분야
docxI. Introduction
II. Key strategies on Nintendo DS
1) Marketing
2) Cost
3) Product
3.1) Hardware
3.2) Software
III. Emerging threat of the Social game
1) Growing demand of the social game
2) Sony’s motion to deal with the social game
IV. Suggestion for Nintendo’s future strategy to deal with the social game
1) Why Nintendo should enter the social game market
2) Related Diversification: Software Transferring
3) Expectation
3.1) Securing New Customer
3.2) Promotion & Feedback
V. Conclusion
Nintendo could use its social game to promote its hardware and software. It is more effective to play a game in person rather than just listening or watching advertisement. For example, as one way of promoting new product, Nintendo can provide a demo version that people can play Nintendo’s new product briefly. In that sense, if Nintendo starts releasing the social game to application markets, it will make people experience Nintendo’s game more than before. Also, since the way social game is distributed is much simpler than the way general software of NDS is, Nintendo could get feedback for the software easily from customers, and get to know which point they need to develop or cut off. Subsequently, Nintendo could reflect that feedback to Nintendo’s hardware of software as fast as possible.
V. Conclusion
When Nintendo launched NDS, they won the market with bold strategies, such as targeting a broad range of consumer, lowering cost, developing unique hardware and software, and so on. At that moment, there was no crucial threat from outside the market, but the situation has been changed nowadays.
Nintendo has just launched N3DS in the U.S., Japan, and Euroupe, but the report of N3DS is much poorer than the time NDS launched [Exhibit 14], even though Nintendo is optimistic about the future of N3DS. Apparently in the current period, it is much harder to appeal N3DS’s attraction to customers than any other time because of the new emerging threat from the social game with a smartphone and a table PC. Moreover, unfortunately, the N3DS’s biggest attribute, which makes people experience 3D effect without any glasses, is not well-made as much as even Nintendo expected: the company announced that they would keep upgrading N3DS with supportive patches. Under this circumstance, even some experts predict that portable game machine will disappear in the near future because of smart devices.
After all, in order to succeed N3DS, Nintendo should concentrate on promoting N3DS more than ever, so people know what benefit they can obtain from N3DS. In that sense, Nintendo’s current strategy toward smart device needs to amend in a way to collaborate with a smart phone and a table PC. Unlike Sony, the good thing is that Nintendo still own its exclusive software, which means there remains a compromise to create a different source of profit with smart devices. It is time to consider the new threat and to change, not to insist sticking current position.
