NTT Docomo bets on digital manga in U.S.
In interview with Animenomics, NTT Docomo explains why its Manga Mirai platform supports webtoon and manga formats and its outlook on manga markets abroad
This is a feature story from Animenomics, covering the business of anime and manga.
A common refrain among manga readers in the United States is that the print format is still preferable over digital releases for reading, but this hasn’t prevented multiple new manga apps by major Japanese publishers and distributors from sprouting in the country in the last few years.
Why it matters: Manga reading behavior in the U.S. stands in contrast to behavior in Japan, where digital manga sales have surpassed print sales for years.
Driving the story: Japanese mobile phone network operator NTT Docomo, which launched Manga Mirai in the U.S. in March, recognizes this gap between the two manga markets.
What they’re saying: “We believe that both digital and non-digital formats have their own merits, and that fans should feel free to enjoy them both as they see fit,” NTT Docomo representatives told Animenomics in an interview.
The bigger picture: As I wrote in ICv2 earlier this year, digital manga’s growth in Japan is slowing, and the manga industry must look elsewhere for growth. Publishers and distributors are now hedging the future by expanding their digital footprint abroad.
Zoom in: For NTT Docomo, growth doesn’t simply come from creating a typical digital manga platform. It’s also capitalizing on the latest trends in the medium.
“As vertical formats continue to gain popularity—especially among mobile-first users—it is essential for us to cater to new readership demographics,” NTT Docomo said about its inclusion of both vertical comics (webtoons) and horizontal comics (manga) on the same platform.
Go deeper: Read our full interview with NTT Docomo about its Manga Mirai platform below.
NTT Docomo is better known as a mobile phone network operator and not commonly known outside Japan. What is the motivation for your entry into the international digital manga market with Manga Mirai?
NTT Docomo has a long-standing foundation in Japan’s telecommunications sector, built upon a strong customer base and advanced technology. In addition to this, we have amassed extensive experience and achievements in the content business. Leveraging these strengths, our primary motivation for entering the global digital manga market—particularly in the United States—is to serve as the bridge that connects Japan’s rich manga culture with global fans and the brilliant creators who bring these manga to life. We see this a new opportunity for business growth.