A Process of Changing Competitive Factors

A case study of Nintendo Wii

Abstract

This paper deals with a process of changing competitive factors based on a Nintendo case study in a stationary game console industry. An existence game console has been developed under a product concept "high-performance game machine" with high speed CPU and GPU. On the other hand, Nintendo could not only reduce CPU and GPU performance but also emphasize the new competitive factors of communication tool for family with the simple operability of controller and family friendly game software. In other words, it proposed new product concept "the game machine by which family can play".

This paper focuses on a fundamental technology and examine the hypothetical product development process of the firm without fundamental technology. As Nintendo has not owned the fundamental technology, the necessity which searched differentiation factors caused new competitive factor creation.