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Xperia PLAY
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Contents
Product information
Contents distribution of Xperia PLAY
Ethical Issues
Product
Competitive Advantage
Success in korea
Marketing
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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
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Product information
Product
http://www.youtube.com/resultssearch_query=xperia
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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
2xxx. 5
200,000 applications
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Ethical Issues
Product
Recommend avoid wifi
Keep the latest ver…(생략)
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OS
Others
88.5%
[Market Share of Operating Systems in Korea]
vs
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Marketing
The number of Sony smart phone(Xperia) users
Not users
96%
Users
4%
(n=50, KNU students)
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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
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Marketing
Through main demand analysis.
Smart phone buyers
study and develop smart phone’s design
inform their differentiated function
Design
Function
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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
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