Brief Japan: Who Will Win the Cashless Wars in Japan? and more

In this briefing:

1. Who Will Win the Cashless Wars in Japan?
2. Loyalty Points In Japan: More Loyalty, More Points and the Conduit to Cashless Payments
3. Zozo: Looks Like There’s a Dead Cat in This Bouncy Zozosuit
4. CyberAgent (4751 JP): Key Takeaways from Our Discussion with the IR Team

1. Who Will Win the Cashless Wars in Japan?

Astonishing as it may seem but 80% of all retail transactions in Japan are made with cash and 88% if you include the cash stored in so-called ‘smart wallets’ – essentially cash stored in plastic.

Just like much of Japan’s service sector, payments is a classic example of the sector’s capacity to resist change, resist still more and finally, with much knocking of heads in Kasumigaseki, race to modernise in a very short period of time.

That Japan will switch to cashless payments in the next three years is not in doubt – not least because of Japan’s fear of Chinese payments systems gaining too much share – but with so many competing payments services available and still being launched, the big question is who will win. Given their deep data, consumer loyalty and brand names, it is likely that the current kings of loyalty points will take the biggest share alongside some of the biggest retailers meaning Rakuten (4755 JP), Softbank (9434 JP), NTT Docomo (9437 JP) and the three convenience store schemes backed by banks.

While the use of cash may decline, households still keep an average of ¥830,000 in cash (8% of GDP in total) under the futon and are unlikely to change that particular habit given the frequency of earthquakes and other natural disasters.

2. Loyalty Points In Japan: More Loyalty, More Points and the Conduit to Cashless Payments

Japan has a vast number of competing loyalty programmes and until five years ago Japanese consumers would often have as many as 10 loyalty point cards in their wallets.

In recent years consumers have gradually begun to whittle down their choices and today there are clear indications of which schemes will dominate.

Loyalty point schemes have always been key drivers of shopping behaviour but more recently it has become clear that the choice of e-commerce store is often driven by which loyalty point schemes can be used.

At the same time, there are increasing signs that the leading loyalty schemes could take the lead in Japan’s emerging cashless payment sector.

3. Zozo: Looks Like There’s a Dead Cat in This Bouncy Zozosuit

ZOZO Inc (3092 JP) is up almost 30% since its mid February low and roughly flat compared to the date of Michael Causton and our recent collaborative in-depth look (Zozo: A Shooting Star Shooting Itself in the Foot) at the company’s structural problems.

We believe this presents an excellent opportunity to look at the stock on the short side again.

We would also refer readers to an article from Livedoor news which delves into the company’s issues from a local industry insider’s perspective. The article is in Japanese and the google translated version is almost unintelligible but we summarise the salient points and our perspective below.

4. CyberAgent (4751 JP): Key Takeaways from Our Discussion with the IR Team

Our recent conversation with CyberAgent’s IR team suggests that a significant improvement in the OP margin is unlikely in the next few quarters. The OP margins of both Game business and the Internet Advertisement, while likely to improve gradually, are likely to remain low compared to recent history due to higher advertising and personnel costs.

Upfront investments in AbemaTV are likely to continue until the target of 10m Weekly Average Users (WAU) is met, which could take a year or more. The company expects around 50% of AbemaTV revenue to eventually come from premium users, which seems to be a shift in strategy, from a “free” service towards a more hybrid model.

CyberAgent’s share price closed at ¥4,050 on Tuesday, up 7.1% from its previous close, following the news that the stock was added to the Goldman Sachs’ conviction list with a reiterated buy rating. However, even before this, CyberAgent’s share price had been on a steady increase over the past two weeks (+29.0%), recovering from a one-year low in early February. This increase, despite rather mediocre 1Q results, a downward revision of OP guidance, and lack of any major short term catalysts is an indication that the market deems CyberAgent to be undervalued – mainly on the AbemaTV front.