In a recent Forbes.com interview, Perrin Kaplan, vice president of marketing and corporate affairs for Nintendo of America discusses its implementation of Blue Ocean Strategy and its direct effect in the development of Nintendo's new gaming product, the Revolution.
"Seeing a Blue Ocean is the notion of creating a market where there initially was none--going out where nobody has yet gone. Red Ocean is what our competitors do--heated competition where sales are finite and the product is fairly predictable. We’re making games that are expanding our base of consumers in Japan and America."
How does Nintendo aim to achieve its goals? Forbes.com reports:
1. Focus on Core Business: Games. Nintendo has always been a gaming company so focusing on the creation of new games such as Nintendogs, Animal Crossing and Brain Games has attracted a new base of traditional non-gaming consumers.
2. Product Innovation. The new gaming console senses depth and motion from players thus adding a whole new element to the play experience. Additionally, in a move to capture the nostalgia market, the new console allows players to download every kind of Nintendo game dating back to its original gaming systems.
3. Technological leaps when they matter. Nintendo has chosen not to make it a priority for its games to be enabled for high definition play. This move allows Nintendo games to appeal to a wider consumer base (those who use their gaming system with a regular television rather than HDTV) while at the same time allowing Nintendo to focus on the gaming experience rather than getting caught up in technological obstacles.
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