From December 28, 2009 to January 31, 2010 Toppan Printing Co., Ltd. (hereafter Toppan Printing; head office: Chiyoda Ward, Tokyo; President & CEO: Naoki Adachi) will conduct practical tests of a new promotional media named "Amusement Touch Spot" for Osaifu-Keitai (English translation: Wallet Mobile - mobile phones with functions including electronic money and related services).
Amusement Touch Spot is a touch terminal that guides users to websites by allowing the reading of URLs for certain content when an Osaifu-Keitai mobile phone is held over the terminal. Specifically, it uses "PitTouch Octopus(*)", a FeliCa reader/writer for Osaifu-Keitai developed in 2007 by B.U.G., Inc. (hereafter BUG; head office: Sapporo, Hokkaido; President & CEO: Akihiko Kawashima) to present multiple items of mobile phone content operated by Index Corporation (hereafter Index; head office; Setagaya Ward, Tokyo; President & CEO: Kazutoshi Watanabe).
Toppan Printing will install and operate Amusement Touch Spot at the "Zippy Meieki-ten" amusement center (Nakamura Ward, Nagoya, Aichi Prefecture) operated by Dream Infinity Inc. (hereafter Dream Infinity; head office Kita Ward, Tokyo; President & CEO: Kazunori Takayama). Toppan Printing will also assess Amusement Touch Spot’s effectiveness, including the impact in terms of attracting customers and customers’ tastes.

Amusement Touch Spot Copyright 2009 TOPPAN PRINTING CO., LTD.

Background
In recent years, in the field of marketing promotion "Cross-media" promotion that enhances communication through the use of various media has become commonplace.
Mobile phones are used as one of the most common tools for linking companies and customers. However, when accessing the internet using a mobile phone, the time and effort required is an issue as URLs need to be entered directly or bar code readers used before the target information can be viewed.
By using BUG’s PitTouch Octopus FeliCa reader, Amusement Touch Spot makes access to the target information easy as it enables information to be exchanged by simply holding an Osaifu-Keitai mobile phone over the terminal. Since multiple items of content can be easily installed and operated in a limited space,it also enables promotion that uses space effectively.

Overview of the practical test
Name: "Amusement Touch Spot" Practical Test
Schedule: Monday 28 December, 2009 to Sunday 31 January 2010
Location: Zippy Meieki-ten (Nakamura Ward, Nagoya, Aichi Prefecture)
Objective: To verify the user-friendliness for customers and advertising
effectiveness of the new Amusement Spot Touch promotional media
by installing and operating terminals in amusement facilities.
Details:
(1) Installation of new promotional media Amusement Touch Spot
Using BUG’s PitTouch Octopus, one Amusement Touch Spot terminal,
designed and produced by Toppan Printing,will be installed
at an amusement facility operated by Dream Infinity.
The dimensions of Amusement Touch Spot are (W)560mm*(H)730mm*
(D)300mm and it will be installed near the information center
in the amusement center.
(2) Access to mobile phone content
Amusement Touch Spot will present a range of mobile phone
content offered by Index, including fortune telling and
standby display pictures. By simply holding their own Osaifu-Keitai
mobile phone over the content they are interested in,
customers will be able to read the URL and access the website easily.
(3) Assessment of effectiveness as a promotional media
Information on when customers use the terminal and
what type of content is popular will be managed and accumulated
using an ASP service installed in TOPICA, a data center service
provided by Toppan Printing.
After the practical test, an assessment of the effectiveness of
the media will be conducted covering "effectiveness in attracting
customers", "tastes of customers", "number of times accessed",
"number of conversions" and other items.

Future developments
Based on the results of the practical test, Toppan Printing will push forward with the introduction of Amusement Touch Spot targeting leisure facilities such as amusement facilities and cinemas, as well as large-scale distribution companies.
Toppan Printing will also aim for optimal in-store communication with customers by offering a one-stop solution including various promotions, operation of content, administrative center services, and impact assessment.

* PitTouch Octopus
This is a FeliCa compatible reader developed by BUG based on two of their own technologies, one for controlling multiple readers from a single controller and another for accurately transmitting information to an Osaifu-Keitai mobile phone whilst preventing interference between readers installed near each other.
It consists of a maximum of 20 FeliCa readers and a navigation box for controlling them. The setting of each reader is performed via the navigation box. The navigation box can also be used as a FeliCa reader/writer.

* The company names and product names appearing in this press release are the trademarks or registered trademarks of their respective companies.