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ID:279586
大小:391.34 KB
页数:52页
时间:2017-07-17
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1、ChapterI: MobileInnovationandtheMusicBusinessinJapan—TheCaseofRingingToneMelody("Chaku-Mero")AkiraTakeishi, HitotsubashiUniversity,JapanKyoung-JooLee, HitotsubashiUniversity,JapanThispaperexaminesthedevelopmentprocessandsuccessfulfactorsoftheringingtonemelody
2、downloadingservice,or"Chaku-Mero,"inJapan.Chaku-Mero,arguablythemostsuccessfulmobile(m)-commercebusinessintheworld,isamobileInternetserviceinwhichasubscribercoulddownloadfromawideselectionofmusicmelodieshis/herfavoriteforafeetogetitringwhenthemobilephonerecei
3、vesacallormessage.Thischapterdescribestheprocessofhowthisbusinesshasevolvedfrompre-mobile-Internetphaseofrelatedbusiness;examinesthestructureofthebusiness;andanalyzeswhysomecontentprovidershavebeenmoresuccessfulthanothers.Someimplicationsfortheprospectsofmobi
4、leInternetbusinessesformusicandotherculturalcontentswillbeprovided.ObjectivesTheprimarypurposeofthischapteristoexaminehowtheChaku-MerobusinessinJapanhasbeenlaunchedanddevelopedsuccessfullytocreateabout$1billion(currentlyUS$1=110yen)marketwithin4years."Chaku-M
5、ero"isanabbreviationof"chakusinmerodi"inJapanese,whichstandsforringingtonemelody.AChaku-MeroserviceuserdownloadsadigitalizedmusicfilethroughtheInternetforafeeandhasitplayedasaringingtoneforthemobilephonehandset.Thisdownloadserviceaccountsforthelargestmarketam
6、ongJapan'spaidmobileInternetservices,thusmakingtheworld'slargestmobileInternetmarketandthemostsuccessfulmobile(m)-commercebusiness.Furthermore,theChaku-MerobusinessisarguablyoneofthemostsuccessfulcasesintheworldofpaidculturalcontentbusinessontheInternet,beitf
7、ixedormobile.Thischapterattemptstogivebriefanswerstothefollowingquestions:WhatevolutionarypathshastheChaku-Merobusinesstakentoformthecurrentbusinessmodel?WhathasmadeitpossibletocreatethelargestmobileInternetmarketwithinashortperiodoftime?Howdofirmscompeteinth
8、isbusiness?[1] Althoughthischapterstillremainspreliminaryanddescriptive,theresearchresultsprovidesomevaluableimplicationsforfuturedirectionsofmobileInternetservicesnotonlyinJapanbutalsoin
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