Why is Rakuten different? And how will we expand it to the world?

1. 1
From Japan to the World
July/2012
Rakuten, Inc.
http://www.rakuten.co.jp/

2. 2
Maybe a Review?
Founded in 1997
“More than a Company”
Empower our Customers
Build their own Businesses
Take advantage of Internet
Shopping is Entertainment
Empower Consumers
Enjoy savings
Enjoy variety

3. 3
The Difference between
Competitors and Rakuten EC Sites
[Major Global
E-commerce Competitors]
Product Centric
[Rakuten Ichiba]
Shop Centric
The Rakuten “Empowerment” model is
very unique and difficult to replicate

4. 4
Competitor’s Approach
Merchants of
marketplace model
Customers
Limited access from merchants to customers
Competitor A
direct sales model

5. 5
Rakuten’s Approach
Live!
Live!
Live!
Live!
Live!
Live!
Live!
Live!
Live!
Live!
Live!
Live! Live!
Live!
Live!
Live!
Dynamic and synergetic shopping mall
with various types of merchants

6. 6
Merchants are Empowered to Build their Own
Businesses
Social Significance of Rakuten Ichiba

7. 7
Competitor Approach
Merchant G Shop Page
Merchant U Shop Page
Internet as Virtual Vending Machine

8. 8
Our Approach
Merchant M Shop Page
Merchant P Shop Page
Internet as Virtual 商店街
Merchant G
Shop Page

9. 9
In other words…
Shopping is Communication
Communication is Entertainment
∴ Shopping is Entertainment!

10. 10
241.8
259.3 255.2
315.2
276.1
333.3
309.3 306.2
362.5
0
200
300
400
Q1/10 Q2/10 Q3/10 Q4/10 Q1/11 Q2/11 Q3/11 Q4/11 Q1/12
(JPYbn)
*: Domestic E-Commerce = Mall (Fixed-price, Group purchase), Mobile, Business, Golf, Books, Auction (Flea market), download, tickets,
Internet Supermarket, Check Out, Off-track betting, toto, ShowTime, Media rental and Dining (Q1/10~ retroactively added))
Domestic E-Commerce Turnover (GMS)
 Domestic E-Commerce GMS: +20.7% YoY
 GMS growth of Rakuten Ichiba and Books: +19.8% YoY

11. 11
10.18
10.02
10.71 10.74
11.72
11.68
0
8
10
12
Q4/10 Q1/11 Q2/11 Q3/11 Q4/11 Q1/12
(Million)
Unique buyers
*
38.44
36.29
41.17
40.33
46.23
46.74
0
30
40
50
Q4/10 Q1/11 Q2/11 Q3/11 Q4/11 Q1/12
Number of transactions
(Million)
*Unique Buyers: Number of buyers sorted by e-mail address with purchasing records during the listed 3 month period.
Rakuten Ichiba
Unique Buyers* and Transactions

12. 12
Potential Growth of Unique Buyers
*1: Rakuten Members: Number of ID registrants for Group’s various services such as Rakuten Ichiba, Rakuten Travel, Infoseek, Auction, etc.
*2: Unique Buyers: Number of buyers sorted by e-mail address with purchasing records per quarter
*3: Internet Users in Japan source: Ministry of Internal Affairs and Communications
Rakuten Member
76.80 million
Rakuten Ichiba
Unique Buyers
11.68million
(Jan-Mar, 2012)
Total Internet Users
in Japan
94.62 million

13. 13
Core Strategy
Membership Business on the Internet
Internet Service
Membership Business
+
 The objective of Rakuten Group is to converge Internet Services
with the Membership Business

14. 14
Corporate History - Domestic
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012

15. 15
・Shopping mall
・Auction
Customer Flow
Rakuten
Membership
Database
E-Commerce
Portal
&
Content
Travel
Banking
Card
Telecom
Securities
E-Money
Rakuten Eco-system Strategy
・Hotels and Facilities
・Air Tickets
・Dynamic Packages
・Stocks
・Bonds
・Trust Funds
・FX
・Advertisement
・Streaming
・Downloading
・Recruitment
・Marriage
・Credit Card
Rakuten Super Point
・Payment
・Consumer Loan
Common ID
・Fixed IP Telephony
・Mobile IP Telephony

16. 16
*1: Edy Transaction Value = Amount settleｄ by E-Money “Edy” (including mobile and cards) (Q1/10-)
*2: Credit Card Shopping Transaction Value = Shopping Transaction Value of credit cards (including Rakuten group service use)
*3: Travel (before cancellations, excluding tax) = Domestic/international accommodation bookings, International air tickets, Domestic/international dynamic
packages, bus services, rent-a-car and pet hotel (retroactively added) services
*4: Domestic E-Commerce = Mall (Fixed-price, Group purchase), Mobile, Business, Golf, Books, Auction (Flea market), download, tickets, Internet
Supermarket, Check Out, Off-track betting, toto, Showtime, Media rental and Dining (Q1/10~ retroactively added)
Quarterly Domestic Gross Transaction Value
(Including Credit Cards and E-Money)
Domestic Gross
Transaction Value
+23.9% YoY
Edy and
Credit Card
+28.2% YoY
*1
*2
Travel
+17.0% YoY
*3
Domestic
E-Commerce
+20.7% YoY
*4
241.8 276.1
333.3
81.8
93.2
109.0
266.9
362.7
464.9
590.6
732.1
907.3
0
200
400
600
800
1,000
Q1/10 Q1/11 Q1/12
(JPY bn)

17. 17
*: 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)
Cross-Use Ratio
Enhanced Cross-use Ratio*
42.1%
45.7%
47.5%
0%
10%
20%
30%
40%
50%
60%
Mar/12Mar/11Mar/10

18. 18
*: 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)
Cross-Use Ratio
Enhanced Cross-use Ratio*
42.1%
45.7%
47.5%
0%
10%
20%
30%
40%
50%
60%
Mar/12Mar/11Mar/10
Growth in Cross-Use Ratio
Demonstrates Consumers
find Value in our Model

19. 19
Corporate History – Global
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012

20. 20
Rakuten Global Map
 USA
 Canada
 Brazil
 France
 UK
 Ireland
 Germany
 Netherlands
 Austria
 Spain
 Australia
 New Zealand
 China
 Taiwan
 Thailand
 Indonesia
 Republic of Korea
 Singapore

21. 21
GMS Ratio from Overseas Companies
Q1/12
GMS from
EC companies
in Japan
91.9%
GMS from
overseas
EC companies
8.1%

22. 22
International Turnover

23. 23
International Turnover

24. 24
International Turnover

25. 25
International Turnover
“Buy from People –
Not the Internet”

26. 26
Handelsblatt (Jan 23):
Japanese Internet Giant
Rakuten to Challenge Amazon
InternetWorld (Jan 31):
Rakuten Chief: “In 5 Years We
Will Be No. 1 (in Germany)”
The Guardian (Feb 5):
Why Rakuten’s Kobo is Amazon’s Only
Global Competition
Recent Press Reports on Rakuten
(UK, Germany)

27. 27
Valor Economico (Feb.5):
Rakuten Focuses on Brazil in
Globalization Effort
Recent Press Reports on Rakuten (Brazil)

28. 28
SuperSale Synergies
Category KPI
VS usual
per 24H
Travel Turnover +16.4%
Delivery Turnover +42.1%
Rakuten Edy Edy-ID Linkage & Charges +81.5%
Toolbar New download number +16.5%
Rakuten Card New member +19.2%
Rakuten 24 Purchases +7.2%
toto Purchases +24.5%
Golf Bookings +7.7%
Facebook new follower number +1,654%
twitter new follower number +6,316%

29. 29
SuperSale!
Difference almost 2X.
Data Center Traffic
Akamai Traffic
Sales were 3X a normal day.
Supersale
Normal Day Difference more than 2X

30. 30
Global SuperSale

31. 31
Why?
“More than a Company”
Empower our Customers
Build their own Businesses
Take advantage of Internet
Shopping is Entertainment
Empower Consumers
Enjoy savings
Enjoy variety
Empower the World