Summary

huge problem. People will not readily pay for digital content and those who do usually do so because
they do not want the risk of downloading viruses.
Free is not all bad. Free content could go viral very quickly as readers have nothing to lose
by looking at free content. However, digital content can be easily pirated. For example, one of the
Evacomic’s illustrations garnered over 2700 shares not on her own Facebook page, but on another
Facebook page with all credits removed.
Based on the artist experience of observing reader
responses and notification of stolen artwork from her network of friends over the course of three
years, illustrations that promote motivation or inspiration seem to be the most likely target of theft,
or “shared” with credits removed. On the other hand, new content about Japanese culture were
usually shared by Facebook Pages run by individuals who respect intellectual property and retain
copyright information. With this information, the artist is confidant that with paid advertising,
fanbase could easily increase, but how to get cash return remains a problem. Publishing physical
books that can be sold is one option, but what to draw about is currently a question. In short, a
business model and content targeting specific audiences is required.
2.2.2. Guiding policy
A guiding policy is used for dealing with the challenge identified in the diagnosis. Based on
Rumelt’s Kernel of Good Strategy 1 , it is an overall approach chosen to cope with the obstacles.
Because strategic options and coherent actions will be evaluated later in the next chapter to target
specific audiences, the current guiding policy for overall contents requires that it be cute, original
and most importantly, entertaining.
Section 3.
STRUCTURAL ANALYSIS OF DIGITAL COMICS INDUSTRY
There is a need to understand the opportunities and threats that stems from the environment
which are beyond the company’s control. These external forces were defined by Michael E. Porter
1 Rumelt, Richard P.. "The Kernel of Good Strategy." Good strategy, bad strategy: the difference and
why it matters. New York: Crown Business, 2011. 77-94.
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