Japanese porn megasite goes into robotics. But it’s not what you think

DMM Japan. If you know that name, there is a 97 percent possibility you’ve watched Japanese porn. The company (corporate site – SFW), purveyors of the internet’s more salacious offerings, might have made its bones trading on free time and male curiosity, but it wants to be known for much more. DMM is now adding something new – robotics.

Today, DMM announced its jump into the burgeoning robotics space. CNET Japan is reporting that the strategy has four branches – make industrial-grade robotic technology accessible for everyday use, import/export robots, provide a robot sales platform, and create a Japan-wide robotics association.

To jumpstart this plan, DMM – already operating in the online securities and solar panel industries – has teamed up with several tech players, led by Fujisoft. Already, it has tie-ups with several robot manufacturers. The robots for sale run closer to the cute, my-little-friend side than the one-step-closer-to-singularity side of the robot spectrum.

A new vertical

DMM sees this business as a new cash cow. CNET notes that the revenue goal for 2015 is JPY 3 billion (US$25 million) with an aim to hit JPY 10 billion (US$85 million) by 2017. The target is not an empty threat. Although it’s easy to turn DMM into a punchline for its origins in porn, the firm has shown it is serious about being respected in the tech industry. Last year it opened up a well-received makers space and tech center in Akihabara and has regularly been holding events there, including a Tokyo preview of the Japanese companies attending South by Southwest in March.

Its ties in the entertainment industry also run deep. Recent spokespersons include top-level stars Beat Takeshi and Lola. As we have seen time and again, commercials have a deep impact on Japanese buying practices. US$25 million is indeed a lofty goal, but DMM is entering the fight prepared for battle.

See: Can a robot baby curb loneliness among Japan’s senior citizens?