Publications
Publications
- May 2024
- HBS Case Collection
Net Protections (A)
By: Ramon Casadesus-Masanell, Nobuo Sato and Akiko Kanno
Abstract
In Case A, set in early 2017, Net Protections (NP) is the largest Buy Now, Pay Later (BNPL) fintech service in Japan and is experiencing a slowdown in growth of its core product, NP Atobarai. Launched in 2002 as non-membership service, the NP Atobarai product has given Japanese consumers an alternative to paying with their credit cards when using ecommerce (EC) websites. Despite having strong adoption and industry low delinquency rates, NP is considering launching a membership-based BNPL service to expand to more categories and a wider consumer segment. The company needs to decide on the features that would go into the new membership service while being careful not to cannibalize their core product.
Keywords
Product Positioning; Demand and Consumers; E-commerce; Customers; Business Model; Financial Services Industry; Japan
Citation
Casadesus-Masanell, Ramon, Nobuo Sato, and Akiko Kanno. "Net Protections (A)." Harvard Business School Case 724-395, May 2024.