Next-generation Mobile Solution:

NFC Changes The Future

Yoshito Onomura, Asia Pacific Regional Director, mediba Inc.

part1 overview

Part2 e-money “nanaco”

Part3 mobile solution “Gurunavi Touch”

Part4 in train advertising with NFC “Strappi”

Agenda

earN

F

C

ield

ommunication

NFC`s 3 standard

NFC

Type A Type B Felica

NFC meets mobile

In Singapore, technologies like NFC have become widespread in the

form of an ez-link card. In the future, this technology will become a

reality with a mobile.

The knowledge of 8 years

2012

2004

Felica: Penetration into Transportation Infrastructure

Why have mobiles with Felica become widespread?

transportation

infrastructure

mobile career`s

self efforts

Mobiles with Felica: Popularization in Japan

67 million devices

Popularization: Mobiles with NFC

By 2015, the majority of mobile devices will have

NFC technologies.

year 2011 2012 2013 2014 2015

rate of mobiles with NFC (%) 8% 29% 61% 79% 86%

number of mobiles with NFC (million) 152 606 1475 2206 2763

*reference date：H.I. BUSINESS PARTNERS

part1 overview

Part2 e-money “nanaco”

Part3 mobile solution “Gurunavi Touch”

Part4 in train advertising with NFC “Strappi”

Agenda

Mobile Payments of 7&i holdings

Mobile Payments of 7&i holdings

Regarding “nanaco”

“nanaco” is an e-money service provided by 7&i holdings that is

available on cards and mobiles.

mobile card

Regarding 7&I holdings

In the 2012 facial year, consolidated sales reached 4, 780, 000, 000.

Distribution to Japan's largest business groups.

CVS GMS

Casual RestaurantDepartment Store

The number of

issued cards

(million)

The utilization

numbers per month

(million)

Utilization per month

nanaco 15.7 51.0 3.2

WAON 22.8 48.0 2.1

Suica 35.9 52.0 1.5

PASMO 19.0 15.9 0.8

Edy 67.8 32.0 0.5

ICOCA 6.6 2.5 0.4

“nanaco” & ”WAON” : rate of utilization is overwhelming.

Both e-money services are issued by retail companies.

*reference date：wikepedia

Popularization of e-money in Japan

Why was the mobile service provided?

Email address information can be obtained at the

time of registration. Push type communication

/CRM is possible

Pre-charging provides convenience

With only a mobile, shopping is possible

For company For customer

Point : attract a large base of users

part1 overview

Part2 e-money “nanaco”

Part3 mobile solution “Gurunavi Touch”

Part4 in train advertising with NFC “Strappi”

Agenda

The Flash Marketing Craze

Significant discounts

to acquire new customers

For Restaurants aiming at repeat customers,

Couldn’t gurunavi help ?

Merchant Support:

By providing value, continued contact

with the customer is possible

Aiming for Repeat Customers:

Why was the mobile service provided?

“Continuous Contacts” Email Newsletter Registrations

“Adds Value” Coupon Offers・Points

About a “Gurunavi Touch”

“Gurunavi Touch” is a mobile solution service. Only one

can get a coupon and use Gurunavi`s points on mobile by

touching the reader ….

Utilizing marketing

Data acquisition

without identifying an individual

1. The Number of Visits

2. When coupons are taken

3. When coupons are used

More Visits ……… Better Coupons !

The Number of Visits

Quality

of

coupons

Point : esteem highly repeater

part1 overview

Part2 e-money “nanaco”

Part3 mobile solution “Gurunavi Touch”

Part4 in train advertising with NFC “Strappi”

Agenda

New Advertising Method: “Strappi!”

※ permission to introduce from the SHUNKOSHA inc.

Felica readers are embedded into train straps

Simply Touch!

A touch gives

passengers access to mobile sites

Utilizing marketing

Data acquisition

without identifying an individual

1. The number of touches

2. The number of mobile site accessed

CTR

7x effect

0.1% 0.7%Banner ad`s averageCTR

by EyeblasterThis time`s CTR

Points : Attention to Access

Attention

Access

Points : take aim at idle time Summarize

mobile NFC:

shortening the sense of distance

possible to doing new marketing

Thank you !