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Sony PS4: Winning the Gaming War
內容大綱
Sony has become one of the most successful innovators of technology. Recently, however, the company’s significant setbacks have led analysts and investors to question its long-term viability. Sony’s PlayStation 4 was launched in the North American market in 2013, to be followed by releases in the United Kingdom and Japan. After experiencing high sales and profits from the PlayStation 4’s two precursors, Sony anticipates the new release will also attract high sales. This case focuses on the idiosyncrasies of the gaming console industry and Sony’s strategy to ensure success for the launch of the PlayStation 4.
學習目標
This case addresses issues surrounding the launch of a new technology product platform and is suitable for undergraduate or MBA students with knowledge of basic marketing concepts. Learning objectives include the concept of net contribution, the difference between variable and fixed costs, the co-dependency of hardware and software business models, the special problems of creating exclusive game franchises that drive hardware console sales and the challenges faced by large companies to maintain innovation over time and in a market comprising aggressive competitors.