Nintendo CEO announces transformation: will become a health entertainment company

Faced with a huge challenge from rivals in the video game Arena, Nintendo CEO Rock Iwata Satoruiwata in a letter to corporate shareholders that Nintendo plans to reposition itself as a "health entertainment company". (Health-orientedentertainmentcompany), and will work to improve people's quality of life in the future. To be fair, Nintendo's new strategy has been a real risk in the long run of losses in the company's core business, with rivals such as Sony and Microsoft scrambling to nibble on the video game market. However, it is actually a form of the "Blue Sea" strategy (Blueoceanstrategy) that Iwata had tried before, and this strategy helped to make the Wii a success, and the final sales of the game's mainframe were successfully broken through 100 million. In the mail, Rock Iwata also talked about the hard history of Nintendo's evolution from "Flowers" (hanafuda, a traditional Japanese hand solitaire game) to a gaming company like today. 1983, Nintendo released the first known as "Red and white Machine" game host Device "Nintendoentertainment System". Subsequently, the company launched in 2006 the Wii mainframe has been a great success. However, after Nintendo's Wii has been a complete failure, the launch of the soon 3DS sales are far from its former DS market performance. Therefore, in order to further adapt to the ever-changing market demand, Nintendo decided to put its business tentacles into health-related areas. "As the business environment around us changes, we decide to redefine entertainment as a business that can improve people's quality of life in an enjoyable way." And Nintendo's main mission over the next decade is to build a platform that will improve the quality of people's lives. "said the Rock Iwata. In fact, Nintendo revealed its own health and entertainment strategy early in the 2009 E3 exhibition. At the time, the company launched a wiivitalitysensor device that could be used for pulse detection. For example, when the player inserts the index finger into the sensor, the device can sense the pulse of the player. Rock Iwata had hinted that the device could be used in conjunction with the Nintendo Wii console, which is mainly for recreational games. However, the device was not officially put into the market. At present, the area of health science and technology in the United States is in its own rapid rise stage, and full of competition. So if Nintendo wants to make a splash in this area, it will need to compete not just with established equipment makers with more sensor business experience, but with the Food and Drug Administration of the United States (U.s.food and Drug administration).