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What's New  February 2003

Market Snapshot - Japan
Okinawa: Japan’s Outsourcing Haven

Each month the Japanalyzer takes you inside one of Japan’s IT industries- showing you who’s who and where the market is heading. This month we focus on the Japanese prefecture of Okinawa and how it has high hopes of becoming an IT outsourcing hub for Japan and eventually, the rest of Asia. We first heard about Okinawa’s role in technology in 1999, when the region started attracting call centers with subsidized salaries and free telecommunications services. Back then, there were only 3 call centers located in Okinawa, now there are over 20. But the Okinawan government is not content with just having a call center industry. Recent proposals from the region show that Okinawa has an interest in serving both Japanese and foreign companies as a comprehensive outsourcing platform for the IT industry.

The Okinawan outsourcing boom originated with two key government actions that had a major “pull” effect on companies headquartered in Tokyo. The first initiative was a 50% salary subsidy, which combined with the already low wages in Okinawa (40% lower than Tokyo), meant that call center professionals could be had at a 70% discount. The second program was a 100% subsidy of the cost of telecommunications by the Okinawan government. Call centers require low wage and telecommunications costs in order to be profitable. Japanese companies had traditionally thought of other Asian countries as the only place where low wages, and Japanese speakers (albeit non-native) could potentially be found. But with Okinawa’s initiatives, Japanese companies came to realize that Okinawa is the superior choice from both a cost and quality perspective (Okinawans are native Japanese speakers).

The big success story for using Okinawa, as an outsourcing platform, is CSK Communications , which was established in Okinawa in April 1998 as a call center and outsourcing service provider focused on IT. CSK Communications was founded by leading IT service firm CSK, to develop Japan’s outsourcing industry using Okinawa resources. Today, CSK Communications is a 260-person public company that has both call center operations and technical support services including support of solutions from Oracle and Cisco.

Yet in spite of the booming call center business in Okinawa (now 10% of all Japanese call centers), the unemployment rate there is still the highest of all prefectures in Japan. It is not surprising then to realize the Okinawan government’s desire to enhance the outsourcing trend. In an attempt to emulate the Indian business model for outsourcing success, the prefecture is looking heavily at ways to improve IT education. The University of Okinawa’s Multimedia Education & Research Center now offers courses from Oracle and Cisco with the help of government subsidies. Other plans include the creation of an international graduate school to lure foreign workers and to train Okinawans.

For foreign companies interested in servicing the Japanese market, Okinawa may be the most efficient starting point. However, one must consider the changing nature of government economic policy before making such a commitment. The ever-popular Okinawan salary subsidy has already dropped to 30% and the telecommunications underwriting now stands at just 80%. Furthermore, the salary subsidies are now limited to just call centers, so companies interested in setting up IT development outsourcing will have to pay full price for now.

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This Month's Bridge Builder
Featuring the real voice of IT across the Pacific

February, 2003 

Building Global Ventures from Japan
Mr. Shozo Aoi, Manager, Nippon Technology Venture Partners (NTVP)

Nippon Technology Venture Partners (NTVP)’s mission is simple but meaningful: to help talented Japanese entrepreneurs build great technology companies. Founded and managed by former JAFCO venture capitalist, Mr. Kazutaka Muraguchi, NTVP is unique for its independence from corporate Japan. NTVP’s four funds feature investors that are individuals or entrepreneurs, lending the firm and its portfolio companies a powerful sense of self-determination. Kanabo Consulting recently met up with Mr. Shozo Aoi, Manager at NTVP, while he was in the US, as part of his role in helping NTVP’s portfolio go global. Mr. Aoi kindly agreed to be featured as this month’s Bridge Builder.

Q. Mr. Aoi, will you tell us about your background and your current role at NTVP?

A. Right after graduating university, I joined Japan Associated Finance Co.,Ltd–former name for JAFCO Co., Ltd.. I learned about Japan Associated Finance Co.,Ltd. through a job information magazine from Recruit and this motivated me to want to get involved with fostering venture companies that could promote new industries. I assume that it had less than 100 employees back then, and my colleagues and junior fellows of University were skeptical about me getting into venture capital. However, it was pretty surprising to me that some of these same junior fellows turned out to be founding members at Rakuten, Inc. and Index Corporation later on.

At Japan Associated Finance Co. Ltd. I got involved in venture capital initiatives for the Asian region over 7 years, and was assigned to be a resident officer in Hong Kong, Singapore and Malaysia. During my assignment, Asia successfully brought its economy out of its quagmire from the late 80’s, and had just began to undergo sharp growth. In addition, Japanese firms were actively entering Asia, and as a result, our venture capital investment, attractive as a gateway to the Japanese market, rapidly defused all throughout Asia. Therefore MIT Professor Paul Krugman’s “Foreign Affairs”(1995, from Chuokouronsha Inc.) really had an impact on me. In 1997, the Thailand-based currency crisis in Asia became a turning point for me as well. It made me return to my original insights into venture capital- ventures based on technology. In that same year, the company changed its name to JAFCO, and at HQ I spent my last 5 years in our restructuring. During that time, JAFCO switched over its market from OTC to the first section of the TSE: taking part in JAFCO’s IPO initiatives became a valuable experience for me.

I joined NTVP last December and have mainly been supporting venture companies when they look for international markets. I have only been here for three months so I’m still in the process of getting close to each of our venture companies.

Q. Will you describe the background of NTVP and its current focus?

A. Our founder Kazutaka Muraguchi’s desire for getting involved in the total nurturing of ventures, as an individual, came together after he left JAFCO in 1998. Stakeholders for funds that are currently in use (total of four funds is 6 billion yen= approx. 51 million USD) mainly consist of independent business entrepreneurs that truly agree with our investment strategy, not corporate investors. Our investment strategy is to get deeply involved with and foster start-up companies through the operation of the board of directors. Our companies need to be qualified by having technological capabilities that are internationally viable, with a market value exceeding 10 billion yen (approx. 85 million USD) at IPO. 2/3 of our 14 portfolio venture companies have been funded by NTVP since their startup, and we have board of directors’ seats at 11 of them, at this point.

More than half of our ventures are done with development and now ready for getting into operation. NTVP has begun helping their sales growth through two major themes: “partnership” and “doubling sales”. We recently started seeing outcomes from the business ties between public companies and our ventures in Japan. And our next step is to find a way to make these ventures partner with foreign firms.

Q. Would you specify some successful examples among the portfolio companies at NTVP? 

A. The following two companies have successfully achieved IPO: one is called ImageOne Co.,Ltd. which went public on Nippon New Market Hercules (FKA:NASDAQ Japan) in 2000. The other is North Corporation- public on TSE Mothers since last December. We put 700 millon yen (approx. 5.9 million USD), a big investment, into North Corporation. This company takes advantage of high-density 3D packaging (AKA: System in a Package) technology to enable packaging 4 bare chips at 1mm vertical intervals and low-cost flexible multi-layer printed boards, which we believe will satisfy the demand associated with the mobile devices required in ubiquitous computing.

Q. How is NTVP helping its portfolio companies with U.S. market entry?

A. We spent all last year researching the Chinese market and searching for gatekeepers there; to be honest with you, we have only just stood at the door of the U.S. market as of now. Although some of our portfolio companies have already established their subsidiaries by themselves in U.S., we are in the stage of looking for U.S. partners to help these businesses go global. I’m planning to visit U.S. several times in this year for that purpose. Q. In which industry or market are you specifically trying to identify U.S. companies? A. There are three major segments that we are interested in: Internet Infrastructure, Semiconductors, and Life Sciences. We consider companies dealing with: digital security systems, high speed internal memory driven database engines, ultra short-wavelength UV ray LED with aluminum and nitride gallium, and lithium-ion batteries as candidates for U.S. entry. Therefore, U.S. firms in these areas and those especially with appropriate distribution networks would be the best to approach.

Thank you Mr. Aoi. Mr. Aoi can be reached via e-mail at aoi@ntvp.com . For more information regarding NTVP, please take a look at their website at http://www.ntvp.com .


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IC Card World 2003
March 4-7, 2003 Tokyo Big Sight (Tokyo International Exhibition Center)
Exhibit of smart cards, card systems, RFID, applications, and peripheral equipment.

Kyoto Business Partner Exchange
March 11, 2003 , Kyoto International Conference Hall
General business fair organized by Kyoto Pref. and Kyoto Industrial Supporting Organization which introduces unique technology and products by SMEs in Kyoto.

Digital Publishing Fair 2003
April 24-27, 2003 Tokyo Big Sight (Tokyo International Exhibition Center)
Exhibit of technology & services for e-publishing, content transmission services, content devices.

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