Presentation I made at the event that was held in Calgary and Vancouver

1. Tokyo Business Environment
Ryo Umezawa
Pido Inc. Co-Founder and COO
J-Seed Ventures Inc. Director
@ryoumezawa www.ryoumezawa.com
© 2010 Ryo Umezawa - Confidential - All Rights Reserved.

2. Until now
0~10 years old
20 years old~now
10~19 years old
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 2

3. Profile...
2010.4 Pido
2008.6
2010.1
2007.1
2007.9
2006.1 2007.12
2006.12 2008.5
2005.4
2009.2
2005.2
2003.10
2007.9
Copyright © 2010 Ryo Umezawa.
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 3

4. Personal Activities...
✓ Occasionally Writes for CNET, Venture Channel
✓ Support Entrepreneur Association of Tokyo
✓ Organizer of NetTokyo, A Yearly Charity Event
gathering about 400 people
✓ Romantist Association
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 4

5. Romantist Association...
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6. Until now...
‣ Sozon K.K. 2007/02~2007/09
✓ Blog de Baito™
! pay per post service
! blog marketing
‣ Mobikyo K.K. 2005/04~2009/02
✓ Mobile Monday Tokyo
! Global event held in 100 cities in the world
! for mobile professionals
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 5

7. Until now 2...
‣K.K. TrafficGate 2008/07~2010/01
✓ TG Ad for iPhone
! iPhone AdNetwork
! Monetization for iPhone Developers
✓ Koetan iPhone Application
! Voice recognition search iPhone application using Nova Search
!
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 5

8. J-Seed Ventures Inc.
Venture incubator
Founded in 2000
Self-funded
8 portfolio companies currently
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 6

9. We start businesses that
address real market
needs with innovative
business models and
technologies.
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 6

10. Entrepreneur in Japan
Risk > Rewards
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 6

11. High Personal Risks
• Low Social Status
‣ Unemployed
• Social Stigma of failure
‣ >10% start another venture
• Labor Market
‣ No turning back
• Personal Guarantee
‣ Bankruptcy
• Getting the first client
‣ Track Record
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

12. Comapnies started since 2000...
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13. J-Seed Companies
‣ maneo k.k.
✓ Social Lending
! Connect lenders and borrowers online
! Reverse auction for interest rates
‣ Piku Media k.k.
✓ Daily Coupon Site
! The first flash marketing company in Japan
! Get discounted coupons for amazing rates
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 6

14. Pido Inc.
Mobile / Smartphone Business
Founded in April, 2010
Self-funded
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 6

15. Garapagos Mobile Industry
Studied by Charles Darwin during the
voyage of the Beagle
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

16. Garake-
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

17. Garake-
Mobile
GPS TV
Payment
Touch High Speed
2 in 1 Internet
Screen
Global
MMS TV Call
Roaming
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

18. Japanese Mobile Market Overview
1. Population: 127.5 Million
2. Mobile Subscriptions: 109 Million *No PHS included
3. Browser phone users : 90 Million
4. 3G Subscribers: 97 Million
5. Japanese Market Share
Emobile
2%
SoftBank
20%
NTT Docomo
50%
KDDI
28%
*As of April, 2010
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

19. Garake-
• 30cm away 24/7
• Personal -> One unit per person
• React immediately
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

20. Mobile Market
,$)-*")&+'
!"#$%&' !"#$%&'./0&+'
1$-$*/%'("0$2+'
(")*&)*+ 3*4&/0$)-'
5)$0/*&6'&0/$%'
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

21. Mobile Market
• 1.5 Trillion yen in 2009
• Mobile Contents 552 Billion
• Mobile Commerce 968 Billion
483.5 552.5
427.2
732.9 868.9
968.1
2007
2008
2009
Commerce Contents
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

22. Mobile Commerce Case Study 1...
• A fashion show for clothes you can buy
• 30,200 visitors
• 145,788 Nico Nico Douga
• 219,540 Comments
• 680 press people
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

23. Tokyo Girls Collection
In 2009, 23 Million Yen sales in 24 hours
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24. Mobile Commerce Case Study 2...
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25. Mobile Commerce Case Study 2...
Request for women’s bra
79% success rate
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

26. Mobile Payment
Edy suica nanaco WAON
iD DCMX QUICPay PiTaPa
Over 10 Million users on mobile
Prepaid and post paid
Over 30 Billion yen transaction
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

27. Carrier Billing
4 Digit Password
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28. Mobile Contents Case Study
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29. Mobile Contents Case Study
Over 50% of SNS users own a avatar
Tie up campaigns
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30. Mobile Contents Case Study 2...
Mobile Manga
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

31. Sleeping Members
Monthly charge
They forget about the service usage
Billed end of the month
Hard to terminate the service
Cloud Address Book
iConcierge
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

32. Mobile Portal
15 Million Users
50 Million impression / week
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

33. Real Affiliate
Conversion through RFID Chip
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

34. Smartphone
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35. Japan Smartphone Handset
2009 2010
A lot more in pipeline
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

36. Japan Handset
!"#$%&'()*+,-.'()*/+0)1$(-1/+2-)1(34+5(6-7*8
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('',& (''%& ('!'& ('!!& ('!(& ('!#& ('!)&
-./01 2/33/4.
('!'
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

37. Japan Handset
!"#$%&'()*
(#+*%"
(#&" (#%"
(#%"
(#$" !#)&"
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,-./01."
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1230-4"
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5-167 819910-
$!(!
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

38. Smartphone OS Statistics
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39. Per Hardware Maker
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40. Successful iPhone App
Daijirin Tsumineko
2,500 yen 115 yen
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

41. Successful iPhone App from Ads
AppBank Touch the Number
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8

42. Entering Japan
✓ All about connection + drinking
✓ Find a hub (go to guy)
✓ Find a great Partner or Representative
✓ Think Global Act Local
© 2010 Ryo Umezawa - Confidential - All Rights Reserved. 8