Rakuten, Inc., Q1 2013 Earnings Call, May 09, 2013

Rakuten, Inc. announced that it has teamed up with Toshiba Corporation to launch an all-new health and beauty service for women called Rakuten Kirei °C Navi, which provides advice and information on a variety of beauty aspects based on female consumers' basal body temperature. Rakuten Kirei °C Navi enables female consumers to automatically upload to their mobile devices their basal body temperature data obtained from a specially designed thermometer developed by Toshiba. This then allows them to track and manage their temperature using an exclusively developed app. This app will help them monitor their basal body temperature on a daily basis, as well as predict their next menstruation period and date of ovulation. The app will also provide beauty advice on the themes of beauty, diet and fine dining that best matches their body physical condition. This service can be used on Android devices and will be shortly available for iOS devices as well. The service costs JPY 170 per month (consumption tax included). This also includes the service and specially designed thermometer. Users that register for the service with their Rakuten member ID will have the thermometer delivered directly to their home. Once synced, the app and thermometer will enable users to automatically upload and manage their daily basal body temperature. The thermometer features Toshiba's long-standing communication technology for sending precise data and ultra low power consumption technology, which means that the thermometer's battery will not have to be changed for a long duration even if used daily. Basal body temperature data helps females understand their body rhythm (menstruation cycle and hormones) and also provides indications of possible gynecological illnesses. As a result, many women have reassessed the importance of monitoring their basal body temperature given changes in their working environment, and high levels of stress.

Rakuten, Inc., Annual General Meeting, Mar 28, 2013.