Risk factors of the long tail in mobile manga sales

Tarou Sugihara, Yoshiya Kobayashi, Yasuo Ikawa

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

After the Long Tail was proposed by Chris Anderson in 2004, people started believing his theory that internet services, such as Amazon.com, can achieve great success in retailing. Internet stores can sell enormous numbers of books, comics, CDs, and DVDs and make great profits through the reduction in distribution costs that is achieved through this medium. Despite the fact that mobile internet retail is on equal terms with retail through PCs, the properties and modes of usage of a mobile phone, which strongly influence the purchasing aspect, have not been considered as the Long Tail of mobile retail. In this paper, therefore, we have discussed whether the Long Tail of mobile internet retail is profitable, especially in connection with mobile manga sales. Three series of researches were conducted in this study: a Pareto analysis for mobile manga sales, two focus group and individual interviews on how to use and purchase mobile manga, and a field experiment to determine the influence of distributors' recommender systems. The results we found were that when users searched for novel titles, they did not devote sufficient time toward retrieving the same and mostly depended on best seller rankings. We thus concluded that the Long Tail of mobile manga sales has few prospects of profitability.

Original languageEnglish
Title of host publicationPICMET: Portland International Center for Management of Engineering and Technology, Proceedings
Pages1807-1811
Number of pages5
DOIs
Publication statusPublished - 2009
Externally publishedYes
EventPICMET 2009 - 2009 Portland International Conference on Management of Engineering and Technology - Portland, OR, United States
Duration: Aug 2 2009Aug 6 2009

Other

OtherPICMET 2009 - 2009 Portland International Conference on Management of Engineering and Technology
CountryUnited States
CityPortland, OR
Period8/2/098/6/09

Fingerprint

Sales
Internet
Profitability
Videodisks
Recommender systems
Purchasing
Mobile phones
Long tail
Risk factors
Retail
Costs
Experiments
Mobile internet

ASJC Scopus subject areas

  • Business, Management and Accounting(all)
  • Strategy and Management
  • Management Science and Operations Research
  • Management of Technology and Innovation

Cite this

Sugihara, T., Kobayashi, Y., & Ikawa, Y. (2009). Risk factors of the long tail in mobile manga sales. In PICMET: Portland International Center for Management of Engineering and Technology, Proceedings (pp. 1807-1811). [5261950] https://doi.org/10.1109/PICMET.2009.5261950

Risk factors of the long tail in mobile manga sales. / Sugihara, Tarou; Kobayashi, Yoshiya; Ikawa, Yasuo.

PICMET: Portland International Center for Management of Engineering and Technology, Proceedings. 2009. p. 1807-1811 5261950.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Sugihara, T, Kobayashi, Y & Ikawa, Y 2009, Risk factors of the long tail in mobile manga sales. in PICMET: Portland International Center for Management of Engineering and Technology, Proceedings., 5261950, pp. 1807-1811, PICMET 2009 - 2009 Portland International Conference on Management of Engineering and Technology, Portland, OR, United States, 8/2/09. https://doi.org/10.1109/PICMET.2009.5261950
Sugihara T, Kobayashi Y, Ikawa Y. Risk factors of the long tail in mobile manga sales. In PICMET: Portland International Center for Management of Engineering and Technology, Proceedings. 2009. p. 1807-1811. 5261950 https://doi.org/10.1109/PICMET.2009.5261950
Sugihara, Tarou ; Kobayashi, Yoshiya ; Ikawa, Yasuo. / Risk factors of the long tail in mobile manga sales. PICMET: Portland International Center for Management of Engineering and Technology, Proceedings. 2009. pp. 1807-1811
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