Center Holdings is a Japanese mobile virtual network operator (MVNO) that sells 4G LTE mobile connectivity — voice, texting, and data — to consumers in Japan under the "Center Mobile" brand. Customers pay monthly plans ranging from roughly ¥1,300 to ¥5,500, below typical major carrier rates. Center Holdings' defining feature is its PLAIO app, which lets customers offset monthly bills by watching short video ads, earning points worth ¥0.1 each toward their bill. This creates a dual revenue stream: subscription fees from customers and advertising fees from brands. Ad relationships are managed entirely by third-party media company FourM, which accounted for 92% of advertising revenue in FY24. Center Holdings distributes SIM cards through retail stores, franchise stores, distributors, and OEM partners — the latter generating roughly 79–94% of SIM card revenue. Beyond mobile, Center Holdings operates a staffing agency (Pay Storage) that hires workers as full-time employees and dispatches them to corporate clients, a declining travel subscription portal, and a small broadband business. The staffing segment has grown rapidly and now represents roughly 38% of revenue. Because Center Holdings leases wholesale bandwidth from intermediary FreeBit rather than owning network infrastructure, the business is asset-light with costs concentrated in bandwidth fees and SG&A. Long-term, management aims to make mobile service free to customers by funding it entirely through targeted advertising, supported by proprietary big data technology built on SIM usage logs — though this strategy is early stage.