DVD Rental Vending Machines turning up in Japan

You must have heard about itunes, Amazon, Netflix, CinemaNow, Movie Link who are battling for the online Movie rental space in the customer`s heart.
At the time when in the US the war is about who will be the biggest online Movie Rental retailer, at the same time in Japan known for its technlogy touching people`s life is gearign up to introduce more and more in DVD Rental Vending Machines in the premises of the main railway stations in across the Tokyo.


THE NAME:
"JiRenKi" as they call it in Japan is the short form of "Jidou Rental Ki" (Automatic Rental Machine), is places just before the exits of the Railway Station. Tokyo is know for its one of the world`s well planned Railway System has already placed such machines in the major stations and growing like anything.This service is introduced from a company called "Astala Vista".

The touch Panel on the machine.




THE OPERATION:

It offers the user with a rental DVD in simple 3 steps.
1. Choose the DVD from a touch panel system.
2. Swap your credit card.
3. Get the DVD just as you get a bottle of Coke from a Vending Machine.

and returing it back is also done in the same order...
1. Touch "Return"..
2. Insert the DVD
3. Press Ok...and you are done.

THE PRICING:
The pricing is also pretty straight foward.

For 24 hours rental
1. New Release : 350 Yens ($ 3.05 approx.)
2. Standard : 250 Yens ($ 2.18 approx.)
3. General : 150 Yens ($ 1.31 approx.)

For 12 hours rental
1. New Release : 150 Yens ($ 1.31 approx.)
2. Standard : 100 Yens ($ 0.87 approx.)
3. General : 100 Yens ($ 0.87 approx.)

As you can make out from pricing its really very aggressive pricing so that its really affordable to people here. This pricing really makes us ponder on Steve Jobs thought process that "people want fix prices". But when I see the above price from customer point of view the pricing really seems to be practical enough, more for new movie and a bit less for a older one.This makes both the customers and Movie banners happy.

The solution may suit well in the Japanese society since the life style moves around the internal railway system network. Will the war like US will start here not is not sure yet, but the introduction of one such service can stir up the competition here too. This also makes us think about what is the best delivery model for a DVD Rental ? is it Manual like this or is it online delivery model or old school DVD rental shops or all together...or something else....well it will be intresting to watch out...