YAMAP

About YAMAP

YAMAP INC. operates Japan's most popular outdoor and mountaineering platform, centered around the YAMAP mobile application. Founded in July 2013 by Yoshihiko Haruyama, the Fukuoka-based company was initially named Sefuri Inc. before rebranding to YAMAP INC. in October 2016. The company's core offering is a GPS-based mobile app that allows hikers to track their location on detailed maps, even in mountainous areas without a cellular signal. This is achieved by pre-downloading maps, which then utilize the smartphone's built-in GPS capabilities for navigation.

The idea for YAMAP came to founder Yoshihiko Haruyama in May 2011 during a hike on the Kuju mountain range. After realizing his phone's GPS could determine his location even without a cell signal, he envisioned an application to make hiking safer. This personal insight was also fueled by a desire to reconnect people with nature, a feeling intensified after the 2011 Great East Japan Earthquake. Haruyama, born in 1980, had a diverse background before starting YAMAP; he studied at Doshisha University and the University of Alaska Fairbanks, and later worked in the editorial department of a travel magazine. He brought on Kohei Higuchi, his brother-in-law and an experienced systems developer, as CTO to help build the initial prototype and lead technical development. The application was officially released in March 2013, and the company was established a few months later.

YAMAP operates on a freemium business model. The free version of the app provides core functionalities like offline map access and GPS tracking. The primary revenue streams are derived from the "YAMAP Premium" subscription, an online e-commerce store called "YAMAP STORE," and "YAMAP Outdoor Insurance". The premium subscription offers advanced features such as unlimited map downloads, 3D maps, and a 'route deviation warning' system that alerts users if they stray from their planned trail. The YAMAP STORE sells a curated selection of mountaineering gear, including collaborations and original products. Additionally, the company provides B2B services to corporations and local governments, leveraging its user data and community for marketing, regional revitalization, and environmental conservation initiatives.

Beyond its primary function as a navigation tool, YAMAP is a comprehensive outdoor platform that fosters a strong community. Users can create and share detailed activity logs, including their route, photos, and notes, which serves as a social network for outdoor enthusiasts to exchange information. The platform also includes "YAMAP MAGAZINE," a web publication with articles on trails and gear, and a service that facilitates donations to mountain maintenance efforts. With over 5 million downloads, YAMAP has become the largest platform of its kind in Japan.