1. Evaluate the console gaming market
• Size of the existing console gaming market. Console-enabled video games sales were estimated to reach $40 billion globally in 2007. The US Console market has grown almost by 89% from 2004 to 2007 (Exhibit 9).
• Who are the gatekeepers (the collaborators)? That is, who does Emotiv need in order for them to get their headset to market? The hardware gatekeepers Emotiv identified in the case study were Sony and Microsoft because their technology was compatible with Emotiv’s EPOC. Nintendo, a big player in the market was excluded due to lack of computational power in hosting EPOC. The software, 3rd party publishers, like EA and others, are necessary to ...view middle of the document...
And in the belief/liking stage, Emotiv wasn’t able to sell the “likeability” factor of the EPOC technology to Microsoft. While they found EPOC, “interesting” they didn’t feel the pressure to be the first to market. Microsoft had doubts the technology would succeed. Emotiv also didn’t make a strong case as what are the points of difference (POD) with EPOC. It is an “interesting” product but without creating a fantasy “component” it did not win over the Execs.
• How will they gain if they can get one of the console makers to back the technology?
There will be easy access to Awareness, Belief/Liking. Similar to the Chicken-Egg-Coop problem, if Emotiv can create an alliance with one of the big three gamers or in the PC Gaming market, it will stand to increase the gaming market share.
2. Why is there currently lack of interest from the console makers, Microsoft and Sony Corporate in this new technology?
Microsoft had a “wait-and-see” approach for integrating new technologies. Microsoft believed that others should do proof of concepts for them, and if any would become a success, then they could come in...