“Creating Blue Oceans is not a static achievement but a dynamic process. Once a company creates a blue ocean and its powerful performance consequences are known, sooner or later imitators appear on the horizon. The question is, how soon or late will they come? Put differently, how easy or difficult is blue ocean strategy to imitate?” From page 185 of the book Blue Ocean Strategy (co-authored by Professor W. Chan Kim and Professor Renée Mauborgne).
This week we have two powerful examples for our readers of continuous Blue Ocean creation which come from Nintendo’s highly successful and best-selling Nintendo Wii. Today, we start with the latest iteration, the Nintendo Wii Fit. It seems that with the launch of the Wii Fit, Nintendo looks fit to capture an entirely new marketspace — those interested in health and exercise. Be sure to turn in tomorrow for our second example.
From the Nintendo website:
The active-play phenomenon started by Wii Sports now spreads to your whole body thanks to the pressure-sensitive Wii Balance Board (name not final), which comes packed with Wii Fit. The board is used for an extensive array of fun and dynamic activities, including aerobics, yoga, muscle stretches and games. Many of these activities focus towards providing a "core" workout, a popular exercise method that emphasizes slower, controlled motions. Family members will have fun staying active and talking about and comparing their results and progress on a new channel on the Wii Menu.
In fact, in advance of its arrival in the USA, the Wii Fit has already been a hit in Japan where it has sold over a quarter of a million copies during the first week it was launched in December 2007. And by the end of March 2008 it had sold almost 2 million copies there.