The document presents a SWOT analysis of Kinect as a gaming platform, highlighting its strengths in offering life-like experiences without controllers and promoting family-oriented activities through motion sensing technology. It identifies weaknesses, such as a higher price point compared to competitors and limited market awareness among key demographics. The opportunities for Kinect include expanding into educational tools, forming business alliances for multi-dimensional functions, and leveraging it as a new advertising and broadcasting platform.

1. The Big Move of
Experiencing Game
SWOT Analysis
Reporter: Charlotte Hsu
2010, SEP.

3. Kinect with life
• Product with life
• Experiencing Marketing----Linking Life
• The best Game Machine is the one
which can bring you life feeling

4. Life 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

5. 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.

6. 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

7. 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.

8. 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.

9. 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.

10. 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.

11. 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.

12. 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)

13. 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。

14. 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

15. 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

16. The CSR in Experiencing Economics
3S Model
Surprise
Sacrifice
Satisfaction

17. Recreational Educational
aesthetic Super-practical