Sony and Other Firms Forming Marketing Company to Spread FeliCa Pocket

Nov 30, 2007 20:05 Masahide Kimura, Nikkei Electronics

Sony Corp, Gourmet Navigator Inc, Dai Nippon Printing Co Ltd (DNP), Mitsui & Co Ltd and Tanseisha Co Ltd have agreed to establish the joint company, "FeliCa Pocket Marketing" for "FeliCa" contactless IC cards. The five companies have already signed an agreement with a view to starting the new company in January 2008.

With Sony providing 60% of its capital, the new company will aim to promote the use of "FeliCa Pocket" contactless IC card that incorporates diverse functions such as point card, coupons, membership, payment and stamp rally capabilities.

To date, member companies that wish to start a point service, for example, had to purchase a FeliCa Pocket-dedicated terminal and analyze consumers' circulation and historical actions, etc by themselves.

The new company will lease FeliCa Pocket terminals to member companies, as well as analyze and offer necessary marketing information in exchange for a service fee. It will also sell IC cards packed with FeliCa Pocket capabilities.

FeliCa Pocket's distinction is its capability to record consumers' circulation and historical actions not only on networks but also at stores in the real world. Such information is planned for database application, which can be used for advertisement and sales promotion later.

The new company intends to locate FeliCa Pocket terminals at more than 10,000 stores and issue more than 2 million cards over the next three years. A sales goal for its first three years is set at ¥2 billion.

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