No.8, 113-124 (2007) The Present and the Future of Mileage Points in Business Currencies YASUOKA Hiromichi Nihon University, Graduate School of Social and Cultural Stadies Mileage points and electronic money are called business currencies. This paper surveys the present market of mileage points, and analyzes the possibilities and problems therein. The total annual value of business currency issued in Japan in 2005 was between 450 billion yen and 1 trillion yen. Airlines, major home electronics retailers, etc., are tending to replace part of advertising and sales promotion expenses with business currencies; which are also issued for the purposes of customer retention or the acquisition of customer information. Business currencies, together with the spread of credit cards and electronic money, are likely responsible for a fall in the amount of cash in circulation. In recent times they have been introduced not only in the private sector but also in the public service sector. This paper will also consider future possibilities for business currencies. 1989 1997 Edy JAL ANA Suica 2003 2 B to C 2 6 (1) 2006 4 4 2006 3 1981 0.04 1971 2005 7
NRI 4500 4500 2 4,500 1 4500 1 1 9 2005 1 29,161,100 145,806 3 2 3 10 8,736,663 87,367 2 99,938,239 74,954 5 10 3 5 7,944,577 47,667 4,085,836 30,644 11,694,213 29,236 5,485,570 27,428 3,280,015 4,920 790,407 3,952 451,974 1 2 (2) 8 NRI 2006 7 4 2 9 6 100 2 3 114
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2006 3 EC PeX T CRM 2004 100 1 1 (6) ANAT 12 1700 3 G 117
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TSUTAYA CRM CRM (7) B to C ROI B to B JAL ANA 119
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JAL 8 insideflyer.com U.S.A 16 itunes Music Store 1 100 4 B to B to C B to B to E 6 1 7 $0.022 2001 9 11 121
15,000 50,000 13 6 19 4500 9 point.com point.com 50 9 U.S point.com ebay 9 8 2005 4500 1% 45 300 15% (2) JR Suica 6 6 IC PASMO (1) 4 7&i 122
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2007 3 [ ] nanaco 2006 12 pp.107 10 96 2006 11 1% 100% 1 Zoom Up 2007 11 pp.22-25 11 2006 10 31 [ ] 2007 10 pp.92-95 1 12 Think IT 2010 5 2007 2006 9 2 2007 13 3 IT No.209 3 2007 2006 8 3 14 4 2006 6 2006 6 5 2007 6 2007 5 pp82-83 Received: May 31, 2007 6 2007 Issued in internet Edition: July 1, 2007 3 2007 1 pp.32-34 7 2007 01 20 / 2007 1 pp.45 8 magazine2007 NEW YEAR 2010 Case Study(2) 2007 1 pp.8-9 9 2006 12 30 2007 1 6 2 http://www.thinkit.co.jp/category/report.html 2006 12 124