Professional Documents
Culture Documents
Rakuten Tsutaya
Rakuten Tsutaya
Rakuten Tsutaya
Rakuten
M-Commerce: Leveraging Retail Sales
through the Mobile Platform
May Su Aung msaung@iuj.ac.jp
Bryan Copeland bcpld@iuj.ac.jp
TSUTAYA: Profile
Corporate
Headquarters
Tokyo
Established
1983
Employees/TOL*
100
Subscribers/TOL*
18.55 million
Wireless
technology
i-Mode
Movie Mail, TOL (mobile)
LinkShare
Culture Convenience Club Ltd
(CCC includes Tsutaya and TOL)
Parent company
Net Sales: 3,043 million
Ordinary Income: 579 million
Net Income: 436 million
(TOL - 1999)
Approach to Mobility
How does Tsutaya do it?
In 1994, CCC built a sizeable customer database
Maintain a dynamic, always-on picture of individual
entertainment tastes and preferences and personalize
product offerings by combining data with mobility via iMode service.
How does it all work for the consumer?
Business Strategy
Store Development Strategy Bringing
the 3000-Store Vision to Reality
The market radius for its retail locations: a 10 minute
customer destination
They envision the potential to develop and open 3,000
stores in Japan by assuming that one TSUTAYA location
exists for every 40,000 citizens.
Enhanced IT to Support
Store Operations
Member Growth
(Customer Acquisition
Strategy)
60% of 19-year-olds in Japan are "active Tsutaya members
RAKUTEN Profile
Corporate
Headquarters
Year founded
Employees/RA
200
Subscribers/RA
17.3 Million*
Wireless
technology
Parent company
Independent
Recommendation technology
Captivating Contents
Product-placements
Ad Relevancy
Increased Auction traffic/sales