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FREE
 
How many of you have heard of Harimaya?  If you know, please raise your hand.  Thank you.  Harimaya is the first ¡Èfree¡É café in Japan.  There we can have rice crackers, coffee, tea, some orange juice for free.  I always felt ¡ÈHow do they pay for my coffee and rice cracker although they never ask me to pay for it?¡É In this presentation, I would like to share the answer and another type of business which prosper through using ¡Èfree¡É as a tool to win public attention.
 
The rice crackers served in the Harimaya cafe are actually the substandard ones.  Some of them were broken or a bit deformed in the production process, but they taste as good as the standard products.  I liked Curry Cracker very much, so I bought some for my friend, and now he is a regular customer of Harimaya.  This is how Harimaya¡Çs ¡Èfree¡É café increases sales from new customers that they did not have before.
 
This type of business is called ¡Èfreemium¡É.  As the business model is represented in the material, the established clienteles pay for those who don¡Çt.  In my case, when I bought curry crackers, I contributed my money for someone¡Çs free cup of coffee.  As other example, Wall Street Journal, a well-known financial newspaper in the U.S, is also in this category.  Some of their articles on the internet are free of charge, but we have to be a subscriber to read the others.
 
There¡Çs also other type of business, ¡ÈThird party markets¡É.  As the material shows, specific group compensate for the beneficiary of the service.  The most representative sample is Google, the king of the search engine.  We can use a large amount of free and useful Google software, because its development and maintenance cost basically comes from the advertisement fee paid by other companies to Google.
 
         One noteworthy feature in these businesses is the mutually beneficial relations between their new services and their core businesses.  Harimaya used to sell its products wholesale and Google was a search engine.  However, now Harimaya is a retail manufacturer which runs café and Google offers cloud computing as well.  It may sound bizarre at first, but their sidelines boost the growth of their main business.
 
We can use these services for free, having said that, we just cannot paint a rosy picture.  It is also true that no business is charity, they all gain profit through their operation.  The point is we are sometimes just unaware of the cost which was passed onto us.  As the presentation material shows, the advertisement cost is thinly and broadly passed onto the users.  In a nut shell, we have to accept to give free lunch to other people in the absence of our awareness.
 
Also in the future, whether we like it or not, the notion FREE is going to permeate in the market in more profound way.  More products will be available for nothing.  It¡Çs fair to say, in the 21st century, the shortest path for a successful business is to set up a system which can generate profit from ¡ÈFREE¡É just like Google or Harimaya have done.
 
Thank you very much for your kind attention.
 

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