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[경영전략] Sony Computer Entertainment(영문)

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  • 2009.05.14 / 2019.12.24
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추천 연관자료
목차
1. Intro
2. History
3. Product Lines
A. Consoles
1) Play Station
2) Play Station 2
3) Play Station 3
B. Portable
1) Play Station Portable
4. Industry Analysis
5. Competitors
A. Nintendo
1) History
2) Recent result
3) Strategies
a. Target
b. Price
c. Machine
B. Microsoft
1) History
2) Competencies of Xbox 360
a. Xbox live
b. Killer titles
3) Strategies in progress
6. Current Situation
-why ps3
7. Strategic Issues
8. Recommendations
9. Appendix

본문내용
1. Intro
In 11th of November 2006, Play Station(PS) 3 was launched in Japanese market. Before the launch, no one expected the PS3 would get such a cold treatment from the world game market since it was considered to be a sole legitimate successor of Play Station(PS) 2, which was the ‘Winner’ in the world market. Wii from Nintendo which was introduced in the market at around the same period gained a remarkable success in the market with overwhelming sales number and popularity, especially in Japanese market.
<Exhibit 1>Number of 3rd Generation model sold

The market response to PS3 is quite different from previous models, even though it is not easy to compare PS3 to PS and PS2, only with their sales number; in case of PS, it was a new and late participant in the market so that it should implement a quick-returns policy. And PS2 had achieved a rocket start based on the success of the previous model, the PS. PS3 is not a cheap and easy-software-developable as PS, and not the best performing platform without any competition as PS2. The past name of PS2 as the market dominant player is fading out and the current market dominance is almost handed over to Nintendo DS.
However, there are people still expecting PS3 to have exploding period in the near future. Hamamura, a game guru who has kept his eye on the Japanese game market from the beginning of it, anticipates that the time of PS3 will arrive soon.

2. History
Sony Computer Entertainment Inc.(SCE) was established in Japan on November 16th in1993 as a subsidiary of Sony Corporation. In 1994, SCE America opened as a division of Sony Interactive Entertainment, Inc. and Play Station was introduced in Japan. In 1995, SCE Europe was established also as a division of Sony Electronic Publishing, Ltd. and Play Station was introduced in American and European market. And in the following year, the Play Station was also sold in Hong Kong, Singapore, Thailand, and Malaysia. In 1997, in the US market, SCE America, Inc. was started, and in the Hong Kong market, SCE Hong Kong Ltd. was established. Later in that year, Play Station was introduced to Taiwanese market. In 2000, 6 years after the initial Play Station introduced, a new Play Station2 opened itself up in the Japanese market. And PS2 went into US, European market, as well. And the next year, Play Station2 expansion bay launched in Japanese market, and SCE Korea Inc. started its operation. In the same 2001, PS2 started to be sold in Hong Kong, Singapore, Thailand, and Malaysia. In 2004, PSP(Play Station Portable) was released in Japanese market and since 2005, PSP was sold worldwide; US, Europe, Singapore, Taiwan and etc. In 2005, the company acquires SN Systems Limited, a leading supplier of programming tools for game developers.
SCE aims to further enhance the development environment and tools that the company provides to the creative community for PS3. And in that year, PSP released in Europe. The European release was originally set for March, 2005, but delayed due to high demand for the system in other territories. And also the company combines all of its games development studios around the world (Japan, North America, Europe and South Korea) to form SCE Worldwide Studios (SCE WWS). In 2006, PS3 was launched in Japanese and US market, and other countries in the world.

3. Product Lines
Sony Computer Entertainment (SCE) is involved in Research and Development, production, and sales of hardware and software. Those are for their high-selling Play Station line of video game consoles and portable. SCE is also a developer and publisher of video games for their systems.

(A) Consoles
1) Play Station
Since the beginning of its launch, the Sony Playstation Family has built a tremendous success from scratch, selling more than 100 billion of its famous PS video game units all over the world. However, when taking a closer look at hidden facts, it is possible see that the PS’s success arose not from just the execution of a brilliant idea, but a step-by-step process of gradual accomplishment.
The Sony PS was launched just two weeks after its rival system Sega Saturn. In order to succeed in the presence of both Sega and the superiorly managed Nintendo(which was selling Nintendo Famicom at the time and later the Nintendo 64), Sony had no choice but to launch its system before either rivals launched new models. Both the PS and the Sega Saturn sold over a million copies within 6 months and produced a synergy effect. This is because both companies reduced prices competitively and attained killer soft, and built a rival relationship that sparked news interest from consumers.
After sales began, PS was established at an adventurous price of 39,800 yen and while being distributed throughout the world competitively, rapidly decreased in cost. As a result, before the Nintendo 64 made its debut, the original PS model cut its prices and dominated the market. Similarly, the release of Fi
참고문헌
- 2004년도 해외 디지털콘텐츠 산업 조사 연구 :디지털 영상편,(A study on global digital content industry: Digital image) 2005.03 KIPA
- Gamerz
- 2004 신기술 동향조사 보고서 제 5권– 게임기술. 특허청 2004
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