Rakuten’s messaging app Viber is the company’s key content play. It has just launched Viber Community, a chat space within the messaging app. Rakuten claims that Viber has one billion members globally, and it now wants to connect Viber with Rakuten ID, its wider e-commerce identifier, allowing it to promote its services across a wider base. Rakuten has also launched Rakuten Coin, building on its existing loyalty points programme. The company’s aim is for its loyalty points to become a kind of virtual currency that can be exchanged across Rakuten’s other properties. The company will leverage blockchain technology to deliver on its vision, according to Mikitani, who said that Rakuten has set the ambition of becoming the largest membership community in the world. It currently has 1.2 billion members and aims to grow this to two billion by 2020. The company’s aim is to enhance the supply of internet services, financial technology and digital content with membership, branding and data. Mikitani said that Rakuten wanted to use social media functionality to help build what he described as “the biggest Grand Bazaar in the world” – a model that differs from that of Amazon in that Rakuten will serve as a shopping mall for a range of merchants rather than as a retail brand in its own right. The company also aims to enter the Japanese mobile market as an MNO. Mikitani said that owning a network, for an e-commerce or content business, will make sense as a differentiator. “In Japan Rakuten is market leader and that is a position that we plan to maintain and grow. In Europe and the US we are building our ecosystem,” says Roca, citing the company’s sponsorship of FC Barcelona in Europe and the Golden State Warriors basketball team in the US as key steps in this journey. “Having a strong brand is the first step in that direction. This is why we have done those sponsorship agreements.” For Roca, video is likely to play a key role in these wider plans – he cites Rakuten’s acquisition of exclusive NBA rights in Japan as evidence – but exactly what that role will be has still to be fleshed out. “We don’t yet have a clear model that involves digital content. We know digital content is going to be a relevant block in building this ecosystem, but we have not defined that yet outside Japan,” he says. In the meantime, says Roca, Rakuten TV will focus on developing its “cinema at home” proposition, shortening the release window for VOD and ensuring that the company secures the key new releases in the best video quality available.
www.digitaltveurope.com/files/2018/05/dtvemay18_lo.pdf