ADHITHYA R
[COMPANY NAME] [Company address]
[DOCUMENT TITLE]
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Table of Contents
Introduction ……………………………………………………………………………………………………………………….. 2
Impact of Data ……………………………………………………………………………………………………………………. 2
Scope of Horizantal Disruptions ………………………………………………………………………………………….. 3
BCG Strategy Palette ………………………………………………………………………………………………………….. 4
Sony’s Gaming Console with respect to Strategy ………………………………………………………………….. 6
Technological Innovation ……………………………………………………………………………………………………. 8
Shift in Effeciency Paradigm ………………………………………………………………………………………………. 9
Collaborations and Co-Operations …………………………………………………………………………………….. 10
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Introduction
The gaming industry came to existence in 1977 when Atari launched its first gaming console
Atari 2600. And from that point onwards this industry has never looked behind. Since its
inception the industry has seen many leaders from Atari to Sega to Nintendo. Currently Sony
PlayStation is the one who sits on the throne of this technology and data driven $151.55 billion
kingdom.
Impact of Data on Sony
In recent years Big data has played an important role in this industry and Sony has been able to
leverage its potential to quite some extent.
1. To improve customer experience: companies like Sony are sitting on a mountain of
data that gets bigger and bigger daily waiting to be used. Fortunately for these companies
their users leave massive amounts of data trail behind which can be used to improve the
user experience information like at what point in the story line of a game a player quits.
where the player pauses the game etc. all this can be to improve the game in multiple
ways.
2. Can be used to improve hardware: In 1994 Sony launched its first ever PlayStation and
disrupted the market with the sleek and compact design of its console and ergonomic
design of its controllers. Because of these changes the user could now easily set-up the
console and could spend more time playing without hurting their hands. Fast forward to
2020 Sony with its PlayStation 5 introduced next generation haptic feedback technology,
through which gamers could enjoy a real-life experience while gaming.
3. Behavioral insights: Game developers are investing in business intelligence to
understand user behavior such as their likes and dislikes. When do they leave the game
and never come back etc. using such insights developers will know what is off putting or
what upsets the player? And after making relevant changes so that the player stays with
the product.
Sony PlayStation captures data from the customer in various ways such as registering the details
of the consumer when the customer makes the purchases a game or when the customer registers
for a PlayStation Plus membership. Data such as Age, Gender, Geography along with the type of
games the user plays, the preferred genre, time spent on the game etc. This data is currently
being leveraged as mentioned earlier in the report.
Suggestions to Sony to further leverage the data for horizontal disruption:
1. Accessories – With the increasing trend of the social gaming and streaming habits,
customized, Sony can leverage this data into enter the accessories such as Gaming Headset,
Webcam
2. Television and Music Systems – Both of them being a complementary good for the
PlayStation or any gaming console, customized Televisions and music systems for gaming or
