ad:tech singapre`s presentation_nfc changes the future
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Snapshot Session: Next-generation Mobile Solution: NFC Changes The FutureNowadays, 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.TRANSCRIPT
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 !