This explores the relationship between multifunction copiers in convenience stores and "Oshikatsu", a Japanese term for enthusiastic fan activities.
It employs Clayton Christensen's "Jobs to Be Done" (JTBD) marketing theory to analyze why these copiers have become indispensable to fans. The core idea is that customers "hire" products or services, termed "workers," to accomplish a "job" or achieve desired "progress" in specific situations.
It identifies several "jobs" fans are trying to complete, such as expressing affection for their idols and establishing fan identity, and explains how the copiers' "job specs" like 24/7 accessibility and affordability effectively address these needs. The piece highlights how the copiers "fired" existing solutions like official merchandise or home printers by fulfilling previously unmet desires of fans.
