Xperia PLAY,엑스페리아플레이,플레이스테이션스위트 Report

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Xperia PLAY,엑스페리아플레이,플레이스테이션스위트

Xperia PLAY,엑스페리아플레이,플레이스테이션스위트


Xperia PLAY

Contents
Product information
Contents distribution of Xperia PLAY
Ethical Issues
Product
Competitive Advantage
Success in korea
Marketing

Product information

Optimized for the video game users

Xperia PLAY
Controller(game-pad)
Large battery
The first Play Station Suite product
Android 2.3

Product


Product information
Product
http://www.youtube.com/resultssearch_query=xperia

Contents distribution of Xperia PLAY
Product
First playstation certified device
Many available application
Reduce development cost
Partnered with key publishers
2009. 3
2,300 applications
2011. 5
200,000 applications


Ethical Issues
Product

Recommend avoid wifi
Keep the latest version
Xperia PLAY provides 3G and 3.5G services
When someone purchase or download game data, they also get user’s profile, saved files, and item purchased transaction
A critical security defect that 97% of Android users can be affected

Competitive Advantage

Plentiful Game Contents
Controller (Game-Pad)
User can enjoy playstation game before
Playstation Suite will provide various games
Download game contents(Android market)
Similar with PSP GO
4 direction keys & analog joy stick
Classic game pad design

Success in Korea
Legal barriers
Low Awareness
Negative Social Recognition
Populated Android & Lots of Competitors
Single Core

Legal barriers
Success in Korea
Low Awareness
Approved by bill judge committee of Korea on April

Range of bill will be expanded to mobile game in two years.

The official cessation of launching Xperia PLAY in Korea
Low brand power of Sony Ericsson in Korea

Negative Social Recognition
About 12.8% of adolescents are addicted to playing games

Success in Korea
Single Core
Dual Core Qualcomme’s snap-dragon processor

‘less than dual’
Populated Android &
Lots of Competitors

Android
iOS
Others
88.5%
[Market Share of Operating Systems in Korea]
vs


Marketing
The number of Sony smart phone(Xperia) users
Not users
96%
Users
4%
(n=50, KNU students)


Marketing

Through Competitor`s Marketing.
Gallaxy S
Segmentation consumer group
Provide attractive strategy for each part of consumer
Gallaxy S2
Advertizement famous single ‘IU’
Suitable strategy
for segmental consumer group
Apple
Emphasizing product function, design
Advertise provide sony’s strength

Marketing
Through main demand analysis.

Smart phone buyers
study and develop smart phone’s design
inform their differentiated function
Design
Function



Marketing
Specific marketing strategies
Less money & effort
Get publicity
Non-uesr can be new customer

Using SNS
Using power bloggers

Power blogger’s influence is very big
[Step]
Sony give their smart phone
to power blogger
power blogger use that phone f


자료출처 : http://www.ALLReport.co.kr/search/detail.asp?pk=14022646&sid=ddangkung&key=