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

1. Passionate Business Development
～ Kirei-do-Navi ～
Oct/26/2013
http://kidona.rakuten.co.jp/

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
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3. 2013.3.13
New
Service
Release!!
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4. What’s Kirei℃Navi ?
・For WOMEN
・Recording BBT (Basal Body Temperature)
・Machine to Machine Healthcare
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5. GOOD DESIGN AWARD 2013
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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
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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
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8. WOMEN’s
4 terms in a month
Menses cycle
HORMONE
BBT
♥♥
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9. RESET TERM
Menses cycle
• Dry skin
• Drop in temperature
Let’s take a long bath
with facial mask
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10. KIRAKIRA TERM
Menses cycle
• The most beautiful
• Lose weight easily
Be aggressive
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11. TUNING TERM
Menses cycle
• Swell up
• Sebaceous activity
Do self-massage
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12. UNBALANCE TERM
Menses cycle
• skin problems
• Grow nervous
Dangerous term
For all MEN
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13. WOMEN’s
4 terms in a month
Menses cycle
HORMONE
We can care our body
effectively
BBT
♥♥
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14. BBT Trouble
・ Forgot to measure
・ Long measuring time（over 5 min）
→ fall back to sleep
・ Draw BBT chart by hand
Messy and Undurable
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15. Our BBT App Service, Kirei℃Navi
40-50 sec
App alarm
Transfer
data
Make Graph
Simple and Easy♪
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16. 16

17. Our BBT App Service, Kirei℃Navi
Advising
Articles
Fortune
FOR WOMEN
Beauty
Calendar
Forecast of Menstrual
date/ Ovulation Date
Weight graph
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18. Planning Member
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19. Advocator and Initiator
TOMOAKI
HAMANO
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20. Inside Story in Developing Kirei-do-Navi
20

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
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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
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23. 2010
Considered New
Services for Women
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24. Why BBT Service for Women
WOMEN : Active Consumer / Key Purchase
Decision Makers in Households
RESPECT Great Preceding Services for women
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25. 2010
Considered New
Services for Women
[Oct.] Launched
Rakuten Recipe
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26. ？？
＋
＝
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27. 2010
[Oct.] Launched
Rakuten Recipe
Considered New
Services for Women
2011
[May] Encounter
with TOSHIBA
2012
27

28. Encounter with TOSHIBA
＋
＝
Greater
User
Satisfaction
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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
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30. Team Building
Join me if you REALLY wanna try!
Can you keep up with our speed?
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31. Stick to User Experience
User !
User !
User !
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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®
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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
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release the button quickly.

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.
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35. Hamano’s SECRETS
in New Business Development
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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
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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
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