1. Outlines of Mobile FeliCa
FeliCa Networks, Inc.
January 27, 2011
FeliCa Networks, Inc.

2. Table Of Contents
Corporate Introduction of FeliCa Networks
Outlines of Mobile FeliCa in Japan
Summary of Mobile FeliCa Market
Mobile FeliCa Services
January 27, 2011 FeliCa Networks, Inc. 2/18

3. Media for “FeliCa” IC Chip
Mobile Phone
Contactless IC Card equipped with FeliCa
technology
January 27, 2011 FeliCa Networks, Inc. 3/18

4. About FeliCa Networks
FeliCa Networks, Inc. was established in Jan. 2004,
FeliCa Networks, Inc. was established in Jan. 2004,
as a JV of Sony and NTT docomo.
as a JV of Sony and NTT docomo.
((East Japan Railway also joined in Jul. 2004)
East Japan Railway also joined in Jul. 2004)
57% 38%
5%
January 27, 2011 FeliCa Networks, Inc. 4/18

5. FeliCa Networks Main Businesses
Service
E-money Credit card Ticketing ID/Membership
Providers
Online registration
service & Data writing
Platform Business
Management of a secure memory Secure memory
area in Mobile FeliCa chip Area management
FeliCa Networks
Mobile FeliCa Platform
License Business Mobile FeliCa
To semiconductor companies Communication
Protocol
Development, manufacture and
sale of Mobile FeliCa IC Chip for
MNO handsets Mobile FeliCa
Middleware
To Mobile Network Operators
Mobile FeliCa IC chip installment
Mobile FeliCa OS
and integration to MNO’s handset
January 27, 2011 FeliCa Networks, Inc. 5/18

6. Table Of Contents
Corporate Introduction of FeliCa Networks
Outlines of Mobile FeliCa in Japan
Summary of Mobile FeliCa Market
Mobile FeliCa Services
January 27, 2011 FeliCa Networks, Inc. 6/18

7. Summary of Mobile FeliCa Market in Japan (1)
Almost all Mobile network Mobile FeliCa Adoption By MNO
Mobile
Mobile (Mar-10)
FeliCa
FeliCa operators offer Mobile
Operator
Operator 2.4 Mil. UMTS/HSDPA
FeliCa services. (2%)
*: Willcom (PHS Operator) also adopted Total MNO
Mobile FeliCa in 2009. Subscribers: 112 Mil.
21.9 Mil.
Mobile PDC/ (20%)
Mobile UMTS/
FeliCa
FeliCa
Phone HSDPA
Phone
31.9 Mil.
(28%) 56 Mil.
(50%)
Mobile cdmaone/CDMA2000/ PDC/UMTS/
Mobile
FeliCa CDMA 1X EV-DO Rev.A HSDPA
FeliCa
Service
Service
Mobile Various operators adopt Mobile FeliCa
Various operators adopt Mobile FeliCa
Mobile
FeliCa regardless of difference of Mobile
regardless of difference of Mobile
FeliCa
Growth
Growth telecommunication technologies.
telecommunication technologies.
January 27, 2011 FeliCa Networks, Inc. 7/18

8. Summary of Mobile FeliCa Market in Japan (2)
Mobile
Mobile Almost all Mobile network
FeliCa
FeliCa operators offer Mobile Cumulative # of Mobile FeliCa Phone Models*
Operator
Operator FeliCa services.
350
316
300
About 80% of Mobile Phone 250 239
models have Mobile FeliCa. 200
Mobile
Mobile 151
FeliCa
FeliCa
Cumulative # of the Phone 150
Phone
Phone models are over 300 since 100 78
2004. 50 28
7
0
# of the Phone brands is 12. FY04 FY05 FY06 FY07 FY08 FY09
Mobile
Mobile
FeliCa
FeliCa
Service
Service
Mobile
Mobile
FeliCa
FeliCa
Growth
Growth
January 27, 2011 FeliCa Networks, Inc. 8/18 * Source: Impress R&D

9. Summary of Mobile FeliCa Market in Japan (3)
Mobile
Mobile Almost all Mobile network
FeliCa
FeliCa operators offer Mobile
Operator
Operator FeliCa services.
About 80% of Mobile Phone
models have Mobile FeliCa.
Mobile
Mobile Cumulative # of the Phone Payment
FeliCa
FeliCa models are over 300 since
Phone
Phone 2004. Retail Transportation
Access Control
Entertainment
# of the Phone brands is 12.
Mobile
Mobile
FeliCa
Over 100 Mobile FeliCa
FeliCa
Service
Service
services are offered.
Mobile
Mobile
FeliCa
FeliCa
Growth
Growth
January 27, 2011 FeliCa Networks, Inc. 9/18

10. Summary of Mobile FeliCa Market in Japan (4)
Mobile
Mobile Almost all Mobile network
FeliCa
FeliCa operators offer Mobile
Operator
Operator FeliCa services.
About 80 % of Mobile Phone FY
models have Mobile FeliCa. 2004 2005 2006 2007 2008 2009
2004 2005 2006 2007 2008 2009
Jul-04 Sep-05 Nov.-05
MNO
MNO
Feb-09
Mobile
Mobile Cumulative # of the Phone
FeliCa
FeliCa models are over 300 since NTT Vodafone
KDDI
Phone
Phone 2004.
Docomo ( “Softbank”）
66 Mil.
66 Mil.
Service expansion
Service expansion
58 Mil
58 Mil
# of the Phone brands is 12. 49 Mil
49 Mil
Mobile
Mobile
30 Mil.
30 Mil.
FeliCa
Over 100 Mobile FeliCa
FeliCa services are offered. 14 Mil.
14 Mil. # of Mobile FeliCa Phone
Service
Service ownership
3 Mil
3 Mil
Mobile
More than 66 Mil. subscribers
Mobile
FeliCa
FeliCa
(About half in total) have
growth
growth a Mobile FeliCa Phone. (Mar-10)
January 27, 2011 FeliCa Networks, Inc. 10/18

11. Table Of Contents
Corporate Introduction of FeliCa Networks
Outlines of Mobile FeliCa in Japan
Summary of Mobile FeliCa Market
Mobile FeliCa Services
January 27, 2011 FeliCa Networks, Inc. 11/18

12. Major categories of Mobile FeliCa Services
Payment
Retail Transportation
Access Control
Entertainment
January 27, 2011 FeliCa Networks, Inc. 12/18

13. Payment services overview
Prepaid Type Postpaid Type
Operating
company
East Japan MUFJ NICOS
BitWallet 7&i Holdings Aeon NTT DoCoMo JCB
Railway / VISA
Service Brand
# of Total Card 1.1Mil.
57.7Mil. 30.1Mil. 11.5Mil. 14.7Mil. 15Mil. 4.9Mil.
Users (May-10) (Mar-10)
# of Mobile
2.2 mil. Data Data Data Data
FeliCa Users 10 mil. 1.3mil
(Nov-10) N/A N/A N/A N/A
(Aug-10)
# of Available shops Data Data Data
221,000 98,540 63,056 86,000
(May-10) N/A N/A N/A
# of R/W Data Data Data Data
447,000 242,000 77,000
(May-10) N/A N/A N/A N/A
January 27, 2011 FeliCa Networks, Inc. 13/18

14. Transportation/Payment - Mobile Suica
Service
Stored Fare Commuting
(Single Ticket) Pass
Upper Class
SHINKANSEN
Ticket
Ticket
(Rapid train)
Loyalty program E-money
Customer Benefit
(1) Convenience (2) Price
Ticketless service Exclusive discount vs.
Online Service activation paper ticket
Online charging of Stored Fare/E-Money ( “Upper Class Ticket” &
Online purchasing of Commuting Pass, “SHINKANSEN Ticket”)
Upper Class Ticket and SHINKANSEN Ticket
Checking information on Mobile Phone Display
(Current value, Ticket info., position of reservation seat etc.)
January 27, 2011 FeliCa Networks, Inc. 14/18

15. Transportation (Airline) - ANA
Service
Reservation
E-ticket &
E-check in
Membership Mileage
Card of Frequent Exchange
Flyer Program for Edy Value
(Mileage Program) (E-money)
Customer Benefit
(1) Convenience (2) Exchangeable for E-money
Ticketless service (Domestic flight only) 1 Mile can be ¥1 Edy
Online service activation Value (E-money)
Checking service information on Mobile Phone Display
(Current mileage loyalty program and reserved flight information)
January 27, 2011 FeliCa Networks, Inc. 15/18

16. McDonald Coupon Service
The McDonald’s mobile FeliCa coupon service is now available at all their shop
(about 3,700) and the number of total users have reached 10 mil.
“Showing” Coupon (Original service)
Direct Mobile Mail
Please show
me your coupon.
Coupon Paper Actual Coupon Image
Picture
Mobile FeliCa Coupon (New!)
Please wave
your coupon.
CRM
January 27, 2011 FeliCa Networks, Inc. 16/18

17. Survey of Mobile FeliCa Service Users
Question: Intention to continue to use Mobile FeliCa Service
High satisfaction results strong intention to continue to use
Mobile FeliCa Services among the users
0% 20% 40% 60% 80% 100%
n
Total (304) 72%
72% 21%
21% 6%
Male (212) 73%
73% 21%
21% 7%
Female (92) 70%
70% 23%
23% 6%
Strongly agree to continue Somewhat agree to continue Other
to use Mobile FeliCa Service to use Mobile FeliCa Service
January 27, 2011 FeliCa Networks, Inc. 17/18

18. End of the Presentation
Merci!
FeliCa Networks, Inc.
January 27, 2011 FeliCa Networks, Inc. 18/18