Rakuten : Card Expands Operations into the United States

April 9, 2014

TOKYO - April 9, 2014 ― Rakuten Card Co., Ltd., announced today that it has a newly established affiliate, Rakuten Card USA, Inc., and has partnered with First Bankcard®, a division of First National Bank of Omaha, a leader in the U.S. credit card partnership arena, to launch the Rakuten Rewards MasterCard® as part of a global growth strategy and to expand on the Japanese program.  The program provides cardholders with reward points redeemable for Rakuten Super Points for using their credit card to shop on U.S. based Rakuten.com as well as elsewhere.

Rakuten Card's credit card in Japan is acclaimed for its success in capturing new business and launching successful promotional programs.  The company will offer its expertise on credit card marketing techniques and offer business support to the local U.S. team through Rakuten Card USA. This is the first time Rakuten has focused on incorporating Rakuten Super Points into the launch of a credit card overseas. Applications for the credit card will be accepted through the Rakuten.com website and cards will be issued by First Bankcard.

"Rakuten Card aims to provide a more enjoyable online shopping experience for Rakuten customers around the world. Establishing this credit card in the U.S. is a significant step for Rakuten globally," said Masayuki Hosaka, president of Rakuten Card Co., Ltd. and Rakuten Card USA, Inc.

About First Bankcard
First Bankcard, a division of First National Bank of Omaha, is a leader in the credit card partnership arena, serving more than 500 financial institutions, co-brand and affinity partners nationwide. For 60 years, First Bankcard has offered quality products and superior service to help its customers achieve their goals. Visit www.firstbankcard.com for more information.

About First National Bank of Omaha
First National Bank of Omaha is a subsidiary of First National of Nebraska, which is the largest privately owned banking company in the United States. First National and its affiliates have $17 billion in managed assets and nearly 5,000 employee associates. Primary banking offices are located in Nebraska, Colorado, Illinois, Iowa, Kansas, South Dakota and Texas.

About Rakuten Card, USA
Rakuten Card, USA was established May 13, 2013 and is a subsidiary of Rakuten Card Co., Ltd.
Its major business is marketing of affiliated credit cards in the United States. Rakuten Card, USA's web-based marketing expertise is built on Rakuten Card's marketing  success in Japan.
Visit  www.rakuten.com/card for more information.

About Rakuten.com
Rakuten.com is a global e-commerce site that connects buyers and sellers in a dynamic marketplace and thinks of shopping as entertainment-complete with sharing and discovery functions, great prices, fun experiences and convenience for customers. Rakuten.com provides over 19 million products in 24 categories and includes a network of nearly 8,000 small and large business shop owners. Its 175 employees are headquartered in Aliso Viejo, California. Rakuten.com was founded as Buy.com in 1997 and acquired by Rakuten Inc. in May 2010. Rakuten Inc. was selected by Forbes as one of the top ten Most Innovative Companies worldwide in both 2012 and 2013.