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宮本 彰(みやもと あきら)
●世の中にない製品を開発 “居心地のいいスキマ”を狙う
Q. 文具市場の現在の状況を教えてほしい。
A. 一般のファイルなど、アナログ文具市場は厳しい状況だ。一方、「ポメラ」などの電子文具市場は大きな成長を期待している。
Q. なぜ、電子文具市場は伸びているのか。
A. 家電量販店にとって、新しいタイプの商材だからだ。当社の製品は、ほかのデジタル機器と比べると販売台数はそれほど期待できないが、一部の「ファン」が確実に購入する製品だと自負している。当社製品に特化したコーナーを設けて、そのファンを囲い込む作戦の家電量販店も出てきている。
Q. 確かにユニークな製品を開発しているが、ビジネスとしてのうま味はどうか。
A. 十分にある。当社は100%のユーザーに認められる製品を開発する気はない。10人のうち1人、つまり10%のユーザーが認める製品の開発に力を入れ、開発者は「自分が欲しい」製品を開発している。10%のユーザーが確実にファンになって買い替え・買い増しをしてくれれば、十分に成長すると確信している。例えば「ポメラ」は、社内で商品化の可否を決める取締役会を開いたとき、ほとんどの役員が「売れない」と評価したなかで、一人だけが「これはすごい製品だ」と絶賛したことから商品化に踏み切った。フタを開けてみれば、他社の追随を許さずにファンを確実に囲い込む製品になった。また、「ショットノート」のように、他社が参入してきても先行者の強みで勝てる製品もある。製品力で特定のユーザーが確保できる“居心地のいいスキマ”がビジネスを拡大する鍵だと捉えている。逆に万人受けする製品は、いくら購入者が多かったとしても、価格競争に巻き込まれるなど、利益を確保することができずに失敗する危険性が高いと判断している。
Q. 課題はあるのか。
A. 今年度の業績を増収増益と見込んでいるものの、微増に過ぎない。せめて10%増を果たさなければならない。そのための策を講じていく。
Q. 具体的な策は?
A. 電子文具のラインアップを拡充することだ。現在、スマートフォンの伸びをにらんで、関連する製品で市場に存在しないものの開発に力を注いでいる。ラインアップの拡充で、当社の製品に特化したコーナーを設置する家電量販店の増加にもつなげる。
Q. 成長率10%達成の見込みは?
A. アナログ文具市場は厳しいが、底を打った感がある。今後は大きな落ち込みはないだろう。アナログ文具の販売を維持しながら、電子文具を充実させて拡販すれば、確実に達成できると確信している。
・Turning Point
by pachifu | 2012-05-29 01:01