The secret of Nintendo’s one-century experience and survival from a narrow escape is to consolidate old technologies to meet the simple requirements of players’ pursuit of fun. Make the game into each family is considered the only mission of nintendo ds lite. Today its total market valuse has reached 79 billion U.S. dollars only next to Japan's second largest market value companies of Toyota. According to financial statement of the first quarter in 2008, Nintendo shows that its operation revenue achieve to 3.9 billion dollars, and the sales volumn of Wii hardware is 5.17 million sets and NDS is 6.94 million sets. In the same quarter, the turnover of PSP and PS3 of Sony, its biggest rival, are but 3.72 million and 1.56 million respectively. Up to now, Will sold 29.62 million units. But DS sold 77.54 million units on total.
In 2001, market structure is on the contrary. Nintendo suffered a crushing defeat for Sony and Microsoft, and it was forced to drive down from the boss. How did the r4 card company face the losing battle which with long and old history,how did it brushwood and tasting gall and get it's power again? In 2002, the founder Fusajiro Yamauchi left off his post and Iwata took over his place, becoming CEO. He determined to break the caldrons and sink the boats and pack up the pressure of leaving to drastic break the existing framework and try a new strategy, design different games for the different people to expand the game population.
Nintendo DS (Double Screen) Handset games is the first test products of Satoru Iwata, DS break through 5,000,000 Japanese sales volumes within 14 months, becomes this milestone which most quickly to achieve 5,000,000 games in Japan. The appearance of DS is characterized as dual displays and touch-screen design. Actually, the software is its Sunday punch. Except for the Animal Crossing DS for children, there are Brain Training for the old men to avoid Alzheimer’s disease, the Nintendogs is a pet game for the female. “From Mario Forever in the very beginning to Braining Training and The Legend of Zelda afterwards, DS took the lead in carrying out the expansion of game-playing population in practice.” , an insider said.
Why does Satoru Iwata get such creation? Actuall at that time there are two books popular in the nds that are << bule ocean>> and <>. In Japan, Nintendo not only face competition between the same industry, the greater challenge lies in the problem of the whole industry face. Such as the problem of shrinkage of game population and the coming of old-aged society, and also the challenge from the entertainments such as movie, net and book store.
“Satoru Iwata has discovered this point keenly, has developed the three big markets player of silver-haired race, the child and the female.”This public figure said. It is such an acute discovery that injects Nintendo new blood and helps it continuely to create a myth in the game industry.
