The Big Move of

Experiencing Game

SWOT Analysis

Reporter: Charlotte Hsu 2010, SEP.

Strength Weakness

Opportunity Threatens

Kinect with life

• Product with life

• Experiencing Marketing----Linking Life

• The best Game Machine is the one which can bring you life feeling

Human-oriented productLife Experience

• New machine----New people • Based on the past blue ocean cultivated by Wii,

bringing and attracting new layer buyers• Experiencing Marketing----Strongly linked with life• Best experience is Life experience• Best Marketing is Vivid Marketing• Best Brand is Vivid Brand• Best Game machine is the Life-experienced one

Strength

• Without controller , and you are Really in the game

• Not only for the PRO, but also for ordinary people

• Across the age limitation• Up to 4P: Bringing the whole family together• Healthy dimension: Exercised-oriented

recreation, beneficial to body and mind, with big body move sensor, like dancing, running, waving.

Strength

• Scanning personal equipment : Like skate board， tennis, badminton, clothes

• With Video Phone : Connecting with distant people, building the horizontal applicability of kinect

• With the Image-identification technology + Great Video,Audio sound effect

• With Multi-national languages : Global product with local advantage

Weakness

• Higher price than Wii and PS Move• Lacking the real feeling of holding equipment,

like shooting and aiming.• Might more be suitable in close place, to avoid

the interruption.• Not well-known enough, must be really close to

the target customers including female, children, and elderly person.

Opportunity

• New product, New technology : The era of Motion sensor games• The combination with 3D screen : Opening the new epoch of game media.• Great opportunity to design the software

with educational and learning functions : Stepping toward the family market, changing the

negative value of game.

Opportunity

• Business Alliance: Developing the multi-dimensional functions,

Making the Kinect beyond the game machine Teaching equipment in school Home-learning tools Medical rehabilitation assistant tools

• Expanding the research and innovation of additional functions :

Security Insurance, Medical Cure, Education.

Opportunity

• Exploring the New potential customers besides traditional customers

• Product clubs model (Benz, Lexus, Samsung, Sony, Kimo)

• Marketing the new equipment : seasonal marketing, like the BMW race

Demonstration and Driving of new car including the demonstration center or experiencing at home, the later can come closer to the target customers reluctant to go to the demonstration center.

Opportunity

• Becoming the Internet Platform : which can be the income besides the Premium, and feedback to the marketing model.

• Making money by platform, not only by software : Kimo Internet Shopping, dressing----combine fitting function, making players have the direct experience to fit new clothes. Another way to marketing and advertising.

Opportunity

• Becoming the broadcasting platform for Brand:

Expanding the brand marketing, but the consumers of this kind of brand must have the access to computer(kinect), like GAP, H&M, ZARA,Uniquilo (making up the deficiency of not having enough solid places)

Opportunity

• Connecting to the local custom, culture, sports, recreation.

• Be closer to nature activities by kinect. Developing local leisure activities. Dragon boat game, new leisure experience.

• Expanding the scope of different area’s activities, like from skiing to dragon boat, even skylight。

Opportunity

• Kinect can become the new era of advertising platform.

Experiencing the new house even without the sample house. Not only for ordinary new house, even for elderly home

• New software platform forming: Any product can be uploaded to Xbox-live, AND the X-

box live can earn the Premium• Cooperating with skype, for kinect has the unique of

video phone.• Connecting with Movie marketing: Disney land, the

fairy stick, the light sword, Iron Man•

Threats

• How to break the original Game Type, and attract the resource of old-game group

• How to convince the Wii players to choose Kinect

• How to prevent the malicious copycat • Will Apple come to the Game machine arena• How to breakthrough the broadcasting

approach used by Wii

The CSR in Experiencing Economics3S Model

Surprise

Sacrifice

Satisfaction

Four categories in Experience

Recreational Educational

aesthetic Super-practical

Q & A