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Yahoo! Japan, Toppan Forms, Tokyu Railway to Conduct Pilot Testing of Service Using NFC Smart Poster
- Pilot Test to Start on March 26 at Tokyu Toyoko Line Shibuya and Jiyugaoka Stations

March 5, 2012

Yahoo Japan Corporation
Toppan Forms Co., Ltd.
Tokyu Corporation

Yahoo Japan Corporation (Yahoo! Japan), Toppan Forms Co., Ltd. (Toppan Forms), and Tokyu Corporation (Tokyu Railway) will conduct an Online to Offline (O2O)*1 pilot test using NFC Smart Poster*2 and "Yahoo! Loco" for one month starting March 25, 2012 at Tokyu Toyoko Line Shibuya and Jiyugaoka stations.

The pilot test objective is to verify a service that leads consumers to the actual store from the Smart Posters embedded with NFC tag containing promotional coupon posted at each station. The consumer will be able to obtain the coupon information through NFC (Near Field Communication)*3 or FeliCa smart phones. Japan's largest geo-service "Yahoo! Loco" operated by Yahoo! Japan will be used to lead them to the actual store.

The test will explore consumers' preference related to promotional information posted on Smart Poster at stations and confirm the effectiveness of NFC smart phone as an information provision service terminal.

In June last year, Yahoo! Japan consolidated seven services related to regional life information and created Japan's largest geo-service “Yahoo! Loco” to provide various O2O services. The test will explore new possibilities in promotional O2O service that combine smart poster, smart phone, and Yahoo! Loco.

Toppan Forms – a developer and provider of solutions using NFC technology - will be providing lead guide application for smart phone and NFC Smart Poster. By combining local information with convenient tickets such as one day free pass “Triangle Ticket” covering stations between Shibuya, Futakotamagawa and Jiyugaoka, Tokyu Railway will provide various projects that allow consumers to experience the allure of the area surrounding Tokyu railway line in the future. The detail of service using NFC Smart Poster is as follows:

  • Period:
    March 26 to April 22, 2012
  • Pilot Locations:
    Tokyu Toyoko Line Shibuya station main ticket gate area
    Tokyu Toyoko Line Jiyugaoka station main ticket gate and south ticket gate areas
  • Terminals used:
    Docomo and au NFC smart phones or Osaifu-Keitai (above Android OS2.3) smart phones provided by docomo, au, and Softbank Mobile. (As of end of February 2012)
  • For more information:
    Yahoo! Loco http://loco.yahoo.co.jp
  • *1 Online to Offline (O2O)
    A term used for coordinating online and offline (store) purchases or online activities effecting offline purchases.
  • *2 Smart Poster
    Poster or panel embedded with NFC tag. Information related to the poster can be obtained by the touch of Osaifu-Keitai or NFC smart phone.
  • *3 NFC
    Near field communication technology co-developed by Sony and NXP (former Philips) approved by ISO.
•About Yahoo! Japan http://www.yahoo.co.jp
Yahoo! Japan operated by Yahoo Corporation (Listed on TSE 1st section and JASDAQ. Stock Code: 4689, Head Office: Minato-ku, Tokyo, Established: January 31, 1996, Representative Executive: Masahiro Inoue) with over 51 million unique customers* per month and 65 million page view per day is a portal information site providing various services related to search, contents, community, commerce, mobile and smart phone.
* Nielsen Online "Net View" January 2012 access from home or work.
Public Relations Department
General Affairs Division
TOPPAN FORMS CO., LTD.
1-7-3 Higashi Shimbashi, Minato-ku, Tokyo 105-8311, JAPAN
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