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PlayStation 4

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on 3 April 2014

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Transcript of PlayStation 4

Sony Corporation Mission Statement
"At Sony, our mission is to be a company that inspires and fulfills your curiosity. Our unlimited passion for technology, content and services, an relentless pursuit of innovation, drives us to deliver groundbreaking new excitement and entertainment in ways that only Sony can. Creating unique cultures and experiences. Everything we do is to move you emotionally. Be moved."
"Aim to shatter the gamers expectations and experiences"
Sony Computer Entertainment
"Our goal is to design a family of products that completely changes the definition of home entertainment"
1994 PlayStation 1
2000 PlayStation 2
2006 PlayStation 3
2014 PlayStation 4
New Technology
Social console
Real time games
Attachment options
PlayStation® Gold Wireless Headset
DUALSHOCK®4 Complete Control
Attract More Players
Younger generation plays more elaborate games
There is a need for more female friendly games
Living Cost in Australia
Securing Data in Cloud Environment
Risk of being attacked
PS4™ improved security
Porters 5 Forces
Internal and External Analysis
Threat of New Entrants
Highly competitive industry
New games for new systems
Compete against established brands
Threat of Susbstitutes
Moderate to High
One of the most rapidly growing industries
Competition from smartphones, tablet and hand held devices
Bargaining power of Buyers
Moderate to Low
Huge amount of customers
Lack of Differentiation
Porters 5 Forces
Bargaining power of Suppliers
Moderate to Low
Fast growing industry
Large amount of Suppliers worldwide
Industry Rivalry
Lack of differentiation
Increasing consumer demand
Market share
Develop hardware and software
Objectives of gaming consoles
Online Network
Basic functionality adds value
Headphone jack
Upgrade systems online
Downloadable games
Access games online
In House Games
Produced solely for PlayStation
Extremly costly to duplicate
Brand Awareness
Sony is recongnised for numerous devices
1 million consoles sold in the first 24 hours
Issues identified
Cost of living in Australia
Three big brands have equal market shares
Not enough differentiation
Console is expensive
So many options besides PlayStation
Games developed are not female friendly
6 issues identified
Key issues
Lack of differentiation

Lack of female friendly games
Implementation Plan
Lack of Differentiation
3 big brands have equal market share
Brand loyalty
PS4 needs to stand out
Exceptional Customer Service
Loyalty Cards
Measure the success
PlayStation Network
Online Sony PlayStation website
Assess customer satisfaction and opinions on how they believe Sony could improve customer service.
Define Objectives
Indentify Activities
Establish Action Plan
Determine Time Frame
Completion date
Implement Action Plan
Measure Success
Alter procedure as needed
Implementation Plan
Action Plan
Resource Requirements
Sony Inc. already has resources needed to implement more customer service options and loyalty cards.
Little to no cost for extra customer service options to be added to the website.
Develop an app as a loyalty card
For a complex app it can cost between $50,000 - $150,000
App developer $100 an hour for updates
Implementation Plan
Cost of Implementation
Female Market
Implementation Plan
One of the fastest growing gamer populations
Women represent 45% of the market
18 years or older (31% of the 45%)
Like to add own style to characters
Enjoy strategy games
Need more female game developers
Implementation Plan
Measure Success
Much the same as the lack of differentiation
Comment cards
Number of games sold to females
Social media
Implementation Plan
Action Plan
Define Objectives
Identify activities and resources
Establish action plan
Determine Time Frame
Completion Date
Implement Action Plan
Measure Success
Change games as needed
15 PlayStation Development Studios
Implementation Plan
Cost of Implementation
Depends on the number of developers needed
Salaries start at $50,000 - $200,000
Four types
Marketing costs (merchandise, promotions, sales, advertising and events)
Average budget for big name video games $58 million
Average PlayStation game $877,634
Q & A
Full transcript