Will new services and new products begin to spread when they become "mote"?Kimoman theory advocated by Goroman

Cassing and kimomism

Not only in VR, but also for the future of business and IT, the idea of "Kimomm" is a very important guideline.This is what I came up with around 2013.

After this, I would like to explain what a very important way of thinking is "Kimomism" before thinking about how the VR is changed.Kimom is very versatile, and it is a keyword that allows you to understand various problems straight.

A very famous marketing theory has the idea of "cha".Kimomism is based on this chamn's theory.Catism theory is the theory that appears in Cum (Shosha, 1991) written by marketing consultant Jeffrey A. Moore.It is to analyze the process of products and services that penetrate the world, but as a premise, we will consider the market into five groups.This classification is mainly as follows:

The first thing that jumps to the market is the "innovator", a reformer.People who use it anyway for products that are still low.In short, it's like me.

Next, people called "early adapter" jump.Up to this point, it is a so -called "new lover".Up to this point, it is not really popular when only a few people are still using it in society.

After that, it spreads to the general public, "Early Majority".By this time, the market penetration rate is approaching 50 %, so it can be said that it is considered that you are late if you do not have it.After that, a layer called "Late Majority" comes in, spreads into a considerable area of society, and becomes a matter of course.Isn't the current smartphone around here?

The remaining is people, "I don't want to get it unless I need it."There are not so many products that have spread to the Ragard area.It will include daily necessities and mobile phones such as TV, refrigerators, and air conditioners.

What Jeffrey A. Moore wrote in his book was that each stage had a very different customer attribute, so it would not work if marketing methods and messages would be optimized according to each stage.

Among them, the biggest disconnection is the groove between the early adapter and the early magician, that is, "C."

Although it became a hot topic among new things, there are many products that are generally difficult to spread.Rather, most of the digital gadgets and services that appear in the world disappear without reaching Early Majority.It is very difficult to exceed the chams.

Therefore, in general, it may be described as "exceeding the cha" whether the product has become widespread.The attributes are completely different between the layer up to the early adapter and the layer after the Early Majority, and many companies are worried about what approaches to exceed the groove.

The appearance of using a personal computer is "Kimo"!?

As you know, "Kimomm" is inspired by Cism.Why can't I exceed the character many of the digital gadgets?Before giving the answer, I would like to talk about my experiences.

In college (around 1994), girls of the same generation told me like this.

"I'm going to do a computer, something uncomfortable"

It was a pretty shock because I was told when I wanted to be popular."Yes, it's just sitting and using a computer, but this is a disgusting ..."If you touch at high speed without looking at the keyboard, you will feel "uncomfortable".The same was true when I was in junior high school and high school.When I used a personal computer, I felt sick somewhere.Or rather, in the situation, "The person who uses that is a special person."

But after 5 or 6 years, everyone uses a personal computer.Nobody says "Kimo" anymore.Even so, you open and use Macs in Starbucks.

When I was a student who was still working at a convenience store, a girl who was working part-time at the same convenience store, "Kondo-kun is familiar with personal computers? I want to do" postpet (so-net, 1997) ".I don't know if I should buy a computer ... "When I was using a personal computer, I was told that I was nervous, so I was gone, but the opposite was starting to happen!

If you think about it, there are so many things.

Now, messaging services and stamps like LINE are essential for life.But that's a long time ago.When "Skype (Skype Technologies, 2004)" appeared in the early 2000s, he said, "It's convenient and it's a waste of telephone bills, so let's use it on a personal computer."Nobody put it in because it was troublesome.

I think there is an eye to feel what will come.In fact, I buy and try various gadgets in the world and let various people buy it.If you tell me what is good and how useful it is, everyone wants it.So I think it's a pretty good salesman (laughs).

But it takes five or six years for such things to actually begin to spread.After 5 or six years, there is a timing to begin to spread as if the palm was returned.

Why is this?

After knowing the cham, I can certainly understand it, but there is a part that I felt that it was different from my original experience, it was different.It didn't form, and I was always nervous, but around 2013, I suddenly noticed that I was looking at VR equipment such as Oculus.

To put it simply, it's "Kimo".Cal was a groove and valley that feels like a "disgusting", that is, "kimomm".

When it looks popular, the kimom is exceeded

I always wanted to share my thoughts with various people about what I think is wonderful.

Looking at one new technology, the idea spread from there, "I can use this, that can be used!"Even if you get excited with your feelings, you can't say what you think of it as a "disgusting".I was lonely that only the people who understand could understand.It was a personal computer communication and the Internet that broke it.

But when I became a member of society and came into contact with more people, I came to think about how to tell more people.

The person who saw the HMD for VR thought was "somehow disgusting" because it was not easy to see, not convenient or natural.There was a time when I couldn't try it, no matter how interesting it was.

But the situation has changed a lot since 2016.Sony has launched the PlayStation VR, and it may have been aware of it, and it has increased in various media.So I think the hurdles have dropped a lot to experience VR.

Even if you see VR at events, etc., it is not a negative reaction that "I am doing something crazy", but I can get a positive reaction like "that is VR".rice field.Now, it seems that some people can not communicate unless they are "VR" instead of "virtual reality".

I feel like I'm addicted to the pattern I've seen so far.

If you think that it will not feel disgusting, or when will it start to spread?In short, I think that the number of opportunities to see is increasing, and it has become neither dangerous nor special for us.

It's a bit extreme, but I think "uncomfortable" means that it is not instinctively acceptable.It leads to the danger of life, or if there is it, the descendants will not prosper.It is a kind of prejudice.In the late Tokugawa period and the early Meiji era, you've been told, "If you take a picture, you will suck your soul."That is a kind of "kimomism".It's like "I'm scared because I don't know."It is uneasy to be unpredictable because it cannot be predicted that the brain cannot be imagined, so that anxiety may be the source of the feeling of "kimo".

However, as recognition progresses and it becomes commonplace, such feelings naturally disappear.The same is true for personal computers.If it becomes convenient and commonplace, it will be an indispensable thing in your life, it will lead to a sense of security, and you have to know this.At that time, it turns into a "popular" one.

I had the impression that I wasn't addicted to this pattern.

Beyond the kimom when the inconvenience can be eliminated

The new technology looks humorous and disgusting.A groove between convenience and disgusting.This is "Kimomm".This groove is filled if more people are more convenient than those who think it's disgusting.

If you think about it, you can see the conditions for going up the slope of Kimom and going beyond the groove.

The point is, "Is it possible to solve people's inconvenience?"At the moment the technology blends into your life and shifts to the mote at the moment of being recognized as "this is not a disgusting, useful thing".This is a clear fact in retrospect the history of various technology.

Another theory (?) Related to Kimomism is "JK theory".This means that many high school girls begin to use them when they exceed the kimmism.This was exactly the same phenomenon on mobile phones, smartphones, and LINE.If they have elements that they want to use, cute, and convenient, they will penetrate their lives beyond Kimom.

The fact that they think they are "cute" means that they have a good design and compact.The fact that they think they are convenient and can actually use it means that the usage is simple and easy to understand."Cute" is something that cannot be realized without technically evolving.

In order to achieve this, engineers develop technology and manufacturers make products.However, in the process, the products that could not go up the slope of Kimomi will disappear.This is a product that cannot be exceeded the groove of the charace.

On the other hand, products that could not go up the slope are not the end.A new product is born, drawing the ideas of the disappearing technology and products.

For example, smartphone.Before that, there was a feature phone, a so -called "Garake", but did you know that there was a personal information terminal called "Palm (Palm, 1996)" around 2000?Palm digitizes information that individuals managed in Notepads, such as address books and schedules, so that they can be easily managed.Previously, there was a product in the form of an "electronic notebook", but Palm was a "computer" that can be used freely with your favorite apps, just like PCs and smartphones.

However, it is a product born in 1997, and the mobile phone line is still poor, so the Internet cannot be used freely.It is a typical "machine that has not exceeded the character" that has disappeared without waiting for 10 years after its birth due to competition with mobile phones and business missteps.However, I think it was a product that conveyed the possibility of "what would happen if there was a computer on the palm".

The iPhone born with such an idea has evolved, and now it has exceeded the kimomism, making it a natural product.It is also important to think about what is a problem and where you can change the kimom.

"Coolness" with only shape is counterproductive

When it comes to such a story, the story is "How to cover the feeling of marketing by marketing."

Of course, the perspective is important.Famous for the theory and consideration of the media, Marshall McLuhan is considering the marketing of Coca -Cola in his book, Machine's Bride (Takeuchi Shoten Shinsha, 1991).When Coca -Cola was born, the water that was black and shuwa should have been quite disgusting.That permeated the world because the image was "refreshing and delicious" was thoroughly created.It would have been a hit all over the world because many people began to drink and became a common drink that everyone knew.

So, if you do cool and motivated marketing, you can exceed Kimom ...Technically, even if you forcibly attach only the image that seems to be a product that has not yet exceeded the essence of the product, it will be more counterproductive.

For example, wearable equipment.It seems that the promotion of glass -type equipment such as Google Glass (Google, 2013) and devices worn like smartwatches often performed like a fashion show.However, although the actual thing is still "beyond Kimom", the model wearing it is cool, so the gap has increased.

The important thing is to use marketing to catch up with the expected content of consumers and convey it in an easy -to -understand manner.

For that reason, I think that I can't exceed Kimom.I would like to explain what is needed to exceed Kimom in the next chapter, so please wait a little longer.

The number of innovators is determined by genes!?

Above all, the "innovator" that jumps into a new one experiences what is in front of Kimomm.So it's in a position to analyze it.

But it's ...

Why is the number of innovators?In "Cism", the innovator is 2 overall.It is said to be 5 %.If the person who saw it is more advantageous, it should be more.But it is decided that it is less than 3 %.

In the extreme, it seems that it is a level determined by genes.

For example ... we are eating something that is uncomfortable or poisonous now.Isn't it usually eaten?However, there is poison in the liver and ovaries, and if you do not eat it after removing it properly, you will die.In the past, the cooking method was not established, so a good number of people would have died and died.

To put it another way, it's an innovator that you can eat the blowfish, thinking, "It may die, but it looks delicious!"

But if everyone eats it, human extinction will be extinct (laughs).

That is why only a certain number is stepped into where you feel dangerous or have physiologically unreasonable parts.In other words, "If you feel a disgusting, do not reach out."Innovators are, in a sense, the people who try to "try first".So 2 of the whole.It is a normal state that there are only 5 %.

Innovators like us still have a "special" part.After understanding that, you need the idea of how to tell the other person.

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Author: GOROMAN edited: Muneyoshi Nishida Release date: June 24, 2020 (Wednesday) Price: 1,400 yen + tax

Evangelist, who has spread VR in Japan, will convey the birth and changes of new technologies from the 1980s to the present with their own half -life.In the revision, I added the answer and the latest trends in VR whether the future predicted in the old version was realized.