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1 An Analysis of TV Game Market: From the viewpoints of network externalities and whole of services Masaki Matsumura, Hiroyuki Kurimoto, and Toshio Kobayashi It has been understood that a standard would lock out others in the markets where the network externalities might be generated though the synergetic effects on the each sale of hardware and software on the standard, such as personal-computer, audio-stereo system, and video games. There is however, a fact that SONY-PlayStation s standard have succeeded in locking out SEGA-Saturn s one, but failed to do with Nintendo64 s one in the Japanese TV game market. Why? In order to clarify this question, we try to reconceptualize network externalities from the viewpoint of the whole of services of the good, and analyze 235 replies to the questionnaires sent out to 2000 consumers. Then we can find out that they use properly different standards in the different genres because of the differences of the whole of services. 1
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12 5 PS > N64 N64 > PS > SS SS > PS SS > N64 SS > N PS PS PS SS N64 6 PS N64 PS SS N64 PS SS N64 N64 SS PS SS N whole of services Aaker & Day
13 6. X Digital Audio Tape DAT Digital Compact Cassette DCC Mini Disk MD DAT MD DCC DAT DCC 48kHz MD 44.1 khz DAT DCC DAT DCC MD MD % DAT 48kHz DCC 48kHz MD 44.1kHz CD 44.1kHz 8 MD DAT DCC 13
14 PS N N64 PS N64 5 N64 N64 N64 PS N64 N64 6 N64 H-Hardware S-Software H S H S H S PS N64 SS 5 N64 H-Hardware S-Software H S H S H S PS N64 SS
15 15 N64 PS PS N64 N64 N64 PS N64 3D PS SS PS N64 DC 50 DC 128 N N64 DC DC DC DC DC
16 Aaker D.A. and G.S.Day 1980 Marketing Research Private and Public Sector Decisions John Wiley & Sons Inc. 16
17 1981. Arthur B "Competing Technologies Increasing Returns and Lock-In by Historical Small Events " The Economic Journal Vol.99 No.394 pp Katz M.L. & C.Shaoiro 1985 "Network Externalities Competition and Compatibility " American Economic Review Vol.75 No.3 pp Rohlfs J "A Theory of Interdepended Demand for Communications Service " Bell Journal of Economics and Management Science Vol.5 No1 pp BP P BP 1995 APRIL P PlayStation Vol.1 P PlayStation-FAQ Saturn-FAQ NetNews NetNews fj.archives.answers fj.rec.games.video.home quaz @022.bekkoame.or.jp quaz @022.bekkoame.or.jp 17
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