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Market Segments and Revenue Models for Digital Goods Motohiro Hattori and Jiro Kokuryo Keio University Graduate School of Business Administration Abstract A systematic model for categorizing revenue models for digital goods was developed by identifying as variables (1) forms of incorporating intellectual property rights, and (2) the extent of employing market mechanism. Case studies and survey data showed the effectiveness of the categorization. Distinct market segments exist for digital goods some favoring tradition pay per copy models, and others favoring pay after use (shareware like) revenue models. ii
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1. 1998 Napster 1999 2000 Shapiro and Varian 1998 CD CD 1
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2-1 2000 * 2.2 Shapiro and Varian Shapiro and Varian 1997 1 2 Versioning-Free Version 2000 Shapiro and Varian Versioning Delay: Convenience: Comprehensiveness: Manipulation: Community: Annoyance: Speed: Data Processing: PAWWS Financial Network AOL New York Times Borland Silicon Investor Silicon Investor Wolfram Research H&R Block 3
User Interface: Image Resolution: Support: Adobe PhotoDisk Netscape Versioning-Free Version Building awareness: Gaining Follow-on Sales: Creating a Network: Attracting Eyeballs: Gaining Competitive Advantage: Computer game McAfee Associates Adobe Playboy Microsoft 2.3 Dyson 1996 Dyson 1996 Dyson 4
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20 1. 5. 5 4. 4.1 SME SME 2001 3 13 1028 8700 SME DVD SME SME CD bitmusic CD 2001 10 7 Michel Jackson CD CD 2001 6 MORRICH MORRICH 9
MORRICH SME SME MORRICH 2001 9 SME Sony Music Online JapanMORRICH24 24 30 45 MORRICH CD 4.2 Napster P2P Napster Inc., Napster Napster PC MP3 PC Napster Napster 4000 Napster Napster Napster 10
2001 6 Napster Bertelsmann Warner Music Group EMI Record Music RealNetworks Music Net BMG Bertelsmann NapsterP2P P2P Napster T Napster 4.3 Fairtunes.com Fairtunes.com John Cormie Matt Goyer 2000 Fairtunes Napster Napster Fairtunes 11
Fairtunes.com Fairtunes Fairtunes Fairtunes.com T Fairtunes Fairtunes.com 2001 7 1 FairtunesAni DiFranco Sarah McLachlan Phish David Bowie Fiona Apple Tom Petty The Noisies Amazon.com Amazon.com 2001 2 28 Eagles Nirvana U2 Paul Simon Pearl Jam BeastieBoys Coldplay CD Amazon.com 70 Amazon.com 30 Amazon.com Amazon.com Greg Hart Amazon.com 12
4.4 Napster 4.5 5 4 Napster 7 Fairtunes Amazon Artists 6 1 3 SME 8 2 P2P Pressplay MusicNet MORRICH CD Bitmusic Napster NapsterMusicNet 13
Alanis Morissette Tim Quirk FairtunesAmazon.com 5. 2 2001 10 29 11 05 1324 10 100 137 237 20 154 154 308 30 194 183 377 40 127 124 251 50 64 87 151 639 685 1324 5.1 20 Kaiser 5.1 0.50 5.2 14
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2 8 1.5. 5 1. 2. 5.2 5.2 同調派社会派主流派自立派 ( 有償 ) 流行している曲や人気歌手が出ている雑誌や番組サービス ( 有償 ) ネットでドラマ挿入曲 CM タイアップ曲などが検索できるサービス ( 無償 ) アーティスト関連商品を買うと 楽曲が無料でダウンロードできるサービス ( 無償 ) ナップスターやグヌーテラなどのような ネット上で無料で自由に楽曲を交換できたりダウンロードできる場から楽曲を入手できるサービス ( 再配分 ) 地方公共団体や NHK のような公共機関が提供する音楽放送やコンサート ( 再配分 ) 税金によって成り立つ音楽関連の行政サービス ( レクチャーコンサート 文化財保護 シンポジウムなど ) ( 互酬 ) 気に入ったアーティストに寄附ができるサービス ( 互酬 ) ネットで新人アーティストや無名のアーティストに寄付やなげ銭ができるサービス 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 17
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(2001) (2000) Shapiro, Carl and Hal R.Varian (1998), Information Rules, Harvard Business School Press ( 1988 2000 23 96 2 1999 12 RIAA Napster Napster 22
Metallica Dr.Dre Napster Napster Napster (2001), Shapiro and Varian (1998), 176 (2001) (2001) 1975 23
(2001) 2000 Napster Chuck D. LimpBizkit Ben Folds Five FaceToFace Radiohead Cypress Hill Alanis Morissette 24
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