CyberAgent, Shibuya Television, Toppan Printing to Commence 'Shibuya Clickable Project' in June
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CyberAgent, Shibuya Television, Toppan Printing to Commence 'Shibuya Clickable Project' in June - JCN Newswire
CyberAgent, Shibuya Television, Toppan Printing to Commence 'Shibuya Clickable Project' in June
CyberAgent Provides O2O Service Utilizing NFC-Enabled Smartphones and IC Tags; Helping to Invigorate the Community through 'Experiences to Make Shibuya More Enjoyable'

Tokyo, May 23, 2013 - (JCN Newswire) - CyberAgent, Inc. (TOKYO:4751; "CyberAgent"), together with Shibuya Television Co., Ltd. ("Shibuya Television") and Toppan Printing, Co., Ltd. ("Toppan Printing"), will launch on early June the "Shibuya Clickable Project" jointly with the various commercial district associations around Shibuya Station. For this project, stickers with near field communication (NFC)(1)-compatible IC tags will be placed on streetlight poles around Shibuya Station, and will provide local information and other types of Online to Offline (O2O) services when an NFC-enabled smartphone(2) is held near them.

The Shibuya Clickable Project is an initiative to invigorate the local community by utilizing NFC-enabled smartphones and IC tags to provide local information based on a user's location in the Shibuya district.

Specifically, IC tag-embedded stickers will be placed on approximately 300 streetlight poles(3) along Shibuya Koen-dori, Dogenzaka, and Miyamasuzaka. When people visiting Shibuya place their NFC-enabled smartphone over an IC tag-embedded sticker, information and services specific to that place and time, such as special deals at neighborhood restaurants, or event information, are sent to their smartphone. By utilizing IC tag-embedded stickers, the user's location can be determined more accurately than with GPS, the usual technology for establishing location, allowing the provision of more specific and detailed local information.

Visitors to Shibuya will be able to obtain information on special deals and events while walking around the district, allowing them to enjoy Shibuya even more. Participating companies, by sending out information targeted to people visiting Shibuya, will be able to effectively attract customers and promote sales.

Role of Each Company

CyberAgent will handle public promotions of the O2O measures that will link the physical with the web by utilizing smartphones through the Shibuya Clickable Project.

Shibuya Television will handle negotiations with commercial districts and stores around Shibuya Station, and promotion utilizing commercial facilities in Shibuya, the media, and on the street.

Toppan Printing will provide the IC tag-embedded stickers that will be permanently placed on streetlight poles, as well as the IC tag and NFC-enabled smartphone-based Cylsee content distribution system(4) that will serve as the system infrastructure.

Features of the Cylsee Content Distribution System Used for the Shibuya Clickable Project

For this project, Toppan Printing developed an additional function for its Cylsee system, the Cylsee Positioning System (CPS), which transmits information on a particular area based on an IC tag location. By utilizing CPS, when visitors hold their NFC-enabled smartphone over an IC tag placed on a streetlight pole, they will be able to find information on the restaurants or events nearest the location of that pole. With GPS, the usual positioning technology, errors of dozens of meters sometimes occur, making it difficult to find a nearby location.

Because CPS uses IC tags placed on streetlight poles, the user's location can be accurately determined, allowing the transmission of information targeted to a specific time, place and person.

Services Provided through the Shibuya Clickable Project
1) Services at particular cafes symbolic of Shibuya culture that provide a unique experience
2) Information on nearby events happening at that specific day, time, and location
3) Word-of-mouth information people like to know

Services Planned in the Future
1) Disaster emergency information, such as disaster prevention maps of Shibuya
2) Measures to attract visitors to restaurants in the Shibuya area
3) Interactive measures linked to large outdoor video screens in Shibuya
4) Campaigns utilizing treasure hunt games staged in Shibuya
5) New shopping experience project, focusing on fashion
6) Samplings and "must buy" campaigns in the Shibuya area
7) O2O offers at physical stores, using the Passkit service for issuing and managing coupons, point cards, and membership cards

Future Developments

Going forward, the Shibuya Clickable Project will be broadened to include points with NFC tags inside shops as well as on streetlight poles. Also, in alliance with the map service Mapion(5), we will broaden the base of information on specific locations, such as restaurants, convenience stores and drug stores. Further, by compiling the Cylsee log and analyzing the movements of visitors, we plan to utilize the base of Big Data to extend the system to allow for distribution of optimal information. Making use of the fact that NFC is an international standard, an information service for overseas tourists visiting Shibuya is also planned.

Origin of the Name "Shibuya Clickable Project"

Since users hold their NFC-enabled smartphone over an IC tag to access the Internet, the act of holding a phone to a tag can be regarded as comparable to a "click" within a website. The name "Shibuya Clickable Project" was chosen because it makes the entire district of Shibuya "clickable," various O2O measures are conducted throughout the district, and it will help to invigorate the community.

Promotion Methods
1) In cooperation with the Japan Mobile NFC Consortium(6), flyers announcing the project will be placed in docomo Shops (Shibuya Store, Shibuya Dogenzaka Store, Shibuya Miyamasuzaka Store, Shibuya Nishiguchi Store), au Shops (Shibuya Koen-dori Store, Shibuya Miyamasuzaka Store, Shibuya Store) and SoftBank Shops (Shibuya Store, Shibuya Meiji Dori Store, Shibuya Center Gai Store, Shibuya Dogenzaka Store, Shibuya Miyamasuzaka Store).
2) Promotional videos are planned for broadcast on the large outdoor video screens in Shibuya operated by Shibuya Television (total of eight screens).

(1)NFC: Near Field Communication is an international standard for short distance wireless communication technology prescribed by the International Organization for Standardization (ISO). NFC technology is compatible with communication standards Type A, Type B, FeliCa, and ISO15693, and has attracted attention both in Japan and overseas because it allows for such functions as contactless IC card, read/write, and communication between devices.
(2)NFC-enabled smartphones (as of May 23, 2013):
- docomo: GALAXY S II LTE SC-03D; GALAXY NEXUS SC-04D; BlackBerryRBoldTM 9900; GALAXY Note
SC-05D; Optimus G pro L-04E; ARROWS X F-02E; Xperia Z SO-02E; ELUGA XP-02E; AQUOS PHONE EX SH-04E; AQUOS PHONE ZETA SH-02E; Xpeira AX SO-01E; ARROWS V F-04E; ARROWS Kiss F-03E; ARROWS TabF-05E; Xperia Tablet ZSO-03E; XperiaTM A SO-04E; GALAXY S4 SC-04E
- SoftBank Mobile: PANTONE(R) 6 200SH; ARROWS A 201F; AQUOS PHONE Xx 203SH
(Users without an NFC-enabled phone can also participate by using QR codes.)
(3)About the area where NFC tags will be placed on streetlight poles:
When the project is launched on early June, tags will be placed on streetlight poles along the Koen-dori commercial district where many fashion buildings and cafes are located. From late June, tags will be placed on streetlight poles along Dogenzaka, Miyamasuzaka, and other areas within Shibuya. As NFC tags are placed in buildings, restaurants, and other facilities within the district, Shibuya will become increasingly "clickable."
(4)The Cylsee NFC content distribution system was established by Toppan Printing and its group company for development of IT solutions, Toppan System Solutions Co., Ltd. (Head Office: Kita-ku, Tokyo; President & Representative Director: Hideo Inoue). The system allows users to obtain content simply by touching an IC tag with an NFC-enabled smartphone developed by the technology development organization TSS Labs.
(5)Mapion Co., Ltd. Head Office: Minato-ku, Tokyo; President and Representative Director: Kouya Sato operates a web advertising business on the Mapion map information and search website, a map ASP/licensing business, and a mobile consumer business.
(6)The Japan Mobile NFC Consortium was established in December 2011 by NTT Docomo, Inc., KDDI Corporation, and SoftBank Mobile Corporation, for the purpose of further expanding mobile contactless IC services in Japan. Its aim is to "Realize a more comfortable smart life" through further expansion of mobile contactless IC services. ( )

Overview of Companies

Company name: CyberAgent, Inc. ( )
Location: 1-12-1 Dogenzaka, Shibuya-ku, Tokyo
Established: March 18, 1998
Capitalization: JPY 7,203 million (As of March 31, 2013)
Representative: Susumu Fujita, President
Description of business: Ameba business, Internet advertising business, social games business, venture capital business

Company name: Shibuya Televison, Co., Ltd. ( )
Location: Jinnan Plaza Building 3F, 1-15-3 Jinnan, Shibuya-ku, Tokyo
Established: August 17, 1998
Capitalization: JPY 60 million
Representative: Yasushi Akimoto, President and CEO
Description of business: Operation of large outdoor video screens, advertising agency business, operation of performance halls (SHIBUYA O-Group, Roppongi Kentos), operation of dance schools (BEASTAR, Lish), video production business, website operation (Shibuya Channel), operation of singing school (Vocal School BESE)

Company name: Toppan Printing, Co., Ltd. ( )
Location: 1 Kanda Izumi-cho, Chiyoda-ku, Tokyo
Established: 1900
Capitalization: JPY 104,986.43 million (As of March 31, 2012)
Representative: Shingo Kaneko, President & Representative Director
Description of business: Information & Communication, Living Environment, Material Solutions


Public Relations

Shibuya Television:
NFC Project Team, Sales Division No. 1
TEL: +81-3-5784-5951
FAX: +81-3-5784-5950

Toppan Printing:
Public Relations Headquarters
TEL: +81-3-3835-5636
FAX: +81-3-3837-7675

May 23, 2013
From the Japan Corporate News Network
Topic: Press release summary
View more news from these Sectors: Consumer Electronics, Advertising

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