Dentsu Inc. participates in the "Urban Autonomous Mobility Service Business Concept Consortium" demonstration experiment.

#Marketing#Management/Business#Creative#Social issue#Idea#Insights/Research#Future#Field Test#Autonomous driving

The text of the Dentsu Inc. news release distributed on December 14 is as follows.

December 14, 2018

― Launching "MaaS-based Advertising Content Delivery" in Kobe City from December 16 ―

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) will participate in a demonstration experiment of "Urban Automated Mobility Services" in residential areas. This experiment will be conducted by the "Urban Automated Mobility Service Business Concept Consortium" (*2) in Kobe City, Hyogo Prefecture, from December 16 to February 1 next year. This participation is part of business creation initiatives anticipating the advancement of MaaS (*1), whose possibilities are expanding through autonomous driving technology, and the near-future mobility society.

In the marketing and communications domain, Dentsu will conduct a proof-of-concept for delivering advertisements and content to displays installed in locations such as the rear passenger seat area of autonomous vehicles (*3). The content delivered will include information such as boarding/alighting points and travel routes, along with coupons usable at nearby commercial facilities, municipal disaster prevention information, and local community information like civic activities.

Building on the results of this demonstration experiment and our research and development with Gunma University's Next-Generation Mobility Social Implementation Research Center, we plan to continue promoting various demonstrations next fiscal year. We aim to commence commercial provision of advertising content delivery services (*4) tailored to the characteristics of autonomous vehicles (including services spanning multiple vehicle types, those with added promotional functions, and last-mile service-related offerings) by fiscal year 2020.

Going forward, as technological development for autonomous vehicles on land (vehicles), at sea (ships), and in the air (drones, flying cars, etc.) advances globally, significant changes are expected in transportation and logistics functions like buses, taxis, and shared mobility. New mobility-related services are also anticipated to emerge across diverse fields such as tourism, commerce, and entertainment.
Therefore, moving forward, we will continue to develop and provide marketing solutions that add value to the mobility experience through collaborations with various companies, universities, and public organizations, including those in the media and content sectors.

※1: Mobility as a Service: A new transportation system where vehicles are used as a service rather than owned.

※2: A consortium established by Japan Research Institute, Ltd. together with its member companies. For details, see the company's news release

https://www.jri.co.jp/page.jsp?id=33228をご覧ください.

※3: Refers to vehicles controlled by Level 4 autonomous driving technology (based on the criteria outlined in the "Future Initiatives of the Ministry of Land, Infrastructure, Transport and Tourism (MLIT) for Realizing Autonomous Driving" document published by the MLIT Autonomous Driving Strategy Headquarters in June 2017) developed by Gunma University (National University Corporation). (Note: A driver is present in the driver's seat during operation.)

※4: This will be implemented utilizing our company's patent-pending technology and other intellectual property.

End