On July 14, 2008, Nintendo announced a new Wii peripheral known as the "MotionPlus." This accessory builds upon the motion-sensing technology of the Wiimote and brings the remote close to 1:1 motion detection. Nintendo changed the industry with the original Wiimote and built tremendous buzz with the announcement of a device that would enhance this experience. Consumer anticipation of "real" home run derby, long-drive golf games, and swordfighting finally seemed within reach---but could Nintendo deliver?
Idea: A+
Strategy and Execution
For a few weeks in the summer 0f 2008, Nintendo had the full attention of their consumer base---and then they lost it. Press releases, official website posts, and a launch at E3 in 2008 garnered mass appeal but were followed with very few details. Even IGN, an excellent source for gaming news, had only rumors and speculation to report for months after the intial announcement. In addition, Nintendo released almost no information about the packaged-in game, Wii Sports Resort.
Total number of articles on nintendo.com on MotionPlus: 2
Most recent: July 15, 2008
Total ign.com articles found with a "MotionPlus" search: 31
Articles written since July 15, 2008: 29
Looking at numbers may seem like oversimplification but it presents a serious problem: lack of marketing message control. For almost nine months Nintendo has done nothing internally to control the message and positioning of MotionPlus. It is also now apparent, thanks to outside reporting, that Nintendo has actively sold its new technology to developers (ex: EA Sports) and is building industry interest in its application.
Instal base presents another problem:
Estimate Wii install base: 49,994,034
(Source: nexgenwars.com)
Exact MotionPlus install base: 0
For a few weeks in the summer 0f 2008, Nintendo had the full attention of their consumer base---and then they lost it. Press releases, official website posts, and a launch at E3 in 2008 garnered mass appeal but were followed with very few details. Even IGN, an excellent source for gaming news, had only rumors and speculation to report for months after the intial announcement. In addition, Nintendo released almost no information about the packaged-in game, Wii Sports Resort.
Total number of articles on nintendo.com on MotionPlus: 2
Most recent: July 15, 2008
Total ign.com articles found with a "MotionPlus" search: 31
Articles written since July 15, 2008: 29
Looking at numbers may seem like oversimplification but it presents a serious problem: lack of marketing message control. For almost nine months Nintendo has done nothing internally to control the message and positioning of MotionPlus. It is also now apparent, thanks to outside reporting, that Nintendo has actively sold its new technology to developers (ex: EA Sports) and is building industry interest in its application.
Instal base presents another problem:
Estimate Wii install base: 49,994,034
(Source: nexgenwars.com)
Exact MotionPlus install base: 0
Strategy and Execution: C+
Outlook
Nintendo has lost control of the MotionPlus message, has zero instal base, and refuses to set a hard launch date...and yet, I love the concept. As Nintendo proved with its DS handheld and Wii console, sometimes the idea can overcome major "traditional" business obstacles. The first time a Youtube video leaks with a consumer enjoying true-motion golf swings or getting slice on a tennis shot, the technology will explode. Futhermore, the runaway success of Wii Fit and the Wii Zapper demonstrate consumers' willingness to pay for peripherals that enhance the gameplay experience. A perfect prediction model involves the Wii Play combination pack which includes a game compilation and remote for $50--which has sold over 10 million units in just over 24 months.
Bold prediction: one year from this post, more than 50% of Wii owners will own at least one MotionPlus attachment.
Outlook: A+
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