Nowadays, people can board a plane or they can pay for dinner by a mobile. It goes without saying that peoples’ lives can become drastically beneficial by using NFC. In Japan, the technologies like NFC have been in widespread use since 2004 through CRM , fosterage store by coupon offers , mobile e-money , and marketing communication. NFC is essential to the development of the mobile. In this presentation, we will introduce some thought-provoking case studies on based on 8 years of knowledge. This presentation will feature a lot of key guiding points for consumers in Singapore as well as other Asian countries who are going to use the mobile payment systems in everyday activities.

1. Next-generation Mobile Solution:
NFC Changes The Future
mediba Inc.

2. Agenda
part1 overview
Part2 e-money “nanaco”
Part3 mobile solution “Gurunavi Touch”
Part4 in train advertising with NFC “Strappi”

5. N ear
F ield
C ommunication

6. NFC`s 3 standard
NFC
Type A Type B Felica

7. 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.

8. The knowledge of 8 years
2012
2004

9. Felica: Penetration into Transportation Infrastructure

10. Why have mobiles with Felica become widespread?
transportation
infrastructure
mobile career`s
self efforts

11. Mobiles with Felica: Popularization in Japan
67 million devices

12. 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

13. Agenda
part1 overview
Part2 e-money “nanaco”
Part3 mobile solution “Gurunavi Touch”
Part4 in train advertising with NFC “Strappi”

14. Mobile Payments of 7&i holdings

16. Mobile Payments of 7&i holdings

17. Regarding “nanaco”
“nanaco” is an e-money service provided by 7&i holdings that is
available on cards and mobiles.
mobile card

18. 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
Department Store Casual Restaurant

19. Popularization of e-money in Japan
“nanaco” & ”WAON” : rate of utilization is overwhelming.
Both e-money services are issued by retail companies.
The number of The utilization Utilization per month
issued cards numbers per month
(million) (million)
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
*reference date：wikepedia

20. Why was the mobile service provided?
For company For customer
Email address information can be obtained at the Pre-charging provides convenience
time of registration. Push type communication With only a mobile, shopping is possible
/CRM is possible

21. Point : attract a large base of users

22. Agenda
part1 overview
Part2 e-money “nanaco”
Part3 mobile solution “Gurunavi Touch”
Part4 in train advertising with NFC “Strappi”

24. The Flash Marketing Craze
Significant discounts
to acquire new customers

25. Merchant Support:
For Restaurants aiming at repeat customers,
Couldn’t gurunavi help ?

26. Aiming for Repeat Customers:
By providing value, continued contact
with the customer is possible

27. Why was the mobile service provided?
“Continuous Contacts” Email Newsletter Registrations
“Adds Value” Coupon Offers・Points

28. 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 ….

29. Utilizing marketing
Data acquisition
without identifying an individual
1. The Number of Visits
2. When coupons are taken
3. When coupons are used

30. More Visits ……… Better Coupons !
Quality
of
coupons
The Number of Visits

31. Point : esteem highly repeater

32. Agenda
part1 overview
Part2 e-money “nanaco”
Part3 mobile solution “Gurunavi Touch”
Part4 in train advertising with NFC “Strappi”

34. New Advertising Method: “Strappi!”
Felica readers are embedded into train straps
※ permission to introduce from the SHUNKOSHA inc.

35. Simply Touch!
A touch gives
passengers access to mobile sites

36. Utilizing marketing
Data acquisition
without identifying an individual
1. The number of touches
2. The number of mobile site accessed

37. CTR
7x effect
Banner ad`s averageCTR This time`s CTR
by Eyeblaster
0.1% 0.7%

38. Points : Attention to Access
Attention
Access

39. Points : take aim at idle time
Summarize
mobile NFC:
shortening the sense of distance
possible to doing new marketing

40. Thank you !