A little look at advertising

Results of a PlayStation survey April 21, 2006

Executive summary

We can ask about the profile of the PlayStation 2 user in order to find the main factors that will make the success of the PlayStation 3. Indeed, it is important to have a good knowledge of the PS2 players in order to provide them the best satisfaction with the new PS3. The survey was especially about the online gaming habits of the consumers, but also about their regular playing habits. The survey was not about the PS3 product in particular because the design of this product has already been decided and there is no need to change it. This report shows on what Sony must communicate to sell its product, and if Sony has well developed its new console. This survey reveals that Sony must put the emphasis on a communication campaign which shows the fun of the online games. Sony should also think about a multimedia compatibility with its new hardware and develop more diversified games in order to catch the Microsoft and Nintendo players.

Introduction

This report will look at:
• The PS2 consumer: player habits and its equipment
• The interest of the online function
• The keys of the PlayStation 3 success

Findings

1. There are two kinds of PlayStation customers: there is the player or the buyer who offers it as a gift but who does not play with it. Thus, Sony is right to launch the PS3 in November because it will profit from the trend of the Christmas gifts, which will help to sell more consoles and software. Sony could also insist on the beauty of a gift like the PS3 in Christmas ads with a surprising ton it has the secret of. Indeed, the PlayStation was almost as bought by players as it was offered.
2. People are not used playing online, that is why Sony has to insist on the online function which will have a great importance for the PS3 users. Sony has to launch blockbuster games with interesting online possibilities in order to attract the PC players who are fond of this function, and to convert regular users of PlayStation. It is also important to propose an hard drive to save the downloaded features and to propose multimedia compatibility with other media like PC (films, music, chat, add-on for games…). These functions will also be useful for the main users but also for the others who will be able to use the PlayStation for other activities than playing with a video game.
Sony could use the internet function to present its new products. However, it will not sell many products online. This means will be a show-window that will help to sell in shops but not online.
3. The quality and the performance of the consoles and of the games are the most important criteria in people’s mind. Sony and the editors have also to be creative and to profit from the new technology of the hardware to propose more realistic, funny and attractive games. They must pay attention at the innovation of the competitors. To fight against Nintendo, Sony has to look at its competitor’s new concept of playing (gyroscopic paddle) and to be more creative by creating new concepts of games. As far as fighting against Microsoft, Sony has to buy the maximum of games licenses in order to reduce the number of exclusive blockbuster games and to attract its users who are generally from the PC world. Half of the PlayStation users is faithful, but Sony should continue to innovate with new concepts like Eye Toy, in order to keep them. The promotional offer will also have a great importance on sales, that is why Sony should launch a pack with the hardware and a game to boost especially the sells of video games. Indeed, the consumers only buy one to three games in a year, which is few. Thus, Sony has to make efforts with its new disc support: the blu-ray, which can contain about ten DVDs in one. The cost of the editing and of the development must be low to produce a lot of quality games at a cheap price to increase the sells of video games.
The other points tested in the survey confirm what Sony has already thought about the PS3. We can for example quote the importance of the DVD player function. However, this player must be compatible with MP3 and Divx in order to satisfy the customers who are found of these supports.

Conclusion

Sony has a great product. Now, the company only has to prepare his media communication to endorse the product, especially for the online possibility which would be very important for this new PlayStation generation. The loyalty of the players and the reputation of the product will do the rest like in the past. Indeed, we just have to think about the passion and the hysteria of the customers when the PS2 was launched to envisage the same feeling for next November.