The document provides an agenda and context for a final client presentation by the Thoreau Group 2 on innovation for the electronic gaming industry. It identifies key trends driving change in the industry including increased online networking and the success of Nintendo's Wii and DS Lite consoles. The presentation aims to envision the future of the industry and uncover business opportunities. Two high-potential opportunities identified are WiiShop, a virtual shopping mall platform within Nintendo's online networks, and WiiLearn, using games for collaborative online education.

2. Innovation for the Electronic Gaming Industry
Final Client Presentation

3. The team
HULT International Business School, 2010
Thoreau Group 2
Alejandro Agustin Cejas
Carlos Then
Dhairya Mitawalkar (DK)
Diana Matei-Golopenta
Kiran Dhamodharan
Tadashi Sakashita

4. Agenda
• Context
• Aims
• Opportunity Insights
• Seeing the world in different ways
• Business Opportunity Map
• Fields of play
• Robust Concepts
• WiiShop
• Executive Summary

5. Context
Drivers for change
1. There is an increasing need for people to interact and network on the internet. Customers are
much more open to cross-border communication and prefer meeting new people online.
Customer buying behavior has also seen a trend towards online access since online security
has improved making it comfortable.
2. Nintendo is already leading the closest console competitors through its Wii and DS Lite. Our
target market segment is not just the hardcore gamers, but families and children too.
Nintendo also is fast developing its online network to allow gamers to share their profiles,
games and achievements.
3. With a younger and family target market segment, Nintendo has the flexibility to provide new
value added services without affecting its brand image.

6. Aims
What does the future look like?
US $6billion
US $3billion US $2billion US $4billion

7. Opportunity Insights
Mega Global Forces Competitors & Substitutes
Social, Technological, Economic, Political, Environmental
1. Interactive education
• Languages, Architecture, 1. Governmental involvement
Environmental issues, 2. Aging population – life expectancy
Exploration increasing
3. Per-capita income in developing countries 1. Consoles: PlayStation3, XBOX360
2. Health “Gaming beyond borders”
3. Virtual Shopping
4. 2. PC Games
5. Environmental :
4. Social/interactive Gaming 3. Handheld: iPhone, PSP. Gameboy, DS Lite
1. Digital game distribution
• Virtual life simulator 2. Power consumption 4. Social gaming: MMORPG, XBOX Live, Playstation Network
5. Online dating 3. Accessories hardware 5. Upcoming: Microsoft’s project Natal, HealthVault
6. Gesture based interaction 6. Useful applications 6. Outdoor activities
7. Home entertainment • E-Readers
• File management 7. Work
8. Being "part of the game” 7. Family gaming 8. Home entertainment – movies, songs, Netflix, Redbox
9. Population demographics, Income 8. Military simulations
distributions, Social mobility, attitudes 9. Game piracy
towards work, consumerism, cultural 10. Decline in cost of technology
change
Changing Capabilities Customers
Competences, Suppliers, Partners & Networks Consumers, Channels, Influencers
• Competencies: Technology Innovations, Telecommunication , project
collaboration, video conferencing, Customer Service, backward compatibility
• Capabilities: Software updates,
• Software suppliers: Educational software, free world explorations, interactive • Diverse segment of students, employees, military troops, seniors, mothers and
games, social networking, health focused, sports, first-person games, brain fathers, families, multi-generational gamers
teasers, strategy, arcade • Channels: Physical electronics retailers, online electronics retailers, partners,
• Hardware suppliers: Optical laser units, controller chips, power supply, Online games, Retailers, WiiWare, Online Auction Sites, Classified Ads.
device suppliers, memory card, AV optical and S-video cable, carrying bags, • Influencers: Social media, customer loyalty programs, Word of Mouth,
console and accessories. cultural trends, life-style change, online networking
• Other Suppliers: CDs, HD, electronic components, softwares, game writers, • Entertaining family alternative.
packaging, manuals (documentation), others.
• Partners: Hotels (Westin), Online gaming retailer (Gamestop), movie and
song rentals (Netflix), universities and schools, game developers, social
networking (facebook), fast-food outlets (McDonald’s)
• Networks:

8. Seeing the world in different ways
Process
New applications
1. We uncovered a wide range of trends impacting your company
and selected two that had high impact and high uncertainty for
your company
Conventional H/W Hi-Tech
2. We created different scenarios to trigger new ideas and
Traditional games
opportunities
3. We collected all idea fragments from the future, our current
company, and those of our competitors and partners onto a Business
Opportunity Map
WiiLearn Online WiiShop
Networks

9. Business Opportunity Map
Markets Customers Segments Behaviors Needs
Customer • Asia •Students •5-18 yrs •Entertainment value •Entertainment
Other
•Cost
•America •Families •19-50 yrs •Collaborative game-play •Education
Experience •Europe •Teenagers •ShoppingDDDD •Health
•Availability
•Competition
Markets, Customers, •Australia •Adult gamers •Interactive education •Social Interaction
Behaviors, Needs •Middle aged •Environmental awareness •Shopping
Product Services •Social interaction Applications Applications Other
•Console •Customer svc •Online shopping •Sports •Communication •Partnerships
Offering •Accessories •S/W Updates •3 D virtual games •Children education •Shopping •Reviews
•Games •Game downloads •Manuals •Adult education •File management •Bundle deals
Products, Services
•Educational •Application downloads •Online network •Movies •Collaborative work •Backward
•Networking •Online HELP •Post-sales service •Music compatibility
•Online electronic stores •Retailers •Wholesalers •Home delivery
•Online game stores •Auction sites •Rentals •Cable networks
Delivery •Virtual shopping mall •Classified ads •Vending machines
•IT showrooms •WiiWare •Supermarkets
Channels, Logistics
•Catalogues •Airports •Roadshows
•Website •Competitions •IT shows
•Nunchuk – Movement sensor •Bluetooth Competences Capabilities
•Accessories •R&D •Technological innovation New segments
Production •Communication capabilities •Virtual interaction •New segments •Hi-tech
Technology, Processes, •Speech to text •Partner suppliers •Hardware •Family oriented
Assets •Text to speech •Outsourced production •Software •International exposure
•Wireless •Creative marketing and sales •Backward compatible •Hardware
•Identify gaming trends •Software
•WiiWare •IT showrooms •Game review sites •Low cost
Business •WiiConnect24 •Catalogues •Game retailers •Accessories bundling
•Gamestop •Other gaming sites •Electronics retailers •Gaming bundles
Model •Online electronic stores •Rental services •Hotels •Online access
Networks & Partners, •Online game stores •Cable networks •Family interaction
Pricing Strategy •Airplanes

10. Fields of Play
New Applications
Scenario 4 Name Scenario 1 Name
WiiShop
WiiLearn • Virtual malls and social networking experience
• Nintendo will offer the Wii2 • Partnerships with Zara, Burberry, other designer brands
• Educational games partnering with governments, schools, • Able to earn virtual money which can be used as coupons that
colleges and online encyclopedias all around the world can redeemed for stuff WiiShop
• Games will all be 3d and in LED technology. WiiLearn
• Customers children from 6 to 18 primarily, everyone in general.
Home Entertainment
• DVDs
Trend 6
Conventional H/W & S/W Technological
Environmental breakthrough products
Scenario 3 Name
Friendly Scenario 2 Name
Online networks Environmental
Online •
•
Networks
Military
Simulations
Traditional Games

11. Fields of Play
Our analysis has resulted in 4 different fields of play.
WiiShop
Providing online social lifestyle through virtual shopping mall platform to and for female
customers to meet the shopping, gaming and networking needs through the Wii networks.
WiiLearn
Providing a fun-filled collaborative way of learning through games. For school going children
(under 15 years of age), through online networks and customized educational courses.
Military Simulations
Providing simulation games in which warfare can be tested and refined for the military training
purposes.
Environmentally friendly gaming
Providing environmentally friendly solutions to customers’ gaming needs through energy saving
consoles, nature friendly accessories and green packaging and delivery services.

12. Robust concepts
Evolution of the Electronic Gaming Industry:
NEXT? (Consumerism and Socializing)

13. WiiShop
The Biggest mall in the world!
Imagine the place which sells everything!
Your designer brands, electronics, sports
equipments, accessories, movies, music, etc.
etc. etc. all in one huge mall. Shop, play
games, win discounts from contests and
window shop. No pesky salespeople. On
the spot review for items, compare prices,
and once you shop you can just keep
walking around without the need for
carrying those numerous bags. Bump into
long-long friends and meeting new
interesting people while strolling down the
various floors. That’s bliss!

14. WiiShop
The world at your finger tips!
With Nintendo’s advanced movement sensor technology, we can finally do away with the
controllers. No need to hold anything or press buttons. Gesture with your fingers and decide your
next destination. Interacting with the virtual environment and almost feel the silk dress.
Partners
Online retailers, designer brands, movie and music retailers, etc. all will be eager to participate in
this venture. Since USA boasts the biggest online consumer base, WiiShop provides the ideal
network to reach the final customer.
The future?
Is here! Nintendo’s development of the next stage of movement sensor technology removing
the need for physical controllers will make this a truly blissful experience for its customers.

15. Executive Summary
Competency
Nintendo’s leadership in technology, service and its ability of catching consumer trends before
the rest of the market drives its innovation.
Trends
Our research has shown a trend in shopping and educational software. Customers need more
value added services and Nintendo’s focus should be to fill this void.
Fields of Play
We have recognized business opportunities in value added services while providing a social
interactive environment for the customers. We recognized WiiShop and WiiLearn as the FoPs.
Value Proposition
Meet your friends and make new ones while exploring the various virtual shopping malls in the
world. Like a dress, buy it or get your friend to try it online! Why not catch a movie in one of the
online theatres?! Participate in contests to win that Armani bracelet.. Roaming the world while
not leaving your doorstep has never been easier!
Market Segment
Teenagers, young and middle-aged adults – primarily in developed countries.
Partnerships
We will need to partner with designer brands, movie and music sites, online retailers, bookstores,
travel agencies and online payment sites.

16. Thank you!