[Docomo x AUBA] Open innovation program “UMI (Unlock Marketing Innovation)” begins recruiting partner companies with focus on α/Z generation, inbound, and AI Image
URL: eiicon Co., Ltd. Press release: November 11, 2024 [Docomo x AUBA] Open innovation program “UMI (Unlock Marketing Innovation)” begins recruiting partner companies with focus on α/Z generation, inbound, and AI A co-creation program that takes full advantage of Docomo Data’s advantages and creates new marketing solutions with Docomo. From November 11, 2024.
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https://eiicon.net/about/nttdocomo-umi2024/ eiicon will strongly support overall operations such as planning this program, setting up and operating a dedicated website, and PR strategy, and will contribute to the realization of new marketing solutions for DoCoMo. ■Docomo × AUBA “UMI” concept Towards a new frontier in marketing with Docomo and partner companies The Marketing Innovation Department, which hosts this program, utilizes Docomo’s unique data to provide comprehensive marketing support to a wide range of industries, centered on retailers and manufacturers, using “single ID x full funnel.” Today’s turbulent times demand even more effective and detailed marketing support due to various trend changes and
diversification. In this co-creation program, we aim to take full advantage of Docomo Data’s advantages and create new marketing solutions that cannot be achieved with existing solutions alone. □Focused recruitment themes We would like to introduce three themes that we will focus on in our co-creation program. Applications other than the theme or examples are also accepted as long as they are related to the concept or assets. 1. Marketing for Generation α/Generation Z Generation Alpha/Generation Z, who have grown up as digital natives, have distinctive values such as an interest in social issues and a desire to be independent, and conventional methods are not necessarily the correct answer. Through this co-creation, we hope to explore new solutions tailored to these generations. Example of co-creation image: ・New advertising method that does not hinder customer experience (new product placement advertising) ・Invite store visits and promote purchases through instantaneously generated content ・Advertising methods using sports as a point of contact and fan marketing related to sports ・Voice media and voice marketing methods, etc. Desired technology/partner image: #In-game advertising #Metaverse advertising #Product placement advertising #Immersive experiences (AR/VR/MR) #Short videos #Momentary content #Sports marketing #Sports media #Fan marketing #Advancing activities #Support consumption #Taipa #Audio media #Voice marketing etc. 2. Inbound/cross-border marketing With the number of foreign visitors to Japan increasing to an all-time high and marketing needs for foreigners increasing, Docomo is also providing services and solutions that utilize contact points and data (such as people flow data) with foreigners visiting Japan. Through this co-creation, we hope to explore further development and evolution of services/solutions for foreign visitors to Japan. Example of co-creation image: ・Media and travel advertising aimed at foreign visitors to Japan that influence decision-making about tourist spots and stores to visit ・Travel advertising that uses location information to promote store visits and personalized coupons to promote purchases ・Travel advertising that promotes purchases after returning home and recommends return visits ・Personalized advertising that automatically adjusts creative and content according to your location and language settings, etc. Desired technology/partner image: #Media for foreigners visiting Japan #Virtual tours #Tabimae advertising #Travel advertising #Travel advertising #Local media #Local SNS #Inbound MEO #Multilingual audio guidance #Cross-border EC etc. 3. AI x Marketing This theme is broadly recruiting innovative martech, adtech, and solutions that utilize AI. We aim to realize unprecedented marketing solutions such as “utilization of generative AI in advertising creatives”, “advertisement optimization using AI”, and “highly accurate personalization using AI”. Example of co-creation image: ・Analyze user behavior when visiting the site using AI and display content optimized for each person ・Personalization of purchase promotion where AI automatically generates coupons and campaigns based on data ・Automatic generation of content and advertising creatives using AI, etc. Desired technology/partner image: #Keyword optimization #Sentiment analysis #Personalized advertising #Multilingual support #Chatbot #Content generation AI #Image generation AI etc. □Schedule of this program Monday, November 11, 2024 Start entry (This press release) Saturday, November 30, 2024 Early application deadline Friday, January 31, 2025 Final application deadline *There is an upper limit on the number of companies that pass the secondary screening (5 companies). Priority will be given to early applications. At any time after entry First screening (document screening) Entries will be judged based on the information provided and attached to the entry form. We will notify you of the results around the end of the month following the entry date. In some cases, we may be able to interview you once before the screening. Interview/co-creation plan
consideration While deepening the understanding of both parties, we will refine our co-creation ideas and make plans for implementing PoC (proof of concept). Secondary examination Based on the co-creation plan and PoC plan, we will conduct a review of feasibility,
significance of co-creation, timing, etc. Expected to be within six months from entry PoC (proof of concept) *Cost support available □Application qualifications In principle, any company with a product/service can enter regardless of size, domestically or internationally. ■Docomo × AUBA open innovation program “UMI” https://eiicon.net/about/nttdocomo-umi2024/ □Docomo Company Profile https://www.docomo.ne.jp/corporate/ Company name: NTT Docomo, Inc. Head office location: Sanno Park Tower, 2-11-1 Nagatacho, Chiyoda-ku, Tokyo Representative: Yoshiaki Maeda, Representative Director and President Business start date: July 1, 1992 Main business: Consumer communications business, smart life business, other businesses (corporate communications, etc.) Capital: 949,679 million yen (as of March 31, 2024) □eiicon Company Profile https://corp.eiicon.net/ Company name: eiicon Co., Ltd. Head office location: 3F, Sumitomo Real Estate Iidabashi Building 2, 2-2-23 Koraku, Bunkyo-ku, Tokyo Representative: Representative Director and President Ayuko Nakamura Establishment date: April 3, 2023 Business content: Operation of open innovation platform “AUBA”, consulting to support new business creation, event planning and management, sourcing services, etc. eiicon Co., Ltd. is one of Japan’s largest open innovation platforms and hands-on consulting specializing in open innovation, and supports commercialization with business creation support and OI support tailored to the business phase of the company. What is open innovation An innovation methodology proposed by Henry W. Chesbrough in 2003 (USA) that “creates innovative new value by combining internal and external media and technology.” This is a method of insisting that companies should not only rely on internal resources but also actively collaborate with outside companies. Services developed by eiicon Japan’s largest open innovation platform “AUBA” Japan’s largest web platform specializing in open innovation, with over 32,000 registered companies. Business creation≒We provide an all-in-one system for realizing discontinuous growth and business survival. AUBA is a service for intentionally creating innovation.
https://auba.eiicon.net/ Complete escort support service “AUBA Enterprise” Our experienced consultants who support business creation, including in-house new businesses and open innovation projects, design fully customized support according to the concerns and needs of each company. We support commercialization with support tailored to the company’s phase, from support for business strategy to support for creating specific meeting places and team-up for actual co-creation with partners, and support for new business creation.
https://corp.eiicon.net/service/enterprise Media that revitalizes business “TOMORUBA” “Media that revitalizes business” for business people creating businesses. We deliver various information on financing, funding, joint research, etc., as well as know-how information for creating businesses, from startups, small and medium-sized businesses, and major companies in all industries across the country to local governments and universities.
https://tomoruba.eiicon.net/ Main awards In December 2022, we received the Excellence Award at the 4th Japan Service Awards for our innovative and excellent service.
https://service-award.jp/result04.html In February 2023, won the Sports Agency Commissioner’s Award at the 5th Japan Open Innovation Awards for a series of open innovation initiatives such as matching and co-creation of sports teams/organizations and partner companies nationwide through acceleration programs. .
https://www8.cao.go.jp/cstp/stmain/20230120oip.html *The information posted is as of the date of announcement. Please note that the information may be subject to change without prior notice.