Case: Ps3
Summary: The purpose of the case is to discuss the success of the new product launch in regards to product features, brand loyalty, content availability, third-party support, and adherence to industry standards. Sony launched the PS3 in November 2006, which brought innovation and development of technology to customers. However, the price dropped and over one third of PS3 consoles never sold in February 2007 (J. Paul).
Product features: The PlayStation 3 contains the most advanced technology, which includes the Cell Broadband Engine, a revolutionary microprocessor that brings the supercomputer performance to customers. Moreover, each PS3 is equipped with a Blue-ray Disc player, which allows the users to watch Blue-ray formatted discs through the PS3. These advanced technological functions are superior to the rivals from Sony, such as the Xbox360 and the Wii. (J. Paul)
Brand Loyalty: Sony is a well-known brand name, which produces high quality products and prides itself on cutting edge technology and keeping up with the latest in all parts of the entertainment industry. The company launched its first PS console in 1995, which used 32-bit three-dimensional graphics at that time. Sony works with more than one hundred sixty software companies to develop new game for its consoles. PS2 launched in 2000, which incorporated a built-in DVD player and 3-D full motion video, succeeding in selling all over the world. With the apparent success of both the PS and the PS2, Sony was confident that the PS3 would be the most lucrative console in company history. (J. Paul)
Content Availability: A successful game console not only has advanced hardware, but also enough quality software, which is a library of game titles, to provide to its customers. Both the PS and PS2 have plenty of games to offer their customers. However, the PS3 launched with only 15 games chosen for the buyers. The games which Sony provided were already readily available for Xbox 360, which
Product features: The PlayStation 3 contains the most advanced technology, which includes the Cell Broadband Engine, a revolutionary microprocessor that brings the supercomputer performance to customers. Moreover, each PS3 is equipped with a Blue-ray Disc player, which allows the users to watch Blue-ray formatted discs through the PS3. These advanced technological functions are superior to the rivals from Sony, such as the Xbox360 and the Wii. (J. Paul)
Brand Loyalty: Sony is a well-known brand name, which produces high quality products and prides itself on cutting edge technology and keeping up with the latest in all parts of the entertainment industry. The company launched its first PS console in 1995, which used 32-bit three-dimensional graphics at that time. Sony works with more than one hundred sixty software companies to develop new game for its consoles. PS2 launched in 2000, which incorporated a built-in DVD player and 3-D full motion video, succeeding in selling all over the world. With the apparent success of both the PS and the PS2, Sony was confident that the PS3 would be the most lucrative console in company history. (J. Paul)
Content Availability: A successful game console not only has advanced hardware, but also enough quality software, which is a library of game titles, to provide to its customers. Both the PS and PS2 have plenty of games to offer their customers. However, the PS3 launched with only 15 games chosen for the buyers. The games which Sony provided were already readily available for Xbox 360, which
References: 1. Case 11 – The Launch of the Sony PlayStation 3. P348--P362 (J.Paul) 2. Marketing Management (J. Paul Peter/James H. Donnelly, JR.)