スマート・モバイルのコンテンツビジネスとその戦略(<特集>スマート・モバイル・ビジネス戦略)

抄録

Profit models for content marketing on smartphones and mobile devices have not yet been established. Among the new undertakings for establishing such models in Japan, we will discuss cases of collaboration between late-night anime shows and video sharing websites, as well as content marketing distribution using Twitter Amplify. The content marketing industry in the twentieth century arose by enabling music and theater productions - which previously could only have been "distributed" through live performances and theater-going - to "record," "replay," and "transmit" their content. As far as the content marketing industry in the twenty-first century is concerned, a transformation that is equally significant to that noted above is possible through social media, smartphones and mobile devices.