Core Insights - Shirofune has enhanced its advertising automation tool by integrating with Amazon Marketing Cloud (AMC), allowing for automatic optimization of Amazon ad campaigns based on predicted Lifetime Value (LTV) [1][4] - The integration provides reporting for metrics not available in the standard Amazon Ads interface, including New Customer Acquisition Cost, New Customer ROAS, and LTV [2][6] - The integration aims to make advanced advertising analytics accessible to all advertisers, enabling them to optimize for long-term business growth rather than just short-term performance [1][4] Company Overview - Shirofune, founded in 2014, is an automated advertising management tool that enhances the efficiency of digital advertising platforms, with over 10,000 accounts automated and 300,000 active ad campaigns [9] - The platform is designed to simplify the management of digital ad campaigns through a single interface, making it user-friendly for non-technical users [8][9] Integration Features - The integration with AMC allows Shirofune to optimize bids based on meaningful indicators such as New Customer Acquisition Cost and predicted LTV, maximizing long-term revenue from campaigns [4][5] - Advertisers can begin LTV-based optimization immediately upon integration, as predicted values are calculated using historical data [5][6] - Shirofune's platform does not require complex setup, allowing users to easily operate the tool without needing to understand custom data processes [8]

Financial Data and Key Metrics Changes - The company reported a 40% year-over-year growth in Daily Active Users (DAUs) for Q2, which is a decrease from the 60% growth seen in the same quarter last year [9][10] - The company raised its full-year guidance due to record profitability and strong top-line growth [4] Business Line Data and Key Metrics Changes - The percentage of subscribers using the Max subscription increased from 5% to 8% over the past few quarters, indicating growth in this segment [19][20] - The Super subscription is performing better than expected, contributing to the slower growth of Max [20] Market Data and Key Metrics Changes - The Chinese market is identified as the fastest-growing market for the company, with successful partnerships, such as with Luckin Coffee, enhancing brand visibility [14][15] - The company is facing regulatory challenges in China regarding the use of local language models, which is delaying the rollout of certain features [15][16] Company Strategy and Development Direction - The company is investing in new areas such as chess, math, and music, which are expected to drive long-term growth [4][41] - The company plans to start spending on marketing in the U.S. to counteract slower growth rates compared to other markets [118][120] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in overcoming recent challenges related to social media sentiment and user engagement, indicating that the negative impact is expected to be temporary [11][94] - The company is optimistic about the future growth of the Max subscription and the overall user engagement metrics [50][88] Other Important Information - The company is transitioning from a "hearts" mechanic to an "energy" system for free users, which has shown positive impacts on DAUs and engagement metrics [62][65] - The company is testing a web purchase flow to bypass app store fees, which could significantly increase profit margins in the future [26][27] Q&A Session Summary Question: Can you break down the primary drivers behind DAU growth moderation? - Management noted that DAU growth was 40%, slightly lower than expected due to negative sentiment from social media regarding AI comments [9][10][11] Question: Can you provide an update on the Max subscription? - The Max subscription has grown to 8% of total subscribers, but its growth was slower than expected due to challenges for beginner users with the video call feature [19][20][21] Question: What are the early learnings from the energy system? - The energy system has increased DAUs, time spent, and subscriber conversion, although some users have expressed dissatisfaction with the change [62][73] Question: How is the company addressing user engagement in the U.S.? - Management indicated plans to start spending on marketing in the U.S. to improve user engagement, as historical growth has been slower compared to other markets [118][120] Question: What is the outlook for the Max subscription and video call feature? - Management is seeing growth in English learners using the Max subscription and video call feature, with positive early signals [86][87]