The DS Lite was still blue ocean.  Both it and the original DS do things that no other handheld does.  They have no competitors, so they are blue ocean.

The DSi has added features that other handhelds already have.  It now has competitors, so it has stepped back into the red ocean.

But still will only be for people already interested in gaming. People not interested in gaming will not care if you can play games with a camera or not. This distant customers the Blue Ocean strategy Maltrom talks about are people not interested in gaming. How could you attract those people? By offering non gaming capabilites.

Because of the Blue Ocean characteristics the DS already has, it will be easier to create new gamers in these system, than in the iPod or PSP. Is Nintendo in the Red Ocean for doing this? We'll have to wait and see, but at least they are not competing in offering the best specs, but differentiate themselves with different experiences.

From the theoretical standpoint, the DSi is very much still in the Blue Ocean. No game system (or indeed, camera or media player) has any focus on the features it most prominently brags of.

The camera may not be particularly impressive resolution-wise, but it's not intended to be used as a typical camera anyway. It's mostly there for the "fun" value of taking pictures and messing with them, and not trying to be the "best" camera. The music playback also does not behave the way a typical music playback device does. You can mess with the tracks and speed them up, slow them down, remove segments of the song, etc. Again, the main value is making it "fun", and not about giving the "best" experience.

Neither of these values is focused on by any other product on the market. Neither one has been even so much as attempted, unless you count the Photo Channel having a built-in mini-editor on the Wii. The big question at this point is, how well will it draw in distant customers? They are the target market, there's no question of that. Not just distant to gaming, but distant to cameras and music players, too.

you guys should think outside the box..we want games that use the camera..

people who are not into games..might like a camera that uses a game..

@_@

if you get what i mean..you don't use the cam to edit photos..you need photos to use the editing 'game' so to speak

it's the manner in wich you use it..

I strongly believe they are aiming for the distant customer..as we can see..alot of people who are already interested in it don't like it..or ask themselves why it even exists..

we should ask someone entirely distant from the market for their opinion

a game with camera functions will not pull a distant customer..but someone who like photos or music..

might be interested in the simple audio editing as well as the picture editing..as it is fun and a game in it's own right

but not a game that uses the camera..

it's the other way around..see?

@Soma

I think that they have moved back into the red ocean. Those people not interested in gaming could get an iPhone. I also think that the people who are not really interested in gaming, are not paying a whole lot of attention to the DS anyway. And if they do know enough to know the new features, then I think they probably also know about the PSP's and iPhone's similar features.

 It is in the sense that it is still a DS. It is not a new jump into it though. It appeals to the same basic demographic that the DS did, but now is sleeker and sexier. What you are saying is essentially my arguement quite honestly.

 @deathcape
What I am not getting is why people take what Malstrom says as gospel. No, the DS lite was not some second pillar strategy to reach out to new people. No one will buy a DS lite just because of how it looks. They will buy it because it looks good and has games to sell it. You want to know what is pushing the DS into the non-gaming market? Look at its software library. Brain Age, Cooking Mama, Nintendogs, and a host of other new and interesting games that are not targeted at the core gamer. By your arguement, the PSP slim was blue ocean because it made it slimmer.

 @Soma
Wii Sports is a game and blue ocean yes? Thats what I mean. Blue ocean is a strategy where you appeal to a whole new group of people your competition is not targeting. Moving more into your competitors space cannot be called blue ocean as a result. Adding the functions your competition has cannot be blue ocean.

thank you Sky Render..you are Maelstrom's brother XD

no..really.. >_> are you?

in any case..listen to him...he gets it better than anyone here for sure..
including me

 Here is the catch though. The iPhone currently offers those same abilities. The arguement falls apart because it isn't unique but an existing feature on a competing product.

@ theRepublic

Yeah, but it still is a different experience from a traditional camera. Sky Render made a good point, the DSi may attract people not just distant to gaming, but distant to cameras and music players, too.

Gnizmo...you take all my replies out of context to make your standpoint make sense..

I NEVER said the DSlite by itself was blue ocean..neither is DSi.

DS in itself..as in all are Blue Ocean products..I said each of them was a step in that process

go read the first post..read step two again..and you might understand what I'm saying

so PSP being an incumbent..making it sleeker doesn't help it...not the way it helped the DS

I'm waiting for your reply and how you will take apart my post and take every bit out of context again