No2_Kitabayashi

7/29/2019 No2_Kitabayashi

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Copyright 2006 Nomura Research Institute, Ltd. All rights reserved.

The Market and

Economy of OTAKUKen KITABAYASHI

Jan.23.2006


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MOE-Art=Ukiyoe?popular appealcolorsdescribe

overmature of societyevaluation overseas

Hiroshige UtakawaToto meisyo Horikiri no hanasyobu(ref.) Kaichiro MORIKAWA website


3/12


No longer we cant call its scale a

niche.

estimation of market scale based onconsumption amount (Apr.2005)

Total amount of 12 fields, duplicated

population ofOTAKU

1.73 million

Scale ofOTAKU market

429 biliions


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Not only contents, but car, travel and

so on.

41813

8154

812

2021

6125

55

0 10 20 30 40 50 60 70 80 90

comic, fanzineanimation

talents

gamePCAV

portable IT devicescar

travel

fashioncameratrain

(billion yen)

estimated figure at present


5/12


Definition of OTAKU goes on

mania corrector haveexisted before.

Birth of the word,OTAKU

stamps,coin,

antique,etc.

Train,pictures,

etc.

PC game

animation,comic, SF

1980s 1990s 2000s

Expand of coverageby overlap ofperson images

Take rootas wordshowing

choice strength

Reconstruction ofthe image of OTAKUby MOE boom

OTAKU

ubiquitous

(eccentrically-located

OTAKU)


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Consumption structure of OTAKU layer looks

like stars around gigantic gravitational field.

the ideal model to aim at=infinite distance

Caught ata certain

moment

Turn around thestar near the center

early. Begin to emitenergy in time.

Speed is gatheredgradually runningaround the ideal

model

Have an intereststrong against acertain genre,cannot stop. so-called, OD on.

Consumption speedincrease within repeatingconsumption behavior

Has a prejudice of him/her,pursues it and begins toclaim toward outside.


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New image of OTAKU has come.

Psychological and behavioral characteristics unique to

OTAKU are shown by the following 6 factors.

Desire for

common identity

Desire

to collect

Desire to bestand out

Desire to be

creative

Desire to be

independentDesire

to belong

Want you to appreciate OTAKU

Want to increase the buddy of

hobby

Want someone to understand

myself

Create originals

Remodeling by eisegesis

Feel superior by collecting goods and

icons

Not satisfied unless collecting anything

Want to judge based on my idea

Have the standard and the

interpretation of assessment in my

own way

If only likeable people

understand me

There is a conflicting

part in the world of myhobby with public.

Managing and writingto website

Want to disseminate

my opinion


8/12


New image of OTAKU has come.

Images of 5 people OTAKU derived from psychological and

behavioral characteristics are not necessarily correspond to

old OTAKU and type-AKIBA.

Married closetOTAKU(25%)

Fungirl OTAKU

(12%)

Going my way

traditional

OTAKU (23%)Information-sensitive

multi-OTAKU(22%)

Sociable OTAKU

seeking to be tough(18%)


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OTAKU and business

OTAKU layer with enthusiasm, consumption

and imagination can be a laboratory to raise aninnovation.

company

OTAKU General user

segment-marketgoodsservicebased on a newconcept first

segment-marketarranging for massObserve and

absorb theconsumptivemethod of maniaand OTAKU layer

arrangement ofwill or choice


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PC made by vender

PC sold by shop

Mania-PC

AT compatiblemachine

Tunervideo recording Cube bare bone(small steel case)

Water-cooledsilentPursuit of basic function(high speed memoryhigh-capacity HDDhighly-minute VGA)

2003/05

2001/spring199920001999

Downsizing, madea built-in liquid-crystal

Tele-PC Water-cooled PCPC-9801 age

Hard disc recorder

H.P.

From AT compatible machinemade by maker to Build to Order

case

Hard disc recorder made by PC OTAKU
http://pc.watch.impress.co.jp/docs/2003/0519/hotrev01.jpghttp://www.kakaku.com/images/productimage/fullscale/00102211622.gifhttp://www.ec-current.com/info/photo/FMVC26WDF.jpghttp://pc.watch.impress.co.jp/docs/2003/0519/hotrev01.jpghttp://www.canopus.co.jp/catalog/mtvx2004/mtvx2004_index.htmhttp://www.canopus.co.jp/catalog/mtv-op/crm1_index.htm


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Changes of Akihabara

The past change is continuation change, the next

Akihabara is continuous region of PC, rosebud bum.

Town of appliancesTown of electrical

and electronic partsTown of

rosebud bumTown of PC

Vendors piled up theexpressway underpassby GHQ

High growthThree holy durables

Board PC 1978 Character goods shop

appeared at the radio hall1998

Storecomposition

Electrical andelectronic parts shop

Electrical andelectronic parts shop

Appliances shop

Electrical andelectronic parts

Appliances shop

PC shop

Electrical and

electronic parts

PC shop

Appliances shop

Rosebud bum shop

Age

The excellent storewhich deal withprevious commercialgoods will survive

when the next agecomes.

Base shop as a town (eatery, etc.)


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If youre interested

Otaku Marketing

Attributed to NRI Otaku marketing calculation team

Printed by Toyo Keizai inc.

Assistant chief consultant,

Information and Communications

Consulting Second Section

Ken KITABAYASHI

[email protected]

Documents

No2_Kitabayashi