>>
Focus on Play Station Dept.
Prepared by:
Max Pearson
Sukhee Youn (Saleisha)
Jennifer Palahniuk
Lin Liu (Austin)
OCT 2009
3.5” Disc
Introduction
&
Co.
History
Introduction & co. history
• Founded in late 1945
Found in 1945
• Stock share became publicly traded in 1958
• 1980s, purchase Konica Minolta
Stock share publicly traded in 1958
• Walkman, Betaman Player, MD Player, 3.5”MD Player
disk, Memory Stick, DVD, Blue-ray Disc
1980s, purchasing Konia Minolta
• Key point: Keep creating new…Standard maker
Keep creating new and always
changing the
Walkman Player
gets most profit
world: walkman, MD, DVD, 3.5”
etc.Disc
DVD,Disc
or a Blue-ray
Betaman Player
Industry Analysis
History – Video Game & Play Station
• Start in 1958, Nintendo and SEGA dominion
• In 1994, Nintendo aborted cooperating with Sony
to develop video game, and put Sony develop
alone
• 1995 – PS, 2000 – PS 2
• 2004 – Microsoft put XBOX console on sale
• To keep market share, 2006.11.11 – PS 3
(original planning put on 2008, since HDTV tech)
• 2007 – Nintendo put Wii on sale
• 2008 – Microsoft put XBOX360 on sale
Industry Analysis
National ID Number Verify
Current
Situation situation
Industry
- current
low quality
You illegal
can log in game;
& lowhowever,
suggest you to
copyweconsole
A game discconsole
is
made
for
different
tech in antiverify your ID the release
crackprofit, spread
the playingrisk
limit.
Motivation: more
•
Market
Share
2009
Market share
•
Causing: more competitive between consoles
Illegal copy
17%
PS series
(SONY)
game
producer losing
console producer losing
Protectprofit
student from
profit
fallen
in game,
political for different consoles
A game
developed
XBOX series (Microsoft)
& culture issues.
57%
26%
customer dislike
Wii (Nintendo)
Barriers the
in
some
countries
low
console since
no good game
quality
game
One kindAnalysis
of Controllers
Industry
for Wii
console
(Nintendo)
key
issues
& future
Industry – key issues &trend
future trend
• Desire of high quality in pictures and sounds
• More illegal copy, and do NOT have useful
High
quality
pictures
and
sounds
method yet
protect technology always comes with crack
Anti-copy goes with being cracked
methods
• Multi-sensory playing experience
Multi-sensory playing experience
Sony Co. - Current Profile
•
•
•
•
Poor Operating Incomes
High Priced Consoles
Strategies for profitability
http://www.scei.co.jp/corporate/data/bizdat
aps3_sale_e.html
• Game Consoles
– PS3
– PS2
– PSP
Sony Co. - Global Market
• Sony Computer Entertainment Asia
• Sony Computer Entertainment Europe
• Sony Computer Entertainment America.
Competitors
• Nintendo Corporation Ltd.
• Microsoft Corporation
• SEGA Corporation
(Sega Sammy Holding Inc.)
Competitors - Nintendo Corporation Ltd.
Founded in 1889
In 1977 - The first TV game
In 1983, Start Video game business
• Innovative game player
•Innovative
Networkgame
Expansion
player
Nintendo DS, Wii, Wii Fit
- Nintendo DS
• Founded in 1889
- Wii
- Wii Fit
-Increasing
Grows company
size
and
profits
• In 1977
market size
The first
Increasing
market size
Touch generation, Women, Old• people
TV game
- Touch generation
-Network
Domestic
:
Japan
- Women
Expansion
-Grows
Global
: United
States,
German,
France,
company
size and
profits
• In
1983,
Start
- Old
people
Domestic
: Japan Australia, South Korea etc.
Netherlands,
Video game business
Global : United States, German, France, Netherlands,
Australia, South Korea etc
Competitors – Microsoft Corporation
Major IT company, Founded in 1975, “New Efficiency”
• Major IT company
• Xbox-Alpha-Dunks
• Xbox 360, Xbox live
EDD
and Devices Division)
•• (Entertainment
$
2,500
Lots
of
foreign
subsidiaries
-Founded
Online based
•
in 1975
Xbox 360, Xbox live
Stable Service
Online based, Stable Service,-Internet
Infra,
• -“New
Efficiency”
Internet
Infra games
-Communicate
Access global market
easily gamers,
with other
Various
- Meet the tastes of customers - Communicate with
• EDD
(Entertainment
and
other
gamers
Lots of foreign subsidiaries
Devices Division)
- Domestic
-- Xbox
Various
-Access
global: United
marketStates
easily
360 games
- External
nationof: Almost
all over- the
Xboxworlds
Live
-Meet
the tastes
customers
-Domestic : United States
-External nation : Almost all over the worlds
Competitors – SEGA Corporation
Founded in 1940, SErvice GAme of Japan
Lots of loss
Home video game player: SG100,
Sega• Satern,
• Subsidiaries
• - Home
video game player
Dreamcast
Sammy
-- SG100
Oasis
Park
The greatest hit games: SonicLots
of loss
• InCorporation
2004,
-- Sega
Satern
Secret
Level
collaborated
In 2004, collaborated with Sammy
Corporation
- Sega
- Dreamcast with Sammy
•
Founded
in
1940
Sammy Holding Inc.
Corporation
• International
Markets
USA
Subsidiaries • SErvice GAme of-Japan
• - The
greatest
hit Sammy
games
•
Sega
Europe
Sammy, Oasis Park Corporation, Secret Level
- Sonic
Taiwan Holding Inc.
- France etc.
International Markets
USA, Europe, Taiwan, France etc.
Company Analysis
Hardware
Software Sales
Sales
In Millions of Units
300
40
250 35
Hardware sales
13.3
57.9
9.12
30
54.7
200
25
150 20
3.55
Software sales
9.6
55.5
PSP
PS2
14.1150.3
193.5
10
50
0
PS3
13.81
15
100
10.06
103.7
154
14.78
13.66
5
83.5
7.91
0
2007
2007
2008
2008
2009
2009
SWOT Analysis
Strengths
Weaknesses
• Name Recognition
• Internet usage
• Backwards capability
• Price
• Blue-ray
• Release date
Opportunities
• Technology
• Online sales
• Customization
Threats
• Shift towards non-violent
games
• Economy
• Television technology
Recommendations – Short term
• Lower prices for gaming consoles
• Increased downloadable content on
PlayStation Network
• Customized gaming consoles bundle
packages
Recommendations– Long term
Recommendations
Long-term Recommendations
Develop related industry products
• Develop related industry products
Ask game
to develop
HDTV,producer
Audio Player
etc. two editions to each
game
• Ask game producer to develop TWO editions
to each
game technology
Enhance
anti-copy
• Enhance anti-copy technology
Peripheral products
• Peripheral products, Tees, toys etc.
Cooperate
with with
otherother
gamegame
media
• Cooperate
media, PC etc.
•
Collaborate
with
Nintendo
and
Microsoft
to
Collaborate with Nintendo and Microsoft to gain
gain
market
dominance
market dominance
Player
002
Player
001
Player
003
Player
005
Player
004
Player
006
Player
007
Player
015
PC
Player
014
Play Station
Player
013
Player
011
Player
012
Cell Phone
Player
009
Player
010
Player
008
Conclusion
Conclusion
• Great
Company with a successful globalization
• Problems
PS3 project
Greatincompany
• For PS Dept.
Problems
in
PS3
project
Continue PS3 production or not?
R&D
PS4? needs to change
PS Dept.
What’s new?
How to?