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'Microsoft Xbox 360
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'Nintendo Wii
Sony PlayStation 3
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360 (4Q 2005—4Q 2011).
Source: Company quarterly earning reports from Nin-
tendo, Sony and Microsoft (2005-2011). Note: Beginning with Q1 FY 2007, Sony
changed the method of reporting hardware units from production shipments to
recorded sales.
life cycle amid doubts about the sustainability of the system's technological
performance compared to competing systems and its more fi ckle and less
dedicated user base. By introducing a large number of additional periph-
erals and new game concepts, the Wii managed to remain interesting for
consumers. However, eventually the sales gap with competing systems
decreased. In 2010, these competing systems had released their own ver-
sions of motion-sensing devices, the Microsoft Kinect (November 2010)
and PlayStation Move (September 2010). The Wii's platform had a shorter
life cycle than the competitors' systems with Nintendo releasing its next-
generation console platform (Wii U) in 2012.
DISCUSSION AND CONCLUDING REMARKS
The chapter has analysed the innovation process behind Nintendo's Wii
video game console, which introduced discontinuous product attributes in
the form of a game controller with a new interface for players. Wii develop-
ment was inherently shaped by Nintendo's cognitive frame in the innova-
tion process that facilitated the exploration and selection of discontinuous
product attributes for the video game console. The interpretation of the
Wii opportunity was an example of how both continuity and changes of
Nintendo's cognitive frame shaped the innovation process.
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