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분야
hwpⅠ Product
1. Product information
2. Contents distribution of Xperia PLAY
3. Ethical Issues
Ⅱ Competitive Advantage
1. Plentiful Game Contents
2. Controller (Game-Pad)
Ⅲ Success in Korea
1. Legal barriers _ Game Shut Down System
2. Low Awareness in Korean Market
3. Negative Social Recognition
4. Single Core
5. the Densely Populated Android and Lots of Competitors
Ⅳ Marketing
1. Marketing strategy - Through Competitor's Marketing.
2. Marketing strategy - Through main demand analysis.
3. Specific Marketing strategies
Ⅲ Success in Korea
There are several crucial barriers for Xperia PLAY to achieve success in Korean market.
1. Legal barriers _ Game Shut Down System
On 20 April, 2011, Game Shut Down System was approved by bill judge committee of Korea. The Game Shut Down system is to prohibit adolescent from playing on-line game from midnight to 6 a.m. of the next day, and its object is to reduce internet use of adolescent and to prevent them from being addictive to the internet. If this bill approved by plenary session of the National Assembly, it will be carried out on November, 2011. In the beginning, the use of PC on-line game will be limited, but the range of bill will be expanded to mobile game in two years.
Thus, the optimal condition for using Xperia PLAY can be restricted by Game Shut Down System. And since the core value of product is playing games and the main consumers of game market are teenagers, Xperia PLAY's competitive advantages could be less competitive than other products in smart phone market.
Considering the current disadvantageous market environment, Sonyericsson announced the official cessation of launching Xperia PLAY in Korea on 24th April.
2. Low Awareness in Korean Market
In a current Smart Phone market in Korea, the brand power of Sonyericsson is much lower than other main Android smart phone manufacturers, such as Samsung, LG and Pantech.
3. Negative Social Recognition
