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http://www.youtube.com/watch?v=7sR_wIoMSw0

Prepared by:

Max Pearson

Sukhee Youn (Saleisha)

Jennifer Palahniuk

Lin Liu (Austin)

OCT 2009

Focus on Play Station Dept.

Introduction & Co. History

Founded in late 1945

Stock share became publicly traded in 1958

1980s, purchase Konica Minolta

Walkman, Betaman Player, MD Player, 3.5 disk, Memory Stick, DVD, Blue-ray Disc

Key point: Keep creating newStandard maker gets most profit

Walkman Player

Betaman Player

MD Player

3.5 Disc

DVD, or a Blue-ray Disc

Introduction & co. history

Found in 1945

Stock share publicly traded in 1958

1980s, purchasing Konia Minolta

Keep creating new and always changing the world: walkman, MD, DVD, 3.5 Disc etc.

Industry AnalysisHistory 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

A game disc is made for different console

Motivation: more profit, spread riskCausing: more competitive between consoles

Industry AnalysisCurrent Situation

17%

26%

57%

Market Share 2009

PS series (SONY)

XBOX series (Microsoft)

Wii (Nintendo)

illegalcopy

game producer losingprofit

lowqualitygame

customer dislikethe console since

no good game

console producer losingprofit

low qualityconsole & low-

tech in anti-crack

National ID Number Verify

You can log in game; however, we suggest you to verify your ID the release the playing limit.

Protect student from fallen in game, political & culture issues.

Industry - current situation

Market share

Illegal copy

A game developed for different consoles

Barriers in some countries

Desire of high quality in pictures and sounds

More illegal copy, and do NOT have useful method yetprotect technology always comes with crack methods

Multi-sensory playing experience

Industry Analysiskey issues & future trend

One kind of Controllers

for Wii console (Nintendo)Industry key issues & future trend

High quality pictures and sounds

Anti-copy goes with being cracked

Multi-sensory playing experience

Sony Co. - Current Profile

Poor Operating Incomes

High Priced Consoles

Strategies for profitability

http://www.scei.co.jp/corporate/data/bizdataps3_sale_e.html

Game Consoles

PS3

PS2

PSP

http://www.scei.co.jp/corporate/data/bizdataps3_sale_e.htmlhttp://www.scei.co.jp/corporate/data/bizdataps3_sale_e.html

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.)

Founded in 1889

In 1977 The first TV game

In 1983, Start

Video game business

Innovative game player- Nintendo DS

- Wii

- Wii Fit

Increasing market size

- Touch generation

- Women

- Old people

Network Expansion

- Grows company size and profits

- Domestic : Japan

- Global : United States, German, France, Netherlands, Australia, South Korea etc.

Competitors - Nintendo Corporation Ltd.Founded in 1889

In 1977 - The first TV game In 1983, Start Video game business

Innovative game playerNintendo DS, Wii, Wii Fit

Increasing market sizeTouch generation, Women, Old people

Network ExpansionGrows company size and profitsDomestic : JapanGlobal : United States, German, France, Netherlands,

Australia, South Korea etc

Major IT company

Founded in 1975

New Efficiency

EDD (Entertainment and Devices Division)

- Xbox 360

- Xbox Live

Xbox 360, Xbox live

- Online based

- Stable Service

- Internet Infra

- Communicate with other gamers

- Various games

Xbox-Alpha-Dunks

$ 2,500 Lots of foreign subsidiaries

- Access global market easily

- Meet the tastes of customers

- Domestic : United States

- External nation : Almost all over the worlds

Competitors Microsoft Corporation

Major IT company, Founded in 1975, New Efficiency

EDD (Entertainment and Devices Division) Xbox 360, Xbox live

Online based, Stable Service, Internet Infra, Communicate with other gamers, Various games

Lots of foreign subsidiaries-Access global market easily-Meet the tastes of customers-Domestic : United States-External nation : Almost all over the worlds

Founded in 1940

SErvice GAme of Japan

Home video game player

- SG100

- Sega Satern

- Dreamcast

The greatest hit games

- Sonic

Lots of loss

In 2004, collaborated with Sammy Corporation

Sega Sammy Holding Inc.

Subsidiaries- Sammy

- Oasis Park Corporation

- Secret Level

International Markets- USA

- Europe

- Taiwan

- France etc.

Competitors SEGA Corporation

Founded in 1940, SErvice GAme of JapanHome video game player: SG100, Sega Satern, DreamcastThe greatest hit games: SonicLots of lossIn 2004, collaborated with Sammy Corporation - Sega Sammy Holding Inc.

SubsidiariesSammy, Oasis Park Corporation, Secret Level

International MarketsUSA, Europe, Taiwan, France etc.

Company Analysis

14.78 13.66

7.91

9.613.81

14.11

3.55

9.12

10.06

0

5

10

15

20

25

30

35

40

2007 2008 2009

Hardware Sales

PS3

PSP

PS2

In Millions of Units

193.5

154

83.5

54.7

55.5

50.3

13.3

57.9

103.7

0

50

100

150

200

250

300

2007 2008 2009

Software Sales

PS3

PSP

PS2

Hardware sales

Software sales

SWOT Analysis

Name Recognition

Internet usage

Backwards capability

Strengths Weaknesses 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

Develop related industry productsHDTV, Audio Player etc.

Ask game producer to develop TWO editions to each game

Enhance anti-copy technology

Peripheral products, Tees, toys etc.

Cooperate with other game media, PC etc.

Collaborate with Nintendo and Microsoft to gain market dominance

RecommendationsLong-term Recommendations

PC Play Station Cell Phone

Player 012

Player 008

Player 007

Player 002

Player 003

Player 005

Player 014

Player 010

Player 015

Player 013

Player 001

Player 004

Player 006

Player 011

Player 009

Recommendations Long term

Develop related industry products

Ask game producer to develop two editions to each game

Enhance anti-copy technology

Peripheral products

Cooperate with other game media

Collaborate with Nintendo and Microsoft to gain market dominance

Conclusion

Great Company with a successful globalization

Problems in PS3 project

For PS Dept.

Continue PS3 production or not?

R&D PS4?

Whats new?

How to?

Conclusion

Great company

Problems in PS3 project

PS Dept. needs to change