Toppan Printing Co., Ltd. (hereafter Toppan Printing; head office: Chiyoda Ward, Tokyo; President & CEO: Shingo Kaneko) has developed a system named "TOP TOUCH" for implementing effective campaigns by using usage histories for electronic money and transport cards held by general users. Sales will be launched in early June primarily targeting IC card issuing companies and companies in the fields of transport, distribution and eating and drinking that issue their own IC cards.

Until now, in campaigns such as point rallies and prize draws for general users that use IC cards such as electronic money or IC transport cards, there has been little methodology or know-how for making use of information such as usage histories stored on IC cards and this valuable information has not been exploited sufficiently. For this reason, most campaigns have been conducted across the board and aimed at all IC card holders regardless of how they actually use the cards.

Using the know-how accumulated over many years in IC card-related business, Toppan Printing has established a method for reading and using the usage histories accumulated on IC cards such as electronic money and IC transport cards, and has developed the "TOP TOUCH" IC card campaign system.
With this system, companies will be able to hold prize draws and award points specifically for general users that meet certain conditions such as purchasing products over a certain value using an IC card, or using a certain mode of public transport to visit a shop or attend an event. It will be possible to conduct effective campaigns that are matched to the IC card usage history. This may include measures to increase use by general users that have a low IC card usage frequency or measures to further promote use by users with a high frequency of usage.

This system was used in a trial for a campaign held at the Hiroshima Electric Railway Co., Ltd. (head office: Hiroshima, Hiroshima Prefecture; President & CEO: Hidenobu Ochi) booth at the "Food Festival Hatsukaichi" held in Hiroshima prefecture on January 24, 2010.

Copyright 2010 TOPPAN PRINTING CO., LTD.

Features
-With previous solutions it has been possible to conduct campaigns based on the "possession of an IC card" itself but with TOP TOUCH it is possible to conduct campaigns based on "the use of an IC card" by reading the usage history of IC cards such as electronic money and IC transport cards. Specifically, it is possible to award points or make entry into draws possible based on information read from IC cards such as the value of purchases and modes of transport used.
(*To read usage histories, the permission of the business and disclosure of the specifications is necessary)
-It is possible to conduct various campaigns such as point rallies and draws and also to have permanent installations. It is possible to fine tune the conditions for point rallies and prize draws.
-Devices used for TOP TOUCH such as the reader, are compact in size, do not need a special installation space and can also be incorporated into POP displays. By connecting these devices to a network, it is possible to realize an even wider range of campaigns.
-Network environments are not just restricted to fixed line LAN but include wireless transmission such as FOMA or wireless LAN.
-Depending on the type of campaign, a network environment may not be necessary and therefore it is possible to implement an effective campaign at a lower cost.

Background -Traditionally, the goal of IC cards such as electronic money and IC transport cards has been to issue a high volume of cards and gain more members. However, recently many companies have been seeking higher cost effectiveness and there has been a shift to targeting more frequent use of cards that have been issued. Therefore, demand has grown for an IC card-based solution (touch solution) to respond to this challenge.
-Based on the know-how it has accumulated in IC card business, Toppan Printing has established a method for reading and using the usage histories built up on IC cards such as electronic money and IC transport cards and developed the TOP TOUCH IC card campaign system.

Potential customers
Electronic money companies, transport companies, companies and organizations that have an IC card-based membership structure. Price
1 terminal set: 150,000 yen
Example of system usage fees: In the case of point rally using 10 terminal sets - 120,000 yen / month
*There are separate initial costs and network line costs
*Price differs depending on the type of campaign

Sales target
300 million yen by 2012 including related orders

Future plans
Toppan Printing plans to expand the range of related services by combining this system with other Toppan solutions such as the use of the information garnered from TOP TOUCH in CRM analysis and linked management of personal information in a secure environment. A trial campaign is also planned by the end of September 2010.