By Rob Crossley
April 7, 2009
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Nintendo has poured cold water on speculation that it could soon lower the retail price of the Wii.
Credit Suisse analyst Koya Tabata suggested on Monday that manufacturing costs for the Nintendo Wii have reduced by 45 percent since the console's launch, and implied that this gives Nintendo room to consider a console price cut.
Nintendo looks at the situation differently. The Kyoto-based company tells Edge that "regardless of the cost price of manufacture, the decision to raise the [Wii’s trade] price to retailers in the UK was taken due to the severe depreciation of the pound.”
The platform holder did not speak on the validity of Tabata’s estimates, stating that it would not comment on speculation, yet the firm did draw up an interesting fact.
“From the Wii launch in December 2006 to December 2008, the value of the Pound fell by 43 percent against the Yen,” a spokesperson said, adding that in the same two years the Dollar and Euro fell against the Pound by 22 and 18 percent respectively.
Ed Barton, games analyst for Screen Digest, tells Edge that it’s practically impossible to accurately analyse how much a console’s manufacturing costs have been cut. “No one outside of Nintendo knows how much the company pays for all its components,” he says.
He did state, however, that the Wii is not made up of cutting-edge or scarce components, such as a Blu-ray diode, but in fact relatively common components which Nintendo has been able to order in bigger volumes.
“It’s a reasonable assumption that manufacturing costs have dived a bit,” he says, “yet the effect of a cut in manufacturing costs hasn’t exactly shown up in Nintendo’s recent financial results.”
Here, Barton is referring to Nintendo’s financial posting back in January [pdf], where the company reported a sharp profit decline of 18 percent due to the strong Yen which has stung Japan’s export trade.
Nintendo also expected its net income to shrink from previous projections, down from $3.8 billion to $2.55 billion; down a third on original expectations and falling over 10 percent year-on-year.
“Now, if Nintendo has managed to cut its manufacturing costs so dramatically, like down 45 percent over the two years since launch, then I’d suspect we’d be seeing these negative results partially offset.”
Barton adds that, if a lifetime reduction in manufacturing costs is anywhere near the 45 percent mark, then the impact of this will be obvious in Nintendo’s operating profits during its next quarterly financial posting.
“Also, given that Nintendo has just raised the trade price, I think a company flip-flopping on prices so quickly would not demonstrate the most confidence in what one is doing in the marketplace,” Barton adds. “Maybe it could happen in Japan, if supply has truly equalled demand.”
It's the PS3 that NEEDS the price cut, the Wii is fine as it is. There is no incentive for Ninty to pass on the savings.
I was just thinking, with all this cash coming, how likely is Ninty to blow it on launching a new console substantially before the next 360 and PS generation? If they ramp up the power to above what the PS3 and 360 can deliver, they might have a coup on their hands. But then again, they might do a Dreamcast... just thinking out loud.
I agree with everyone here. Why do a price cut with sales like that? I rarely ever hear anyone say "The Wii is too expensive". Ozzman is right...offer some different colors and/or pack in games and you ignite even more buying.
Nintendo is in a very enviable position of being priced right from the very beginning. I think the market will have to change quite a bit before they even consider it.
Nintendo is in an excellent position to keep the profits rolling in. They want to wait until demand shows significant sings of decreasing before executing a price drop.
As has been brought up countless times before, Nintendo could make Wii bundles, release different colours, release a AAA title or any number of tricks to boost sales before a price cut. These analysts and media sure love their "price cut" headlines.
Don't be silly... Nintendo won't drop the price of Wii... they're in business to make money.. *thought bubble of Scrooge McDuck diving into money* if they can reduce production costs and turn a fat profit then they are in no way obliged to pass that saving on to consumers. Don't blame them.. I'd flog that lame horse too...
Why would they lower the price when sales are UP worldwide YoY?
But I think Barton makes a pretty sound analysis. And 45% production cost reduction is a little to much to believe after only two years. I'd imagine it'd be around 25%-30% at the most.