Nippon Telegraph and Telephone East Corporation
To create a new bustling Sendai morning market! “Sendai Morning Market x Miyagi Gakuin Women’s University x NTT East Japan” collaborate to start efforts to improve the appeal of the Sendai Morning Market
NIPPON TELEGRAPH AND TELEPHONE CORPORATION Miyagi Division (Executive Officer, Miyagi Division Manager: Masahiro Takizawa, hereinafter NTT East Japan), Sendai Morning Market Shopping District Promotion Association (Chairman: Hiroshi Irumada, hereinafter Sendai Morning Market) and Miyagi Gakuin Women’s University Faculty of Contemporary Business In collaboration with Masui Seminar*1 (Associate Professor of the Faculty of Contemporary Business: Michiharu Masui, hereinafter Miyagi Gakuin Women’s University), we will start efforts to create a more lively Sendai morning market.
Together with the Sendai morning market, Miyagi Gakuin female college students will implement a plan to revitalize the Sendai morning market, NTT East will collect and analyze data such as visitor attributes using ICT technology, and three parties will consider and implement problem-solving solutions. We will continue to implement initiatives to develop new customer segments such as young people, starting with the “Sendai Morning Market Sunday Market * 2” on October 9, 2022.
1. background purpose
In 2020, NTT East entered into a partnership agreement*3 with Sendai City and NTT Urban Solutions to revitalize the city center of Sendai. We are proceeding.
Sendai Morning Market, Miyagi Gakuin Women’s University, and NTT East Japan have so far held three workshops on one of the collaborative items, “Efforts to promote migration in new towns.” We have organized issues and considered measures to promote migration.
Now that preparations have been made to implement specific measures, Sendai Morning Market, Miyagi Gakuin Women’s University, and NTT East will increase the number of visitors to the Sendai Morning Market (promoting circulation) and acquire and establish a new customer base for the Sendai Morning Market. For the purpose of expanding sales, we will continue to implement shopping district revitalization projects and collect and visualize attribute data on visitors.
(1) Start date of the initiative
Sunday, October 9, 2022
The initiative will start on the day of the “Sendai Morning Market Sunday Market (scheduled from 8:00 to 13:00)”.
(2) Place of implementation
Sendai Morning Market (3-8-5 Chuo, Aoba-ku, Sendai City, Miyagi Prefecture) (3) Implementation details
1. October 9th Sendai morning market Sunday market
·Miyagi Gakuin Women’s University will create a map and signboards for the Sendai morning market and set them up at the Sunday market. In addition, information dissemination via SNS
Propose plans for
· The Sendai morning market put up maps and signboards created by Miyagi Gakuin Women’s University in the morning market to monitor customer reactions and changes in sales.
confirm. In addition, we will announce it by SNS etc.
·NTT East uses smart sensor equipment “AIBeacon*4” installed in Sendai Asaichi to
We collect attribute data such as gender, age, and place of residence from smartphones, excluding personal information.
2. After October 10th
·Miyagi Gakuin Women’s University will continue to plan and implement measures to create a lively Sendai morning market. ・The Sendai Asaichi will continue to monitor changes in customer reactions and sales due to measures taken by Miyagi Gakuin Women’s University.
We will continue to disseminate information via SNS, etc., and ascertain the effects.
·NTT East uses AIBeacon to continuously collect and analyze visitor data to understand the current situation.
· The three parties will hold regular workshops to understand the effects of measures, identify issues, and consider and implement problem-solving solutions.
We aim to create new bustle and customer retention.
(4) Data collection period
From October 9, 2022 to January 31, 2023
3. Future prospects
By continuously collecting and analyzing data during the period of the initiative, we will promote a mechanism for grasping the effects of individual measures and continuing to create bustle over the long term in a three-party collaboration.
By continuing effective measures to revitalize the Sendai morning market, such as increasing the number of visitors, including new customers, establishing a permanent base, and improving the
attractiveness of information disseminated through SNS, etc., We will continue our efforts to promote mobility in the center of Sendai City. *1 Masui Seminar, Faculty of Contemporary Business, Miyagi Gakuin Women’s University
With the theme of “using ICT to solve local issues”, we are engaged in activities such as application development and information
It is working.
*2 Sunday market in Sendai morning market
A Sunday market run by voluntary stores in the Sendai morning market. It is held on the second Sunday of every month.
*3 Partnership agreement on revitalization of central Tokyo
In May 2020, Sendai City, NTT East Japan, and NTT Urban Solutions signed a contract to revitalize the city center of Sendai.
This is a partnership agreement. Regarding five items of cooperation, such as creating diverse innovations and forming startup bases We are working on it.
(URL: https://www.ntt-east.co.jp/miyagi/information/detail/pdf/20200513_01.pdf) *4 AIBeacon
“Beacon devices (smart sensors) and applications that integrate big data analysis systems and Wi-Fi sensors.
It is a general term for “application function”. As a communication device that uses data mining technology unique to smartphones, A smart sensor device developed (patented) by AdInte.
Details about this release: