The new Nintendo console, called the "Wii", is to my mind one of the greatest current innovations. In the very creative area of video games and consoles, Nintendo has managed to find a new way to innovate: this is not anymore about launching a console which is even more powerful, realistic (thanks to a better resolution), even more technologically developed.
The Wii brings a new interface, a particularly nice design and in my opinion, a new philosophy. But it is way less powerful than its direct competitors, the consoles from the last generation like the XBox 360. What is so innovative about the Wii is the very intuitive interface. To play, you just need to move your hand holding the one-hand remote (the "wiimote"). Thanks to a new technology which detects the physical gestures and to a system similar to Bluetooth, you can control what is happening on the screen. This idea went probably from the observation a very instinctive habit when playing regular videogames, especially at young children but not only (I sometimes surprise myself to do it!): instead of just pushing the buttons of the remote, you are tempted to move your hands (and sometimes your entire body) in the same direction as the car or character you are controlling. I think this is where the idea came from. The Wii takes this instinct into account and it is no longer ridiculous to move in front of the console, now it is just the right way to play!
This can be linked to an article from the Harvard Business Review: it describes a new technique that companies use to innovate, called “empathic design”. The idea is to observe chosen customers while they are using a product, and see what could be useful to them that they don’t necessarily say (most of the time because they don’t realize this could help). I don’t know if Nintendo used a similar approach to find about the necessity for a lot of players to “follow” the movements that appear on the screen, but it would not be surprising. When people are doing that while playing videogames (and most of the times get laughed at) they just feel stupid and try to stop their “crazy movements”. None of them would say to the videogames companies: “ I want a console which allows me to move and do crazy signs in front of my computer!” That is why observation is the key to these kind of innovations.Aside from this system, the Wii is relatively easy to use in general, and this is why the target market is different than the XBox market: this is not supposed to reach experienced players (essentially men), but a really broader and more feminine market.
This can be linked to an article from the Harvard Business Review: it describes a new technique that companies use to innovate, called “empathic design”. The idea is to observe chosen customers while they are using a product, and see what could be useful to them that they don’t necessarily say (most of the time because they don’t realize this could help). I don’t know if Nintendo used a similar approach to find about the necessity for a lot of players to “follow” the movements that appear on the screen, but it would not be surprising. When people are doing that while playing videogames (and most of the times get laughed at) they just feel stupid and try to stop their “crazy movements”. None of them would say to the videogames companies: “ I want a console which allows me to move and do crazy signs in front of my computer!” That is why observation is the key to these kind of innovations.Aside from this system, the Wii is relatively easy to use in general, and this is why the target market is different than the XBox market: this is not supposed to reach experienced players (essentially men), but a really broader and more feminine market.
Besides, I also think that the Wii looks a little like the Ipod, with its very white and pure design (and like the revolutionary mp3 player, it will soon be available in new colors). This can be also a track to understand how Nintendo came to the conception of this 5th generation console: it is essential while brainstorming to look around, not only to the competitors but also to other segments: this can bring a lot of new ideas. The example of the successful Ipod was impossible to miss. And the choice of the name, “Wii”, is to me similar as a very simple and symbolic word: Wii as for “we” in English (and “oui” means yes in French: this is a very successful name on the French market)
As a conclusion, I find this new revolutionary console (which first name was precisely “Revolution”) a very exciting product. However, after the “new” effect, I am afraid that its success decreases. When it was launched, a lot of videogames players around me told me that they were dreaming to have it. But a few months later, all they were talking about was the Xbox360, because after all, it is much more powerful… That is why the Wii really had to find new customers among videogames neophytes, because in my opinion the regular players will stay loyal to the most powerful console.
As a conclusion, I find this new revolutionary console (which first name was precisely “Revolution”) a very exciting product. However, after the “new” effect, I am afraid that its success decreases. When it was launched, a lot of videogames players around me told me that they were dreaming to have it. But a few months later, all they were talking about was the Xbox360, because after all, it is much more powerful… That is why the Wii really had to find new customers among videogames neophytes, because in my opinion the regular players will stay loyal to the most powerful console.
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