose, President, Shimamura Music Co., Ltd.

- Koichi Ando, President, Vision Megane Co., Ltd.

[Content]

Greetings, Explanation of Extended Warranty System, Company Presentations, Three-Company Discussion, Q&A, Photo Session

Techmark Japan Discusses the Potential of Extended Warranty Systems

◇ Opening and System Explanation

At the outset, our representative, Mr. Hasegawa, took the stage to introduce Techmark Japan's business overview. As an extended warranty company wholly owned by AIG Japan Holdings Inc., the company supports clients from the design and development of warranty systems tailored to their marketing strategies, to improvements in operational flow and control of operating and repair costs. Mr. Hasegawa highlighted their over 30 years of experience, custom-designed solutions for each company, and the utilization of enrollment and repair data.

Following this, Mr. Kosaka, our Sales Department Manager, explained the basic mechanism of the extended warranty system. It provides repair services for breakdowns and malfunctions after the manufacturer's warranty period expires, offering peace of mind to purchasers by alleviating concerns about high-value purchases. Our company views extended warranties not merely as repair services, but also as marketing tools that enhance customer experience for adopting companies and lead to repeat purchases or upgrades.

However, a challenge lies in expanding the value of extended warranties beyond areas where they are already somewhat established among consumers, such as home appliances, automobiles, home equipment, and smartphones. This roundtable discussion introduced case studies of their implementation in non-mechanical domains like musical instruments and eyewear.

Shimamura Music Case Study: Ensuring Musical Instruments Last Longer

For the Shimamura Music case study, President Hirose presented an overview of the company and its "Moshimo no Ans hin Hoshō" (Peace of Mind Warranty) for musical instruments.

Founded in 1962, Shimamura Music is a comprehensive musical instrument retailer with 182 stores nationwide. It ranks first in Japan and fifth globally in musical instrument retail sales, with approximately 80% of its revenue from instrument sales and about 20% from music classes. To support customers' "musical lives" for the long term, the company has recently established "Total Support for Musical Instrument Players" as its business domain, focusing on instrument sales and music classes, while also engaging in instrument repair, event and concert organization, and studio operations.

The extended warranty is offered for electronic pianos, guitars, and synthesizers. It was presented as a post-purchase support service to assist customers who wish to continue using their instruments for an extended period.

Vision Megane Case Study: Turning Post-Purchase Concerns into Consultation Opportunities

For the Vision Megane case study, President Ando presented an overview of the company and its "Vision Perfect Warranty" for eyeglasses. Founded in Osaka in 1976, the company operates 101 stores primarily in the Kansai region, with additional locations in Kanto, Chubu, and Kyushu. It manages stores such as "Vision Megane" and "eyevory," which handle eyeglasses, contact lenses, and hearing aids.

The "Vision Perfect Warranty" is a three-year warranty program launched on January 1, 2019. It covers eyeglasses and sunglasses against issues related to vision, quality, theft, loss, and damage. A unique feature is that if the warranty is not used at all within three years, customers receive a coupon equivalent to the warranty fee.

President Ando explained that while eyeglasses are expected to provide clear vision, there are post-purchase anxieties that arise after use, such as changes in prescription, physical condition, or accidental damage. He shared that the warranty not only serves as a repair service but also supports the value of "vision" and functions as a touchpoint for customers to feel comfortable returning for consultations.

Three-Company Discussion

◇ Challenging New Domains and Background of Implementation

While extended warranties are somewhat established in areas like home appliances, automobiles, home equipment, and smartphones, Techmark Japan has been exploring the possibility of extending warranty value to products that do not rely on electrical or mechanical failures.

The motivation for venturing into less mature domains stems from the understanding that higher-priced items tend to generate more post-purchase anxiety, and that warranty needs can exist even for non-electrically powered products. Musical instruments and eyeglasses, the subjects of this discussion, are both products intended for long-term use, offering opportunities to provide post-purchase security in ways different from traditional mechanical domains.

◇ Customer Response and Front-line Penetration

According to President Hirose, the initial implementation for electronic pianos progressed smoothly because front-line staff recognized customer needs. This led to the subsequent expansion of coverage to guitars and synthesizers. For guitars, the ability to cover repair costs for issues like neck damage, which can be expensive, made it easier for both customers and staff to consider the warranty. The warranty is positioned not just as financial compensation for breakdowns, but as support for customers to continue using their instruments with peace of mind.

President Ando, in turn, revealed that there were initial cautious voices suggesting that "it might be better to sell replacements than to offer repairs." However, in practice, many warranty users expressed "I'm glad I enrolled," and customers felt comfortable returning for consultations regarding damage or vision issues. The presence of the warranty also made it easier for store staff to propose solutions, demonstrating its value to the front lines by fostering customer satisfaction and repeat visits.

◇ Post-Purchase Cost Awareness and Consultation Touchpoints

Against the backdrop of rising prices and increasing repair costs, awareness of post-purchase expenses is growing. Electronic pianos, often priced between 200,000 and 400,000 yen, can incur significant repair costs for issues like keyboard malfunctions or foreign object contamination. Similarly, guitar neck damage can be a substantial financial burden. The warranty alleviates pre-purchase anxiety, allowing for continued use with peace of mind.

Eyeglasses also present concerns regarding prescription changes, fit, damage, and rising repair costs, with the warranty creating post-purchase consultation opportunities. Vision Megane's system, which offers a coupon equivalent to the warranty fee if unused within three years, also serves as an incentive for future purchases or repeat visits even in the absence of claims. Extended warranties are functioning as mechanisms to maintain customer relationships not only during breakdowns but also after sales.

Future of Extended Warranties

This roundtable discussion highlighted that extended warranties are increasingly playing a role not just in "handling breakdowns" but also in addressing post-purchase anxieties and maintaining touchpoints between retailers and customers.

Shimamura Music explained that their warranties for electronic pianos, guitars, and synthesizers are part of their "Total Support for Musical Instrument Players" initiative.

Vision Megane shared how their warranty, which supports the value of "vision," functions as a touchpoint leading to consultations, repeat visits, and referrals.

In the future, the demand for extended warranties is likely to expand, particularly for products prone to concerns about repairs or replacements. However, in non-mechanical domains, defining "breakdown" and warranty coverage for each product will be crucial points in system design. Tailoring system designs to the sales environments and customer needs of each company, utilizing accumulated data and AI for breakdown assessment, and designing services that facilitate post-purchase consultations are considered important for creating new value in extended warranties.

About Techmark Japan Co., Ltd.

Techmark Japan has been operating since August 1994 and has over 30 years of experience in Japan as an extended warranty company. Wholly owned by AIG Japan Holdings Inc., it provides consulting and operational services for various extended warranty systems.

Location: Arc East, 3-2-1 Kinshi, Sumida-ku, Tokyo

Osaka Office: EDGE Esaka Building, 9-1 Toyotsu-cho, Suita-shi, Osaka

President and CEO: Toshiya Hasegawa

Shareholder: AIG Japan Holdings Inc. (100%)

Main Business: Consulting and operation of various extended warranty systems

Cumulative Products Covered: 159,370,000 units (as of the end of December 2025)

https://www.techmark.co.jp/