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  7. Fujitsu and Dentsu Propose New Lifestyle Design Movement with Personal Data Driven Recommendations

Fujitsu and Dentsu Propose New Lifestyle Design Movement with Personal Data Driven Recommendations

Initiating a field trial that empowers individuals in their daily lives through the use of data

Fujitsu Limited,Dentsu Inc.

Tokyo, May 13, 2019

Fujitsu Limited and Dentsu Inc. have announced that the two companies have initiated joint discussions of a lifestyle design movement that empowers individuals to take the lead in managing the use of their personal data, in preparation for the arrival of data portability(1) in society. The two companies have suggested this movement be called "My Data, My Life"(2), envisioning a system that empowers individuals by granting them the free use of their personal data.

In August 2019 the two companies will begin a field trial of a system that will design personalized lifestyle recommendations using data on that individual's day to day schedule and interests. Bearing in mind the rights of users to have personal control over their data, this field trial will offer consenting participants lifestyle suggestions based on an individual's Google Calendar data, matching it with data they supply around their personal interests and hobbies. The service built for this field trial will additionally use an application developed by Fujitsu, inspired by the idea of "Time Filling"(3) promoted by Dentsu, and based on the Personium(4) service, Fujitsu's personal data storage service, which ensures the safe handling of personal data.


In recent years, there has been a rapid increase in the use of data in a variety of fields to the extent that Meglena Kuneva, then European Commissioner for Consumer Protection, said in 2009, "Personal data is the new oil of the Internet and the new currency of the digital world." Furthermore, the safe and transparent utilization of personal data has been increasingly promoted, as with the stipulation of the right of data portability under the General Data Protection Regulation (GDPR) in the EU, which took effect in May 2018. In light of this global trend, many in Japan also anticipate the creation of a new society in which individuals exercise a proactive role in managing the use of their personal data. In reality, however, considerable hurdles remain on both the hardware and software fronts, demonstrating a need for the establishment of a suitable environment. To this end, the two companies are developing the "My Data, My Life" movement, which aims to support the realization of a society where personal data can be used according to an individual's wishes. As part of this movement, the two companies are discussing how individuals can make their own lives more full by using personal data.

Summary of the Field Trial

The service built for this field trial will make it possible for individuals to use personal data in lifestyle design by drawing on their own Google Calendar data and linking it with a newly developed application from Fujitsu. By linking data on individual interests and hobbies with information from various companies, such as events and media programing and information from local government regarding regional activities, this service will deliver personalized recommendations for a variety of users. This field trial will offer custom recommendations for TV programs for instance.

Trial period : Planned start date in August 2019
Subjects : About 200 members of the general public
Location : Business locations within Tokyo
Format : Workshops will be offered on the new service
Division of responsibilities : Fujitsu will evaluate the service to determine its potential to deliver the effective and safe use of personal data by individuals in a society with data portability. It will also evaluate the convenience and security of the service at a functional level.
Dentsu will evaluate the state of the service with regard to creating engagement on the part of people and companies with "My Data" through its Data Technology Center Data Distribution Research Unit, launched in May.
Application Process : Details on how to participate will be published on a separate website

Future Plans

Based on the results of this field trial, the two companies will consider the ideal state of personal data utilization from an individual perspective, and use those insights in the research and development of services that ensure convenience and security in both software and hardware.

The two companies will additionally conduct discussions with a variety of other companies on a personal data utilization model focused on data portability in society.

Trademark Notice

"Google" is a trademark or registered trademark of Google LLC.

All other company or product names mentioned herein are trademarks or registered trademarks of their respective owners.

  • [1] Data portability

    Based on the idea that an individual’s data belongs to that person, data portability is the idea that data related to an individual collected and stored by a company or other organization through some service can be withdrawn at any time the individual wishes, and transferred to another service.

  • [2] "My Data, My Life"

    A movement aimed at considering how people can make their lives more full by freely, safely, and securely using their personal data, in preparation for the arrival of data portability in society.

  • [3] "Time Filling"

    A way of thinking in which, by more dynamically filling one’s time, people can create a better rhythm in their daily lives, nurturing curiosity and interests and meeting new friends. (Trademark applied for by Dentsu)

  • [4] Personium

    A service that provides a data environment capable of data management and access controls for those who disclose personal data and those who use it.

About Fujitsu

Fujitsu is the leading Japanese information and communication technology (ICT) company, offering a full range of technology products, solutions, and services. Approximately 132,000 Fujitsu people support customers in more than 100 countries. We use our experience and the power of ICT to shape the future of society with our customers. Fujitsu Limited (TSE: 6702) reported consolidated revenues of 4.0 trillion yen (US $36 billion) for the fiscal year ended March 31, 2019. For more information, please see

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Company:Fujitsu Limited

All company or product names mentioned herein are trademarks or registered trademarks of their respective owners. Information provided in this press release is accurate at time of publication and is subject to change without advance notice.

Date: 13 May, 2019
City: Tokyo
Company: Fujitsu Limited ,Dentsu Inc.

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