Abstract This paper explains that Sony is in the middle of a marketing nightmare because the launching of their PlayStation 3 was delayed due to problems with their Blu-ray technology and with backward compatibility, which was an important feature to be used in the marketing of the product. The author uses the 'Four P Framework' as criteria in evaluating the intended marketing strategy for the PlayStation 3. The paper concludes that, despite the problems, Sony most likely will recover from their long-term problems and will maintain their dominance over the games console market. The paper includes two appendices: a SWOT analysis and a PlayStation 3 specification.
From the Paper "'Ansoff's Matrix Model' suggests that Sony, in the product development stage, are attempting to replace their "old product with a fundamentally different one", but the change has been so extreme that it may have been better to have made the changes more gradually and less drastic, perhaps offering the blu-ray technology as a 'bolt on' in the same fashion as Microsoft's Xbox 360. That way any problems that occurred would not have been associated with the core product, or the Sony and PS3 brands, preventing consumer mistrust and perhaps even resulting in profit."
Abstract In this article, the writer notes that the Sony PlayStation 3 (PS3)product had been widely anticipated all over the world, since Sony ran a teaser ad campaign, and put posters up everywhere in the international Electronic Entertainment Expo in the Los Angeles Convention Center. The writer points out that the PS3 has more than any other games machine has ever had. With features almost too numerous to mention, it looks confidently at commanding the future. Yet the writer notes that there is a quandary over the fact that the PS3 is difficult as a development platform. The writer concludes that the Sony PlayStation 3 may be the most expensive game console available today, and though its game titles are not impressive, its futuristic design and list of features make it worth the price.
From the Paper "However, others believe that the game is over for Sony. Cynics around the world have predicted that, despite Sony defeating the odds in past years, this year Sony will have a hard time dominating the market, as it once did, competing against the technologically superior Xbox and GameCube. They recall that Sega was once a market leader in games, but now, ten years later no longer even makes consoles. Sony built its market base on satisfying hardcore gamers with providing innovative new experiences to widen console gaming's reach beyond traditional audiences. Having caught up on technology does not guarantee its lead. Many people were waiting to hear the price of the PS3 before they decided whether to buy an Xbox 360. Now they probably will buy that Xbox."
Abstract Examines how Sony grew to dominate the market in a brief period of time. Applies Porter's Five Force Model to explain why the PlayStation became so popular. Discusses the size of the market and PlayStation 2.
From the Paper "In a mere three years (between 1995 and 1998) Sony, which began as an unknown in the game console market, grew in such a short time to the domination of the market. To illustrate why this happened, the author..."
Abstract This paper provides a review of the relevant literature to determine the implications of computer-based gaming systems on children from a physical, psychosocial, and cultural perspective. More specifically, the paper attempts to determine if there is a link between the use of computer-, CD-, and DVD-based gaming systems, such as Playstation, and the incidence of juvenile crime, obesity, and poor academic achievement. A summary of the research is provided in the conclusion.
Introduction
Review and Discussion
Aims and Objectives of Dissertation
Review of Studies of Impact of Computer-Based Gaming
Systems on Children.
Playstation/Video Games Versus Traditional Games
Cultural Implications
Human-Computer Interaction (HCI)/Transference/Influence on Normal Behaviour/Influence
Outside Game Environment.
Moral Responsibility of Game Manufacturers/Correlation
with Crime
Future Trends and Potential Outcomes
Conclusion
From the Paper "The primary issue identified from the parental concerns expressed in the literature has been the perception that the use of gaming technology such as Playstation creates a raised level of anxiety and imitative violence in their children (Clayton 2003). This consideration is all-the-more compelling in view of the increased incidence of children with behavioral disorders; in fact, one of the most difficult child management issues facing parents and other caregivers today is the management of children with behavioral disorders, and, while all children can be defiant and challenge authority from time to time, the growing body of childhood behavioral disorders emerging is disturbing. The research to date consistently suggests that boys are overwhelmingly more likely to suffer from these disorders than are girls. Furthermore, boys are also more likely to engage in computer-based gaming activities (Clayton 2003)."
Abstract An analysis of software piracy from an economic point of view. The paper provides charts of losses incurred by software companies due to piracy and domestic copying. It also looks at the ethical problems of software piracy.
From the Paper "Software is a term that is essentially synonymous with computer programs. Software is simply a set of instructions that cause the hardware (the physical machines that we see on the top of our desks) to do the things that we want them to do. Anyone with any amount of experience in dealing with computers knows that software comes in an almost uncountable variety of different types of programs. The two major types of programs are operating systems, which control the basic workings of a computer, and application software, which addresses the innumerable multitude of specific tasks for which people use computers, from classifying recipes to playing Tomb Raider. While system software often handles essential (but to the average user invisible and actually pretty dull) electronic chores such as maintaining disk files and managing the screen) application software performs word processing, manages databases ? and allows people like me to play really cool games. System software is less subject to piracy than is application software for at least two separate reasons (www.msnbc.com). The first is that nearly every computer today (at least those sold in the First World) come complete with systems software that is up-to-the-minute so there is simply no reason to copy it from someone else."
Abstract This paper explores studies that research the influence on children of violence in the media: television, movies and video games. The author discusses how although such violence affects youngsters, entertainment violence is not the sole factor contributing to youth aggression, anti-social attitudes and violence. Family breakdown, peer influences, the availability of weapons and numerous other factors may all play a part.
From the Paper "The effect of media violence on our children is no longer open to debate. The exceedingly violent portrayals on the media in form of films, documentaries and even cartoons have firmly placed the media in the midst of a controversy with far reaching effects. Researchers have determined that exposure to media portrayals of violence increases aggressive behavior in children and arguing against this link is useless. America's youngsters are being exposed to increasing amounts of media violence through television, movies, video games, and popular music. Video game violence, children's cartoons, and music lyrics have become increasingly graphic. Action films depict anatomically precise murder, rapes and assaults and video games detail bodies being blown apart, splattering blood and body parts on walls and floor."
Abstract The paper shows that due to its distinct style of management and its focus on a quality rather than quantity policy, Nintendo is a forerunner in the American gaming entertainment industry. The paper gives an overview of Nintendo's available games and shows that if the company wishes to continue to dominate the U.S. market, it should move on to fresher ideas and broaden its demographic market.
From the Paper "Because Nintendo marginalizes risks by re-making classics it loses its cutting-edge leaving itself vulnerable to competitors. Competitors are then able to present their flashy new games, which Nintendo then emulates the following year. One of Nintendo's strongest selling points could be camera manipulation. However, due to poor design it leaves the gamer wanting. When playing a game, the angles are never quite right leaving the player frustrated. With better camera design, Nintendo could enhance the gaming experience edging out the competition. Another shortcoming on Nintendo's part was the lack of vision in seeing the potential competitive threat of the Xbox and PS2's integration of DVD players, and online capabilities into their systems."
Abstract In order for corporations to succeed and maintain a balanced relationship with the various countries and states business is conducted in, there must be respect, understanding, and willingness to adapt.
This paper analyzes and examines the multitude of issues related to Sony Corporation conducting business in Germany. The paper gives an overview of Sony Corporation, including the cultural, legal and political environment both in the United States and Germany. The paper outlines issues related to Sony Corporation conducting business in Germany. Lastly this paper concludes with recommendations concerning how Sony Corporation and other multinational businesses may improve their likelihood of success (both over the long run and short term) in Germany and other foreign countries.
From the Paper "In addition to income tax or corporation tax, all business activities in Germany must pay trade tax. (Marx). Local authorities or municipalities levy trade tax and the percentage varies depending by community. (Marx). Trade tax is levied on trade income and trade capital (Marx). Principles regarding computing income for the purpose of trade income tax differ from those applied in the cases of income tax. (Marx). Certain deductions and additions to profits must be made under special trade tax regulations. (Marx). After adjustments have been made, the basic tax rates are regularly 5% of the adjusted profits of a corporation for trade income tax and 0.2% annually of the adjusted capital for trade capital tax. (Marx)."
Abstract This paper examines how, like television, video games have been seen to have negative effects on the players - mostly children. It asks how do violent games effect children's behavior; and is there any effect from autonomous play verses cooperative play. Gender issues are also analyzed showing differing levels of violence between boys and girls. The paper provides a general background and history of the development of video games. Commentary on the outcome of these effects are also discussed, primarily the rating system introduced in the early 1990s.
From the Paper "In 1971, Arthur Bushnell, the inventor of Atari, came up with a revolutionary game: Pong. Pong was a lot like Ping Pong with simple rules: Get the little ball passed your opponents paddle. It became extremely popular. After Pong the next hot game was Space Invaders which was released by Taito in 1979. It was a ?shoot "em up" game that also was loved by millions worldwide and soon gained a massive following. Soon after this Pac Man became the most popular game. Pac Man was a simplistic game: Take Pac Man around the maze and eat all of the dots, but avoid the ghosts: Blinky, Inky, Pinky and Clyde. If you get a power capsule you can eat the ghosts. Pac Man was an overnight success that really established the future for video games."
Tags: atari, violence, gender, rating, play, nintendo, playstation
Abstract In late 1999, following a year that was characterized by a number of damaging product introduction delays, the residual effects of an earlier recall of 60,000 phones, reduced sales and increasing levels of intense competition in the marketplace, Sony closed down its cellphone production operation in North America. The paper shows that in order to remain competitive, Sony took a realistic look at the market, divested itself of operations in an area where it could no longer profitably compete, took advantage of outsourcing some of its manufacturing needs by means of the vehicle of utilizing outside contract manufacturing operations and further reduced costs associated with development by entering into a joint development agreement with Ericsson of Sweden. The paper looks at Sony's move in the context of the cellphone market in the United States, provides a product description and uses the Porter Five Forces Model to explain the forces that shape competition within an industry.
From the Paper "The Japanese digital cellular telephone market clearly foretells what cell phones, service and technology will look like in the future?worldwide. Whereas a few short years ago, when a cellular telephone rang in Japan, people would have to speak very loudly in order to be properly understood. Such is no longer the case. Today, instead of speaking on the phones, users are reading email, checking calendars, reviewing weather forecasts (and baseball scores), playing games, downloading text and sending messages. With the music-related innovation detailed above, users will soon be able to also have the strains of their favorite music with them as well. In essence, at least as far as Japan is concerned, this new phone has become the equivalent of the personal computer with wireless connectivity but with much more stringent design constraints (Yoshida, 2000)."
Tags: QUALCOMM, CDMA, Texas, Instruments, PlayStation
This paper discusses the Pop Art movement; Richard Hamilton, the father of this movement; and his collage, "Just What Is It That Makes Today's Homes So Different, So Appealing"?.
Abstract This paper explains that Pop Art uses images of consumerism and everyday objects, often placing mundane objects in bizarre situations as a form of social commentary. The author points out that, although Andy Warhol is perhaps the best-known pop artist, Richard Hamilton, born in London during the 1920s, created the first piece of Pop Art, "Just What Is It That Makes Today's Homes So Different, So Appealing"?, a collage poster design for the "This Is Tomorrow" art exhibit. The paper describes the author's attempt to reinterpret this collage by using images of the latest technology of our era -- the plasma TV, the DVD player, the PlayStation ? just as Hamilton's collage shows the latest technology of his era -- the reel-to-reel, the television.
From the Paper "I experienced some particular problems in creating my collage. Hamilton's background in advertising and the arts gave him an incredible skill for cutting out the magazine photos, and although the proportions are somewhat skewed, he was able to piece the individual photos together in an almost seamless fashion, creating a completely believable new world. In my collage, the scissors lines are obvious, and there is not the artistic flow of the created environment. The models in my collage do not have the creepy Outer-Limits air about them, and the sense of discord within a stable environment that Hamilton captured simply is not there in my collage, which does not have a proper sense of chaos or stability. It is an important lesson to be learned, however, that even if presented with the same basic supplies, it is the artistic skill and merit of the artist that creates a true piece of art. Simply incorporating similar themes into a piece does not necessarily make those pieces companions or comparable. Hamilton had an incredible sense of the impact of the media and consumer-based society on the individual, and it was due to his own brilliance that his collage is impressive, not just, because he found pretty pictures in magazines."
Abstract This paper examines the effect violent video games have on children. There are several cases cited that link video games to violence, murder and even the Columbine shootings. The paper includes numerous quotes and supporting statistics.
From the Paper "Many of these games devalue human life and reward violent actions. There are also games that lead to addictive and compulsive disorders that can harm younger users. There is legislation on the horizon to assist parents with this growing problem. However, it is ultimately parental supervision that will keep children from exposure to inappropriate video games. It is not 1981 anymore and video game violence is much more serious than a joystick shaped bruise on the arm. The violence depicted in modern video games can affect young players in such a dramatic way that they may harm themselves or others after prolonged exposure."
Abstract The paper identifies the key criteria related to foreign product introduction in the Brazilian market. The paper examines how the Sony Playstation is a potentially viable product for sale in Brazil. The paper explains that this is due to the ever-increasing presence of technology in this country, as well as its competitive pricing structure and highly advantageous position in the world market.
From the Paper "In today's business environments, it is necessary for organizations to consider all alternatives in promoting growth in foreign markets. In order to identify potential business prospects in foreign nation, an organization must provide a product or service that is deemed valuable and useful to serve a purpose. Since trade and investment with foreign nations is a critical component of organizational growth, it is expected that companies will develop products and/or services that will be feasible for use in foreign countries. The business of foreign trade and investment is difficult to achieve and it requires a concerted effort from the organization to develop and promote products that will be attractive to buyers and users on a worldwide basis."
Abstract The paper discusses Sony's initial pricing strategies, which looked to capitalize on the relatively high level of price elasticity that existed in the high end of the gaming market. The paper notes that Sony launched the PSP3 using price to ascertain the relative shape of the demand curves in each of the geographies in which they launched the PSP3. The paper discusses Sony's product and pricing advantage, premium market positioning and strategic planning. The paper concludes that Sony's pricing strategy shows that the company is very aware of how significantly their product life cycles are maturing and the difficulty experienced in keeping a uniform pricing strategy globally. Instead, the company has had to take a much regionalized approach to pricing in order to attain its objectives.
Outline:
Introduction
Analysis of Sony's Pricing Strategies
Conclusion
From the Paper "Sony's initial pricing, while above the closest competitors by $50, was primarily used as a means for communicating premium market positioning over purely being a price penetration strategy. Sony's initial launch of the PSP3 was aimed at the adult gamers who would see the initial price point as an indicator of the devices' superior functionality and value. Making a Blu-Ray/DVD/CD drive standard across all models was a deliberate product strategy to attract adult gamers who also are high-definition video enthusiasts. Sony's pricing strategy then was to use the combination of enhanced functionality (Blu-Ray) in conjunction with a higher-than-average price for this segment of products to attempt to create an entirely new market. Whether this strategy constituted ones that is a "blue ocean" or "red ocean" strategy as defined in the book, Blue Ocean Strategies and discussed in by Columbus, the fact is that Sony was successful in achieving its market positioning. Adults purchased the PSP3 specifically for its high resolution gaming capability, in addition to Blu-Ray functionality as well."
Abstract This paper presents an overview of the history of Activision's series of music video games called "Guitar Hero," its main competition and the reasons for its enormous succes. The writer then describes the challenges faced by Activision in expanding its market and keeping competition at bay. Next, Activision's marketing strategy and goals are described in detail, and suggestions are offered for achieving those goals. The writer concludes that as long as the company continues to invest in making the games fresh and new, they should easily be able to stay ahead of the competition. This paper contains photos.
Outline:
Executive Summary
Environmental Analysis
The Marketing Environment
Competitive Forces
Economic Forces
Political Forces
Legal and Regulatory Forces
Technological Forces
Socio-cultural Forces
Target Market
Current Marketing Objectives and Performance
SWOT Analysis
Matching Strengths to Opportunities/Converting Weaknesses and Threats
Marketing Objectives
Marketing Strategies
Target Market(s)
Marketing Mix
Marketing Implementation
Marketing Organization
Activities, Responsibilities, and Timetables for Completion
Evaluation and Control
Performance Standards and Financial Controls
Summary
From the Paper "The series has been so successful that they have become extremely popular party games, which lead to them being played at a variety of locales. Bars throughout the United States offer a "Guitar Hero Competition Night" in which customers are given a chance to compete with each other on the game. Several concert tours have added Guitar Hero contests to be played between sets. The game is also responsible for prompting 2.5 million out of 12 million children to begin learning a real instrument after they played the series games. Updates to the newly released Guitar Hero: World Tour make it possible for players of any age or skill level to participate. This is due to the fact that Activision, aside from the original four skill levels: Easy, Medium, Hard, Expert, has added a beginner level. The new update is aimed at younger and less skilled players."
