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“Always On Your Side”
October 2009
ZAPPALLAS, INC.
Tokyo Stock Exchange First Section: Code No. 3770
Contents
Chapter 1
About Zappallas
2
Chapter 2
Strengths of Zappallas
9
Chapter 3
Mobile Market
14
Chapter 4
FY4/2010 Management Policy and Earnings Forecast
19
Reference 1 Results Data
23
Reference 2 Introduction of Zappallas's Contents
32
(C)2009,Zappallas,Inc.All Rights Reserved.
1
History
March 2000
Established Cyberbiz Inc. (the current Zappallas, Inc.)
April 2001
Changed company name to Zappallas, Inc.
April 2004
Launched 22 websites of new fortune-telling content, capturing the top
share of the fortune-telling market
May 2005
Listed on the Mothers market of the Tokyo Stock Exchange
January 2006
Fee-based members exceeded 1 million
May 2007
Collaborated with Yahoo Japan Corporation in launch of fortune-telling
website for the mobile version of “Yahoo! Uranai”
October 2007
Fee-based members exceeded 1.5 million
July 2008
Fee-based members exceeded 2 million
February 2009
Changed listing to the First Section of the Tokyo Stock Exchange
February 2009
Launched fortune-telling application “Today’s stars divination” for the iPhone
February 2009
Collaborated with JR East, Yahoo, and East Japan Marketing &
Communications in launch of "Y! Suica”
May 2009
Entered into a capital tie-up with Nikkatsu Corporation
2
Trends in Earnings Results
Stable business growth and profit margin improvement
(Millions of yen)
70.0%
12,000
64.7%
60.0%
59.5%
10,000
54.5%
50.0%
48.1%
8,000
40.0%
6,000
33.7%
33.5%
10,308
30.0%
8,550
4,000
2,000
6,939
3,749
242
Net sales
4,193
425
5,319
766
2,709
20.0%
1,870
Operating
income
Gross profit
margin
10.0%
1,251
0
0.0%
Apr '04
Apr '05
Apr '06
Apr '07
Apr '08
Apr '09
* Figures for 2004 and 2005 are on a parent basis.
3
FY4/2009 Consolidated Balance Sheets
Consolidated Balance Sheets
(Millions of yen)
End-Apr 2009
Amount
Comp.
End-Apr 2008
Amount
Comp.
Change
Current assets
6,720
82.5%
5,544
82.7%
1,176
Noncurrent assets
1,427
17.5%
1,161
17.3%
266
86
1.1%
115
1.7%
-29
Intangible assets
448
5.5%
412
6.1%
36
Investments and other assets
893
11.0%
632
9.4%
261
Total assets
8,148
100.0%
6,705
100.0%
1,443
Total liabilities
1,872
23.0%
1,725
25.7%
147
Total net assets
6,276
77.0%
4,979
74.3%
1,297
Total liabilities and net assets
8,148
100.0%
6,705
100.0%
1,443
Property, plant and equipment
Consolidated Cash Flows
(Millions of yen)
Item
FY4/2009
FY4/2008
Cash flows from operating activities
1,671
1,243
Cash flows from investing activities
-213
-651
Cash flows from financing activities
-293
-154
Increase (decrease) in cash and cash equivalents
1,163
438
Cash and cash equivalents at beginning of period
2,880
2,441
Cash and cash equivalents at end of period
4,044
2,880
4
Business Domain of Zappallas
Digital Contents
Mobile Commerce
Fortune-telling
“Decome”, etc.
Others
Online shopping
Mobile phone sales
Mobile advertisements
Mobile solutions
General consumers centered on the F1
segment of females aged 20-34
(JR East, transcosmos, etc.)
1.6%
Composition of sales by segment
Digital contents
19.6%
Mobile commerce
78.8%
Others
As of the end of July 2009
Note: “Decome” is an acronym for "decoration e-mail."
Please refer to pages 35 and 36 for details.
Corporate clients
5
Zappallas's Digital Content
Digital contents provided by Zappallas can be accessed through the services of mobile
telecom carriers such as NTT docomo, and Internet companies such as Yahoo! Japan.
i Menu List
Weather/News/Information
Mobile banking
Securities/Card/Insurance
Transportation/Map/Travel
Shopping/Tickets
Fashion/Cosmetics
Ringtone melodies/Karaoke
Standby screen
i apli standby/Frame
Games
Fortune telling
Sports
Fortune-telling
Decome
Standby screens
Hobbies, games
PC
Western Fortune-telling
Western Fortune-telling
1. Free fortune-telling
1. Free fortune-telling
2. Free love fortune-telling
2. Free love fortune-telling
3. Prophet Barath Klara
3. Prophet Barath Klara
4. Romance god DX
4. Romance god DX
5. Kagami Ryuji
5. Kagami Ryuji
6. Three months from now
6. Three months from now
7. Friendship & love fortune7. telling
Friendship & love fortunetelling
8. Promises from a former
8. life
Promises from a former
life
9. Fate and prophecy
9. Fate and prophecy
10. Destiny love fortune10.telling
Destiny love fortunetelling
240 sites
58 sites
41 sites
20 sites
194 sites
(as of the end of July 2009)
6
Business Model
Provide high quality contents and shopping services as an official content provider
Content
Copyright holders
Copyright
Suppliers
Royalty
Order
Delivery
ZAPPALLAS
(Product planning, website operation)
Content fee after
deduction of
substitute collection
fees (approx. 10%)
Operate
official
website
Telecom carriers
Telecom carriers, etc.
(NTT docomo,
KDDI, Softbank)
(NTT docomo, KDDI, Softbank)
Provide contents
through carriers’
portal websites
Zappallas's
shopping websites
are listed on the
portal websites of
telecom carriers
Collect monthly
subscriber fee of
¥300
Customers
Payment
ZAPPALLAS
(Content planning, website operation)
Provide official
contents
(fortune-telling,
decome, etc.)
Online
shopping
Order
Delivery
Customers
7
Payment
Chapter 1
About Zappallas
2
Chapter 2
9
Chapter 3
Mobile Market
14
Chapter 4
19
23
32
8
Zappallas's Strengths
Strength 1
Customer base centered on the F1 segment
Strength 2
Accumulation of data regarding user attributes via
the digital contents business (database utilization)
Strength 3
“Flow” business model that generates ongoing
sales and profits
9
Strength 1 Customer base centered on the F1 segment
members: 5,154,000 persons
Non-fee members:
2,931,000 persons
Fee-based members:
2,223,000 persons
(As of the end of July 2009)
Breakdown
Breakdownby
bygender
gender
Breakdown
Breakdownby
byage
age
50s and over
3%
40s
11%
Male
22.0%
Teens
14%
30s
Female
78.0%
32%
20s
40%
Core
Core user
user base
base isis
females
-34
females aged
aged 20
20-34
10
Average age
29.1 years old
Strength 2 Database utilization
Members’
preferences
and usage
patterns
Database

Analysis
Members use
service
Forecast of preferences
Examples of items of analysis
•What types of content does this group of customers like?
•What kind of introduction would get this group of
customers to register as members?
•How many customers have this attribute? Are their
numbers increasing?
•This type of product will be easy to sell (or difficult to sell)
to customers with what attributes?
•What types of products sell well among customers with
this attribute?
•Why do customers cancel their membership?
11
Propose content
and products that
match members’
preferences
E-mail
Strength 3 “Flow” business model that generates ongoing sales and profits
(1) No. of users
Avg. sales per user x No. of users x Profit margin = Operating income
(1)
(2)
30 0
第 10期
投入 members
したコンテン
ツに
ユーザ
ー in Term 10
Users
whoに
became
attracted
by よる
content
launched
第 9期
にbecame
投入したコ
ンテン
ツにbyよる
ユーザ
ー in Term 9
Users
who
members
attracted
content
launched
25 0
第 8期
にbecame
投入したコ
ンテン
ツにbyよる
ユーザ
ー in Term 8
Users
who
members
attracted
content
launched
20 0
第 7期
にbecame
投入したコ
ンテン
ツにbyよる
ユーザ
ー in Term 7
Users
who
members
attracted
content
launched
Users
who
became
attracted
by content
Term 6
第 6期
までに
投members
入したコン
テンツ
によるlaunched
ユーザthrough
ー
15 0
10 0
50
0
/
03
04
/
04
04
/
05
04
/0
06
4
/
07
04
/
08
04
/
09
04
Established an
earnings structure
in which operating
income continues
to increase
(2)Profit margin (Ratio of costs to sales)
1.7 1.2
FY4/2008
5.3
19.6
3.7
14.5
5.3
12.0
-3.9%
-3.3%
1.3 1.0
FY4/2009
5.4
0.0%
15.7
10.0%
4.0
20.0%
16.5
30.0%
12.0
40.0%
50.0%
12
4.2
60.0%
70.0%
Labor costs
Royalties
Subcontract expenses
Other costs
Personnel expenses
Advertising expenses
Substitute collection fees
Other costs
Chapter 1
About Zappallas
2
Chapter 2
9
Chapter 3
Mobile Market
14
Chapter 4
19
23
32
13
Trends in the Mobile-related Market
(100 millions of yen)
Mobile commerce
14,000
Mobile content
12,000
10,000
8,689
8,000
7,329
5,641
6,000
4,074
4,000
2,593
2,000
2,603
3,150
3,666
4,272
4,835
0
2004
2005
2006
2007
2008
Source: Survey Results on State of Mobile Content Industry Structure 2008 (Ministry of Internal Affairs and Communications)
14
Trends in the Mobile Content Market
Ringtone melodies (Chaku-Melo)
Ringtone songs (Chaku-Uta)
Ringtone songs (Chaku-Uta Full)
Mobile games
Decoration e-mail (Decome)
Electronic books
Ring back tone
Fortune telling
Standby screens
Dress-up tools (Kisekae)
Weather/news
Traffic information
Daily life information
Avatar/items (SNS, etc.)
Other mobile contents
Total
2004
1,167
199
2
412
2
3
6
103
225
484
2,603
2005
1,048
463
99
589
14
16
13
123
236
51
74
27
397
3,150
2006
843
522
237
748
55
69
29
158
248
3
63
125
45
5
516
3,666
2007
559
568
506
848
116
221
87
182
227
23
73
164
54
60
584
4,272
2008
473
483
707
869
171
395
110
200
229
64
78
206
77
157
616
4,835
FY07FY07-08
+47%
FY07FY07-08
+10%
15
Trends in the Mobile Commerce Market
The mobile commerce market is growing 19% annually.
Merchandise
Services
Transactions
Total
2004
969
2005
1,542
2006
2,583
2007
3,292
2008
3,770
1,183
441
2,593
1,646
886
4,074
1,945
1,113
5,641
2,806
1,231
7,329
3,497
1,422
8,689
Merchandise: online shopping, etc.
Services: tickets, accommodation booking, etc.
Transactions: stock trading, auctions, etc.
16
Comparison of Results with Peers
(Millions of yen)
ZAPPALLAS
Net sales
Operating income
Operating margin
(Reference)
FY4/2005 FY4/2006 FY4/2007 FY4/2008 FY4/2009 1Q FY4/2010
4,193
5,319
6,939
8,550
10,308
2,789
425
766
1,251
1,870
2,709
764
10.1%
14.4%
18.0%
21.9%
26.3%
27.4%
*Figures for FY4/2005 are on a parent basis.
MTI
Net sales
Operating income
Operating margin
(Reference)
FY9/2004 FY9/2005 FY9/2006 FY9/2007 FY9/2008 1Q FY9/2009
11,524
14,757
17,443
18,520
21,615
5,798
196
212
902
1,123
1,726
266
1.7%
1.4%
5.2%
6.1%
8.0%
4.6%
DeNA
Net sales
Operating income
Operating margin
FY3/2005
2,870
482
16.8%
FY3/2006 FY3/2007 FY3/2008 FY3/2009
6,429
14,181
29,736
37,607
1,883
4,506
12,662
15,843
29.3%
31.8%
42.6%
42.1%
(Reference)
1Q FY3/2010
8,810
3,137
35.6%
*Figures for FY3/2005 are on a parent basis.
mixi
Net sales
Operating income
Operating margin
FY3/2005
-
FY3/2006
-
FY3/2007 FY3/2008 FY3/2009
5,247
10,052
12,052
2,184
3,749
3,771
41.6%
37.3%
31.3%
(Reference)
1Q FY3/2010
3,059
867
28.4%
*Figures for FY3/2007 and FY3/2008 are on a parent basis.
17
Chapter 1
About Zappallas
2
Chapter 2
9
Chapter 3
Mobile Market
14
Chapter 4
19
23
32
18
Business Portfolio with an Eye to Medium-term Growth
Fortune-telling category: aim to maintain top share while maximizing profits.
“Decome” category: focus on growth and profit margins.
All segments: strive to increase revenues and profits.
Profit
High
Fortune
-telling
Decome
Digital
Digitalcontents
contents
Commerce
Low
Low
New
services
High
19
Growth
FY4/2010 Earnings Forecast
(Millions of yen)
Consolidated
FY4/2009
Results
Amount
Net sales
%
FY4/2010
Forecasts
Amount
Change
%
%
10,308
100 %
11,350
100 %
10.1 %
Operating income
2,709
26.3 %
3,110
27.4 %
14.8 %
Ordinary income
2,695
26.2 %
3,100
27.3 %
15.0 %
Net income
1,580
15.3 %
1,820
16.0 %
15.1 %
Non-consolidated
FY4/2009
Results
Amount
%
FY4/2010
Forecasts
Amount
%
Change
%
Net sales
9,612
100 %
10,710
100 %
11.4 %
Operating income
2,696
28.0 %
3,110
29.0 %
15.3 %
Ordinary income
2,710
28.2 %
3,120
29.1 %
15.1 %
Net income
1,598
16.6 %
1,850
17.3 %
15.7 %
20
FY4/2010 Earnings Forecast by Segment
(Millions of yen)
FY4/2009
Results
Amount
Net sales
%
Amount
Change
%
%
Digital contents
8,078
78.4%
9,080
80.0%
12.4%
Mobile
commerce
1,938
18.8%
1,990
17.5%
2.7%
291
2.8%
280
2.5%
-3.8%
Corporate total
10,308
100.0
11,350
100.0
10.1%
Digital contents
3,226
-
3,710
-
15.0%
141
-
200
-
41.8%
63
-
-30
-
-%
Elimination or
corporate
-721
-
-770
-
6.8%
Corporate total
2,709
-
3,110
-
14.8%
Others
Operating
income
FY4/2010
Forecasts
Mobile
commerce
Others
21
Chapter 1
About Zappallas
2
Chapter 2
9
Chapter 3
Mobile Market
14
Chapter 4
19
23
32
22
Fee-based Members
Fee-based members (1Q-end): 2,223,000 persons (+37,000 QoQ)
(10,000 people)
220
Fortune
占い
デコメ
Decome
-telling
Standby
待受
200
8.9
180
7.0
160
140
120
7.9
22.7
9.1
25.0
11.5
7.1
25.7
Hobbies, games
趣味・ゲーム
8.1
8.3
27.2
26.1
25.4
8.2
8.0
27.7
25.9
31.6
36.1
40.4
21.5
22.7
144.4
148.5
147.4
148.1
148.1
Apr
’09
09/04
Jul ’09
09/07
25.3
18.5
9.4
18.3
100
80
60
110.8
123.8
125.6
137.2
40
20
0
Jul ’07 07/10
Oct ’07 08/01
Jan ’08 08/04
Apr ’08
07/07
Jul ’08 08/10
Oct ’08 09/01
Jan ’09
08/07
23
Number of Websites
Number of websites offered: 359 sites
(240 of these are fortune-telling websites)
(Sites)
400
Fortune
占い
-telling
Decome
デコメ
Standby
待受
Hobbies, games
趣味・ゲーム
350
16
300
250
15
35
21
200
150
12
35
26
100
13
36
27
150
158
172
Jul
’07
07/07
Oct
’07
07/10
Jan ’08
08/01
13
33
11
31
33
30
196
186
14
39
39
207
15
41
44
220
41
51
232
20
41
58
240
50
0
Number of newly
launched PC contents
8
5
10
Apr ’08 08/07
Jul ’08
08/04
14
13
24
Oct ’08 09/01
Jan ’09 09/04
Apr ’09 09/07
Jul ’09
08/10
12
14
16
24
Quarterly Net Sales
Sales have been broadly in line with projections.
The digital contents business accounted for 2,197 million yen of the total, the mobile
commerce business 547 million yen, and the others business 44 million yen.
(Millions of yen)
Others business
3,000
Mobile commerce
business
Digital contents business
2,500
1,500
2,523
2,392
2,075
2,000
2,741
1,928
81
408
93
394
1,000
1,437
1,587
2,154
77
133
70
2,589
2,454
61
469
426
1,984
1,966
441
58
496
101
545
2,789
44
547
410
1,666
1,817
2,034
2,093
2,197
500
0
Jul
’07
07/07
Oct ’07 08/01
Jan ’08 08/04
Apr ’08 08/07
Jul ’08 08/10
Oct ’08 09/01
Jan ’09 09/04
Apr ’09
07/10
25
Jul ’09
Quarterly Operating Income (Consolidated)
Achieved record quarterly profits due to a rise in net sales and the gross profit margin.
営業利益
Operating income
(Millions of yen)
Operating margin
営業利益率
Higher advertising expenses
Payment of fiscal yearend bonuses to employees
900
27.5%
26.1%
800
23.5%
700
28.0%
27.8%
23.0%
27.4%
30.0%
25.0%
22.1%
20.0%
600
15.8%
500
15.0%
400
694
300
200
452
478
686
764
720
607
561
10.0%
378
5.0%
100
0
Jul ’07
Oct ’07
Jan ’08
Apr ’08
Jul ’08
26
Oct ’08
Jan ’09
Apr ’09
Jul ’09
0.0%
Earnings Results in the Digital Contents Business
The gross profit margin continues to improve due to a decline in the ratio of sales of
outsourced content requiring IT system usage.
Payment of fiscal yearend bonuses
to employees
(Millions of yen)
Operating
income
Net sales
2,500
Gross profit margin
73.6%
70.5%
2,000
67.5%
68.2%
70.9%
1,984
75.7%
73.8%
1,966
73.9%
2,197
72.2%
75%
2,093
2,034
70%
1,817
1,666
1,587
80%
65%
1,500 1,437
60%
55%
1,000
789
577
611
813
825
670
888 50%
723
45%
510
500
40%
35%
0
Jul ’07
Oct ’07
Jan ’08
Apr ’08
Jul ’08
27
Oct ’08
Jan ’09
Apr ’09
Jul ’09
30%
Earnings Results in the Mobile Commerce Business
Achieved record quarterly profits mainly due to “Pocket Market” growth and profit
margin improvement.
(Millions of yen)
800
Operating
営業利益
income
Net sales
売上高
700
31.3%
600
500
400
27.6%
27.9%
394
31.7%
32.8%
33.3%
547
545
35%
30%
496
469
441
410
32.1%
29.2%
25.3%
408
40%
Gross profit margin
売上高総利益率
25%
426
20%
300
15%
200
10%
100
0
-100
3
-5
07/07
Jul ’07
37
5
19
29
42
51
5%
-8
07/10
Oct ’07
08/01
Jan ’08
08/04
Apr
’08
08/07
Jul ’08
28
08/10
Oct ’08
09/01
Jan
’09
09/04
Apr
’09
09/07
Jul ’09
0%
Achievement Rate of FY4/2010 Earnings Forecast
(Millions of yen)
Consolidated
FY4/2010
First-half Forecasts
FY4/2010
Full-year Forecasts
First-half
achieveme
nt rate
Full-year
achieveme
nt rate
100%
51.3%
24.6%
FY4/2010
1Q Results
Net sales
5,440
100%
11,350
Operating
income
1,470
27.0%
3,110
27.4%
764
27.4%
52.0%
24.6%
Ordinary
income
1,460
26.8%
3,100
27.3%
763
27.4%
52.3%
24.6%
870
16.0%
1,820
16.0%
448
16.1%
51.5%
24.6%
First-half
achieveme
nt rate
Full-year
achieveme
nt rate
100%
50.9%
24.3%
Net income
Non-consolidated
FY4/2010
First-half Forecasts
100% 2,789
FY4/2010
Full-year Forecasts
FY4/2010
1Q Results
Net sales
5,120
100%
10,710
100%
Operating
income
1,470
28.7%
3,110
29.0%
753 28.9%
51.2%
24.2%
Ordinary
income
1,470
28.7%
3,120
29.1%
757 29.1%
51.5%
24.3%
880
17.2%
1,850
17.3%
446 17.1%
50.7%
24.1%
Net income
29
2,604
Achievement Rate of FY4/2010 Earnings Forecast by Segment
(Millions of yen)
FY4/2010
Forecasts
Amount
Net sales
Operating
income
FY4/2010
1Q Results
Amount
(%)
Achieveme
nt rate
(%)
(%)
Digital contents
9,080
80.0%
2,197
78.8%
24.2%
Mobile commerce
1,990
17.5%
547
19.6%
27.5%
280
2.5%
44
1.6%
15.7%
Corporate total
11,350
100.0
2,789
100.0
24.6%
Digital contents
3,710
-
888
-
23.9%
Mobile commerce
200
-
51
-
25.5%
Others
-30
-
-9
-
-
Elimination or
corporate
-770
-
-166
-
-
Corporate total
3,110
-
764
-
24.6%
Others
* Above figures are before allocation of corporate expenses in the segment accounting.
30
Chapter 1
About Zappallas
2
Chapter 2
9
Chapter 3
Mobile Market
14
Chapter 4
19
23
32
31
Fortune-telling Contents Ranking
Ranking of NTT docomo's fortune-telling lineup (as of July 31, 2009)
Outlined items are content provided by Zappallas
Western
WesternFortune-telling
Fortune-telling
1.1.
2.2.
3.3.
4.4.
5.5.
6.6.
Free
Freefortune-telling
fortune-telling
Free
love
Free lovefortune-telling
fortune-telling
Prophet
Barath Klara
Prophet Barath Klara
Romance
Romancegod
godDX
DX
Kagami
KagamiRyuji
Ryuji
Three
months
Three monthsfrom
fromnow
now
7.7. 365
365days
daysbirthday
birthday
fortune-telling
fortune-telling
8.8. Friendship
Friendship&&love
lovefortunefortunetelling
telling
9.9. Destiny
Destinylove
lovefortunefortunetelling
telling
10.
10.Fate
Fateand
andprophecy
prophecy
Eastern
EasternFortune-telling
Fortune-telling
1.1. Good
Goodluck
luckfree
freefortunefortunetelling
telling
2.2. Hosoki
HosokiKazuko
KazukoRokusei
Rokusei
Senjutsu
Senjutsu
3.3.
4.4.
5.5.
6.6.
Shinjuku
Shinjukuno
noHaha
Haha
Ultimate
Ultimatesurname
surnamedivination
divination
1.1.
2.2.
Diagnostic
Diagnosticand
and
psychological
tests
psychological tests
Free
Freepsychological
psychologicaltest
test
Ehara
Hiroyuki
Ehara Hiroyuki
3.3. Good
Goodluck
luckdream
dream
interpretation
interpretation
4.4. Adult
Adultrelationships
relationships
Free
Freereal
reallove
lovefortune-telling
fortune-telling 5.5. Spicy
Spicyromance
romancediagnosis
diagnosis
Shimo
Yoshiko
Ryu
Seimei
6.6. Kayama
Shimo Yoshiko Ryu Seimei
KayamaRika
Rikatherapy
therapy
7.7. Good
luck
surname
appraisal
7.
Truth
and
lies
of
Good luck surname appraisal
7. Truth and lies ofthe
the
male
heart
8.8. Ishida
Chihiro
male
heart
Ishida Chihiro
8.8. Your
9.9. Naoi
Yourprice?
price?
NaoiYumily
Yumilylove
lovefeng-shui
feng-shui
9.
Former
10.
9. Formerlife
lifetherapy
therapy
10.Anzai
AnzaiRyu
Ryugood
goodluck
luck
appraisal
10.
Truth
diagnosis
appraisal
10. Truth diagnosis
*Ranking based on user numbers from July 1st to 30th
32
Introduction of Fortune-telling Websites ("Prophet Barath Klara")
Choice letter
July Special Daily Horoscope Basic Personality
Future Divination Menu by Type of Worry
Klara Column Card Collection
"Is that person striking up
conversations over trivial things
because he is interested?“
The card you have chosen is here.
Message from Klara
New information
*Latest menu*
July 9, 2009
Truth letter
* "Is that person striking up
conversations over trivial things
because he is interested?" was
added.
July 8, 2009
Miracle prayer
* "Why can't I find a lover?" was
added.
+ July Special +
Money/Work/Relationships
Lucky message from Klara
Let's give advice to the many
people with money and job worries.
“Barath Klara, an amazing prophet
who has made many accurate
prophecies on television and in
magazines, gives warm – yet stern
– advice for people with concerns
about their future.”
* Klara's destiny commentary
It is not because he is particularly
interested. He looks at you as he
does others. He is not purposely
striking up a conversation. Talking
to you comes very natural to him.
So there is some chance that
things could develop further if you
ride the natural flow that destiny
has stirred up for you.
* The miracle of Klara cards *
+Truth letter/Decision letter+
July menu unveiled
33
“She can solve all your worries
about the future by shedding light
on current problems based on past
events with "Future Reading," and
by providing clear Yes-No answers
concerning necessary action with
"Klara Cards.””
Introduction of Fortune-telling Websites ("Three months from now")
This month's horoscope
What’s new
*Prophecy of the stars*
July 28-30
A lucky period of romance will
visit "Boss-san".
Today's horoscope
Your luck today will be so-so.
New encounters will…
Continue reading
July horoscope
Horoscope calendar
Updated the 1st of each month
In the second half of 2009, the
romantic feelings of that person
you're interested in will…
Two new unread horoscope
menus introduced every day
July special
New! Second half of 2009
Horoscope readings
New! July 2009
Your future together according
to the stars.
List of special topics
July 2009
Overall luck
This month brings good fortune.
You will see significant
improvements in monetary
support and your finances.
Expect to see supplementary
income, and better chances for
getting a loan for your business.
Because this is also a good time
to make a major purchase, now
is the time to move ahead with
any plans to buy a car, condo,
etc. This is also a good month
for your palate as you will come
across many good restaurants.
You can expect every day to be
stimulating as you encounter
many new experiences this
month.
Other horoscopes
Romance Encounters
Last month's horoscope
Fortune-telling menu
For yourself
For friends
Lover compatibility
Turning points
34
“What event happened to you three
months after your birth? How will
he/she feel about you three months
from now? What will your
relationship be like three months
from now? "Three months from
now" is a new website that offers
prophecies of the near future based
on your horoscope at birth, your
horoscope now, and your current
psychological state.”
About Decome
Mobile mails are more fun with animated
pictures and colorful text!
Insert pictures and
animation wherever you like
"Thank you for
everything last year.
It's already 2009!
How fast each year
goes by! Let's make
the first shrine visit
of the new year
together during the
holidays."
Colorfully adorn
text and
background
35
Introduction of Decome Websites
36
Mobile Commerce Business: Major Shopping Websites
King of Sweets
First official website dedicated to popular
sweets.
Brand Outlet
Sells sought-after brand-name products
at super discounted prices.
Kirei Kakumei (Beauty Revolution)
Sells cosmetics, diet supplements, body
care products, and other items at
reasonable prices targeting women.
Pocket Market
A comprehensive shopping website that
offers an array of useful lifestyle goods
including cosmetics, fashion brands,
home electronics, and sundries.
37
Features of Zappallas Online Shopping
“Push type” commerce service in which product suggestions are made to encourage
customers to visit shops.
Approval for e-mail
distribution
--------------------
E-mail magazine registration
/Cancellation
--------------------
Letter from monsieur
・・・・・・・・・・・・・・・・・・・・・
“King of Sweets”
Sweets” is the first
shopping site where you can
buy ultra famous sweets
that are frequently shown on
TV, in magazines or on the
Internet.
・・・・・・・・・・・・・・・・・・・・・
Application for ee-mail
magazine subscription
Cancellation of ee-mail
magazine subscription
Direct e-mail distribution
Purchase of goods
Set of 10 Shinshu Sumptuous
Puddings
Introduction of: Christmas
sweets, New Year sweets,
winter sweets,
sweets, sweets for two,
portions of genuine sweets as
reward for yourself
http://www.zappallas.com/1220
ab Chef Handa’
Handa’s original
masterpiece “Mon Blanc”
Blanc”
introduced by the magazine
Yokohama Walker in its report
on “Yokohama Yumehonpo”
Yumehonpo”:
With a combination of chestnuts
garnished lavishly with cocoa
powder, the sweets give a new
sensation in the mouth. And
besides, “Mont Blanc”
Blanc” looks cool.
Purchase
rate:
about
3%
Large image
[Haru Natsu Aki Fuyu ]
Haru Natsu Aki Fuyu,
Fuyu, which
was introduced by such
magazines for young women as
“MORE”
MORE” (March issue) and
“CHOUCHOU”
CHOUCHOU” (May 31 issue),
issue),
is a famous pudding specialty
shop. Its puddings are made
using plenty of fresh milk and
eggs that are produced locally
in Shinshu (Matsumoto City,
Nagano Prefecture).
Approaching specific customers by mobile mail
Revealing potential wants
Stimulating repeat customers’ desire to buy an item
Importance of content that encourages customers with
desire to buy items
38
Introduction of a Game Website ("Lovers at the Hills")
This is a romance simulation game for women.
The heroine of the story, an office lady, has been
dispatched to an IT firm in "Nanahongi Hills," and
finds the love of her life over a two week period
through encounters with several men including a
cocky president, a trustworthy boss, and an old
flame.
Matsuda
"Things are tough at this
company because we're
pretty busy, but hang in
there!"
Saionji
"I decided to start this company
after learning that you can save a
person with just one umbrella."
39
Earnings forecasts and all other statements and figures described in these
materials, excluding historical figures and statements, are based on
management targets set confidentially within Zappallas using information
available at the time these materials were prepared, and assumptions related to
uncertain factors that may affect future earnings. Actual results may differ from
the above forecasts depending on various factors in the future.
40

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