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オタク大反攻 – 戦略
I am an Otaku, and my brethren is threatened. When ODEX picked on one of us, it’s the same as picking on all of us.
オタク大反攻
Many Otakus feel that justice ought to be done – not just to help those victimised by ODEX, but also to defend our rights to watch fan-subbed anime as well as to put an end of ODEX’s heinous practices. Some of the otakus/anime fans are trying to organise themselves to bring the battle to ODEX, while some of us work within our own capacities as individuals. But whichever action that you’re planning, here are some points worth considering:
KNOW THY OBJECTIVE
For those who are rising up against ODEX, you need to be clear about what you’re doing. What do you want to achieve? Are your goals achievable, within your capacities? How do you intend to go about doing it?
I don’t have any lofty ambitions such as fighting for the Freedom that is the right of all sentient beings.
My objectives are limited: To get ODEX to stop their threats to sue those who download fan-subbed anime, re-engage the anime-fan/otaku community and make peace. If ODEX remains recalcitrant, create conditions that are unfavourable to their business interests. ODEX, 回头是岸。
The ball is still in ODEX’s court. It’s their call to end the hostilities. I don’t think this conflict is about the principles of what’s right and what’s wrong. It’s about money and ODEX’s bottom line. For business people, nothing is ever black & white when it comes to making money. There’s no need to escalate the situation, and there’s still avenues for you to take a step back without losing face. 有事好商量，以和为贵。:-)
KNOW THY ADVERSARY
For those who are rising up against ODEX, you need to know who you’re going up against.
ODEX belongs to the Small-Medium Enterprise (SME)-class. The company is a limited exempt private company that was incorporated as “ODEX Trading Pte Ltd” in 1987. The company changed its name to “ODEX Pte Ltd” in 1998 (the dawn of anime boom in Singapore).
ODEX has a declared paid up capital of S$1 million. There are three shareholders in this company. The main shareholder is Peter Go with 799,999 shares followed by Ho Kam Har (mother of Peter Go) with 200,000. Sing Xin Yang (aka Stephen Sing aka XYSing) has only 1 share. Peter Go is both the Director as well as the Managing Director. Sing Xin Yang (aka Stephen Sing aka XYSing) is apparently the head of the “Enforcement Division”.
It’s of interest to note that both Peter Go and Sing Xin Yang (aka Stephen Sing aka XYSing) were shareholders of a retail store called “Games Mart”. The retail store that was founded in 1994, was formerly known as “Artemis Trophies & Gifts”. Games Mart was busted by the police in 1999 for selling counterfeit games, game controllers and accessories. The shop was shut down in 2004. Sing Xin Yang (aka Stephen Sing aka XYSing) was one of the directors of this company. Peter Go had a 28.7% stake in the partnership of five shareholders. The registered office address of Games Mart was the same as the address that ODEX used for registration.
ODEX is linked intimately to the Anti-Video Piracy Association Singapore (AVPAS). Although this Association describes itself as a “non-profit organisation”, it is one that represents the interest of profit-making companies. While the name of “AVPAS” may suggest that it is an altruistic vigilante that acts on the behalf of the video content industry, the make up of this organisation strongly suggests that AVPAS is a special interest group whose real purpose is to protect ODEX’s business interests. The associate members are Japanese companies that have exclusive copyright over content and distribution of anime, as well as ODEX. The vice-president of AVPAS is Peter Go, and the secretary is Sing Xin Yang (aka Stephen Sing aka XYSing). In the court ruling on the ODEX vs PacNet case, it was revealed in the oral judgement that the AVPAS letter authorising ODEX “to take such steps as may be necessary to protect and enforce Copyrights” was signed by Peter Go as the vice-president of AVPAS. The president of AVPAS is Dr. Toh See Kiat. [I wonder if Peter Go had ever consulted with the President of AVPAS before he went ahead to issue those letters. Or is Dr. Toh's capacity in AVPAS no more than a Tua Peh Kong (大伯公)?]
ODEX, and the main principles behind this company have money and they know legal professionals. They appear to be in a strong position to send legal threats to unknowing anime fans and otakus. However, that’s only in appearance.
More intelligence is needed to measure the relative power of ODEX, it will be good to have an assessment on the depth of their pockets, and the financial position of the company at the moment. Also, it will be good to find out about the number of staff they have under their employment, gauge the staff morale as well as the relationship among the stakeholders.
You need to have a good feel of ODEX’s acu-points (穴道), and identify which are the ones you can target with surgical pin-pricks.
KNOW THY SELF
For those who are rising up against ODEX, do you have an accurate assessment of your own strengths and capabilities?
For those who want to take ODEX to the task, you will have to quickly get your act together. Raising an army from scratch is an uphill task that takes time, especially if you do not have backing from people or groups with influence and resources. If an army is required, one method is to get the established otaku interest groups together to form a coalition. Speak to their leaders, who can then mobilise their own people and resources to support your cause.
While there’s strength in numbers, having a large group have its disadvantageous especially when there’s no strong leadership and everything is left to consensus. The real strength of a group is not in its size but its effectiveness in taking action. Whatever form your organisation takes, structurally it has to be quick and nimble in order to get within the adversary’s OODA loop (as well as the news cycle). Technology has made it permissive for a movement to be made up of small, networked groups working together cohesively in a decentralised fashion.
It’s likely that you’re unable to form a group that can match ODEX in terms of resources (funds, legal representatives etc). As much as you like to raise a class-action, are you able to afford taking your adversary head on? A war chest with less than a five-figure sum won’t get you far. However, you’re still able to cut ODEX down to size through asymmetric means.
Think and operate like an insurgent.
As journalists observed, those who’re up in arms against ODEX are a very IT and media-savvy bunch. Comparing the relative strengths and weaknesses of both sides, undermining ODEX’s credibility is as an opportunity that Otakus can exploit. At the same time, Otakus have to counter the perception that the downloading of fan-subbed anime is illegal and to establish the fact that fan-subs promotes the growth of the anime industry.
Pretty much, this will be a battle for the hearts-and-minds. This is a battle that will take place in the infosphere.
KNOW THY AUDIENCE
Who are your target audience? Your message should reach out to the stakeholders who can influence ODEX’s actions.
The partners/shareholders of ODEX: Whose idea was it to execute the ‘crackdown’? Is it doing your business any good?
ODEX’s Japanese-business partners: オデックスの商品が人気なく、ターゲットマーケットでの評価でも良くなさそうです。ですので、この会社にアニメ配給の免許を更新させることは本当によろしでしょうか？[ODEX products are highly unpopular and are not well received in your target market. Are you sure you want to continue extending your licence to re-distribute anime to this company?]
Video Retailers: Are those ODEX titles you stock selling at all?
ODEX’s creditors: How much longer will ODEX remain credit worthy, if their lawsuit backfires and when their products can’t sell?
ODEX’s staff: Will you continue to have a possible career in the company you are working for?
ODEX’s competitors: The anime of ODEX’s enemy is my best friend? I’m sure they’re watching this saga unfold with interest. Why isn’t Bluemax an associate member of AVPAS?
The Otakus/anime-fans: Know your legal rights. Fan-subs can be considered fair-use property. I don’t think you need to be reminded that ODEX’s products are not of collectible quality.
The mainstream media: Getting the facts right – the anime that fans and otakus downloaded are not contents ripped from ODEX’s products. Downloading anime is not the same as downloading music files ripped from copyrighted CDs. The local Otakus and anime-fan are willing to volunteer our side of the story, and are willing to engage the press on this issue.
The Internet Service Providers: Thank you PacNet for fulfilling your obligations to your subscribers. For the ISPs that consented the release of identities to ODEX, you have alot of explanation to do.
At the present moment, the target audience is certainly not the man on the street. The general public won’t five a guck about what’s going on, and there’s no need to get them involved, yet. Same for the Law Enforcement agencies and similar Authorities – Don’t expect them to be on our side (or to take sides for that matter), but we certainly don’t want to be on their shit list.
KNOW THE TERRAIN
For the battle of hearts-and-mind, you have to dominate is the infosphere. So far the Otakus have been doing a pretty good job exploiting one of the key terrain that is the Internet/Cyberspace as well as the mainstream media.
Compared to the off-line world, Netizens have a higher degree of freedom to express what they want to say and how they want to say it. However, do keep in mind that Netizens whose wetware is residing within the sovereignty of Singapore, are still bound by the State laws. Otakus must be aware that you’re ultimately responsible for their behaviour on the Internet. Threats to cause physical harm to people or property or suggestion of threats are reprehensible and could make you liable for criminal prosecution.
It’s inevitable that your battle might spill over to the off-line world. Some of you have thought of making the campaign more visible to the public – such as the distribution of ribbons, show of force etc. You have to understand that Singapore’s environment is not exactly public demonstrations friendly. You would have to run the red-tape gauntlet to get the necessary approvals, which can be costly in terms of time and money. If your activity is considered prejudicial to public order, it’s unlikely that you’ll be granted the permit to proceed. Contravene the laws, and you’re likely to find yourself slapped with a stiff fine or a prison term. Singapore don’t need another Chee Soon Juan. Don’t bring shame to Otaku-dom.
So, have a good appreciation of the terrain on which you’re operating and understand the rules that govern its use. Knowing how to exploit the terrain to your advantage can augment your strengths by several folds.
THE MEDIUM IS THE MESSAGE
You have to consider your methods carefully. A mis-step that puts you on the wrong side of the law, you’re very much on your own. Martyrdom might score you some glory, but it won’t further the cause. Militancy and mob rule won’t win you much friends in a society and system that values stability and order. Rather, you’d be made an example of and that would discourage others from pressing ahead. So, don’t do anything stupid.
Whatever means that you want to get your message across to your intended audience, it has to be within legal boundaries. For it to be effective, it has to be done via the right channel and medium. A collection of signatures (a petition) could be one method of showing force, but it has to be communicated to the right audience. If the petition is sent to ODEX, there’s a likelihood that the document will be torn up right in front of your face before being shown the intuitive middle-finger.
the yellow car is the big tree by nch85
Humour and satire works best. Not only is it fun, it makes people pay attention and they are more likely to impress upon them your message. Humour is also a stress reliever. Jack Neo has done it his way and that got the Government to address issues raised in his satirical films. For the ODEX saga, nch85 is doing a brilliant job with his animation as well as 4 Koma. The community has already created another meme with “Yellow Car is the Race Car of the Big Tree“, and this might very much be the next “All Your Base Are Belong To Us“. He’s shown but one way to fight back, in a simple but powerful method imbued with Otaku characteristics.
TURN THE THREAT INTO AN OPPORTUNITY
This ODEX saga might not be a threat, but an opportunity for the Otaku community to come together and show them some mettle and creativity. Your responses will show the Japanese anime companies that you genuinely care about their works. Convince them that they should find a better business partner who’ll accord their works with proper respect, and won’t desecrate them with bad subs. Show them that Otakus demand good quality product, and they want original merchandise. KKnM’s recent Chara Fest brought snaking queues of Otaku hungry for genuine anime merchandise from Japan. If not for fan-subbed anime, would there ever had been a market for these goods? Go figure.
