
Have you heard? People are reading things on mobile phones! But we may not be reading them quite as much as folks do in Japan, as this long, informative article in The Independent on the huge success of keitai — novels written for and read on mobile phones. In Japan, five of last year’s top ten best-selling novels started life as keitai novels.
And who do you think is driving this boom? WHO DO YOU THINK???
Keitai novels are mainly read by teenage girls, with 13- to 18-year-olds accounting for 70 per cent of downloads, and while Izumi gained a doctorate in Victorian literature from Cambridge University, he does not claim to be writing highbrow literature. “There is less scene-setting than in conventional novels, fewer adjectives, and more of a focus on conversation and emotions. The structure of the novels, with very simple sentences, makes them accessible,” he says.
Toru Kenjyu, CEO of Takarajima Wondernet, the biggest creator of mobile manga, says that 80 per cent of comic book downloads – for which subscribers pay a £3 monthly charge to keep up with – are by women.
And it’s not just novels:
Toru Kenjyu, CEO of Takarajima Wondernet, the biggest creator of mobile manga, says that 80 per cent of comic book downloads – for which subscribers pay a £3 monthly charge to keep up with – are by women.
The current best-seller is Catwalk Beat, the story of a boy with a troubled background, but excellent sartorial sense. When he starts a new school, his fashionable threads unite all the pupils. More than seven million people downloaded the mobile manga, and the fashions from Catwalk Beat have been produced for real and are available to buy online. And while this may eventually be published as a traditional comic book, it is more enjoyable on the mobile as the phone vibrates whenever there’s a tense moment.
It’s not just comic art that is popular on mobile phones in Tokyo; street artists also create designs specifically for mobiles. Mao Sakaguchi, web project leader of the Shibuya HP France Gallery, says he grew frustrated by the limited art market in Japan, so had the idea of using mobiles to introduce art to a wider audience. “I had friends who were street artists, and I used my fashion store as an art gallery, changing the work monthly,” he says. “We started by taking pictures of their work that could be downloaded onto mobile phones.”
Since Japan seems to be our trend leader in so many things, it does stand to reason that we’ll be doing the same thing in a few years; however, there are some differences in Japan’s (and the UK’s) mobile phone systems (not to mention society) that may require tweaking. Of course, it’s a given that Japan and Europe are way ahead of the US as far as bandwidth and phone capabilities are concerned, although the iPhone is helping Americans catch up.
Also, the Japanese have a much bigger audience for what they call “light novels” — genre-oriented YA novels which would seem to be a precursor to keitai. Genre-oriented light novels are pretty big in the US too — Twilight — so there could be some inroads there.
In our humble, and farseeing, really wacky out of right field, opinion, someday very, very soon, someone somewhere is going to create something original for the mobile phone in the US that some teen-age girl just won’t be able to live without. We predict it will involve romance and fashion. And that will happen very, very soon. And then everyone will say “We told you so!”