02020.04.16

Content
1.

Introduction

2.

Challenges in the new digital age....................................................
...............................

12

2.1 Challenges for the users
2.2 Challenges for companies
2.3 The limits of data management
3.

....................

4

Our solution .....................................................

5

Towards realization of a digitalized society
3.1 Decentralization
3.2 How to achieve decentralization?

4.

4.1 Development concept

4.2 Decentralized personal authentication and data management
4.3 SKC solution use case
4.4 A data management service connecting people and IoT devices
4.5 SG solution use case
4.6 JasmyNet
4.7 Developer Program
4.8 Jasmy Initiative
5.

The Jasmy Ecosystem.............................................

12

5.1 Building a data ecosystem
5.2 Formation of an expandable ecosystem
5.3 Strength of the Jasmy Ecosystem

5.4 An essential part of building an ecosystem: The reward system
5.5 Jasmy Token
6.

Data Marketplace................................................

15

7.

Roadmap.........................................................

16

First phase：Platform popularization
Second phase：Value Growth
Third phase：Ecosystem expansion
Fourth phase：Marketplace expansion
8.

Team introduction................................................

18

1.Introduction“We aim to realize a Data Democracy by building a decentralized,
democratic world where data is protected as inherently owned by eachindividual.”
Jasmy is an IoT platform company on a mission to provide the infrastructure
which allows anybody to use data safely and securely. In order to achievethis, we are currently developing and providing the “Jasmy Platform”.
In recent years, the valuable data generated from our everyday life ispossessed by a small number of giant platformers in the global market. With
the Jasmy Platform, we aim to create the world where each individual’s own
data can be protected so that everyone can use their data safely andsecurely. To achieve this, we have uniquely combined Blockchain and IoTtechnology to provide the optimal platform solution for customers aroundthe world, and across industries.
Japan has been recognized for manufacturing high quality products, but inthe endeavor of building the Jasmy Platform, we are developing our businessboth from a manufacturer’s perspective as well as striving to become amarket innovator. The current century is sometimes called “the century ofdata”, in which people, machines and information are building new
relationships. We firmly believe that Jasmy can help Japan take a leadingrole in creating such a world.

Jasmy Incorporated Representative Director
Kunitake Ando

1. Introduction

12. Challenges in the new digital age
Today all people, things and services are connected to the internet andthe Fourth Industrial Revolution will continue to deeply impact every facetof our life. It is predicted there will be 41.6 billion internet-connected
IoT devices, generating 79.4 Zettabyte (approx. 80 billion terabyte) ofdata per year by 2025. (International Data Corporation market forecast, 18
June 2019). The amount of data collected by IoT devices is increasing every
day, and IoT generated data plays an important role for businesses who
provide high value-added services to customers and clients. On the other
hand, many companies who hold their customers’personal data neither havedata management systems nor manage them properly to utilize their data,
which often result in problems, such as information leakage and complianceviolations.

2.1 Challenges for the users
Individual users regularly send personal data through smartphones or IoT
devices to companies and receive services in return. However, by providing
their personal data to companies blindly, the users may feel discomfort asif their behavior is under surveillance, have distrust on the purpose ofdata usage, and anxiety about infringement of their privacy. At the sametime, privacy issues arise as individuals are providing private data to thecompanies without knowing how such data will be used. While companies
processing personal data justify themselves by adding “consent” clausesin the terms of use and 3rd party disclosure conditions, this data may be
used against the will of the user. For this reason, laws that allow users
to request companies to disclose the purpose of their data or delete theirpersonal information upon request have been passed and enforced. In ourcurrent world of centralized networks, this is an effective way to urge
companies to protect personal data.
Apart from the legal aspects, we believe that if there is an
infrastructure and environment that allows the users to manage theirpersonal data by themselves, just like they are using their own money intheir wallets, they are more willing to provide information to companies
for their services, and a more active data exchange between companies andusers on a fair basis will be accelerated.

2.2 Challenges for the companies
In 2014, the personal records of approximately 35 million customers wereleaked from Benesse Corporation as a subcontracted worker downloaded thedata from the company system. Beside a direct fine of 300 million JapaneseYen (approx. $2.8 million), the company had to record more than 26 billion
Japanese Yen (approx. $241 million) in losses which included compensations
and other expenses for public apologies. Similar accidents and scandals
regarding personal data are happening subsequently around the globe. The
social media giant Facebook was fined $5 billion by the Federal Trade
Commission (FTC) for improper treatment of user data in 2018. Such personal
data breaches from companies centralized systems take place repeatedly.
2. Challenges in the new digital age

2

As long as companies are collecting personal information to improve theirservices, there are always security issues regarding disclosure of
information, leakage prevention, and protection from attacks by hackers. As
a result, companies are regularly bearing heavy costs on system updates,compulsory system audits, and many other measures to strengthen theircybersecurity. In the event of a data leakage, like mentioned before, theyalso will lose trust from their customers, business partners and investors.
For public companies, a negative impact on the stock price also has to beconsidered.
Global enterprises in the IT industry must comply with local data
regulations in each country and build a suitable networked environment. The
General Data Protection Regulation (GDPR) was implemented by the European
Parliament and Council of the European Union in 2018 with the purpose of
returning the right of personal data back to its citizens. It requires
company-wide measures and large investment for adaption: modification ofcontracts, inquiry responses, the education of employees and workforce,
further improvement in cybersecurity, and so on. In reality, many companies
have not yet built a clear policy and plan regarding the handling ofcustomer data in compliance with the regulation.

2.3 The limit of data management
Currently, most services are commonly built as so-called centralized
systems. The companies manage all the data on their own servers and provide
various services to users. While centralized systems have significant
advantages, such as a clear responsible party and a fast processing speed,these systems will put the users in high dependency of their centrally
managed systems.
The problem here is the monopoly of a company as a central administrator
and data aggregator. The more users and data a company has, the more likely
it is to have a dominant position in utilizing it.
Another problem is the data silo problem. Almost every company ororganization manage their data strictly within their own centralized system,
whereas other companies or organizations have no access to it, thus
preventing effective interaction of data across companies and industries.
In the discussion on privacy and user information, words like Japan’s“information banks” (Japanese: Joho Ginko), Personal Data Storage (PDS),
and Personal Information Management System (PIMS) have become common. These
new mechanisms among the current centralized network aim to realize safe
and secure data utilization for both companies and individuals through a
new kind of data distribution. Yet as long as the new mechanism is groundedin the current centralized network, its limitations of dealing with data
will become visible when it comes to IoT devices generating enormous amountof data.
We will provide a new option to complement the current centralized
services with a decentralized network infrastructure that ensures security
and trustability.

2. Challenges in the new digital age

33. Towards realization of a digitalized society
3.1 Decentralization
As mentioned in the previous chapter, various problems concerning personal
data need to be addressed and solved. We advocate “decentralization” as
the key to the solution. Our idea is to provide a platform where eachindividual can manage and control their data based on their own judgement
under secure and safe conditions. This includes giving permission of use toothers without stress or fear. With the Jasmy Platform, we will strive torealize a society where both personal data protection and utilization canbe achieved simultaneously.

3.2 How to achieve decentralization?
Various companies are currently using digital technology for process reengineering and new value creation, in an effort to break away from their
existing business models. Under the slogan “ready-to-use IoT”, Jasmy
provides the optimal distributed IoT platform to companies via 2 methods:• We utilize edge computing with its characteristic of a decentralized
process to manage IoT connectivity.
• We support data management via decentralized network and storage.

Edge computing ： In the case of current cloud-based IoT platform, allcollected data from devices has become centralized, stored and processed by
the system administrator as service provider. On our platform, the devices
are able to process data by incorporating our unique module and thecomputation itself is decentralized. By shifting the vast amount of dataprocessing from the central server to the edges, the process is distributedand hence the risk of data loss and hacking can be reduced. As each edge
can work autonomously, such architecture will be able to cope withvulnerability as well. Furthermore, the edges can work as distributed
storage.
Distributed network and storage： We provide network and storage basedon decentralized technology such as Blockchain and Interplanetary File
System (IPFS). Immutability is one of the most critical components of theblockchain technology, which means that data has to be consistently written
into blocks and all the recorded blocks are impossible to alter. In
addition, data authenticity will be secured by the approval algorithm of
the blockchain network instead of a centered third party.
This is based on the fact that all the historical transactions are provento be true due to immutability and that all the participants trust thesmart contract embedded in the blockchain network beforehand.
This trustability is independent of any specific approver with great power.
As a distributed network it is based on the consensus rule agreed by all
the participants. Its democratic feature is a critical element in our
pursuit of realizing a data democracy.
3. Towards realization of a digitalized society

44. Our solution
4.1 Development concept
Unlike the current centralized world, we will build an IoT platform
suitable for the idea of a Jasmy Decentralized Data Democracy. Through the
Jasmy Platform, we will endeavor to accelerate the use of data and instill
the concept of data democracy.

Pursuing the convenience of data utilization：

We believe that a data
democracy is essential for a society where individuals and companies canprovide data to each other without hesitation or stress, not only for theirown benefit but also for the common good of the society as a whole. For
this reason, we will pursue to achieve the two objectives: ① the securityof all data around oneself as an individual, such as IDs, application logs,
and data from IoT devices in their usage, storage, and maintenance, and ②
the convenience for companies to utilize data in a wide-ranging manner, if
authorized by the respective individuals.

Building a “place” that creates value ：We believe that data that
contributes to individuals, companies, and even the whole society needs aplace where its value can be recognized. This value shall be built by ademocratically decision-making environment in a decentralized world, rather
than being determined by a central authority. We have always been keeping
in mind that the Jasmy Platform functions as a place to create value forthe data generated.

Contributing to innovation：We will always provide a neutral environment
where all kinds of businesses, organizations, and individuals can utilize
the data that is being generated and developed from the Jasmy Platform toboost innovation and to create new value for the future.

4. Our solutions5

4.2 Decentralized

personal authentication and data management

The users of the Jasmy platform will have “digital lockers” (personal
data locker*) in our distributed storage to hold their data. Important
personal data or IoT device data will be stored and managed in theselockers. All events like sharing data to whom and to what extent will be
determined by the users themselves. In other words, they will have fullcontrol over the necessary scope and duration when providing their data toothers.
This personal data locker is provided in its main functionality as a“content addressing” solution which allows secure storage of files within
the P2P network.
Data files are stored within the decentralized network while only hashvalues are managed on the blockchain. By combining this decentralized
storage solution in connection with the user-owned IDs, the weaknesses of apure blockchain system, for example, the incapability of storing large
files in a single block or the slow-down of approval speed due to large
size of files, are being addressed and solved.
The Secure Knowledge Communicator(SKC) is the platform’s core service
that allows us to achieve data democratization by controlling, managing,and tracing our own personal data by ourselves.

Secure Knowledge Communicator: SKC
The main features are as follows.
• Identity Verification (Identification and Authentication: Know Your
Customer) and registration functions that enable users to start using the
Jasmy Platform and its services.
• The function for users to accumulate and manage their personal data via
the JasmyNet upon their own will.
• The function that allows users to authorize data transactions and the
tracing of provided data.
• The functionality that allows companies and organizations to access anduse personal data appropriately and only when necessary, instead of
keeping records in-house.

The distributed user authentication system provides personal data lockers
to the users who have completed the identification and registration
procedures and created an ID. The data generated from the user’s activityof each service will be securely stored in a personal data locker that heor she can control. In addition, when providing information to a company,
the user will be able to control and track it, including the right ofaccepting or denying the use of it.
Furthermore, we will solve the inconvenience of digital identity (ID) for
the users. We currently not only have to have different IDs for different
services, but these IDs will also be inaccessible if a service provider
4. Our solutions

6

disappears or the credentials are lost. However, the IDs created byindividual users of the Jasmy Platform are not IDs associated withconventional centralized services but self-sovereign identities, linked toour decentralized storage, so they are managed by users with their own
authority. In the past, user IDs were limited to services, manufacturers,
and applications, but we plan to make it possible for users to freely
communicate and trade data without the borders of traditional data silos.
In addition, the SKC, as our core service application, is equipped with
P2P protocols that build the basis of our application for individuals to
use the data safely and securely.

4.3 SKC solution use case
Based on this SKC core service, we are currently developing adecentralized contact center application in cooperation with a leading
company of the industry to provide a blockchain-based solution.
In the contact center industry, which has an expected market size of 900
billion JPY per year, all the companies under digital transformation areurgently required to solve three major issues:• To build and alter services from enterprise-dominated to customeroriented ones（boosting the customer experience）• To pursue global level security standards（ setting global standards forthe industry）• To redesign the cost structure of contact
transformation：improving operational efficiency）

centers(digital

In order to solve these three issues, we have been developing this first
blockchain-based decentralized application (Dapp) for contact centers inJapan to ascertain efficient use of customer data.
The key concept for the solution is decentralization. By using SKC,
individuals can control their own data such as personal data and use
history. Contact centers can expect cost reduction from the risk management
view point, because it isn’t necessary for them to keep records ofcustomer data for client companies.
In addition, granting the operator access to their customers data inadvance reduces the time of verifying the call history of the customer,
thus reducing labor costs as less operators can handle more customers.
As the personal data use history and call logs are stored in the
distributed storage environment held by each individual, this enables
smooth transaction of information across companies and exchange of devicerelevant information with the manufacturer (e.g. customer permission toprovide information to companies or request to delete the data). Beginningwith the improvement of operational efficiency, we are expecting new
business chances to be created in the future.
4. Our solutions

7

As the SKC would increase the efficiency requested by companies and act as
the one-stop solution requested by consumers, we foresee that the SKC will
not only be implemented in the contact center industry, but eventually be
used as a standard application for other industries as well.
The explosive growth of IoT devices is expected, and the increasing amountof data generated from them will be used more and more by companies forvarious services focused on data analysis. Since the SKC is equipped withthe basic functionality to realize the concept of decentralization thatsolves both challenges of data protection and data utilization, we believethat it will be the basic service for individuals to manage and utilize
personal data, as well as being a foothold for companies to deploy data
through IoT devices. We therefore envision the SKC to be used as a global
standard for data applications.

4.4 A data management service connecting people and IoT devices
The SG is another core service for the Jasmy platform that allows easy andsecure registration of IoT devices on the distributed network, and at thesame time create an environment that can only be used by the owner of thedevices.

Smart Guardian: SG
The main functions are as follows:• A functionality to connect devices registered on a network to theirowners without additional personal identification or authentication byusing the SKC function (Know Your Machine: hereinafter referred to as
KYM)• A function that allows for the device to interact with the owner, such as
sending and receiving of measured data remotely• A function that allows the owner to safely store, manage, and deploy thedata generated from devices within the blockchain based distributed
storage
Many companies are providing a vast number of network-enabled devices. In
order for them to properly create new value and new markets through theusage of all the data generated by these IoT devices, the data must be
credible, reliable, and resilient to identity theft and falsification. The
SG is Jasmy’s unique technology that links the ID information of the ownerusing the SKC and the ID information of the device itself. After going
through a process of multi factor authentication (MFA), the data generated
by the device (hereinafter referred to as “device log”) can be correctly
linked to the owner. At the same time, device owners and administrators canstore device logs using a distributed network to prevent data from being
leaked, falsified or manipulated.
In addition, the IoT module developed and provided by Jasmy (tentatively
called “Security Management Module”) can be incorporated into existing
IoT devices to tie them to their owners and administrators, and register
the devices into the Jasmy distributed network to securely manage andutilize the device logs.
In this way, the IoT data aggregation from devices, even with low computing
capabilities, can be facilitated by implementing the SG.
4. Our solutions8

4.5 SG solution use case
Secure Enterprise Service: Decentralized PC management service forcompanies that handle confidential information
An increasing number of companies are considering to strengthen the
security of their internal devices, such as laptops and smartphones, inorder to prevent confidential information such as important customer
information from leakage. In current centralized networks, security
measures are facing limitations. To complement the limitation and tostrengthen the company laptop security, we are providing the “SecureEnterprise Service” as a concrete device management service for cybersecurity measures by creating the distributed network environment with SG
as the basic API.
For example, to strengthen the security of the laptop for a salesperson,
the following information is required:• KYM information of the laptops of the sales department• KYC information of the person in charge who manages permission for all
laptops centrally• KYC information of the salespersons who actually use the laptops• Identification information of the devices (i.e. smartphone) that are
paired with the subject laptops

The above necessary information will be used for multi-factor
authentication, and will be managed in the distributed JasmyNet network
environment to prevent falsification and leakage. KYC and KYM information
will be written into the secure part of the memory of the laptop, which canbe managed by a central responsible person of the company. Important files
and information can be stored safely using the distributed storage that isallocated to each laptop. Moreover, as it is an encrypted P2P structurethat does not go through a specific external server, direct conversations,file exchanges and messages can be handled without any concern about data
leaks or hacking.

Device data management solution for the smart home
As the number of IoT devices increases, the domestic smart home market,
which provides more comfortable and seamless benefits by linking various
household devices, such as AV equipment, ICT equipment and home appliances
to the network, is expected to exceed 4 trillion Japanese Yen by 2025.
（ Fuji Chimera Research Institute,Inc. , Smart Home City General Survey
2018：www.fcr.co.jp/pr/18096.htm）
Today, manufacturers from a wide variety of industries including home
appliance, housing, energy suppliers and telecommunication companies, areaccelerating their business to realize smart home services. Data generated
from network-enabled domestic devices is customized by users according totheir own lifestyle, including shopping, childcare, nursing, and working
environment.
4. Our solutions

9

Therefore, it is important to have rules and regulations in place for theprotection of personal data on these networks.
We envision to provide IoT solutions for manufacturers and home builders
who are expected to enter the smart home market with products such as smart
interphones, security cameras, and smart keys, with low cost and advanced
security functions, supported by SG and IoT modules.
For the companies that are converting their products to IoT, or
accelerating the development of products for the smart home market, we will
provide our IoT modules that enable device registration on the distributed
network, linking data with users and administrators, and will support
implementation of the modules into existing devices. Even if the existing
devices have low processing power, companies can still quickly takeadvantage of the SG mechanism and Jasmy platform.

Besides providing solutions for the companies participating in the smart
home business, we can also help the local governments that pursue the‘smart city’ concept by deploying the SG, for SG plays a fundamental partin the digital infrastructure enabling data analysis and sharing. In termsof ‘remote work’ and ‘work-sharing’ promotedby the Japanese
government who want to secure workforce, we also plan to provide the SGmechanism and solutions that enables stress -free data sharing and managing
in a decentralized, safe environment from the perspective of “information
management compliance between employees and companies”.

4. Our solutions10

4.6 JasmyNet
JasmyNet is a network environment in which only authorized member
companies of the consortium can participate. By participating in theconsensus algorithm, everyone can remain in a secure network environment
and utilize it. It is possible to write data, keys, hashes and otherrecords into the blockchain. Each company can provide services utilizing
smart contracts on the platform, but also develop new kinds of services
based on commonly shared data. This concept is quite unique so we areapplying for a patent for this business model.

4.7 Developer Program
To boost the solution and service developments on the Jasmy Platform, andto foster the developers of the next generation, we provide a Developer
Program (hereinafter referred to as “DP”) for developers around the world
who are interested in distributed systems.
We are preparing an SDK and APIs for development and use of the SKC and SG
services of the platform. With the rapid advancement of blockchain
technology, there is an urgent need to train developers in the field ofdecentralized applications. We will establish a place where engineers andplanners as cooperating “friends” and sometimes competing “rivals” cancommunicate freely and help to create a new world-class Japanesedistributed data society.

4.8 Jasmy Initiative
In aiming to accelerate adoption of democratic, safe and secure devices
that make use of technologies such as IoT, blockchain and AI, the Jasmy
Initiative has been formed together with companies who are willing to takethe lead in utilizing this project. In addition to joint operations, wewill carry out activities such as design, proof-of-concept, demonstration
experiments, and information exchange, in order to realize a profitablebusiness foundation for the platform.

4. Our solutions

11

5.The Jasmy Ecosystem
5.1 Building a data ecosystem
Recently there has been a growing concern regarding data protection. Thereseems to be the situation where personal data is excessively protected sothat companies can find it more difficult to utilize and use theindividual’s data. The use of data in companies is dominated by verticallyintegrated systems and there are many challenges to realize data sharing
across companies. With our core services, SKC and SG, we can offer
solutions to these complex problems. We believe that it is important tobuild a data ecosystem that creates a virtuous circle where bothindividuals and companies can benefit from the exchange of data.
Personal data cannot be used due to various concerns. We believe that theformation of this ecosystem will not only improve the situation, but also
contribute to reduce labor costs and expenses that companies are struggling
to achieve. By using an effective reward system, we aim to create anenvironment where individuals participate based on their own will, andcompanies will be able to create better products and services by making
full use of the data.

5.2 Forming an expandable ecosystem
We will attract and increase the number of end-users for the platform byworking with the member companies of the Jasmy Initiative, to develop new
solutions while deploying our core services, SKC and SG. Through theapplications on the Jasmy Platform, the companies can leverage blockchain
to provide innovative solutions, as well as reduce labor costs and server
hosting fees. On the other hand, the users feel comfortable as they are
assured about security while enjoying the companies’ services. Thus, we
envision that the “data lockers” will spread widely across areas, ages,
and genders by creating a system that benefits both companies and users.

As the number of the companies participating in the platform grows, sodoes the number of their users who use their services. The data held by theuser will be stored in a blockchain-based “data locker” which allows theuser to control the extent of its use. In order to obtain permission fromthe user, companies need to introduce the content of their services andgive rewards to utilize user’s data. Thus, it will be easier for users todetermine the scope of data utilization, because the purpose andcompensation are clearly defined. This mechanism allows companies to use
data across its borders, as long as they pay the right price. Compared tothe conventional centralized system, as the ownership of data remains witheach user, it will be easier to improve the data use amongst companies.
Hence, we can expect that more and more companies will join the Jasmy
Platform.
With the development of the 5G telecommunication infrastructure and the
spread of IoT devices, we understand that the so-called Fourth Industrial
Revolution will inescapably urge companies to create new business models
predicated on data and analytics. Therefore, we are confident that our data
ecosystem will definitely grow at a steady pace.
5. The Jasmy Ecosystem

125.3 The strength of the Jasmy Ecosystem
In a digitalized world, individuals do not only act as customers who enjoy
the convenience of IoT devices, but also as data providers who produce
different types of data around their living environment. We believe thatthe ownership of this data shall belong to the individuals themselves, notto a centralized corporation.
In this belief, we plan to create an environment where every data producer
can select and control use of their personal data. Companies that use
highly accurate data will have a better chance to develop innovative
products and services, as well as in-depth and precise management analysis,
which will lead to customer number and revenue increase.
When such an environment becomes more popular, users who enjoy new
products and services will produce even more data, and store even more
information in their own “data locker” and reap rewards from companies.
Companies have to be transparent about data utilization, which will createa high level and correct understanding about it and might also lead to alink between business success and corporate social responsibility.
Theemergence of such companies, who recognize the increasing value of both thequantity and quality of collected data, will contribute to the creation ofa virtuous cycle.

Increase of data volume & types

Jasmy Ecosystem

Increase of
products & services

5. The Jasmy Ecosystem

13

5.4 An essential part of building an ecosystem: The reward system
We believe that an effective reward system is essential to build a healthy
data ecosystem. Just as personal data has been concentrated withincentralized companies, and these companies that use it are more and more
dominating the world, we are now aware that personal data turns out to be
the “new oil” of the digital age. The fact that the increase in utilizing
personal data can generate huge profits clearly show the value of this new
resource. Therefore, we believe that there should be a fair economic
environment in which companies that use this resource (data) pay each data
producer a fair price (reward).
On our platform, companies have to clearly show the scope and purpose to
individuals of how they will use personal data. They have to obtain
permission, and grant rewards in exchange for the data. As rewards withconcrete value need to be offered, individuals will learn and recognize thevalue of their data through these rewards, and at the same time will become
increasingly motivated to share it with companies. As the value of theserewards is tied to both quantity and quality, data producers may have abetter consciousness of it when receiving higher rewards. The idea that
personal data will be used in a democratic way will give people awarenessof the value in a broader context. As a consequence, companies will also
become more conscious of this ecosystem while collecting data, and try to
make further use of it.

5.5 The Jasmy token
Our token, “JasmyCoin”, is a custom token created on the Ethereum
platform. It is based on the ERC20 standard. Therefore it enjoys the
security and processing power of the Ethereum network.
The token can also be used by an unspecified number of individuals andbusinesses to transfer tokens using digital devices, such as smartphones or
laptops, as proof of value exchange or payment for services. By notlimiting its usability, the token can have a wide range of purposes.

5. The Jasmy Ecosystem

14

6. Data marketplace
As a platform business, we aim to create a global data marketplace thatenables individuals and businesses alike to safely, securely andconveniently exchange data, and foster innovation that creates new value todata, beyond the boundaries of businesses and industries.
One characteristic of data is that, unlike physical assets such as oil, it
can be utilized by multiple parties at the same time. Data that has novalue to one person may be of high value to another. If we could create anenvironment where data held by individuals can safely and fairly be usedon the marketplace, we are convinced that there will benear-infinite
possibilities in the future for using such data as valuable assets forindividuals and companies.
In the age of IoT, our first focus is the contact center service solution
and B2B PC market. Then we will gradually expand the userbase andaccumulate personal data that can be exchanged on the platform by providing
various solutions to different industries.
Since the accumulated demand for real-time data through IoT devices is
expected to be extremely high, we will expand the number of companies
participating through the introduction of “Ready-to-use IoT” solutions.
As the number of individual users increases with the range of new products
and services provided by companies, the number of participating companies
can be expected to further increase for the purpose of utilizing data
produced by individuals.
This decentralized and valuable personal data needs an environment whereindividuals have the right to receive appropriate rewards for providing
such personal data. The Jasmy Platform Data Marketplace will be thesolution to realize this environment of transparent use and rewards for thepermission to access the data. We will move forward to improve the platform
so that we are able to offer attractive and an abundant number of functionsin the marketplace.
With the increasing awareness of privacy protection throughout society, we
believe that there is an even higher demand for our platform. Global
technological advancement in the field of data analytics, AI, machinelearning, and deep learning indicates that free and fair data sharing will
become a global trend in the future, giving optimal conditions and highgrowth potential for our data marketplace solution.

6. Data marketplace157. Roadmap

Marketplace
Expansion

Platform
popularization
普及期

Value
Growth
価値成長期

Ecosystem
Expansion
エコシステム拡大期

Besides being engaged in developing a democratic decentralized network
platform, we also support companies in realizing such a data marketplace
where valuable data can be securely traded, which will, we expect, lead to
new innovations.
What we furthermore aim for is a network where companies can create new
business models based on data utilization by strategically sharing andtrading valuable data amongst companies from different industries.

First phase：Platform popularization
During the popularization period, we will attract end users to theplatform by actively developing new solutions for IoT devices incooperation with Jasmy Initiative member companies, utilizing
our coretechnologies SKC and SG. Companies can offer blockchain based services
through development of applications on the platform while at the same timeachieving cost reductions on labor and server fees. On the other hand, theindividual users enjoying the platform services can do so with highest
sense of security. The underlying mechanism of benefits for both companies
and users and an increasing number of different kinds of services will
help a rapid growth of data lockers in all regions and of all ages, andgenders.
In particular, a large numbers of end users will be connected to theplatform via contact center solution. This first business solution in
partnership with a leading contact center allows anyone to easily contact
their support services via various communication tools such as telephone,mail or chat, and gives us the opportunity to quickly familiarize the end
users with our data-focused philosophy. Our contact center solution is
being developed and tested in partnershipwith the country’s largest
provider in the field, so that it can be expected to be adopted as astandard application for contact centers throughout the industry. In thisway, we intend to increase the number of data lockers in the early stage by
rapidly extending the decentralized environment for consumers who use theproducts and services of the platform’s Initiative members.
16

Second phase：Value growth
In the second phase, we will focus on promoting the wide range of different
kinds of personal data and their volume that can be exchanged, while steadily
increasing the number of users. During this growth period, we will focus on
increasing the number of companies participating on the platform.
With an increased number of participating companies, the number ofindividual users will also increase, and by incentivizing this extended userbase via rewards and offering of a clear value to their data, the data will beutilized across companies and beyond industry borders, again giving new typesof companies the motivation to participate on the platform.
As the number of data lockers expanding gradually, the types of products andservices on the platform can diversify and grow a rich variety of data neverseen before. Individual users recognize the volume of personal information,such as shopping history and insurance contract information, which they haveunconditionally handed over to companies until then, while at the same timerealizing that the value of their data is increasing with the potential ofusage and abundance of it.

Third phase：Ecosystem expansion
Once personal data has grown to a point where it can create value, theenvironment in which individuals are fairly compensated for providing theirdata will be established. By being rewarded for disclosing data to companies,
the users are incentivized to participate in the data ecosystem. At the sametime we stay in a neutral position to the system and do not collect and holddata in a centralized way. By facilitating and increasing these kind of dataexchanges for rewards, people will naturally become familiar with the true
value of their personal data, and will collect and use it with the clear
awareness of the surrounding ecosystem. We are establishing and providing thisecosystem that builds the environment to safely and securely utilize all
personal data.

Fourth phase：Marketplace expansion
In the Jasmy platform ecosystem, personal data is being stored in a secure,
distributed way and is the property of each respective person. It needs anenvironment to be safely and securely managed, and any individual needs tohold the right to receive appropriate rewards for providing their personal
data. The environment and fundamental service that realizes this transparent
use and rewards upon granting access permission is the Jasmy Data Marketplace.
We will promote development of such a marketplace so that individual users caneasily and safely grant data licenses on the platform and have an abundance offunctions. The purpose of this project is not only to exchange data between
individuals and companies, but also create the possibility to strategicallyshare valuable data among companies, and to be the starting point for creating
value and new service models.
We aim to achieve that all people, goods, and services will be interconnected,
and all personal data that is closely related to people’s lives, down to thefundamental human needs of “clothing, food, housing and transportation” will
be given back into the hands of the original owners.
7. Roadmap

17

8.Team introduction
Our management team consists of former Sony executives who possess longand rich experiences in creating innovative products.
Representative Director Kunitake Ando, who has always held anentrepreneurial mindset and has driven innovation since his days at Sony.
He has a wealth of experience in establishing new business models,
including the launch of Personal Computers under the VAIO brand and Sony’s
life insurance business, from scratch.
President & CEO Kazumasa Sato has many years of experience in identifying
and scaling up businesses towards existing market needs.
Executive Vice President Masanobu Yoshida has many years of experience intechnology R&D at large companies, including senior executive roles.
CFO Hiroshi Harada is a Japanese CPA well versed in corporate governanceand financial accounting, especially in the IPO process.
Alongside these experienced individuals, the Jasmy project consists of amultinational team working actively together as we foresee a future inglobal development

Representative Director

Kunitake Ando

Former President and COO of Sony Corporation, President and COO
of US Sony Engineering and Manufacturing of America, Chairman ofSony Financial Holdings, Chairman of Sony Life Insurance Co., Ltd.
Assumed office as CEO of Jasmy in April 2016. Currently directorof the Japan Innovation Network and Chairman r of the Universityof Nagano.

President & CEO Kazumasa Sato
Former CEO of Sony Style.com Japan Inc., Operating officer ofSony Marketing (Japan) Inc. and President of Sony Style Company,
managing director of Sony Style Japan and operating officer ofSony Marketing Inc., Head of the Sony Corporation Creative Center,
Chairman of BJIT Group, joined the Jasmy Board of Directors in
April 2016, CEO of Jasmy Incorporated from November 2018.

Vice President & CTO Masanobu Yoshida
President of Sony Corporation Handheld Computer Company, Sony
Ericsson Mobile Communications （ now Sony Mobile Communications
Inc. ） Department head, Managing Operating officer of Softbank
Mobile, General Manager of product services etc., currently CEO
of Dreamforest Corporation. Vice president of Jasmy from April
2016.

8. Team introduction

18

CFO Hiroshi Harada
After passing the Japanese CPA examination in 2008, joined KPMG
AZSA LLP. He has been engaged in statutory auditing for listedcompanies across industries, including broadcasting, construction
and manufacturing, as well as IPO support services with which hisclient successfully went public. After 11-year experience at
auditing firm, he joined Jasmy as CFO in January, 2020. In
addition to managing accounting, finance and taxation, he is also
responsible for investor relations.

Tax Advisor
03.195904.1953
07.197707.1979
07.198107.1983
07.198507.1987
07.198906.1991
09.1992

Graduated from Secondary Law Department of Hosei University
Joined General Affairs Department of Kumamoto Tax Bureau
Deputy Head, Kojimachi Tax Office (Responsible for Corporate Tax)General Investigator, Third Department of Tokyo Regional Taxation
BureauDirector, Third Legislative Research of Direct Tax Department ofTokyo Regional Taxation Bureau
Head, Arakawa Tax OfficeDirector, Corporate Tax of Direct Tax Department of Tokyo
Regional Taxation Bureau
Director, First Human Resource of General Affairs Department ofTokyo Regional Taxation Bureau
Chief Internal Inspector, Commissioner’s Secretariat of National
Tax Agency
Head, Kumamoto Regional Taxation Bureau
Established Chuo Goutou Firm (Tax Consultant)

Legal Advisor
09.196204.199009.199104.199407.1995
04.199602.199712.199701.1999
11.2000
10.2001

Ryuji Yabe

Hidenao Toyoshima

Passed the National Bar Examination
Director, Public Security Department of the Tokyo District
Public Prosecutors OfficeDirector, General Affairs Department of General Public
Security Intelligence Agency
Chief Prosecutor, Nagasaki District Public Prosecutors Office
Chief Prosecutor, Kumamoto District Public Prosecutors Office
Chief Prosecutor, Urawa District Public Prosecutors Office
Chief Prosecutor, Osaka District Public Prosecutors OfficeDirector-General, Public Security Intelligence Agency
Superintending Prosecutor, Takamatsu High Public Prosecutors
OfficeSuperintending Prosecutor, Fukuoka High Public Prosecutors
OfficeRegistered as a Lawyer (Tokyo Bar Association)

8. Team introduction

19ジャスミー株式会社
2020年4月
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www.jasmy.co.jp