1. Executive Summary2. Situation Analysis2.1 The Product2.2 Pricing and Positioning2.3 Product Diagram2.4 Product Content/Software3. The market3.1 Competition3.2 SWOT analysis/implications4. Objectives and strategy5. Action Plans 5.1 Advertising 5.2 Execution EXECUTIVE SUMMARY Hyperdyne was founded in 1995, the company has grown into a $1 billion per year company. The Hyperdyne Lige will take a new place in the mobile gaming arena. The console will be offered in one model: the Lige' Lite for $199. Initially the LL will only be available online at www.hyperdyne.com. The Lige' will be the first in a new category of portable products designed to offer all the benefits of having a PC or laptop in a device that can fit in your pocket; offering both entertainment and functionality in a compact 6-ounce package. The Lige will be positioned against Nokia N-Gage, Nintendo DS, Sony PSP and Tiger Telemetrics Gizmondo. The portable gaming device market has traditionally been aimed at early adolescents and young males, but in recent years the adult market has grown considerably. The Lige will take a "something for everyone" approach, it's important that it establishes itself as a toy that doesn't take itself too seriously. The design and features of the Lige' will be simple and easily accessible to all ages. This is more in line with Nintendo's hugely successful strategy and not in line with the approach of N-Gage, PSP and Gizmondo which targets these products exclusively towards an older and very tech-savvy audience. Our goal for Lige is to create a strong product in the $6 billion-plus per year handheld gaming market. To be considered a success we hope to sell 1.5 million units in the first 16 months. However, as is tradition with gaming platforms, the program will have to operate at a loss during this period before you can expect to see a profit. To minimize losses, Lige' will focus on functionality and content rather than technology and will initially be sold only on our website. It is expected that $100 to $150 million will need to be invested before the program begins to generate profits.SITUATION ANALYSISThe productLige' console will offer superb 3D graphics, analog controls, clear stereo audio, integrated WiFi technology, a Windows Mobile operating system and will provide an unparalleled mobile multimedia experience with its huge 3.5" LCD screen inches with analog touch technology..