Gu Ao was not keen on archaeology in his previous life, so his understanding of the early development history of the game console industry was almost limited to watching Director Ao’s videos on B.com.

For example, he certainly knew about the famous "Adari collapse". After all, at least tens of thousands of up owners on B.C. said that in the Christmas season of 1982, Atari released an epic bad guy "ET Alien", which destroyed the credibility of the industry and ruined the entire American game console industry.

Previously, Atari had more than 10 million units in the United States, with tens of millions of units sold worldwide. 28% of American families bought their game consoles, and the global market share of home computers exceeded 80%...

Then because of the instant explosion of "ET Alien", he died on the spot, and the output value of the US game industry dropped by 97% within one year...

It gave Japanese manufacturers such as Nintendo, which were almost in its infancy, an opportunity to rise miraculously.

From this we can see that at least before 1982, Japanese companies such as Nintendo were very weak in the global game industry, and they were even just starting out.

When Gu Ao saw Director Ao explaining the origin of the Japanese gaming industry in his previous life, he mentioned a game called "Space Invaders". This is said to be the first officially released interactive shooting game in history, and it also opened the category of "shooting games".

This game appeared in the end of 1978 or 1979, and it should be popular and will drive the entire Japanese manufacturer to truly be jealous and enter the electronic game console industry.

At the same time, because the concept of "shooting games" became the first in Japan, Japanese manufacturers have accumulated a lot of money in this regard, and left a frontier position for Japan to challenge the Americans. And with this advantage, after three years of development, it caught up with the good opportunity for the demise of the Americans.

But now Gu Ao's results in investigating the market have not found any traces of the "space invaders".

Other followers who were induced by this fuse naturally had no way to follow.

However, after talking and researching with the bosses of Akihabara who also operated arcades such as Gao Sha Kangseong, Gu Ao caught a clue: In the first half of the year, there were indeed market researchers and new product developers of an arcade company who came to sell them some ideas, which were "electronic shooting games with screens" to test their willingness to invest in new project products.

But it may be that the customer feedback was bad, and the matter was left in the end.

Gu Ao spent a few cigarettes and some small gifts and found out that the arcade company was called "Taidong", and even found out that the person in charge of the product concept was called "Xijiaojun".

"Thank you so much, Gao Shasang, I wish you a prosperous business."

After obtaining useful information, Gu Ao generously stuffed a pack of cigarettes and found out where Taidong Company was located, and then took Yang Xin straight away.

...

After walking around the streets of Tokyo for two hours, Gu Ao and his party finally arrived at Taidong Electric Appliances in the suburbs.

The electronics/electrical appliances industry, production, R&D and marketing departments in this era are not clearly separated, and there is almost no habit of finding OEM factories.

Therefore, the office building of Taidong Electric Appliances is a strange building integrating with the assembly workshop and warehouse. The three floors below are factory storage and transportation, and the offices are all upwards.

Gu Ao brought his business card and the title belonged to the copyright agency, so after a little communication, I asked about the location of the Xijiao Tomohiro office of the Technical Department, and then came in smoothly. There was no strict visiting procedures and confidentiality system. It should be that the company is not prominent and is not a leader in the industry, so I don’t think anyone will have any ideas.

The first floor is full of pinball machines and slot machines, all of which are electric gambling tools or accurate gambling tools. It is the electric entertainment equipment with the highest profit margins and best sales in this era.

Especially the marble machine, although the gambling is not as serious as the slot machine and the speed of scrapping money is not fast, it is because it does not require any business authority. Any electrical house, bar, disco, shopping mall... can be operated together, so naturally no one is willing to let it go.

This is a machine that does not require qualifications to operate the gambling industry but can share profits from the gambling industry. Who would think it is too much?

"Are you Mr. Tomohiro Nishikaku?" Gu Ao rushed straight into the office of the technical department, but no one stopped him and found the table with the name tag on the table with "Xijikaku" written on it.

It seems that this Xijiaojun’s current situation is not very favored.

"I am, who are you?" Nishikao Tomohiro was a little confused and didn't understand why someone outside the company would visit him directly.

Are you usually looking for colleagues from the marketing department or purchasing department?

Moreover, Gu Ao and Yang Xin both speak fluent Japanese, and the appearance of Chinese and Japanese is not much different, so he can't recognize that he is a foreigner at all.

At most, I just think these two visitors are so handsome and tall.

"I will introduce myself to my Chinese. This is my business card, who operates an intellectual property agency in Xiangjiang."

Nishikaku Tomohiro looked through the business card in a daze: "I wonder what Gu Sang has to do with me?"

Gu Ao did not show an urgent attitude and asked slowly: "I found out from the boss Gaosha Kangsei of Akihabara that you were responsible for your company in the first half of the year when you tried to launch a video game that would shoot against each other?"

This is a basic negotiation skill. You cannot make people feel that you are very interested in this thing, so as not to raise the other party's psychological price.

"It's true, but it was later rejected by customer surveys from the marketing department..."

"Can we talk about it in detail? Maybe we will be interested after analyzing it clearly."

"Okay" Nishikaku Tomohiro didn't think there was any problem, after all, this is a project that has been shot.

...

Half an hour later, Gu Ao heard a classic case that was enough to be written by later generations Clayton Christensen into "The Dilemma of the Innovator".

Christensen, a professor of management at Harvard University, has studied the countless iterations of each generation of hard drive companies in the US hard drive industry. In 20 years, 20 companies will go bankrupt and shut down 19 companies, leaving only one company to survive for the next 20 years.

And so on, each generation has a 9% mortality rate.

The culprit of this situation is that Christensen analyzed is the "inertia of market research".

When a company that produces 14-inch hard drives investigates his customers that "we can develop 8-inch hard drives now, do you need them?", its customers must answer "not needed".

Because customers have become accustomed to using 14-inch hard drives for existing products and have stable structures, there is no need to pay more for greater storage density. Therefore, the best-lived company in the 14-inch era has died in the 8-inch era.

The 8-inch era lived the best, the 5.25 era died again. The 5.25 era got the best, the 3.5-inch era died again...

Companies that make hard drives for mainframes will never go to P machine manufacturers for research, and companies that make hard drives for P machine will not go to research developers for next-generation product ipod. No one can see the capacity of emerging models of markets.

On the side of Yuhong of Xijiao, Gu Ao didn't know what happened. Maybe in another time and space, he left Dog Syun and met a marketing leader who dared to bet on his life. He was like a writer who wrote innovative articles. Dog Syun met an editor who did not read "Big Data of Works". So the innovation was successful.

Now I have met a mediocre person who looks at market research and big data, so I have become a follower dog.

Who made the underlying innovation of "Fate" always subvert market research and big data? It is to have the corner where big data thinks it is "not cost-effective" to be born and overturned the entire card table.

"The bosses of the electric arcade machines all said that this machine cheated money. There was only one circuit board, and it should not be sold at such a high price. They said that even if it was mass-produced, they would not purchase the goods. So the marketing department reported that mass production was cancelled.

However, Intel's 8080/8086 and Zilog's z80 are very expensive. If you want to make a video game console, the price will not be lower. It is downstream operating customers who cannot understand the value of this new thing, so they feel lost and feel uncomfortable. I can't change anything."

This is Nishikaku Tomohiro's last complaint.

Gu Ao has already heard the problem.

It is Japan's nationality and disrespect for intellectual property rights.

This is not to say that Japanese people are unwilling to pay for virtual items compared to Americans, Japanese people are actually very willing to pay for virtual items. Otherwise, Americans will try their best to climb over the wall to watch pirated movies in Youku during those years, and the proportion of Japanese people who climb over the wall is much lower.

However, from the perspective of cultural attributes, although Americans are more able to pay less, they think it is appropriate to pay.

Although Japan is very honest and pays for money, it doesn’t feel worth it in culture.

This can be seen from the style of Japanese IP manufacturers such as bandai, which shows that Japan has focused on selling animation and games from the beginning, selling Gundams, selling figures, and selling peripherals. Unlike Americans, they think that the big profit should come from selling virtual items themselves.

At this time, when new things like "pu" appear in front of arcade owners, they rebelliously feel that they have been deceived, and do not consider the problem from the perspective of "how much money can you make after introducing these machines".

This is human nature. In fact, Chinese people are like this in this regard. When Gu Ao went to the computer market for the first time to match machines, his parents looked at the price of each component and were shocked to find that the thing that was only the size of a fingernail was actually more expensive than a huge hard drive and motherboard, which was unacceptable.

Gu Ao spent a lot of talk and explained to his parents, "Don't look at this thing as small, this is the computer's 'brain', it should be so expensive." In the end, he reversed the thoughts of the older generation.

Otherwise, the elderly may really think that "the cooling fans on the PU should be more expensive than the PU itself."

Just like the bosses of Akihabara Electric Appliances in 1979, they think that the roaring large motor should be more expensive than the PU.

But when it comes to the words, Gu Ao will definitely not tell the truth, he will only say:

"Your thing is indeed not well packaged and the content is not well designed. However, I met a colleague in Xiangjiang who has very design strength. Would you like to let this semi-finished product take advantage of some residual heat? A major change may be helpful."

Nishikaku Tomohiro looked at Gu Ao alertly: "I don't count on this matter. Don't talk to me, go to the marketing colleagues."
Chapter completed!