Becoming the technology company closest to our customers' joy in the world.
Fray Three Inc. has abolished the 'The Model' division of labor and inside sales, transitioning to 'Relation X,' a new organizational model where AI and humans co-create to build better customer relationships.
📋 Article Processing Timeline
- 📰 Published: April 1, 2026 at 22:00
- 🔍 Collected: April 1, 2026 at 16:47
- 🤖 AI Analyzed: April 21, 2026 at 22:52 (486h 5m after Collected)
We support 'April Dream,' an initiative to make April 1st a day to share dreams. This press release represents the dream of 'Fray Three Inc.'
Our dream is to become 'the technology company closest to our customers' joy in the world.' As the first step, we are fundamentally changing the nature of our organization today.
Fray Three Inc. (Headquarters: Shinagawa-ku, Tokyo; Representative Director & CEO: Mitsugu Ishida; hereinafter 'Fray Three') has completely abolished the conventional division of labor, the 'The Model' organization, effective April 1, 2026. Along with this, we are also abolishing the 'barrier of roles' known as inside sales.
The one-sided approaches via phone and email up to now have not only burdened customers but also caused exhaustion among the representatives themselves. Entering the AI era, to deliver value to corporate representatives seeking true 'results' rather than mere tool implementation, we are transforming into 'Relation X,' a new way of building relationships co-created by technology and humanity.
[The Limits of 'The Model' and the Divide Between Customers and Internals]
'The Model' left a great legacy of division of labor and reproducibility in Japanese SaaS sales. However, with the advent of the AI era, the 'next step' is required.
In recent years, the phrase 'SaaS is dead' has been flying around, centered in Silicon Valley. This signifies the end of conventional SaaS that merely ended with tool implementation. What companies demand now is not 'tools' but solid 'results.' In current Japanese sales scenes, over-pursuing 'partially optimized KPIs' such as the number of calls and appointments has robbed the true purpose of 'time truly facing the customer.' These 'partially optimized KPIs' that distance us from customers have created barriers between departments in the organization and exhausted the frontlines. What management wants to avoid most right now is the serious situation of 'turnover of top performers' and 'loss of top customers (excellent customers).' As information overload and population decline progress simultaneously today, it is extremely difficult to regain excellent talent and customer trust once lost. The quality of communication that reliably 'reaches' limited talent and customers without getting buried in massive information will become the lifeline of companies.
[New Concept 'Relation X': Redefining 'Relationships' in the AI Era]
We advocate 'Relation X,' which fundamentally transforms human-to-human relationship building in the AI era, rather than 'DX' which often remained just digitalization. X stands for Transformation, Experience, and unseen possibilities (unknowns).
According to the 'Harvard Study of Adult Development,' a 85-year research study by Harvard University, it concluded that 'the source of life's happiness and productivity lies in high-quality human relationships.' The essence of turnover and customer loss in business also lies in this 'deterioration of relationships.'
'Relation X' is an organizational model where routine explanation tasks are replaced by AI and video technology, and humans evolve into new-type talent who 'detect customer issues faster than anyone else and provide meaningful proposals and dialogue.' Furthermore, by recording and guaranteeing 'when, who, what, to whom, how it was communicated, and what reaction occurred' through video, it reconstructs the foundation of trust in an era flooded with fake information. Already
Our dream is to become 'the technology company closest to our customers' joy in the world.' As the first step, we are fundamentally changing the nature of our organization today.
Fray Three Inc. (Headquarters: Shinagawa-ku, Tokyo; Representative Director & CEO: Mitsugu Ishida; hereinafter 'Fray Three') has completely abolished the conventional division of labor, the 'The Model' organization, effective April 1, 2026. Along with this, we are also abolishing the 'barrier of roles' known as inside sales.
The one-sided approaches via phone and email up to now have not only burdened customers but also caused exhaustion among the representatives themselves. Entering the AI era, to deliver value to corporate representatives seeking true 'results' rather than mere tool implementation, we are transforming into 'Relation X,' a new way of building relationships co-created by technology and humanity.
[The Limits of 'The Model' and the Divide Between Customers and Internals]
'The Model' left a great legacy of division of labor and reproducibility in Japanese SaaS sales. However, with the advent of the AI era, the 'next step' is required.
In recent years, the phrase 'SaaS is dead' has been flying around, centered in Silicon Valley. This signifies the end of conventional SaaS that merely ended with tool implementation. What companies demand now is not 'tools' but solid 'results.' In current Japanese sales scenes, over-pursuing 'partially optimized KPIs' such as the number of calls and appointments has robbed the true purpose of 'time truly facing the customer.' These 'partially optimized KPIs' that distance us from customers have created barriers between departments in the organization and exhausted the frontlines. What management wants to avoid most right now is the serious situation of 'turnover of top performers' and 'loss of top customers (excellent customers).' As information overload and population decline progress simultaneously today, it is extremely difficult to regain excellent talent and customer trust once lost. The quality of communication that reliably 'reaches' limited talent and customers without getting buried in massive information will become the lifeline of companies.
[New Concept 'Relation X': Redefining 'Relationships' in the AI Era]
We advocate 'Relation X,' which fundamentally transforms human-to-human relationship building in the AI era, rather than 'DX' which often remained just digitalization. X stands for Transformation, Experience, and unseen possibilities (unknowns).
According to the 'Harvard Study of Adult Development,' a 85-year research study by Harvard University, it concluded that 'the source of life's happiness and productivity lies in high-quality human relationships.' The essence of turnover and customer loss in business also lies in this 'deterioration of relationships.'
'Relation X' is an organizational model where routine explanation tasks are replaced by AI and video technology, and humans evolve into new-type talent who 'detect customer issues faster than anyone else and provide meaningful proposals and dialogue.' Furthermore, by recording and guaranteeing 'when, who, what, to whom, how it was communicated, and what reaction occurred' through video, it reconstructs the foundation of trust in an era flooded with fake information. Already