THE EMPOWERMENT COMPANY
September 2013
Masatada Kobayashi
Co-founder, Rakuten, Inc.
“OPTIMISTIC”
Rakuten (楽天)
楽 - “Happy”
天 - “Heaven”
Our Philosophy has always been the same…
Empowerment!
Founded
February
1997 5 Employees
IPO
April 2000
1st office:
Atago in Tokyo
(Jasdaq)
Rakuten
Tower
Rakuten
2013
Market cap: US $17BN
Over 10,000 employees
R$250 Billion
Target
R$28 BN
Source: Fuji Keizai
(100%)
(80%)
(60%)
(40%)
(20%)
(0%)
15 BN Reais
25%
48%
28%
59%
Apparel Electronics,
PCs
Books,
Softwa...
Percentage based on 2009~11 average
17%
Nintendo Wii
sales
16%
PlayStation 3
sales
12%
Nintendo DS
sales
41,628
Number of
merchants
Number of
products
142,742,298
Collectively, we can
compete against “Giants”
Rakuten Today
Rewriting the Rules
of E-commerce
Core Strategy:
Membership
Business on
the Internet
Unique convergence of
Internet Services with
Membership Business
+
Inte...
E-Commerce
Credit
Card
Banking
Securities Telecom
Travel
E-Money Digital Goods
Portal &
Content
Rakuten
Ecosystem
In Japan...
Growth in Crossover Users
Rate Rakuten members use
more than two services
* Purchasing ratio of Rakuten members who have u...
Rakuten
E-commerce Model
Shopping is
Entertainment!
Most
E-commerce
Models
Our Philosophy has always been the same...
Empowerment!
21
Comparison of approaches
Competitor A Model
Limits access to merchants
Controls relationship to customers
Controls cust...
A Unified Brand of
“Live” Merchants
The Rakuten Shopping Experience
R-Storefront
R-Backoffice
R-Datatool
R-Mail
“R”-Technology
RMS (Rakuten Merchant Server)
enables merchants to build
dynami...
1.0
Not taking
courses
Taking
courses
Average Monthly Sales
Per Merchant
“DREAM” Monthly
Publication for
Merchants
Intervi...
SmartDeviceAdoption
iPad
App for ranking of top 100 best-
selling items in Rakuten Ichiba
in each category
iPhone
Ichiba’s...
25%
30%
35%
40%
45%
Rakuten Ichiba 2013 GMS
Forecast for Mobile & Tablets
2013
FEB APR JUN AUG OCT DEC
Within 2013
Over 42%
Support
Strategy
E-commerce
Consultants
(ECC)
MerchantSuccessStories
Incredible speed
of selection
update
This shop succeeded by selling seasonable
first fashion with r...
MerchantxECC- SuccessStories
Katia had no experience
with e-commerce and retail
before starting Rakuten.
Katia succeeded b...
ECC Video
ECC Case Study: Long Page and CVR
(conversion rate)
5.1%0.4%
Let’s make shopping
more interesting !!
Marketplace 3.0 - Masatada Kobayashi / Co-fundador da Rakuten
Marketplace 3.0 - Masatada Kobayashi / Co-fundador da Rakuten
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Marketplace 3.0 - Masatada Kobayashi / Co-fundador da Rakuten

  1. 1. THE EMPOWERMENT COMPANY September 2013 Masatada Kobayashi Co-founder, Rakuten, Inc.
  2. 2. “OPTIMISTIC” Rakuten (楽天) 楽 - “Happy” 天 - “Heaven”
  3. 3. Our Philosophy has always been the same… Empowerment!
  4. 4. Founded February 1997 5 Employees IPO April 2000 1st office: Atago in Tokyo (Jasdaq)
  5. 5. Rakuten Tower Rakuten 2013 Market cap: US $17BN Over 10,000 employees
  6. 6. R$250 Billion Target R$28 BN
  7. 7. Source: Fuji Keizai (100%) (80%) (60%) (40%) (20%) (0%) 15 BN Reais 25% 48% 28% 59% Apparel Electronics, PCs Books, Software Beauty & Other Household goods Food Health food, cosmetics 15 11 7 6 6 3 34% 19% 19% Others Amazon Rakuten Strong presence across e-commerce categories
  8. 8. Percentage based on 2009~11 average 17% Nintendo Wii sales 16% PlayStation 3 sales 12% Nintendo DS sales
  9. 9. 41,628 Number of merchants
  10. 10. Number of products 142,742,298
  11. 11. Collectively, we can compete against “Giants”
  12. 12. Rakuten Today
  13. 13. Rewriting the Rules of E-commerce
  14. 14. Core Strategy: Membership Business on the Internet Unique convergence of Internet Services with Membership Business + Internet Service Membership Business
  15. 15. E-Commerce Credit Card Banking Securities Telecom Travel E-Money Digital Goods Portal & Content Rakuten Ecosystem In Japan Database Loyalty Program Log-In
  16. 16. Growth in Crossover Users Rate Rakuten members use more than two services * Purchasing ratio of Rakuten members who have utilized other Rakuten services during the past 12 months of the listed month. Applicable services are limited to those which can earn Rakuten Super Points (excl. Securities)
  17. 17. Rakuten E-commerce Model
  18. 18. Shopping is Entertainment!
  19. 19. Most E-commerce Models
  20. 20. Our Philosophy has always been the same... Empowerment!
  21. 21. 21 Comparison of approaches Competitor A Model Limits access to merchants Controls relationship to customers Controls customer data Rakuten Model Encourages social commerce Encourages engagement with customers Shares customer data with merchants
  22. 22. A Unified Brand of “Live” Merchants
  23. 23. The Rakuten Shopping Experience
  24. 24. R-Storefront R-Backoffice R-Datatool R-Mail “R”-Technology RMS (Rakuten Merchant Server) enables merchants to build dynamic online shops from Day 1
  25. 25. 1.0 Not taking courses Taking courses Average Monthly Sales Per Merchant “DREAM” Monthly Publication for Merchants Interviews with shop owners 3.6 Rakuten University & DREAM Magazine
  26. 26. SmartDeviceAdoption iPad App for ranking of top 100 best- selling items in Rakuten Ichiba in each category iPhone Ichiba’s App for iPhone since Feb. 2011 Android Ichiba’s App for Android since Apr. 2011 Three different display sizes
  27. 27. 25% 30% 35% 40% 45% Rakuten Ichiba 2013 GMS Forecast for Mobile & Tablets 2013 FEB APR JUN AUG OCT DEC Within 2013 Over 42%
  28. 28. Support Strategy E-commerce Consultants (ECC)
  29. 29. MerchantSuccessStories Incredible speed of selection update This shop succeeded by selling seasonable first fashion with rich information and communication
  30. 30. MerchantxECC- SuccessStories Katia had no experience with e-commerce and retail before starting Rakuten. Katia succeeded by maximizing her commerce experience cooperating with her EC consultant.
  31. 31. ECC Video
  32. 32. ECC Case Study: Long Page and CVR (conversion rate) 5.1%0.4%
  33. 33. Let’s make shopping more interesting !!

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