DNP to Launch Vendor Relationship Management Service

Allows consumers to manage access to personal data

Dai Nippon Printing Co., Ltd. (DNP) will launch a Vendor Relationship Management (VRM) service in April 2016 that allows consumers to manage their personal data, and select which data disclosure service operators may have access to that data.

The new service is based on a system developed by DNP in cooperation with IBM Japan, Ltd. (IBM Japan), and Nihon Unisys, Ltd. (Nihon Unisys). CYBRiDGE CORPORATION will commence test services for a VRM site that uses this new system on September 10.

In addition to providing operational support to the new site, DNP will test and improve user interfaces, and promote functional enhancements, along with service expansions, targeting the operational launch of the new VRM service.


VRM operations differ from Customer Relationship Management (CRM), where service operators manage member personal data, in that with VRM consumers, themselves, manage their own data, and can select which data provision operators may access that data. Consumers visit the VRM operations site, register their personal data at a Personal Data Store (PDS), which is the personal data management tool, and receive an ID. They can then provide personal data to operators of the services they wish to receive based on their own decision. At the same time, service operators will be in a position to provide services which benefit the consumer, based on the personal data submitted by individuals.

[VRM Tests]

Ahead of the September VRM site tests, DNP, in cooperation with CYBRiDGE CORPORATION, has created Kirei-Safety, a site that provides VRM services compatible with the ID-Linked Trust Framework1 promoted by the Ministry of Economy, Trade and Industry. Consumers may also their ID issued by this site to access services on Kirenavi, a health and beauty-based information site and tokupo, a group-buying coupon site.  

In operating the VRM site tests, DNP has obtained advice from JIPDEC regarding how to offer terms of service and personal data handling methods for consumers, the handling of consumer consents, along with onsite screen transition in a comprehensive manner.

[Consumer Benefits]

  • Multiple services can be used with just a single Kirei-Safety ID, reducing ID registration burdens.
  • As service providers have screened Kirei-Safety it can be used in a safe and secure manner.

[Benefits to Service Providers]

  • Usage effects can be boosted as service providers can now offer optimal services to consumers who have opted to allow access to their personal data, based on that same data.
  • It is also possible to reduce ID issuance and data management burdens.

[Business Model and Forward Looking Events]

DNP will improve the VRM system and expand services and functions targeting the April 2016 full-scale service launch. The Company will establish a revenue model based on system usage fees, performance-fees based on customer referrals, and data usage fees from cooperating service operators, aiming for 30 billion yen in handling fees in FY 2018. Looking ahead, DNP is also eying the possibility of social infrastructure-based developments, including tie-ins with the Social Security and Tax Number System, depending on legal system developments.


* ID-Linked Trust Framework:
ID-Linkage refers to a mechanism for allowing operators to make use of user IDs managed by other operators. This framework works as a guarantee for consumers that companies that trade consumer data on the internet can be trusted to use their data in a responsible manner.


* Product prices, specification and service contents mentioned in this news release are current as of the date of publication. They may be changed at any time without notice.