Leveraging Data to Enhance After-Sales Services and Create New Customer Value
September 29, 2026
BellaDati PTE. LTD. (Head Office: Singapore; hereinafter “BellaDati”), a wholly owned subsidiary of Hagiwara Techno Solutions Co., Ltd. (Head Office: Nagoya, Aichi, Japan; hereinafter “Hagiwara Techno Solutions”) engaged in the data platform business, has entered into an agreement with Morooka Co., Ltd. (hereinafter “Morooka”) for the implementation of a Fleet Management System (FMS).
A signing ceremony was held at Morooka Co., Ltd. on June 30, 2026, to mark the conclusion of the agreement. The ceremony was attended by Mr. Noboru Morooka, President and Representative Director of Morooka Co., Ltd., and Mr. Kazuto Saito, CEO & Managing Director of BellaDati PTE. LTD.
Under this initiative, BellaDati provides the FMS software platform, while Hagiwara Techno Solutions Co., Ltd. supports system integration, including the provision of devices. Additionally, Advantech Co., Ltd. supplies the devices used to collect and transmit data from construction machinery.
Photo: Mr. Noboru Morooka, President and Representative Director of Morooka Co., Ltd. (left),
and Mr. Kazuto Saito, CEO & Managing Director of BellaDati PTE. LTD. (right)
Morooka is a manufacturer that develops and produces construction and industrial machinery utilizing rubber crawler technology. Its product lineup includes crawler carriers designed to operate in harsh environments such as soft and uneven terrain, as well as forwarders and wood crushers. Through these products, Morooka supports the construction, forestry, and environmental industries both in Japan and overseas.
Enhancing the Value of Construction Equipment After the Sale Through Data
The construction equipment industry is facing a number of significant challenges, including increasingly severe labor shortages, an aging operator workforce, and growing demand for greater efficiency at worksites. At the same time, customers increasingly expect manufacturers not only to provide machinery itself, but also to deliver ongoing value through operational support and maintenance services after the equipment has been deployed.
Morooka has already been operating telematics services. However, as the company looks to further expand its support for ICT-enabled construction equipment and promote greater use of data, it determined that a more flexible and scalable platform would be necessary, leading to this initiative.
Mr. Morooka, President of Morooka Co., Ltd., commented on the changes taking place in the construction equipment industry:
“Today, our role does not end when we sell a product. We need to continue delivering value by utilizing operational data. This shift is not limited to construction equipment; it is also taking place across a wide range of industries, including automotive, industrial machinery, and logistics equipment. As businesses shift from simply selling products to providing value through services and experiences, I believe data utilization has become an essential issue that cannot be avoided.”
Why Morooka Chose BellaDati
One of the key factors Morooka emphasized when selecting an FMS was future scalability.
In addition to providing a platform capable of handling large volumes of high-frequency data, BellaDati was highly evaluated for its flexibility in supporting future changes in businesses and services, including the ability to extend the user interface and integrate with external systems through APIs.
As Morooka continues to expand its construction equipment business globally, compliance with cybersecurity and data-related regulations in Europe and other regions will also become increasingly important. BellaDati develops and provides its FMS while taking into account evolving regulatory requirements in markets around the world.
Mr. Morooka commented on the reasons for selecting BellaDati:
“What we placed particular importance on was future scalability. We especially valued the fact that we will not have to rely entirely on the vendor and will be able to quickly develop the functions we need ourselves.”
Through this initiative, Morooka will establish an environment for collecting and visualizing data generated by its construction equipment, enabling the company to gain a more accurate understanding of machine operating conditions. The goal is not simply to “view” data, but to translate it into concrete actions, including visualization through remote monitoring, optimization of maintenance activities, and data-driven decision-making.
Transforming After-Sales Services and Product Development Through FMS
Through this initiative, Morooka aims to drive transformation in three key areas: strengthening after-sales services, advancing product development, and improving customer satisfaction.
However, digital transformation cannot be achieved simply by introducing digital technologies. It is essential for a wide range of departments—including sales, service, development, and quality assurance—to use data as part of their daily operations and turn insights into concrete actions.
Mr. Morooka described the vision that the company aims to achieve through this initiative:
“Even if we introduce an excellent system, it will not create value unless it is actually used in the field. It is important to build a culture in which departments such as sales, service, development, and quality assurance routinely make use of data. I believe the true essence of DX is not system implementation itself, but the transformation of business processes.”
From Machinery Manufacturer to “Solution Provider”
With the continued advancement of AI and IoT technologies, the role of data in manufacturing is expected to become even more important.
The key question is no longer simply how to improve the performance of machinery itself, but how operational data can be utilized to create new value for customers. This is becoming a common challenge not only for the construction equipment industry, but for manufacturers across many industries.
Mr. Morooka shared his outlook on the future role of construction equipment manufacturers:
“In the future, I believe machinery manufacturers will evolve into ‘solution providers.’ Data will create new value through applications such as AI-based failure prediction, recommendations for optimal operation, and automated control. We are entering an era in which competitiveness will be determined not only by the performance of the machinery itself, but also by capabilities in software and data utilization.”
Through this initiative with Morooka, BellaDati will support the development of the FMS and the effective use of data. By combining the construction equipment technologies and expertise that Morooka has accumulated over many years with data-driven capabilities, BellaDati will contribute to the creation of new value for Morooka’s customers.