NTT Group Showing B2B2X Business Model Cases at CeBIT 2017, One of the World's Biggest Event for ICT Business

Direction of Initiatives for the B2B2X Model (Source: 2016 2Q IR materials) (Graphic: Business Wire)

TOKYO--()--The NTT Group (Nippon Telegraph and Telephone Corporation and its subsidiaries and affiliates) will be exhibiting in the Japan Pavilion*1 at CeBIT 2017, to be held for five days from Monday, March 20 to Friday, March 24, 2017 (local time) at the Deutsche Messe (Hanover Exhibition Grounds), Hanover, Germany.

Exhibits by Group companies will show representative and forward-looking examples of the NTT Group B2B2X business model*2 utilizing ICT (Information & Communications Technology), introducing new value produced in each industry field in collaboration with a wide range of business partners.

*1: Information about the CeBIT 2017 Japan Pavilion
*2: Support by NTT Group (left B) for business model transformation enabling new value creation by service providers (center B), leading to transformation of service user life styles (X) (Graphic)

Description of major exhibits

1. Cross Industry Collaboration Zone

Introduces models of collaboration with partners across multiple industrial fields and application fields.

  • Agricultural field
    - Rice-growing support (NTT DOCOMO)
    Introduces examples of rice-grower support using AI and environmental sensing technologies to analyze rice growth, and support for Japan’s traditional rice farming from production to harvest and distribution.
    - Smart agriculture (NTT, NTT East, NTT West, NTT Communications, NTT DOCOMO)
    Shows how technology is making agriculture smarter, from analysis of various sensing data and of images taken by drones for managing growing, to optimization of shipping schedules by high-accuracy weather forecasts, so that crop production can be controlled as appropriate to the environment and climate of each region.
    Also shown are examples of farm equipment automation and labor-efficiency measures.
  • Manufacturing field
    - Creation of smart factories (NTT, NTT Communications, NTT DATA)
    Shows examples of smart factory technologies from edge computing to application distribution enabling human-robot collaboration, and of real-time fault detection for reducing downtime.
    - Manufacturing support (NTT Communications, NTT DATA)
    Introduces uses of AI in the analysis of the factory environment including abnormal sounds and temperatures, trouble detection, and preventive maintenance.
  • Transportation and smart cities field
    - Support for safe operation of public transportation (NTT, NTT Communications, NTT DOCOMO)
    Introduces examples of safe driving support such as use of wearable sensors to monitor driver condition, and sensing of the environment and people around a vehicle.
    - Optimization of transportation and human flow in smart cities to ease crowding (NTT, NTT DATA)
    Introduces example of congestion easing by lane traffic prediction and traffic signal control, and of using Big Data analysis techniques for dynamic sign navigation to ease crowding at Haneda Airport (Tokyo).
  • Disaster prevention field
    - Disaster prevention simulation support using high-resolution 3D digital maps (NTT DATA)
    Introduces 3D relief mapping of all the land regions on earth by means of a digital elevation model (DEM) with 5-meter resolution, making possible global surveys and simulations in the disaster prevention, resource, environment, and transportation fields.

2. Sports Zone

Use cases are introduced from the entertainment field on applying technology to make sports events more competitive and increase fan engagement.

- Initiatives in car racing and professional cycling (NTT, NTT Communications, NTT DATA, Dimension Data)
Shows how a car racing team gains a competitive edge by collection and analysis of Big Data from the race course and vehicle; also introduces a case study of increasing fan engagement by applying data processing to provide new ways of watching races.
- Smart Stadium project (NTT Group)
The NTT Group is carrying out a Smart Stadium project employing information and communications technology, including provision of Wi-Fi environments and information services in football stadiums in Japan in collaboration with the J-League and DAZN. Introduced here is one of the initial services, using Wi-Fi multicasting to give stadium visitors new ways of enjoying games being played in front of them, such as providing images focused on specific players.

3. Human Heritage Zone

Cases introduced include the use of ICT to preserve historical legacies, and to create new ways of presenting the arts.

- Archiving historical legacies (NTT DATA)
Introduces initiatives helping to pass along the legacy of human history, including digitizing the manuscripts housed in the Vatican Library, one of the world’s oldest libraries.
- Communicating Japanese and Western culture (NTT)
Drawing on the leading-edge technologies resulting from NTT Group R&D, new ways are presented for enjoying Kabuki, Japan’s traditional performance art, and for viewing a painting by Vincent van Gogh.

4. Basic Research for Showcasing Zone

- Introduces revolutionary R&D giving birth to brand new concepts for information and communications processing, by employing techniques for quantum mechanical control of light and matter. This is an example of basic research aimed at the world of IoT, whereby diverse value is derived from data created anywhere. Another high-impact accomplishment introduced here is the latest R&D on achieving ultimate information security by fully encrypting the processes of data analysis and value creation.

NTT Group CeBIT special website:


(Reference 1)


About the NTT Group

Operations   Global provision of a wide range of information and communications services from broadband access to system integration, backed by the world’s leading research and development capability

operating revenue

11,541 billion yen (Fiscal Year ended Mar. 31, 2016)

operating income

1,348.1 billion yen (Fiscal Year ended Mar. 31, 2016)


907 companies (as of March 31, 2016)
Employees   241,448 (as of March 31, 2016)

(Reference 2)


Overview of CeBIT 2017 (* indicates figures from previous show in 2016)

When   Monday, March 20 to Friday, March 24, 2017

Opening Ceremony: Sunday, March 19

Hours 9:00 a.m.-6:00 p.m.
Venue Deutsche Messe (Hanover Exhibition Grounds), Hanover, Germany
Main sponsor Deutsche Messe AG
Exhibitors* 3,300 companies


70 countries and regions
Visitors* 200,000

Business sectors

Digital business solutions, EMC input/output solutions, marketing and sales solutions, Big Data and business intelligence, Enterprise Resource Planning (ERP), human resources & commerce, R&D, business security, public sector, startups, data center system software, IoT, communications and networks, resellers, business electronics and equipment, drones, etc.
Official site

Admission   Registration required for all visitors

Online advance registration; same-day admission for complimentary ticket-holders: Free admission


About the Japan Pavilion

Main sponsor   Japan External Trade Organization (JETRO)
Cooperation Japan’s Ministry of Internal Affairs and Communications; Ministry of Economy, Trade and Industry
Exhibit scale 7,200m2, 114 companies and organizations
Location Hall 4, Hall 12

NTT Group


Hall 4 A38,(69)


For further information:
Media inquiries
Public Relations Office
Information about exhibits
Strategic Business Development Division
Isao Yoshikawa
Tomohiko Kato

Release Summary

The NTT Group will be exhibiting at CeBIT 2017. Exhibits by Group companies will show representative and forward-looking examples of the NTT Group B2B2X business model utilizing ICT.


For further information:
Media inquiries
Public Relations Office
Information about exhibits
Strategic Business Development Division
Isao Yoshikawa
Tomohiko Kato