CyberAgent, Shibuya Television, Toppan Printing to Commence 'Shi

CyberAgent, Shibuya Television, Toppan Printing to Commence 'Shibuya Clickable
Project' in June 
CyberAgent Provides O2O Service Utilizing NFC-Enabled Smartphones and IC Tags;
Helping to Invigorate the Community through 'Experiences to Make Shibuya More
Tokyo, May 23, 2013 - (JCN Newswire) -  CyberAgent, Inc. (TOKYO:4751;
"CyberAgent"), together with Shibuya Television Co., Ltd.
("Shibuya Television") and Toppan Printing, Co., Ltd. ("Toppan
Printing"), will launch on early June the "Shibuya Clickable
Project" jointly with the various commercial district associations around
Shibuya Station. For this project, stickers with near field communication
(NFC)(1)-compatible IC tags will be placed on streetlight poles around Shibuya
Station, and will provide local information and other types of Online to
Offline (O2O) services when an NFC-enabled smartphone(2) is held near them. 
The Shibuya Clickable Project is an initiative to invigorate the local
community by utilizing NFC-enabled smartphones and IC tags to provide local
information based on a user's location in the Shibuya district. 
Specifically, IC tag-embedded stickers will be placed on approximately 300
streetlight poles(3) along Shibuya Koen-dori, Dogenzaka, and Miyamasuzaka. When
people visiting Shibuya place their NFC-enabled smartphone over an IC
tag-embedded sticker, information and services specific to that place and time,
such as special deals at neighborhood restaurants, or event information, are
sent to their smartphone. By utilizing IC tag-embedded stickers, the
user's location can be determined more accurately than with GPS, the usual
technology for establishing location, allowing the provision of more specific
and detailed local information. 
Visitors to Shibuya will be able to obtain information on special deals and
events while walking around the district, allowing them to enjoy Shibuya even
more. Participating companies, by sending out information targeted to people
visiting Shibuya, will be able to effectively attract customers and promote
Role of Each Company 
CyberAgent will handle public promotions of the O2O measures that will link
the physical with the web by utilizing smartphones through the Shibuya
Clickable Project. 
Shibuya Television will handle negotiations with commercial districts and
stores around Shibuya Station, and promotion utilizing commercial facilities in
Shibuya, the media, and on the street. 
Toppan Printing will provide the IC tag-embedded stickers that will be
permanently placed on streetlight poles, as well as the IC tag and NFC-enabled
smartphone-based Cylsee content distribution system(4) that will serve as the
system infrastructure. 
Features of the Cylsee Content Distribution System Used for the Shibuya
Clickable Project 
For this project, Toppan Printing developed an additional function for its
Cylsee system, the Cylsee Positioning System (CPS), which transmits information
on a particular area based on an IC tag location. By utilizing CPS, when
visitors hold their NFC-enabled smartphone over an IC tag placed on a
streetlight pole, they will be able to find information on the restaurants or
events nearest the location of that pole. With GPS, the usual positioning
technology, errors of dozens of meters sometimes occur, making it difficult to
find a nearby location. 
Because CPS uses IC tags placed on streetlight poles, the user's location
can be accurately determined, allowing the transmission of information targeted
to a specific time, place and person. 
Services Provided through the Shibuya Clickable Project
1) Services at particular cafes symbolic of Shibuya culture that provide a
unique experience
2) Information on nearby events happening at that specific day, time, and
3) Word-of-mouth information people like to know 
Services Planned in the Future
1) Disaster emergency information, such as disaster prevention maps of
2) Measures to attract visitors to restaurants in the Shibuya area
3) Interactive measures linked to large outdoor video screens in Shibuya
4) Campaigns utilizing treasure hunt games staged in Shibuya
5) New shopping experience project, focusing on fashion
6) Samplings and "must buy" campaigns in the Shibuya area
7) O2O offers at physical stores, using the Passkit service for issuing and
managing coupons, point cards, and membership cards 
Future Developments 
Going forward, the Shibuya Clickable Project will be broadened to include
points with NFC tags inside shops as well as on streetlight poles. Also, in
alliance with the map service Mapion(5), we will broaden the base of
information on specific locations, such as restaurants, convenience stores and
drug stores. Further, by compiling the Cylsee log and analyzing the movements
of visitors, we plan to utilize the base of Big Data to extend the system to
allow for distribution of optimal information. Making use of the fact that NFC
is an international standard, an information service for overseas tourists
visiting Shibuya is also planned. 
Origin of the Name "Shibuya Clickable Project" 
Since users hold their NFC-enabled smartphone over an IC tag to access the
Internet, the act of holding a phone to a tag can be regarded as comparable to
a "click" within a website. The name "Shibuya Clickable
Project" was chosen because it makes the entire district of Shibuya
"clickable," various O2O measures are conducted throughout the
district, and it will help to invigorate the community. 
Promotion Methods
1) In cooperation with the Japan Mobile NFC Consortium(6), flyers announcing
the project will be placed in docomo Shops (Shibuya Store, Shibuya Dogenzaka
Store, Shibuya Miyamasuzaka Store, Shibuya Nishiguchi Store), au Shops (Shibuya
Koen-dori Store, Shibuya Miyamasuzaka Store, Shibuya Store) and SoftBank Shops
(Shibuya Store, Shibuya Meiji Dori Store, Shibuya Center Gai Store, Shibuya
Dogenzaka Store, Shibuya Miyamasuzaka Store).
2) Promotional videos are planned for broadcast on the large outdoor video
screens in Shibuya operated by Shibuya Television (total of eight screens). 
(1)NFC: Near Field Communication is an international standard for short
distance wireless communication technology prescribed by the International
Organization for Standardization (ISO). NFC technology is compatible with
communication standards Type A, Type B, FeliCa, and ISO15693, and has attracted
attention both in Japan and overseas because it allows for such functions as
contactless IC card, read/write, and communication between devices.
(2)NFC-enabled smartphones (as of May 23, 2013):
- docomo: GALAXY S II LTE SC-03D; GALAXY NEXUS SC-04D; BlackBerryRBoldTM 9900;
SC-05D; Optimus G pro L-04E; ARROWS X F-02E; Xperia Z SO-02E; ELUGA XP-02E;
F-04E; ARROWS Kiss F-03E; ARROWS TabF-05E; Xperia Tablet ZSO-03E; XperiaTM A
PHONE SERIE SHL21; ARROWS ef FJL21;  Xperia(TM) VL SOL21;  VEGA PTL21; Optimus
G LGL21; DIGNO S KYL21; HTC J butterfly HTL21
- SoftBank Mobile: PANTONE(R) 6 200SH; ARROWS A 201F; AQUOS PHONE Xx 203SH
(Users without an NFC-enabled phone can also participate by using QR codes.)
(3)About the area where NFC tags will be placed on streetlight poles:
When the project is launched on early June, tags will be placed on streetlight
poles along the Koen-dori commercial district where many fashion buildings and
cafes are located. From late June, tags will be placed on streetlight poles
along Dogenzaka, Miyamasuzaka, and other areas within Shibuya. As NFC tags are
placed in buildings, restaurants, and other facilities within the district,
Shibuya will become increasingly "clickable."
(4)The Cylsee NFC content distribution system was established by Toppan
Printing and its group company for development of IT solutions, Toppan System
Solutions Co., Ltd. (Head Office: Kita-ku, Tokyo; President &
Representative Director: Hideo Inoue). The system allows users to obtain
content simply by touching an IC tag with an NFC-enabled smartphone developed
by the technology development organization TSS Labs.
(5)Mapion Co., Ltd. Head Office: Minato-ku, Tokyo; President and
Representative Director: Kouya Sato operates a web advertising business on the
Mapion map information and search website, a map ASP/licensing business, and a
mobile consumer business.
(6)The Japan Mobile NFC Consortium was established in December 2011 by NTT
Docomo, Inc., KDDI Corporation, and SoftBank Mobile Corporation, for the
purpose of further expanding mobile contactless IC services in Japan. Its aim
is to "Realize a more comfortable smart life" through further
expansion of mobile contactless IC services. ( ) 
Overview of Companies 
Company name: CyberAgent, Inc. ( )
Location: 1-12-1 Dogenzaka, Shibuya-ku, Tokyo
Established: March 18, 1998
Capitalization: JPY 7,203 million (As of March 31, 2013)
Representative: Susumu Fujita, President
Description of business: Ameba business, Internet advertising business, social
games business, venture capital business 
Company name: Shibuya Televison, Co., Ltd. ( )
Location: Jinnan Plaza Building 3F, 1-15-3 Jinnan, Shibuya-ku, Tokyo
Established: August 17, 1998
Capitalization: JPY 60 million
Representative: Yasushi Akimoto, President and CEO
Description of business: Operation of large outdoor video screens, advertising
agency business, operation of performance halls (SHIBUYA O-Group, Roppongi
Kentos), operation of dance schools (BEASTAR, Lish), video production business,
website operation (Shibuya Channel), operation of singing school (Vocal School
Company name: Toppan Printing, Co., Ltd. ( )
Location: 1 Kanda Izumi-cho, Chiyoda-ku, Tokyo
Established: 1900
Capitalization: JPY 104,986.43 million (As of March 31, 2012)
Representative: Shingo Kaneko, President & Representative Director
Description of business: Information & Communication, Living Environment,
Material Solutions 
Public Relations
Shibuya Television:
NFC Project Team, Sales Division No. 1
TEL: +81-3-5784-5951
FAX: +81-3-5784-5950 
Toppan Printing:
Public Relations Headquarters
TEL: +81-3-3835-5636
FAX: +81-3-3837-7675 
Copyright 2013 JCN Newswire. All rights reserved. 
Provider ID: 00026765
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