Rakuten is a Japanese technology conglomerate founded in 1997 by Hiroshi Mikitani. It offers a wide range of services including e-commerce through Rakuten Ichiba, financial services like Rakuten Card and banking, digital content via Kobo and Viki, and telecommunications with Rakuten Mobile. The company targets a global audience with over 1.9 billion members. Its unique selling proposition is a unified ecosystem where users can earn and use Rakuten Points across multiple services, enhancing customer loyalty and engagement. This ecosystem minimizes customer acquisition costs and maximizes user value[1][2][3].