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Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. The Market and Economy of OTAKU Ken KITABAYASHI Jan.23.2006.

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Presentation on theme: "Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. The Market and Economy of OTAKU Ken KITABAYASHI Jan.23.2006."— Presentation transcript:

1 Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. The Market and Economy of OTAKU Ken KITABAYASHI Jan.23.2006

2 Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. MOE-Art=Ukiyoe? popular appeal colors describe overmature of society evaluation overseas Hiroshige Utakawa Toto meisyo Horikiri no hanasyobu (ref.) Kaichiro MORIKAWA website

3 Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. No longer we cant 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 Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. Not only contents, but car, travel and so on. (billion yen) estimated figure at present estimated figure at present

5 Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. Definition of OTAKU goes on… mania corrector have existed before. Birth of the word, OTAKU Birth of the word, OTAKU stamps, coin, antique, etc. Train, pictures, etc. PC game animation, comic, SF 1980s1990s2000s Expand of coverage by overlap of person images Expand of coverage by overlap of person images Take root as word showing choice strength Take root as word showing choice strength Reconstruction of the image of OTAKU by MOE boom OTAKUubiquitous(eccentrically-locatedOTAKU)

6 Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. Consumption structure of OTAKU layer looks like stars around gigantic gravitational field. the ideal model to aim at =infinite distance Caught at a certain moment Caught at a certain moment Turn around the star near the center early. Begin to emit energy in time. Turn around the star near the center early. Begin to emit energy in time. Speed is gathered gradually running around the ideal model Speed is gathered gradually running around the ideal model Have an interest strong against a certain genre, cannot stop. so- called, OD on. Consumption speed increase within repeating consumption behavior Has a prejudice of him/her, pursues it and begins to claim toward outside.

7 Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. 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 be stand out Desire to be creative independent Desire 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 my hobby with public. Managing and writing to website Want to disseminate my opinion

8 Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. 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 closet OTAKU(25%) Fungirl OTAKU (12%) Going my way traditional OTAKU (23%) Information-sensitive multi-OTAKU(22%) Sociable OTAKU seeking to be tough(18%)

9 Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. OTAKU and business OTAKU layer with enthusiasm, consumption and imagination can be a laboratory to raise an innovation. company OTAKU General user segment-market goods service based on a new concept first segment-market goods service based on a new concept first segment-market arranging for mass segment-market arranging for mass Observe and absorb the consumptive method of mania and OTAKU layer Observe and absorb the consumptive method of mania and OTAKU layer arrangement of arrangement of will or choice

10 Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. PC made by vender PC sold by shop Mania-PC AT compatible machine Tuner video recording Cube bare bone (small steel case) Water-cooled silent Pursuit of basic function (high speed memory high-capacity HDD highly-minute VGA) 2003/05 2001/spring 1999 2000 1999 Downsizing, made a built-in liquid-crystal Tele-PC Water-cooled PC PC-9801 age Hard disc recorder H.P. From AT compatible machine made by maker to Build to Order case Hard disc recorder made by PC OTAKU

11 Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. Changes of Akihabara The past change is continuation change, the next Akihabara is continuous region of PC, rosebud bum. Town of appliances Town of electrical and electronic parts Town of rosebud bum Town of PC Vendors piled up the expressway underpass by GHQ High growth Three holy durables Board PC 1978 Character goods shop appeared at the radio hall 1998 Store composition Electrical and electronic parts shop Electrical and electronic parts shop Appliances shop Electrical and electronic parts Appliances shop PC shop Electrical and electronic parts PC shop Appliances shop Rosebud bum shop Age The excellent store which deal with previous commercial goods will survive when the next age comes. Base shop as a town (eatery, etc.)

12 Copyright © 2006 Nomura Research Institute, Ltd. All rights reserved. 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 k-kitabayashi@nri.co.jp


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