Sony Eye Toy
Sony Eye Toy
1
G R OUP 2 : DA N I K USW A NTO ( 12 400036 7 1) DENNY J C HANDR A ( 12 40002 611 ) FR A N S I S C US A SI NG G I H ( 12 40003 71 5) S I R EG A R SI DDI K ( 12 400036 3 3 ) VI TA HEL I A DESY ( 12 40002 78 2 )
Table of Content
2
Background
Business & Industry Backround Sony Eye Toy Product
Analysis
Concept Development Marketing Strategy Market Performance Product Development Pipeline
Future of EyeToy
$62 billion annual sales (2004)
• Sony Computer Entertainment Inc. (SCEI) led the development of PlayStation since 1994 • In 2000, PlayStation 2 (PS2) was launched • As of 2004 PlayStation 2 had reached 70 million units worldwide
3
Video Game Industry in 2004 $30 billion-a-year global industry
Sony PlayStation 2
Years Introduced Street Price (Euro) Cumulative Shipment Worldwide Male Players 2000 180 70 million
Microsoft Xbox
2001 200 15 million
Nintendo GameCube
2001 100 15 million
80%
4
90%
80%
Eye Toy Play
5
Eye Toy Groove
6
The Man behind EyeToy
Phil Harrison - Europe – Executive VP Product Development Ron Festejo – Europe – Producer of EyeToy Play
Dr. Richard Marks – USA – Engineer R&D Group
7
Milestone
1999 – conceived by Richard Marks November 2000 – demonstrated in internal product development conference in London September 2002 – demonstrated in public at PlayStation Experience event in London
July 2003 – released across European territories
November 2003 – released in North America February 2004 – released in Japan
8
Concept Development
• Bundle of software (game) and hardware (camera) • 12 minigames • Harrison: “…introduce EyeToy to as broad an audience as possible…creates lots of different access points for different customers.” • September 2002, PlayStation Experience event in London • Parents and females as well as hard-core actiongame males were also lining up to test EyeToy • Harrison: “…we realized we were onto something special, because it was
1
G R OUP 2 : DA N I K USW A NTO ( 12 400036 7 1) DENNY J C HANDR A ( 12 40002 611 ) FR A N S I S C US A SI NG G I H ( 12 40003 71 5) S I R EG A R SI DDI K ( 12 400036 3 3 ) VI TA HEL I A DESY ( 12 40002 78 2 )
Table of Content
2
Background
Business & Industry Backround Sony Eye Toy Product
Analysis
Concept Development Marketing Strategy Market Performance Product Development Pipeline
Future of EyeToy
$62 billion annual sales (2004)
• Sony Computer Entertainment Inc. (SCEI) led the development of PlayStation since 1994 • In 2000, PlayStation 2 (PS2) was launched • As of 2004 PlayStation 2 had reached 70 million units worldwide
3
Video Game Industry in 2004 $30 billion-a-year global industry
Sony PlayStation 2
Years Introduced Street Price (Euro) Cumulative Shipment Worldwide Male Players 2000 180 70 million
Microsoft Xbox
2001 200 15 million
Nintendo GameCube
2001 100 15 million
80%
4
90%
80%
Eye Toy Play
5
Eye Toy Groove
6
The Man behind EyeToy
Phil Harrison - Europe – Executive VP Product Development Ron Festejo – Europe – Producer of EyeToy Play
Dr. Richard Marks – USA – Engineer R&D Group
7
Milestone
1999 – conceived by Richard Marks November 2000 – demonstrated in internal product development conference in London September 2002 – demonstrated in public at PlayStation Experience event in London
July 2003 – released across European territories
November 2003 – released in North America February 2004 – released in Japan
8
Concept Development
• Bundle of software (game) and hardware (camera) • 12 minigames • Harrison: “…introduce EyeToy to as broad an audience as possible…creates lots of different access points for different customers.” • September 2002, PlayStation Experience event in London • Parents and females as well as hard-core actiongame males were also lining up to test EyeToy • Harrison: “…we realized we were onto something special, because it was