FOR IMMEDIATE RELEASE
July 24, 2006
Dentsu and OPT Announce Joint Development
of Mobile Marketplace Business
Dentsu Inc. (President: Tateo Mataki; Head Office: Tokyo; Capital: 58,967.1 million yen)
and OPT Inc. (President & Chief Visionary Officer: Noboru Hachimine; Headquarters:
Tokyo) announced today that they have reached an agreement on pursuing the joint
development of a mobile marketplace business (see Note) as part of a capital and business
alliance. The partners plan to launch an e-commerce site for cosmetics and a specialist
information site for insurance products on July 25, 2006.
By combining Dentsu’s strong partnerships with media and its knowledge of mobile
marketing with OPT’s marketing capabilities and its expertise in the personal computer-
based Web marketplace business, the two groups aim to develop a powerful mobile
The mobile marketplace sites to be launched under this alliance will primarily target women
aged 20 to 29 years under the “Moo” brand. The Moo brand name is derived from the
phrase “Mobile Only One.” The first two sites will be “Moo Cosmetics,” a mobile e-
commerce site for cosmetics, and “Moo Insurance,” a mobile site specializing in
information on insurance products. As well as introducing and selling a wide range of
popular cosmetics products, Moo Cosmetics will provide an array of beauty-related
information. Moo Insurance will enable users to request detailed information packages on a
wide range of insurance products and provide basic knowledge related to insurance.
The mobile marketplace sites will carry information on a performance or “cost-per-action”
basis. Under this system, advertisers will pay fees determined by specific user actions, such
as a purchase order placement, a request for an information package, or a call center inquiry.
Dentsu and OPT will aggressively promote the mobile marketplace sites among advertisers
and position them as media with a high return on advertising investment.
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