株式会社フロムスリー - 01) パッケージからノン・パッケージへ

インターネット私見



パッケージからノン・パッケージへ


インターネットで音楽を配信するというのは
従来のパッケージ系(CD等)からノン・パッケージ系へと
パラダイムがシフトすると考えてよいだろうか?

従来は音楽のソフトは何らかの形でパッケージ化され流通されていた。
今後はソフト自体は形のないものであるから、形のないものをあえてパッケージ化する必要性がない。
そのまま、デジタル化し、送ればよいのではないか?

デジタル化されたものはパッケージ不要


デジタル化されたものは、有線や無線という通信インフラで送ることができる。
つまり、商品の中でそれがデジタル化可能なものはわざわざパッケージ化する必要がない。そのまま送ればよいということになる。
(極端にいえば、人間だって『スタートレック』の中で<転送>等といってデジタル化されて送られていた。)

従来パッケージ商品は倉庫や卸というものが必要であった。又、店では陳列棚等の商品を置くスペースが必要だった。
ノン・パッケージ化すると言うことは、すなわちこれらが必要でなくなるということにほかならない。

パッケージはそれ自体文化である。


ただ、パッケージ商品というのはそれ自体文化そのものと言った側面がある。
様々な意匠の結晶であるともいえる。
ライフスタイルとも対応し、例えばウォークマンなどで見られるように若者のファッションと不可分なものであった。
又、放送局などもパッケージありきでシステムを組み、放送のプロセスや技術などを作ってしまっている。

それゆえ単純にパッケージ商品が追放されるというわけではない。

CDがアナログを駆逐するプロセスを思い起こしていただきたい。

ソニーは反対を押し切り、アナログを廃止


最初はプレイヤーも高価だし、それゆえ持っている人も少ない。
CDの単価も高く、発売されるものは殆どクラシックだけだった。
アナログをめぐる既得権者もおり、そう簡単にはシフトしないだろうと思われていた。

ところが当時のソニーは一気にこのパラダイムをシフトさせてしまった。全商品をCD化し、アナログの発売を一気にやめてしまったのである。

当時、これは大変な冒険であった。

レコード製造工場を廃棄させるだけではなく、レコード店の商品棚さえ一新せねばならないのである。反対は相当大きかっただろうと推測される。

しかし、ソニーはこれを断行した。

これにより音楽はCDが当たり前になっていったのである。

それゆえパッケージ商品も又、それを強固に推進する主体があれば、早晩ノン・パッケージ商品にその場を奪われて行く結果になることは確実である。



IT(インターネット)は取引コストをゼロにする。


インターネットの世界では、デジタル化された商品は中間流通をショートカットできるということでもある。

音楽の流通、あるいはユーザーの需要はインターネット普及につれ、確実にシフトていくことが予想される。

インターネットの形は今はビジネスライクなPC(パソコン)に象徴されるが、その象徴が例えば携帯電話だったり、家電製品などに移った場合、音楽はあたかもテレビやラジオのように簡単にユーザーに届くことになる。
よって、こういった音楽配信システムを最適化した事業体が多くの利益を得ることができる。

配信システムの最適化


重要なのは音楽配信システムの最適化である。

音楽配信システムに必要なのはコンテンツであるというのは確かである。しかし、コンテンツが最適な流通システムを選ぶ状況ではない。
今は現在の流通業者が、既得権益を守る為に、コンテンツの流通シフトを阻止しようとしている。

しかし、コンテンツは今後ユーザーがより多くいるところを選択するのは自明である。
今はレコード店という形での流通にユーザーはついているが、ユーザーの手許にこういったコンテンツの出口が整備されると、コンテンツはより多い出口の所へ流れ込むことだろう。

コンテンツの出口を整備する


音楽配信事業が今最も力を入れるべきことは、現在人気のあるコンテンツを金をかけて集めることではない。

コンテンツの出口が整備されるための方法論を研究し、あるべき流通システムを構築することである。

配信システムの最適化によって、システム的にアドバンテージを獲得すること、これが今最も力をいれるべきことなのである。

例えば、私はこのためにミュージック・デザイナーという媒介的存在を想定している。これは配信システムの最適化ということに対応しているのだが、それは又次の機会に詳述することにしたい。


00.6.27 Kunio Abe
カテゴリートップ
インターネット私見
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02) 配信システムの最適化って何?

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