A social network service may not mean that “big one is good.” That is key tension between growth and dilution of the brand. It is social network’s dilemma. How does this company expand into new markets without losing originally and keeping his existing customers? For example, “mixi” has a member of more than 5,000,000. It was listed on the Stock Exchange in Tokyo Stock Exchange Mothers on September 14. On the business first day, excessive popularity and rushed orders disturbed the dealing. I think that it is necessary to devise a method, which we can increase new acquaintances gently while guaranteeing that it is the relations that each other know. As for present mixi, the scale is too big, so I think that there is already no meaning as SNS.
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