キャッシュレス社会にむけた
Rakutenの取り組み
2018年11月30日
楽天株式会社
FinTech事業戦略室
オフィスマネージャー

前川 龍一

Rakuten Group1. Our mission and focus area

1. Our mission and focus area

Rakuten Ecosystem

4Service lineup in Fintech

5Position in each industry
E-Commerce

Travel Reservation(GMS in Japan)(GMS in Japan)

1

1 JTB

1 SBI Securities

12 Amazon Japan

2

22 MUFJ Nicos

3 Yahoo Shopping

3 Kinki Nippon Tourist

3 Matsui Securities

3 SMBC4 -4 NTA

4 GMO Click

4 Aeon Financial

5 -5 ANA

5 Kabu.com

5 Credit Saison

1112 Aeon Bank

2 Suica (JR East)

2 Golf Digest Online

3 Japan Net Bank

3 Waon (Aeon)

3 -4 SBI sumishin Net Bank

4 Pasmo (Rail/Buss Pass)

4 -Reference: Fuji Keizai(B2C GMS, 2014), Environment Agency (Domestic GMS, 2014 Jan-Dec), Rakuten disclosed info(online securities stock trading volume,2014 Apr-2015 Mar; number of internet bank account, 2015 Mar; online golf reservation, 2013 Dec)、The Nikkei (E-money # of issues:2014 Apr)、SPRING (JCSI（Customer Satisfaction Index）research, 2014)、mThink(user survey on affiliate network, 2015)

6Role of FinTech services in the Rakuten Ecoystem
Covering variety of user behaviors with broad services

Pay 支払うe-Money
payments

CreditCardSave/Borrow 貯める/借りるBank

Invest 殖やす

ShoppingDigitalContents

Consume
消費するTravelGroup Asset- Brand- Membership- Data- Point- Merchants

Media

Commnunicaiton

Securities
Insurance

Prepare 備える
7

Profit Composition
Domestic EC and FinTech are leading the group
FY 2017 Operating Income*167 Billion

JPY
YoY +39.6%

DomestFinTech

ic EC

43.6%

44.7%
Others11.7%*Non-GAAP

8

Payment

Payment Businesses in Japan10

Rakuten Card

Over16M Card Users
No.1 Transactions ¥6.1 trillion GTV
No.1 Customer Satisfaction 9 years in a row(Japan Customer Satisfaction Index 2017)

Rakuten Card

Rakuten Gold Card

Rakuten Pink Card

Rakuten Card
YOSHIKIデザイン

11

Rakuten Card
Credit Card
Shopping Transaction Volume

MUFJ Nicos
SMBC

Rakuten Card Shopping GTV*

Largest Bank’s
Subsidiary
2nd Largest Bank’s
Subsidiary

Aeon Financial

2nd Largest
Retailer’s
Subsidiary

Credit Saison

Consumer Finance
Company* Calculated on a managerial accounting basis

12Rakuten Edy

No.1 E-Money Service
No.1 Available locations
No.1 Cards Issued13Rakuten Edy (Number of locations)

576,000（※Sep. 2018）

510,000（※Sep. 2018）

408,000（※Sep. 2018）

329,000（※Sep.2018）

Rakuten Edy
14

Rakuten Point

No.1 Point ServicePoints
I received the most
Points I want toearn the most
Points I am most
happy to receive
Source: MyVoice Communication, Inc. Internet survey on points, N=600, January 27-29, 201615

Rakuten Point Card
Attracts potential members by allowing users to “earn & use”
Rakuten Points at physical stores

Rakuten Point Card

Rakuten Point Card

Rakuten Point Card app■Earn Rakuten Super Points

earn
1p / ￥100
Rakuten Edy

Point Club

Rakuten Card with Point function

16 million Rakuten Card members

20 million Appdownloads
Rakuten Travel■Pay by Rakuten Super Points
1p＝￥1

Rakuten Card
Rakuten Ichiba

16

Rakuten Point Card
Merchant network and its transaction are growing rapidly.
Rakuten Point Card YoY Growth●スーパーマーケット●カフェ、飲食店●コンビニエンスストア

Over 60% YoY●ドラッグストア●ガソリンスタンド・エネルギー●百貨店※伊藤忠エネクスSS●サービス●その他ショッピング

Oct. 2014
Service Launch※ブランチ神戸17

Rakuten Pay

18

Payment with QR code printout

19

Rakuten Pay (Payment service at physical stores)
 Most popular mPOS service in Japan
 Also supports e-money payments (Type A/B)

20

Survey: “Mobile payment apps used within the past year?”
15.2%

3.4%

Apple Pay
Google Pay
LINE Pay

ORIGAMI Pay
GMO
スマート支払い

PayB

3.9%
3.3%
3.2%
2.3%
0.9%

9.6%

12.9%

Feb,2018
Feb,2017

0.7%
0.6%
0.2%

Source: MyVoice Communications, Inc.（n=10,674)
Q: “Which mobile payment service you used within past year?(Multiple Choice)”
21

Key elements for Payment

Key Success Factors for Payment Industry①ID×②
Point×③
Merchant

23①Rakuten ID■Unique ID■Customers can easily link to credit card info.
set for Rakuten ID for usual shopping by login.

（unit: 10K）

Simple & Easy 2 steps

Ponta

T-POINT

Dec. 2017

Jul. 2018※T-Point ＝ Unique※Ponta＝ Not unique※ｄ-point = Figure in 2018 Q1 IR※Rakuten = Figure in 2017 Q4 IR

d POINT

Aug. 2018

Jun. 201824

②Rakuten Point■Amount of point issued

2,000億円$ 2,200 million
1,000

27%

million60%

200
million

5%
6%

250
millionRakuten Point※T point※Ponta※d point※RakutenTpoint

Pontadpoint

Estimate of 3rd party
Estimate of 3rd party
March. 2018 Nikkei release
actual figure of 201725

③Rakuten Payment Network Members
Direct contracts with over 1.2m locations

Definition of locations:■ Locations with merchant contracts for Rakuten Card, Rakuten Edy, Rakuten Point Card, and/or Rakuten Pay■ Stores using multiple service contracts are counted as one■ Rakuten Pay, Rakuten Point Card, Rakuten Edy as of Jun/e 2018, Rakuten Card as of July 201826

Future strategy

Government policy to double cashless payment
penetration by 2025 supports growth in QR payment
total amount of cashless payment

number of stores that accept cashless payment（ Ministry of Economy, Trade and Industry. ）QR

JPY 60 trillion（20%)

Card7 million(since 40 yrs ago）

Felica2.5 million

0.3 mil

Barcode
0.2 mil

Total:
10 million(since 15 yrs ago）
(since 1 yr ago）
(since 20 yrs ago）

Current level

QR

Level in 2025
(governmental goal）

JPY 120 trillion

10 million

（40%)

28

Controversial discussion “Which is better?”

VSRakuten decided to choose “POINT” in 2002
because POINT has 7 advanced features than cash discount.

29

7 advanced features of POINT program
1. Marketing impact
2. Flexibility
3. Visualization
4. Differentiation
5. Lead marketing
6. Retention
7. Deep understanding of customers

30

By understanding our customers, we can provide
well-though-out OMOTENASHI marketing(きめ細やかなおもてなしマーケティング）

Segment

×

Reason×Benefit・”Ladies in 50s Only Sale” ”Rainy Day, Ladies Day Sale” ”Point 2x” Campaign
・”Birthday Month Special” ”First Time Visit” ”Point 2x” Coupon
・”Males live in Kansai area” “Hair Removal Special” ”Point 2x” Roulette⇔ Just discount sale
Ex. ”10% discount sale”
311/3 of Japanese consuming market transaction is covered
by POINT related payment.
Japan is the most POINT penetrated country.
(JPY bn)

Domestic consumption expenditure(JPY tn)

Industries
Credit card

46,266

Electronics retails

3,401

Mobile9,874Airline industry

880,000

1,970,000

POINT unrelated

42

Gasoline

8,989

Convenience stores

4,410

Supermarkets

6,999

Online shopping

3,250

Department stores

2,723

Drug stores

1,973

Restaurants

422

Sum

POINT related

total offered points

88,349*Nomura Research Institute (2014) basic guidelines for point granting

32

We can realize well-though-out OMOTENASHI marketingin cashless society by utilizing POINT programConsumingExpanding

POINT reward

Circulation
OMOTENASHI
marketingCustomerunderstanding

Need to securea certain level of fee
Need to create
healthy circulation

33

Competitive landscape of Payment Market
Current : Limited competition/ Competition of each payment method
Payment Technologies

Bar code/
QR codeE-money(FeliCa)

Plastic card

Products
E-MoneyCard

MUFJNicos
GMS No.1!

QR PayORIGAMIPaySuica WAON
Issues No.1!

GMS No.1!

Point

T-POINTd POINT
Issues No.1!

34

Rakuten Payment Platform Concept

Various PaymentSolutions

Easy Step Using
Rakuten ID

Expanding Rakuten Pay App※Under Development

P2P Money Transfer
to be implemented35

Next generation solutions

Independent payment service

Comprehensive payment solution

Service lineup in Fintech

Pay

Save/
Borrow
InvestPrepare37

Q3/2018 FinTech Results Summary(JPY Bn)

38

Accelerate growth of Asset Biz. with Point Program & ID
Attract customers via the Rakuten Ecosystem and accelerate cross-use by the point program.
Furthermore, creates a seamless UX by ID linkage, contributing to asset growth.
Accelerate Cross-use
Expand Asset business

Using Rakuten service
Online usage
楽天市場・・・ID(including ID linkage)

Offline usage
・・・39

Membership Growth with SPU program# of new accounts opened through other Rakuten services grew dramaticallyafter joining SPU Program*Securities*BankNew accounts opened via
Rakuten GroupNew accounts opened via
Rakuten Group× ～×× ～×

BeforeAfter

1x point* if Rakuten Card is linked to Rakuten Bank
* When members shop on Rakuten Ichiba

BeforeAfter

1x point* for investments in Rakuten Securities using points
40

Providing total solution for merchants
Our various business support services empower merchants in the ecosystem

Financial support
through business loan

Various business account services
for reducing operation cost

Affordable group insurance

41

Strong Relationship b/w each Fin Tech services
PointCard

Merchant Management

All in One Card

QR Pay/mPOS

Exchange b/w
Point & E-money
Merchant Sales

Card

E-Money
Money Charge

Investment toSecuritized products of card
receivables.

Money Transfer toRakuten Bank accountby the next day

Credit guarantee
to card loan
Real time money transfer“Money Bridge”

Life Insurance

Credit insurance
for home loan

Bank

Financial brokerage business

Securities
42