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The Market and Economy of OTAKU

The Market and Economy of OTAKU. Ken KITABAYASHI Jan.23.2006. MOE-Art=Ukiyoe?. popular appeal ／ colors ／ describe overmature of society ／ evaluation overseas. Hiroshige Utakawa 「 Toto meisyo Horikiri no hanasyobu 」. (ref.) Kaichiro MORIKAWA website.

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The Market and Economy of OTAKU

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  1. The Market and Economy of OTAKU Ken KITABAYASHI Jan.23.2006

  2. MOE-Art=Ukiyoe? • popular appeal／colors／describeovermature of society／evaluation overseas Hiroshige Utakawa 「Toto meisyoHorikiri no hanasyobu」 (ref.) Kaichiro MORIKAWA website

  3. No longer we can’t call its scale a niche. • ※ estimation of market scale based on consumption amount (Apr.2005) • Total amount of 12 fields, duplicated population of OTAKU 1.73 million Scale of OTAKU market 429 biliions

  4. Not only contents, but car, travel and so on. (billion yen) ※estimated figure at present

  5. “Definition of OTAKU” goes on… OTAKU ubiquitous (eccentrically-located OTAKU) stamps, coin, antique, etc. ”mania” ”corrector” have existed before. Take root as word showing choice strength Train, pictures, etc. Expand of coverage by overlap of person images PC game Reconstruction of the image of OTAKU by ”MOE” boom Birth of the word, ”OTAKU” animation, comic, SF 1980s 1990s 2000s

  6. Consumption structure of “OTAKU” layer looks like stars around gigantic gravitational field. ②Speed is gathered gradually running around the ideal model ①Caught at a certain moment Consumption speed increase within repeating consumption behavior Have an interest strong against a certain genre, cannot stop. so-called, “OD on”. ③Turn around the star near the center early. Begin to emit energy in time. the ideal model to aim at =infinite distance Has a prejudice of him/her, pursues it and begins to claim toward outside.

  7. New image of OTAKU has come.Psychological and behavioral characteristics unique to OTAKU are shown by the following 6 factors. • Want you to appreciate OTAKU • Want to increase the buddy of hobby • Want someone to understand myself • Feel superior by collecting goods and icons • Not satisfied unless collecting anything Desire to collect Desire to be stand out Desire for common identity • Managing and writing to website • Want to disseminate my opinion • If only likeable people understand me • There is a conflicting part in the world of my hobby with public. Desire to be independent Desire to belong Desire to be creative • Want to judge based on my idea • Have the standard and the interpretation of assessment in my own way • Create originals • Remodeling by eisegesis

  8. 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”. Fungirl OTAKU (12%) Married closet OTAKU(25%) Sociable OTAKU seeking to be tough(18%) Going my way ‘traditional’ OTAKU (23%) Information-sensitive multi-OTAKU(22%)

  9. OTAKU and businessOTAKU layer with “enthusiasm”, “consumption” and “imagination” can be a laboratory to raise an innovation. company ①segment-market goods／service based on a new concept first ④segment-market arranging for mass ③Observe and absorb the consumptive method of mania and OTAKU layer OTAKU General user ②arrangement of will or choice

  10. caseHard disc recorder made by PC OTAKU Hard disc recorder 2003/05 PC made by vender PC-9801 age From AT compatible machine made by maker to Build to Order Tele-PC Downsizing, made a built-in liquid-crystal Water-cooled PC PC sold by shop Mania-PC 2001/spring 1999～2000 1999 AT compatible machine Tuner （video recording） Water-cooled（silent） Pursuit of basic function (high speed ＣＰＵ、memory、 high-capacity HDD、highly-minute VGA) Cube bare bone (small steel case) 出所）画像は各メーカーH.P.

  11. Changes of AkihabaraThe past change is continuation change, the next Akihabara is continuous region of “PC, rosebud bum”. Age Town of electrical and electronic parts Town of appliances Town of PC Town of rosebud bum High growth Three holy durables ▲ Vendors piled up the expressway underpass by GHQ ▲ Board PC （1978） ▲ Character goods shop appeared at the radio hall（1998） Appliances shop Electrical and electronic parts shop Rosebud bum shop PC shop Store composition PC shop The excellent store which deal with previous commercial goods will survive when the next age comes. Appliances shop Appliances shop Electrical and electronic parts shop Electrical and electronic parts Electrical and electronic parts Base shop as a town (eatery, etc.)

  12. If you’re 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 k-kitabayashi@nri.co.jp

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