A Humanização do eCommerce.

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Slides da palestra "A Humanização do eCommerce. " feita pelo Masatada Kobayashi, co-fundador da RAKUTEN.

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  • Bom dia!

    Tudo bem com vocês?
     
    Muito obrigado pela presença de todos.
     
    O meu nome é Seicho. Eu sou o co-fundador da Rakuten.
     
    Nós sabemos o quanto o tempo de vocês é precioso. Nós sabemos o quanto o dia de vocês é corrido. Muito obrigado por escolherem estar aqui hoje.
     
    O dia de hoje é muito especial.
     
    Nós criamos a EXPO para compartilhar conhecimento, para aproximar as pessoas, para ajudar vocês a descobrir novos caminhos para inovar, liderar suas empresas e prosperar.
     
    Todos os anos a EXPO tem um tema central.
     
    O tema desse ano é TOGETHER, JUNTOS.
     
    Nós acreditamos que ninguém faz nada sozinho.
     
    Enquanto vocês se relacionam com os seus clientes e criam produtos incríveis, nós queremos ser o seu braço direito de tecnologia e conhecimento para prosperar na internet.
     
     
  • また、前回、皆様それぞれのストーリーがあるはずで、サイトでもストーリーを表現することが、ブランドにつながるという話をさせていただきました。

    楽天というプラットフォームには、各店舗・施設様や商品の一つ一つにストーリーが溢れているのが特長です。
  • Rakuten significa Otimismo.
     
    Nós somos muito otimistas.
     
    Nós acreditamos que o futuro é brilhante para as pequenas e médias empresas que acreditam na internet. 
     
    Existem oportunidades em todos os lugares, em todas as categorias de produtos.
     
    Nós estamos muito animados com a oportunidade de ajudar vocês a serem bem sucedidos.
     
    Por favor, contem conosco, sempre.
  • Ladies and gentlemen, once again welcome to Rakuten Expo 2014.

    Please let me continue in English from here.

    What is the origin of Rakuten?

    500 years ago Nobunaga Oda, one of the great unifier’s of Japan and a thinker ahead of his time, introduced a commercial quarter to encourage commerce. It was called “Raku Ichi Raku Za”

  • Just as Oda sought to empower merchants, so do we.

    Empowerment is in our DNA.
  • It is important to understand where you come from

    The first part of Rakuten, RAKU means happy in Japanese, 2nd part of TEN means Heaven in Japanese.

    From the beginning, we share the same value of Win Win relationship between Rakuten and merchants.
  • In this perspective, Rakuten can mean humanization.

    We connect and help each other talking together.
  • So, let’s take a look back at Rakuten’s history to see what it took to get us here.

    I together with 4 other founders, started Rakuten in 1997.

    We did IPO on 2004 in JASDAQ, Japan.
  • We move up to Tokyo Stock Exchange which is the biggest stock exchange market in 2013.

    We have been doing and continue doing strategic acquisitions to grow faster.


  • This is the growth of Rakuten group. It is impressive to see this growth.
  • At this moment, we have our ecommerce business presence in 14 different countries and area.
    If we include Travel, we have pretense in 28 countries.

    If we include Kobo, Viki, Viber, we have more than 200 countries of our presence.

    Now we are connecting those dots and transforming them to the surface to cover all those countries and areas to help your business.


  • Now I would like to talk about “Redefinition”.

    Between 1995 to 2000, it can be called “born of internet”

    Rakuten has born this period, aiming to redefine e-commerce.
  • In the preriod of 2000 to 2008. We can call it stage 2 of internet.

    Many services gots into online business.

    From Rakuten perspective, we started many financial related business to redefine the rule of financial business through the power of internet.

    We got into baseball, pro sports business too.



  • In the peroid of 2009 to 2013.

    Many international gigantic internet service companies started to dominate the global market.

    Rakuten also had started its globalization trying to redefine the online shopping more to humanized one.

  • Now starting from this year world is moveing toward “internet of thing”.

    All industries without any exception, will be connected to the internet.
  • In many industries from house appliance to traditional infrastructure business such as electronics and gas, they will be total connected to internet and many companies around world is doing destructive innovation.


  • The keywords of distructive innovation is “Redifinition”
  • I will give some example of destructive innovation. The first one is Airbnb.
  • The 2nd one is, Ondemand car hiring service called Uber. It is getting popular around the world.


  • Bit coin is re-writing currency itself.
  • And we have Rakute Viber.
  • Rakuten already has 90MM user in Japan, 60MM outside of Japan and if you consider Kobo and Viki, we can say we have 200MM users base. Viber’s 400MM users will be added in the near future and we will have 600MM user base in the world.
  • This is our buniness model what we call Rakuten Eco-System.
    We started from ecommerce and expanded to various services including professioan baseball team, still we have our membership always in the center of eco-system.
  • Our professional baseball team won the Japanese championship last year.
    We know how to win and I know Brazilian only accept champion. We would like to make it happen with you here in Brazil.


  • On the Japan marketplace, we have merchant that specializes in plum wine. They have become popular not only because of the quality of their wine, but also by their personal approach to telling their story
  • Once again, humanization,
  • Empowerment
  • And we grow together.


    Muito obrigado.
  • In Rakuten, store owners connet each other and grow togetehr. From the beginning of our history this communication between stores are our culture which no other competitor has. Each store recognize each other as good rival.

    To accelerate this initiative, we intorduced Rakuten University X. Each session consists of short video mainly of merchants to share the now-how to success.
  • More you can study, More we connect, more we growth together. It is what Rakuten is.
  • A Humanização do eCommerce.

    1. 1. 1
    2. 2. 3 Ha“pOpTyIMIHSeMaOv”en
    3. 3. 4 Origem do Nome 楽市楽座 Raku-Ichi-Raku-Za Uma política iniciada pelo Nobunaga Oda tornou possível para todos participar do comércio.
    4. 4. 5 A nossa Filosofia sempre foi a mesma… Empowerment!
    5. 5. 6 “Happy” “Heaven” Win – Win - Win
    6. 6. 7 Humanização
    7. 7. 8 Fundada em Fev. 1997 5 employees IPO Abril 2000 (JASDAQ) HQ Atago
    8. 8. 9 Rakuten Tower Listada na Bolsa de Tóquio desde Dez. 2013 Mais de 11 mil funcionários em todo o mundo.
    9. 9. Rakuten Group Services Vendas Anuais (volume) R$115 bilhões 0.234 0.523 0.791 1.53 3.29 4.79 8.32 11.55 14.76 18.61 27.47 34.14 R$115B 41.46 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 ($ billion USD)
    10. 10. A Presença Global da Rakuten
    11. 11. Estágio 1 95~00
    12. 12. Estágio 2 00~08
    13. 13. Estágio 3 09~13
    14. 14. Estágio 4 14~
    15. 15. Inovação Disruptiva
    16. 16. Redefinição
    17. 17. Qualquer pessoa no mundo poderá anunciar, descobrir e reservar acomodações, através do marketplace da comunidade da Airbnb.
    18. 18. Conectando passageiros e motoristas através de apps.
    19. 19. Bit Coin Transaction volume: US$1BN US$2MM/day
    20. 20. Viber
    21. 21. Número de Clientes cadastrados na Rakuten em todo o mundo. 600.000.000
    22. 22. 23 Estratégia de Eco-Sistema da Rakuten E-Commerce Credit Card E-Money Digital Goods Banking Loyalty Program Securities Telecom Portal & Content Travel Database Log-In
    23. 23. 24 EBATES
    24. 24. Rakuten entende tudo sobre vencer. Membros do time campeão de 2013 Images courtesy of Bloomberg, Japan Times, Rakuten Eagles
    25. 25. 26
    26. 26. Humanização
    27. 27. Empowerment
    28. 28. 30
    29. 29. 31 O Aprendizado não tem fronteiras.
    30. 30. 32

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