SS ‘ompany Case ea e functioning. was intended to showcase MA Entertainment Exp ab some technical gt Nintendo: Winning with wii Be because Nintendo fas been a vith console but 1 that year ne Vid yt games indy for tree decades, t wa yee ad : Ninterdy aoe Sideo game consoles wy OS SPIE a was also give Nintendo Enertainment Sys x ee he cde mame was Rein as Wii and nat “Nintendo 80s. Bur iginall sith fs PlayStation and feed pire lone, Ninendy fit home console Nine 1990s, Sony en Microsoft introduced the Xbox name featured in 5 Frm glory unning 2 thou the Company ih fw lowe » g of “Wi dist marke ido’ spelling of di inten rable two people sit Nintendo intrd sere Oe deters is meant fo 3 home video game console co oie ' Xbox 360 and Sony's Pay inguishing featut sits witel petng why ide, presenting pl on 3 (PSDs wi pronounced “we” fat ne. Wis shor an Lnamate, which can be used asa handheld pining aking tunnvessally memorable w : ice 10 detect movement in three dimension, need ior abbreviation, However, sm onceived in 2001, the concept involved focusing “Revolution” over “Wii” because sds nti ard adhe pss Becoming {2eus on Power. Engineers and designers were joke, However as Nintendo respo ee brought together to develop the concept fue Bea eee bce Uk They speculated that P familiarity of 2 TV remote would be more inviting than the more typical aa complex video game conollers that i's competion: had Nintendo imentionally stayed away hems Youch-panel concept that was adopted by i De foes the ance seen ght eee nae ouch and get into the game. It TV commer SU system, ranging from urban apartment are children, tac slogan “Wi woul ket "4 “Experience a new way to play” ate suggest 8 broad-based strategy, The marketing camp. ws SUECESsUl, Pensioners as ald as 103, a0 0g Wi twee Elizabeth I, were reported to be pl a Wi in ty daily tournament es Undout btedly, the key 10 Wii's success is its wire ling to play the game asi the = ary ly. song som 38 opened up eS, While ideo games to new 9 rdcore Wit players are malesea year ater it was lbunched, Nine alpha mothers, laa a gree nd senior 2 Wi sales. BY 2008, 80 percent of eetavng market inthe US conse o Pale ener, with Xbox 360 and P53 ercet and 9 percent respective Sree wae ako proliferation of Wii parties started without any ea feas do, G Ops of et ed to get together for 2 ight of Wi gr Peo erin Nintendo 35 HECK TO jump aoe ste it saw Bre power of the pay. it patny Pane eute to create a series of invitations. On i, eee space ste it has added a dowaloadatie py park of posers, doochanges, an medals Stee sonred with the demand outpacing suppl. ty doch, Wit sold mote units in the U.S. than the Xbox asd P53 combined, In Japan the difference way saree, Wi exceeded the record set by. Xbox cies er ecome the fastesselling, game cOrsO!e a ratan history. There were shortages ofthe console nisin several make’s including the U.S, U.K. anc Canad icroxaht and. Sony experienced. losses comming to prodoce theit consoles in the hope ST hoking a longterm profit on software sales, but Nintendo reportedly optimized production costs ta ciiain 2 scant profit margin with each Wii nit told With the top-range $599 PS3 model, Sony was sf ising hundreds of dollars foreach uit sold. Nintends low-tech approach allowed ito eatn a helty profit abd be the low-price leader The Financial Times reported that this direct profit per Wii sold varied from $13}in Japan to $49 in the US. and $79 in Europe. In 2008 forbes reported that Nintendo made $6 operating profit per Wi unit sold Since its launch, Nintendo has been adding new applications to Wi. The Wii can scan weather, news and Web sites through a wireless Internet connection Besides Wi Sports, it has introduced Wii Fit, an addon device targeted at women wanting to lose weight By mid-2009, Nintendo had set record earings compared 0 the previous year. However, by product was losing is novelty and that heavy discount fom competitors were eating into Wis share a py a Nintenda oe aea nen thus announced i st rice cut tthe merimice was reduced by $50 t0 $199.99, In Si el om 2 eh a ed pecs version of Super Mario Brothers, a popular game: non Wi 8} Febuary 2011, 212 1 per Mac rts wre sD a ares acter tow pane eld 20% cea pe sens, Nien hs slé mare tan il consoles worlwide by the bepning os wri In eid2011, Ninendo reveled We nok f eaon Wi U wo dispel rains that Sytem inet tone nia ae Questions for Discussion 1, How would you deserve the Wis produc concest 2. Hes Nitendo put the ad” quetion te Ste a ase aso wy the Wi sor not here io say eM which sage ofthe produc lie cyl i the Wit Based ontat stage sNintendoenploymgaprcite ‘raheing ic aegis? 4, Develop a marking state forthe pax phase Wis produc ife re 5. Discs the potent teats to Ws hae success What will hep Nintendo aoid a pemaize declaw forthe wie Sources John Stecch, “Nintendo's Wai Console Captres New Game Marke,” wirw guaran co.uk, 10 October 207; snvvenswikipeda.crphvikiWN Dominating US. Female Gaming Market wor: nextgen. biz, 26 November 2008; “Nitendo Wii Market Analysis” ww.downlaadwigamestree com, 4 June 2009; Douglas Melngre, ‘Nintendo. WH Sales Soar Agi” www. haivinancecom, 6 January 2010; “Feb 2011: Nitendo Tom’ han, ‘Nitendo Sales Published” wow magadgets.com 2011/03/11 or"-intendo-i-siles-pubishedr--sales-comprise- eorwide; “Nintendo Lis Lid on NextGen Wi Console The Svat Times, 9 ue 2011, AZO.