Wii By Ivy Cheng
What is Wii? • Nintendo video game console Wii Console Wii Remote WiiNunchuk
What is Wii? • To truly understand how Wii revolutionizes gaming, you have to experience it for yourself. • Quite simply, Wii is for everyone. • Multigenerational family • Young male and female • Non core gamers
What is Wii? • Wii is not just a gaming console, it's a reason to get together with your friends and family and play today's hottest games. • Create your own Miicharacter to star in Wii games. • Play with friends online over Nintendo Wi-Fi Connection or use the Internet Channel to surf the net from your sofa. • Download classic Nintendo games using the Wii Shop Channel.
Wii Value Proposition • Ease of use • Interactivity • Social gaming machine • Experience
Wii Target Audience • Wii play for all! • Wii target audience: • Non-gamers (largely of female gamers and male gamers of all age types) • Hardcore gamers • Multigenerational family • Lapsed gamers
Consumer Value • Ease of use- save time • want quick fix of fun and gaming kept simple and to a minimum Efficiency • audience as a whole just needs to gain a general understanding of how Wii works. Frequently, the key of efficiency is convenience-in which case, “time” is as a denominator representing the key input of concern. • Time-related value
Consumer Value • Interactivity • interaction between subject (gamer) and object (Wii). Having fun and thereby characterizes the intrinsically motivated side of the familiar distinction made between work and leisure PLAY • motion-sensitive and allows players to replicate movements and actions they would normally act.
Esteem Consumer Value • Social gaming machine • 'Wii Would Like to Play' Reactively appreciate own consumption or lifestyle in a somewhat passive way as a potential extrinsic means to enhancing other-oriented public image. • "It's a social pursuit" • More people, more fun!! • Words of mouth • Fear not having Wii
Customer Experience Management (CEM) • Experience • “The process of strategically managing a customer’s entire experience with a product or a company.” (Bered H. Schmitt, 2003) • CEM has a broad view of how a company and its products can be relevant to a customer’s life. • CEM provides value to customers by delivering information, service and interaction that result in compelling experiences. It thus builds loyalty with customers and adds value to the company. • The five steps of the CEM framework
Customer Experience Management • Experience • relevant to customer’s life An appealing “look and feel” in logos and signage, packaging, and retail spaces. Appropriate experiential messages and imagery in advertising as well as online • valuable by delivering interaction to customer • appealing in designs of look and feel • Appropriate experiential imagery in advertising
Marketing Strategy • Technology from people • Nintendo is trying to bring non core gamers back to gaming. Wii won’t equal video game but Wii aims at meaning fun. • Nintendo focuses on the consumer’s feeling rather than its product. • Nintendo is the human face of gaming. It is gaming for everyone, not just gamers.
Future Strategy • 1. Technology needs to be designed for people, not just for technology. • 2. Engaging in continuous innovation with decreasing the safety problems while playing.