Presented by:

DINKER VAID

Case study analysis

THE HATSUNE MIKU: JAPANESE VIRTUAL IDOL IGNITES GLOBAL VALUE CO - CREATION

TEAM 19, CASE BLAZER 3 UNIVERSAL BUSINESS SCHOOL

Brief Background1995 20062004 2007

Crypton Future Media was Established

First Vocaloid MEIKO was released

SECOND Vocaloid KAITO Was released

HATSUNE MIKUThe 3rd Vocaloid was

Released

Crypton Future Media, a music software company based in Sapporo, Japan, developed Hatsune Miku (HM), a singing voice synthesizer software program (Vocaloid).

Six years after the initial launch, Crypton and its chief executive officer were faced with a series of challenges related to the future development of their virtual idol and the businesses that grew around her.

CASE SYNOPSIS

1. Case synopsis 2 3 4 5 6

Users often worked collaboratively, and by March 2014, Miku had over 110,000 released songs, 170,000 uploaded videos, 1,000,000 created artworks and nearly two million Facebook "likes." Miku's popularity led to international media coverage and numerous new business opportunities for Crypton

Case Problem1 2. Case problem 3 4 5 6

The first problem was how to create a

flexible environment to do

secondary creations

Which Licensing opportunities to

except.No International

expansion

How to Manage MIKU Career was a Major

Constant Challenge

Maintaing a healthy balance

b/w Original business and the new direction in which miku was

pulling.

Unexpected success that

changes the firm’s direction

Situational Analysis1 2. 3. Situational analysis 4 5 6

After the creation of

hatsune miku software it

was a immediate success

Professional publishing house players like sega and kadokawa own special licensing relationship with crypton

MIKU wanted to create a new culture where creators could easily collaborate & Build on

each other`s work.

For the flexibility of

creating cultural

environment crypton

launched MIKUBOOK.com an English

social networking site

Hatsune miku

performed eleven official

concerts and most of them

were sold out

In 2007 crypton

launched PIAPRO a site

for sharing miku related

content

1 2. 3 4. EXHIBITS 5 6

EXHIBITS

VOCALOID( MEIKO)

VOCALID 2(HATSUN MIKU)

VOCALID 3(KEITO)

EXHIBIT-1

RELEASED 2006

AUGUST 2007Approx: 15000 Yen

FEB 2013Approxx: 16000 Yen

APPAREL- T, Shirts

VIDEO GAMES- Project Diva, Miku Flick

TRADING CARD GAMES

EXHIBIT-4

Recommendations/ Learnings 1 2. 3 4 5. Recommendations / Conclusions 6

Should Create a More Personalized online portal

Should go for International Market and Go to other Countries.

Give Instant Direction to the Business even on Unexpected success

Manage the relationship between a firm’s core business and skills

Thank you