February 2, 2010ASATSU-DK Inc.

Notice Regarding Establishment of Joint Venture Company to Engage inAdvertising Transmission Business Using Digital Signage:
LAWSON, ADK, and NTT DOCOMOOn February 2, 2010, three companies—LAWSON, INC. (LAWSON: headquartered inTokyo; Takeshi Niinami, President & CEO), ASATSU-DK Inc. (ADK; headquartered inTokyo; Koichiro Naganuma, President and Group CEO), and NTT DOCOMO, INC.
(NTT DOCOMO, headquartered in Tokyo; Ryuji Yamada, President and Group CEO)—formed an agreement to establish a joint venture company to mutually develop andoperate “New Media” (new, high-value-added media centering on digital signagetechnologies). The new company is scheduled to be established in March 2010 launchservices in June 2010.
Purpose of Three-Way Joint Venture
LAWSON operates around 9,700 convenience stores nationwide and possesses a wealthof customer information via its points-based card, while ADK has undertaken
independent research into digital signage in its capacity as an advertising company. NTTDOCOMO, meanwhile, has amassed considerable technological expertise and provisionof mobile phone services. The three companies plan to establish a joint venture aimed atproliferating and expanding New Media as a platform that deploys their respective
infrastructures and know-how. In the process, the three companies will seek to raise theirown corporate value.
Background and Overview of New Company
In recent years, the Japanese advertising market has seen remarkable growth in outdoorand Internet advertising, which are becoming more and more important as effective
media for area- and time-specific ads, especially in major cities.
In this context, the digital signage segment of the advertising market is expected to keep
growing as digital displays become more high-performance and low-priced, while theInternet and other networks enjoy upgraded infrastructures and deliver higher speeds.
The objective of the new company is to “foster communication with consumers andcontribute to regional communities.” To this end, it will strive to establish “interactivecommunication media” combining digital signage and mobile phones, forged around
LAWSON stores.

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In developing New Media, the joint venture company will bring together the strengths ofLAWSON, ADK, and NTT DOCOMO. Those strengths are summarized below.
- LAWSON: Nationwide network, customer-drawing power, information on customer
characteristics according to region and store-visiting times- ADK: Advertising sales know-how, media value quantification and analytical expertise,content planning and production capabilities- NTT DOCOMO: Technological expertise related to linking digital signage and mobilephones (FeliCa®, Web coupons, etc.)

Features and Strengths of New Media(1) Permits information delivery to numerous people in Tokyo
People visit convenience stores frequently in the course of their daily lives. In thiscontext, LAWSON plans to set up outside-facing video displays at stores with the highest
foot-traffic (around 300 stores in first year). This will allow provision of information not
only to store visitors but also people passing by.
(2) Permits information to be customized according to area and time
The most appropriate information, tailored to the needs of store passers-by according tolocation and time, can be transmitted to New Media using the NTT DOCOMO networkand displayed on monitors. Because the content of information can be changed depending
on area and store, New Media can be used as an community information transmission
point in conjunction with local festivities and events.
(3) Permits cross-media advertising in conjunction with mobile phones, FeliCa®
terminals, and the Internet
Information on products and events is transmitted to mobile phones, encouraging
recipients to visit LAWSON stores. More detailed information is displayed on store-front
monitors, with FeliCa® terminals installed alongside. Customers can use the terminals tohave coupons sent to their mobile phones or get more information about campaigns andother events.

Strengths of New Media from Advertisers’ Standpoint- Located close to convenience stores, so easy to link ads to purchasing behavior- High visibility (two high-luminance monitors located side-by-side, just below eye line)- Sound transmission can be limited to people in vicinity of monitors through use of
directional speakers- High level of content expression freedom since platform will be compatible withmultiple formats, including video, still images, and Flash Media- Effectiveness of advertisements can be analyzed by store and area through integration
with LAWSON’s sales data (purchasing information on point-card customers)

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- Permits transmission of most appropriate content, tailored to the needs of passers-by
according to area and time- Permits implementation of consumer-participation-content (for example, people canuse mobile phones to answer questionnaires or view images and videos)Overview and Features of New Media
General format
Display of video and still images via two 46-inch monitors; audio delivered throughdirectional speakers
Mobile phone link available via FeliCa® terminals installed alongside monitors
Locations
Front of LAWSON convenience stores (facing outward)
Scale
Operation to start at around 300 stores, centering on Tokyo (incremental expansion);
initial focus on major business areas, such as Shinjuku, Shibuya, Ginza, and Shinbashi
Transmission content
Advertisements and original content (entertainment information, tie-up content, lifestyle
information, and local information, etc.)
Launch dateJune 2010 (plan)
Concept“Instant contact x Numerous contact points—New media for communicating withcustomers”

Profile of Joint Venture Company
Name
Main business
Headquarters
Representative
Capitalization
Equity holders
Establishment
Service launch
Employees

Cross Ocean Media Co., Ltd. (plan)
Advertising business via digital signage, centering on LAWSON
convenience store chain
Shibuya, Tokyo (plan)
Yoshifumi Ichihara, President¥785 million (capital stock: ¥393 million; additional paid-in capital: ¥392million)
LAWSON (42%); ADK (38%); NTT DOCOMO: (20%)
March 2010 (plan)
June 2010 (plan)
10 (plan)3

Information contained in this document is valid as of the release date. Readers are asked toacknowledge that information contained herein, including specifications, service content, andcontact details, is subject to change without notice.
* FeliCa® is a registered trademark of Sony Corporation.

Inquiries
Office of Corporate Communications
ASATSU-DK Inc.
Phone: +81-3-3547-2003＃＃＃4