As first announced on March 31, the JV between DoCoMo and leading department store chain AEON group launched on 24 July. The new entity, AEON Marketing, will combine RFID point of sale details from purchasing preferences along with targeted marketing via mobile phones in order to increase efficiencies, leading to higher purchase ratios at stores, as well as improve customer loyalty. The new company was founded on 800 million yen (approx. $8M usd) and is mainly owned by AEON group with 71% of the share, with DoCoMo holding the 29% balance of stock.

As for DoCoMo, the tie-up secures a high profile retail showcase client for their i-Concier platform, and of course value for their customers. According to the original announcement: The two companies advocate and will achieve “Ideal way of a new shopping” through this new company in the future.

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1. JCB, AEON Develop QUICPay for FeliCa
2. DoCoMo and Kadokawa to Form Alliance
3. NTT Com Consolidates Mobile Marketing
4. DoCoMo Makes Move in Vietnam
5. DoCoMo Tender Secures Buongiorno

Some sage advise when entering new turf; Stop, Look and Listen.. it’s also good to secure a local guide. Japan is the cradle of mobile civilization – we have been dedicated to this space since 2001 – trust our archives here offer some useful material.

Domestic activities continue to set the pace, and sharp players are looking at global markets. We have hard-earned industry expertise and trusted network of contacts with access to advanced intell. and potential deal flow. Need a lift.. Ok, buckle-up!