The Shift from Material Consumption to Experiential Consumption: Exploring the Concept of "Tokishohi"

The Shift from Material Consumption to Experiential Consumption: Exploring the Concept of "Tokishohi"

In today's rapidly evolving consumer landscape, traditional modes of consumption are giving way to new and exciting trends. One such trend is the shift from material consumption to experiential consumption, a phenomenon known as "Tokishohi." This concept, popularized by NTT Comware, highlights three distinctive characteristics that set it apart from its predecessor, "Kotoshohi" or consumption of things.

The first characteristic of Tokishohi is its inherent non-reproducibility. Unlike material goods, which can be produced and consumed in unlimited quantities, experiential consumption is fleeting and cannot be replicated. This scarcity adds value and exclusivity to the experience, making it more desirable for consumers.

The second characteristic of Tokishohi is its emphasis on participation. Unlike traditional forms of consumption where consumers passively receive goods or services, Tokishohi encourages active engagement and involvement. Whether it is attending events or joining communities, participants in Tokishohi experiences contribute to the overall atmosphere and energy, creating a sense of ownership and fulfillment.

The third and final characteristic of Tokishohi is its focus on contribution. In Tokishohi experiences, participants are not merely consumers but active contributors. They have a sense of responsibility to make the experience enjoyable for themselves and others. This mindset fosters a collaborative environment where everyone's contributions are valued, leading to a more enriching and memorable experience.

The rise of Tokishohi can be attributed, in part, to the concept of "fat protocols" as described by Union Square Ventures. In the traditional internet stack, value is concentrated in the applications layer, while protocols play a relatively minor role. However, in the blockchain application stack, the dynamics are reversed. Value is concentrated at the shared protocol layer, creating a more competitive ecosystem of products and services.

The combination of shared open data and an incentive system through tokens is a key driver of this shift. By replicating and storing user data across a decentralized network, barriers to entry for new players are reduced, promoting a more vibrant and competitive ecosystem. However, an open network and shared data alone are not enough to drive adoption. The introduction of protocol tokens, used to access services provided by the network, fills the gap and incentivizes users to participate.

Early adopters of these protocols often build products and services around them, recognizing that their success would further increase the value of their tokens. This feedback loop, driven by speculation, leads to initial growth and can sometimes result in bubble-style appreciation. However, even in the event of a market downturn, the adoption of the technology is supported as stakeholders look to create value and promote long-term growth.

In light of these insights, here are three actionable pieces of advice for businesses looking to capitalize on the shift towards Tokishohi and fat protocols:

1. Emphasize the experiential: Create experiences that are unique, non-reproducible, and encourage active participation. By offering memorable experiences, businesses can tap into the growing demand for Tokishohi.

2. Foster collaboration: Build communities and platforms that allow participants to contribute and have a sense of ownership. Encourage collaboration and create an environment where everyone's contributions are valued.

3. Leverage blockchain technology: Explore the potential of blockchain and decentralized networks to replicate and store user data. By leveraging these technologies, businesses can reduce barriers to entry and foster a more competitive ecosystem.

In conclusion, the shift from material consumption to experiential consumption, known as Tokishohi, is reshaping the consumer landscape. This trend is driven by the combination of shared open data and an incentive system through protocol tokens. By understanding and capitalizing on the characteristics of Tokishohi and the dynamics of fat protocols, businesses can unlock new opportunities and thrive in this evolving market.