[RakutenTechConf2013] [B-4] Passionate Business Development – Kirei-℃(do)-Navi -

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Rakuten Technology Conference 2013
"Passionate Business Development – Kirei-℃(do)-Navi -"
Tomoaki Hamano, Fumie Suzuki (Rakuten)

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[RakutenTechConf2013] [B-4] Passionate Business Development – Kirei-℃(do)-Navi -

  1. 1. Passionate Business Development ~ Kirei-do-Navi ~ Oct/26/2013 http://kidona.rakuten.co.jp/
  2. 2. Self-introduction FUMIE SUZUKI Service producer of Rakuten Kirei-do-Navi ・In 2007, ・In 2010, ・In 2011, ・In 2013, Joined Rakuten as an Enginner Started up of Rakuten Wedding Switched to Prouducer Led the launch of Rakuten Kirei-do-Navi 2
  3. 3. 2013.3.13 New Service Release!! 3
  4. 4. What’s Kirei℃Navi ? ・For WOMEN ・Recording BBT (Basal Body Temperature) ・Machine to Machine Healthcare 4
  5. 5. GOOD DESIGN AWARD 2013 5
  6. 6. What is BBT? Basal Body Temperature (BBT) is… the lowest temperature attained by the body during rest. It is generally measured immediately after awakening and before any physical activity has been undertaken. take your temperature orally 6
  7. 7. Why BBT? BBT data and Menstrual Date tells : Forecast of Ovulation Date Forecast of next Menstrual Date Condition of skin, metabolism and mood [Basal Body Temperature Chart] Faster Metabolism Likely to be oily skin Ovulation Date Likely to be dry skin Menstrual Date 7
  8. 8. WOMEN’s 4 terms in a month Menses cycle HORMONE BBT ♥♥ 8
  9. 9. RESET TERM Menses cycle • Dry skin • Drop in temperature Let’s take a long bath with facial mask 9
  10. 10. KIRAKIRA TERM Menses cycle • The most beautiful • Lose weight easily Be aggressive 10
  11. 11. TUNING TERM Menses cycle • Swell up • Sebaceous activity Do self-massage 11
  12. 12. UNBALANCE TERM Menses cycle • skin problems • Grow nervous Dangerous term For all MEN 12
  13. 13. WOMEN’s 4 terms in a month Menses cycle HORMONE We can care our body effectively BBT ♥♥ 13
  14. 14. BBT Trouble ・ Forgot to measure ・ Long measuring time(over 5 min) → fall back to sleep ・ Draw BBT chart by hand Messy and Undurable 14
  15. 15. Our BBT App Service, Kirei℃Navi 40-50 sec App alarm Transfer data Make Graph Simple and Easy♪ 15
  16. 16. 16
  17. 17. Our BBT App Service, Kirei℃Navi Advising Articles Fortune FOR WOMEN Beauty Calendar Forecast of Menstrual date/ Ovulation Date Weight graph 17
  18. 18. Planning Member 18
  19. 19. Advocator and Initiator TOMOAKI HAMANO 19
  20. 20. Inside Story in Developing Kirei-do-Navi 20
  21. 21. Self Introduction Tomoaki Hamano Executive Officer, Rakuten Inc. Business Manager, Media Business [Examples of new businesses developed]  Infoseek-Mail-de-Point : ad-email service  Rakuten Toolbar : No.3 in search query share  Rakuten Recipe : No.2 Recipe website 21
  22. 22. Low Growth/ Potential  High Why Developing New Services: Service Life-Cycle Question Mark New X Service D Star 2) Grow and Turn to Profitable New Y 1) Incubate new service and Invest for rapid growth Service C Service B 3) Enhance “Cash-Cow” 4) Close or Cost-cut to keep break-evenService Q Service P Dog Red Size of Profit Service A Cash Cow  Black 22
  23. 23. 2010 Considered New Services for Women 23
  24. 24. Why BBT Service for Women WOMEN : Active Consumer / Key Purchase Decision Makers in Households RESPECT Great Preceding Services for women 24
  25. 25. 2010 Considered New Services for Women [Oct.] Launched Rakuten Recipe 25
  26. 26. ?? + = 26
  27. 27. 2010 [Oct.] Launched Rakuten Recipe Considered New Services for Women 2011 [May] Encounter with TOSHIBA 2012 27
  28. 28. Encounter with TOSHIBA + = Greater User Satisfaction 28
  29. 29. 2010 [Oct.] Launched Rakuten Recipe Considered New Services for Women 2011 [May] Encounter with TOSHIBA [Mar.] Launched Kirei-do-Navi 2012 Developing Kirei-do-Navi 2013 29
  30. 30. Team Building Join me if you REALLY wanna try! Can you keep up with our speed? 30
  31. 31. Stick to User Experience User ! User ! User ! 31
  32. 32. Data Transfer Easy to Use Any Smartphones Low Cost (Acceptable by both iPhone and Android) …thus we wanted to avoid using existing technology like FeliCa® or Bluetooth® 32
  33. 33. User Interface of operating button on thermometer Easy to press for long nailed women? Is 5 sec too short for slow person? Too long for quick person? 100 Users behave in 100 different ways, Leave longer than Measuring 5 sec. So Power Press and we must test and imagine Mode hold longer100 ways of user and Press behavior. ON Data than 1 sec. release -Transfer within Mode 1sec. Press and Power hold longer Is 1 sec too short? OFF than 1 sec. Some may find it difficult to 33 release the button quickly.
  34. 34. Operation in thermometer delivery Users ~3:00 a.m. Subscribe online Mailing address data safely shared Factory in Hokkaido Print Shipping Labels Prepare shipment Pick up thermometers 8:00 a.m. Ship and deliver to users 2-4 days later Email shipment & Tracking No. 34
  35. 35. Hamano’s SECRETS in New Business Development 35
  36. 36. Hamano SECRETS in New Business Development 1. Respect and Research Preceding competitor, Innovation comes from combination of well-known things. Something Excellent Already Existing Something Excellent Already Existing INNOVATION 36
  37. 37. Hamano’s SECRETS in New Business Development 1. Respect and Research Preceding competitor, Innovation comes from combination of well-known things. 2. Share your idea to many people 3. Build team only with persons who really LOVE the service, and Let them stick to user experience 37

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