Sony Corp, Gourmet Navigator Inc, Dai Nippon Printing Co Ltd (DNP), Mitsui & Co Ltd and Tanseisha Co Ltd have agreed to establish the joint company, “FeliCa Pocket Marketing” for “FeliCa” contactless IC cards. The five companies have already signed an agreement hoping to starting the new company in January 2008. With Sony providing 60% of its capital, the new company will aim to promote the use of “FeliCa Pocket” contactless IC cards for many diverse functions. Currently, companies that want to use FeliCa had to purchase a FeliCa Pocket-dedicated terminal and analyze consumers’ use and satisfaction by themselves. The new company will lease FeliCa Pocket terminals to organizations, as well as analyze and offer necessary marketing information. The new company will also sell IC cards with FeliCa Pocket capabilities, according to Tech On.