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Tokyo 2020: Identifying Japan Market Entry and Partnership Opportunities for Eu-Based Technology Smes

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Tokyo 2020: Identifying Japan Market Entry and Partnership Opportunities for Eu-Based Technology Smes www.EUbusinessinJapan.eu TOKYO 2020: IDENTIFYING JAPAN MARKET ENTRY AND PARTNERSHIP OPPORTUNITIES FOR EU-BASED TECHNOLOGY SMES June 2017 Natalie Meyer, Tokyoesque EU-JAPAN CENTRE FOR INDUSTRIAL COOPERATION - Head office in Japan EU-JAPAN CENTRE FOR INDUSTRIAL COOPERATION - OFFICE in the EU Shirokane-Takanawa Station bldg 4F Rue Marie de Bourgogne, 52/2 1-27-6 Shirokane, Minato-ku, Tokyo 108-0072, JAPAN B-1000 Brussels, BELGIUM Tel: +81 3 6408 0281 - Fax: +81 3 6408 0283 - [email protected] Tel : +32 2 282 0040 –Fax : +32 2 282 0045 - [email protected] http://www.eu-japan.eu / http://www.EUbusinessinJapan.eu / http://www.een-japan.eu www.EUbusinessinJapan.eu CONTENTS INTRODUCTION ..................................................................................................................................... 4 EXECUTIVE SUMMARY ........................................................................................................................... 5 MARKET BACKGROUND: THE GAMES AND TECHNOLOGY ........................................................................ 6 TOKYO 2020 PROCUREMENT .................................................................................................................. 7 PROCUREMENT BUYERS: TOKYO 2020 ORGANISERS ........................................................................... 7 THE PUBLIC TENDER SYSTEM & BUSINESS CHANCE NAVI 2020 ............................................................ 7 CHALLENGES IN NAVIGATING THE PROCUREMENT SYSTEM ................................................................ 8 LANGUAGE AND CULTURAL BARRIERS .................................................................................................. 9 DOMESTIC ADVANTAGE......................................................................................................................... 9 PRE-REQUISITES TO BIDDING .............................................................................................................. 10 IDENTIFYING OPPORTUNITIES FOR TECHNOLOGY SMES ........................................................................ 10 ALTERNATIVE ENTRY ROUTES .............................................................................................................. 10 APPROACHING MAJOR PLAYERS AND WINNERS OF TOKYO 2020 BIDS .................................. 10 TOKYO 2020 SPONSORS & TECHNOLOGY ............................................................................................ 14 PANASONIC .............................................................................................................................. 15 NEC ........................................................................................................................................... 16 FUJITSU .................................................................................................................................... 17 NTT ........................................................................................................................................... 18 CANON ..................................................................................................................................... 18 MITSUBISHI ELECTRIC .............................................................................................................. 19 COLLABORATIVE PROJECTS ...................................................................................................... 19 TIMING SALES & MARKETING STRATEGIES WITH TOKYO 2020 .......................................................... 21 TARGETING PREFECTURES OUTSIDE TOKYO........................................................................................ 22 TECHNOLOGY FOR JAPAN-WIDE TOURISM: THE COOL JAPAN FUND ..................................... 23 COOL JAPAN FOREST VISION – SAITAMA ................................................................................ 23 ENTERTAINMENT PARK - OSAKA ............................................................................................. 24 OTHER INITIATIVES .................................................................................................................. 24 CONNECTING WITH OTHER SMES AS AN ENTRY POINT ...................................................................... 24 PARTNERSHIP (INTERVIEWS) ................................................................................................................ 26 INTRODUCTION TO INTERVIEWEES ..................................................................................................... 26 TYPES OF PARTNERSHIP ...................................................................................................................... 27 OBSTACLES AND REASONS FOR FAILURE ............................................................................................ 29 2 | P a g e www.EUbusinessinJapan.eu ELEMENTS OF SUCCESSFUL PARTNERSHIP .......................................................................................... 29 TIME CONSIDERATION AND INITIAL RESEARCH ................................................................................. 32 EMBASSIES AND PUBLIC ORGANISATIONS ......................................................................................... 33 CONSORTIUMS: THE DUTCH APPROACH ............................................................................................ 33 ESTABLISHING TRUST .......................................................................................................................... 34 CONCLUSION ....................................................................................................................................... 34 TOKYO 2020 TECH OPPORTUNITIES ....................................................................................................... 36 CYBERSECURITY ................................................................................................................................... 36 SMART CITIES ....................................................................................................................................... 37 RECOMMENDATIONS ........................................................................................................................... 38 APPENDICES ........................................................................................................................................ 41 QUESTIONNAIRE - ZEEKO .................................................................................................................... 41 SAMPLE TRANSCRIPT .......................................................................................................................... 43 3 | P a g e www.EUbusinessinJapan.eu INTRODUCTION The principal aim of this report is to compose a practical Japan entry guide for European SMEs in order to successfully identify and take advantage of business opportunities within the technology sector leading up to the Tokyo 2020 Olympic and Paralympic Games. This report acts as a guide for technology SME representatives viewing Tokyo 2020 as a rare chance to break into Japan while it plays host to a highly anticipated global event. We will explore how companies can match their offerings with those of local Japanese players and thus develop partnerships. Tokyo 2020 is highly anticipated to be the most high-tech Games ever seen. Japan has already expressed its commitment to the continued development of future-facing innovations including driverless cars, facial recognition, broadcast technology and service robots. European technological SMEs with a specialist and targeted offering can work towards finding gaps in the market and approach Japanese companies for partnership. Our methodology combines results gained from depth interviews conducted with technology EU companies with experience of partnerships in the Japanese market, as well as secondary research sources. We have gathered insight regarding partnerships as a Japan entry to market route, as well as provided a background to the Tokyo Olympic and Paralympic Games procurement system. The report begins by drawing a background to the Tokyo 2020 Games, looking at the preparations that are being made and the status of the Japanese market as a whole. Here, we give an outline of the official procurement portal and explain how overseas applicants should navigate it or consider the alternatives. Secondly, we reveal the results of our primary research conducted with Japanese and European technology professionals who have experience of partnerships in the Japanese market. This has enabled a deeper understanding of the elements necessary to build a successful partnership with a Japanese company and provides key advice for companies wishing to take this route. Finally, we give our recommendations of which technological areas of Tokyo 2020 are the most likely to offer opportunities to foreign companies. A wealth of resources exists to help European organisations to get involved in the Tokyo 2020 Olympic and Paralympic Games. With this combination of research and cultural expertise, we wish to aid European businesses as they expand into Japan with a sense of worthwhile expansion as well as practical guidance. Natalie Meyer Tokyoesque 4 | P a g e www.EUbusinessinJapan.eu EXECUTIVE SUMMARY The results from our research are outlined below: Procurement in Tokyo 2020 Foreign companies are underrepresented in the Japanese public procurement market and this is also the case for Business Chance Navi, the Olympics public procurement portal. Although appearing
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