The PS4 Pro 1Tb

Prepared by: Eric Blaskowski

Table of Contents

Executive Summary . . . . . . . . 3
Product Description . . . . . . . . 3
History . . . . . . . . 4
Other Products Offered by Company . . . . . 5

Mission Statements, Goals and Objectives . . . . . 7

Environmental Analysis . . . . . . . 7
Competitor Environment . . . . . . 7
Economic Environment . . . . . . 9
Political Environment . . . . . . . 9
Legal Environment . . . . . . . 10

SWOT Analysis . . . . . . . . 11
Strengths . . . . . . . . 11
Weakness . . . . . . . . 12
Opportunities . . . . . . . . 13
Threats . . . . . . . .
13

Target Markets . . . . . . . . 14
Demographics . . . . . . . . 14
Geographic . . . . . . . . 15
Psychographic . . . . . . . 15
Behavioral Dimensions . . . . . . 16
Secondary Market . . . . . . . 16
Product Position . . . . . . . 16

Marketing Mix . . . . . . . . 17
Product . . . . . . . . 17
Price . . . . . . . . . 18
Place . . . . . . . . . 21
Promotion . . . . . . . . 22

FAB. Value, and Satisfaction . . . . . . . 23

FAB . . . . . . . . . 23
Values . . . . . . . . . 25
Satisfaction . . . . . . . . 25

Considerations . . . . . . . .
26
Social Considerations . . . . . . . 26
Special Considerations . . . . . . 27

References . . . . . . . . . 28

2
 Executive Summary

This marketing plan covers the PS4 Pro 1TB gaming system

developed by PlayStation a subsidiary of the Sony Corporation. The primary

target market for the PS4 Pro includes males ages fifteen to thirty in the

middle class. The PS4 Pro satisfies the need for entertainment. The PS4 has

the capabilities to satisfy multiple entertainment needs from watching TV, to

playing video games, to streaming movies in 4K.

Sony has developed the first streaming TV service for a video game

console. The PS4 Pro is the first gaming system allowing its users to play

games and as well stream movies in 4K. The PS4 Pro 1Tb is currently the

industry leader and is preferred by the more serious gamers.

Product Description

Product Description

The PS4 PRO 1 TB is the state-of-the-art edition of the Sony

PlayStation gaming system. This product is manufactured by the Sony

Corporation. This state-of-the-art model was released on November 10th,

2016 with a base price of $399. This is not a new generation of the Sony

PlayStation, but rather a mid-generation console upgrade. The PS4 Pro

utilizes 4K graphics in a game console. The PS4 can not only play games in
4K quality, but can also stream 4K videos. The PS4 can also upscale normal

video quality. The PS4 Pro can not only play PS4 discs, but also download

from the PlayStation store which can play as it downloads. The Store allows

consumers to buy, stream, and download in 4K from the comfort of their

own home. Sony has recently released PlayStation Vue which is an

alternative to cable subscription similar to Sling TV available on the PS4

Pro. Remote play is a new feature enabling consumers who own the PS Vita

and the PS4 to resume their saved games after they leave the house or

throughout the house while it is connected to the same local network.

History

Sony was founded in 1946 under the name Tokyo

Telecommunications Engineering Corporation. In 1958 they officially

altered their name to the Sony Corporation. In 1960 May Sony developed

the first direct-view portable TV. In 1970 the first Sony shares were listed on

the New York Stock Exchange. In 1997 the home use PC known as the

VAIO was created. Sony has a much more impressive history these a just the

major highlights to show how innovative Sony corporation has been. Sony

released the first version of the PlayStation on December 3, 1994. The

second generation was released on March 4th, 2000 it was known as the

PlayStation 2 or better known as the PS2.

Other Products
Cyber-shot DSC-RX1
MDR-1 Series Headband-Style Headphones and SRS-BT Series
Speakers with One-Touch Function
BRAVIA 4K LED Televisions (X9200A Series)
Xperia Tablet Z
Xperia Z and Xperia ZL
4K Ultra Short Throw Projector
Premium Walkman
VAIO Duo 13 and VAIO Pro 11
PMW-F5 and PMW-F55 CineAlta Cameras
Music by Justin Timberlake, Beyonc, and other
Smurfs 2 movie

Mission Statement, Goals, Objectives

Mission Statement

There is no Mission Statement for the PS4 Pro 1 TB. The mission

statement for Sony Corporation is, At Sony, our mission is to be a company

that inspires and fulfills your curiosity. (3. Sony)

Objectives

In 2000 Sony announced their new vision Environmental Vision

Towards Sustainability" (4. Sony Press Release) One of their objectives is,

Sony aims, through continuous technological innovation and new business

initiatives, to contribute positively to the natural environment and the

dreams of future generations. (4. Sony Press Release Page 4) Of particular

importance are CO2 reductions and reductions in material use, and in these

areas Sony aims to achieve an improvement in eco-efficiency at a factor of

1.5 by 2005 and a factor of 2 by 2010 (against figures for 2000). These

targets will include a particular focus on CO2 emissions and energy

consumption. The document "Green Management 2005" will contain the

specific objectives for FY 2005:

To reduce power use of products by an average of 30% by 2005 (against

figures for 2000).

To achieve a standby power consumption of 0.1 W or less for all products by

2005.

To achieve a 15% reduction in energy use (relative to sales) at our

manufacturing and non-manufacturing sites (against figures for 2000).

To achieve a carbon offset contribution of at least 5% by 2005 (by

introducing renewable energy sources and other initiatives). (4. Sony Press

Release)

Goals

Another one of Sonys goals is their commitment to sustainability.

Their objectives include, Eco-Efficiency = Sales / Environmental Impact.

(4. Sony Press Release page 4)

 Environmental Analysis

An environmental analysis is the analysis of the internal and external

environments that affect a product, company, and organization. The

following is the environmental analysis for the PS4 Pro 1Tb. The analysis

will follow the order, brand comparison, economic environment, political

environment, and legal environment.

Competitor Environment

PS4 is one of the industry leaders for gaming devices due to its

superior graphics compare to all other gaming systems. The head-to-head

competitor of the PS4 is the Xbox One. The Xbox One has gained a

significant amount of the market by developing an all-in-one system. (9. PS4

Vs. Xbox one) What this means is instead of being just a gaming device the

Xbox One controls everything from cable/satellite, movies, and all other

digital entertainment. The PS4 is attempting to close this gap by introducing

PlayStation VUE, which is an application downloadable to the PS4. This

will allow PS4 users to stream live TV directly to their device for a monthly

subscription. The Nintendo Wii was a blockbuster at the inception especially

with the elderly and the younger generations. With the ability to have an

interactive gaming system, the Wii had wide appeal. With the ability to play
tennis or going bowling in your living room though appealing to the elderly

and the younger market it discouraged the serious gamers. (11. PS4 vs. Xbox

one vs.) The more serious gamers wanted realistic graphics, faster

processing speed, and the ability to not only play games but watch Blu-ray

movies on one device. (11. PS4 vs. Xbox one vs.) The third competitor is the

PS Vita which is PlayStations attempt to gain market share in the portable

gaming device market. While the Vita does allow for portable gaming the

graphics and system quality is significantly less than that of the other two

competitors. (12. PS Vita vs. PS4)

Product Competitors would include any type of gaming. This would

include handheld gaming devices to computers.

Generic competitors for the PS4 would include any other

entertainment product. Examples include a trampoline, a Go-kart, or DVDs.

The PS4 has a vast amount of different products to compete with on the

generic level.

The PS4 Pro 1TB is a non-necessity. This conveys it is a luxury item

and not one you need to survive. During difficult economic conditions, your

entertainment budget will not be as vast as in previous years.

Economic Environment

With the PS4 Pro 1TB being a non-necessity the economic

environment has a strong influence on it. When economic conditions are

hard the most common element to be reduced is entertainment budget. With

the PS4 being an entertainment product and one which requires more money

to utilize (video game prices) it is not financially responsible to purchase

when money is at a premium. However, a study performed during the

holiday season of 2008 shows videogames sales did not decrease at all

during the recession. "In its report for October, the firm revealed that for the

videogame industry as a whole, sales were up 18 percent for the month, to

$1.31 billion from $1.12 billion a year earlier." (6. Is the Video) With this

evidence, it seems even when money is at some premium consumers still

have the want for videogames which makes the PS4 Pro 1Tb resistant to a

recession.

Political Environment

Videogames have become an intense issue in recent years with more

and more young adults playing. Parents are worried young adults ambition

will decline and become addicted to videogames, and not get the exercise

and fresh air they need. The other issue people have with videogames is it
desensitizes kids to violence. One group fighting intensely to decrease the

likely hood of desensitization to violence. Mothers against videogame

addiction and violence (MAVAV) "The Mothers Against Videogame

Addiction and Violence organization is dedicated to educating parents of the

world's fastest growing addiction and the most reckless endangerment of

children today" (7. MAVAV.org)

Although MAVAV is the primary organization fighting against video

games, there are multiple groups. There is the PTC (Parent Television

Council), MAG (Moms Against Gaming), and MAVG (Moms Against

Videogames). One of the leaders against videogames is Jack Thompson. He

is a disbarred attorney from Florida who has fought against video games, rap

music, Howard Stern radio show and more.

Legal Environment

The legal environment which affects PS4 Pro 1TB is the

Entertainment Rating System Board. (5. ESRB About) This group decides

what age is appropriate to play each video game. This damages PS4 because

if games are developed for teens ages thirteen and older, and receives a

Mature rating, PS4 loses a large segment of their target market.

 SWOT

A SWOT analysis explains the strengths, weaknesses, opportunities,

and threats. This is a tool used by a company to not only view their current

market situation but future marketing opportunities. The SWOT analysis is a

very good tool for all marketing managers to us to get an in-depth view of

their products and the industry.

Strengths

In the SWOT analysis Strengths is used as the meaning for strengths

the product has over its competitors. The PS4 Pro 1TB is the industry leader

in gaming system market. It has the most innovative graphics card. (13.

Xbox One S vs.) Also, it has the fastest processor allowing the frames per

second to surpass that of the Xbox One S. (13. Xbox One S vs) "Sony's PS4

Pro features an eight-core x86-64 AMD Jaguar CPU with unknown clock

speed, 4.2 teraflops AMD Radeon-based graphics card and 8GB GDDR5

RAM and 1TB storage." (13. Xbox One S vs) In terms of raw power, the

PS4 Pro's graphics chip is rated at 4 TFLOPS (trillion floating point

operations per second), where the Xbox One is at around 1.4 TFLOPS." (14.

PS4 Pro vs)

Another strength of the PS4 Pro 1TB is the brand loyalty achieved

through years. PlayStation has been the industry leader since the release of
the PS1. While Xbox and Nintendo have attempted to surpass PS4 Pro, the

technology advancements PlayStation manages to develop cemented them as

the industry leader. PlayStation has developed a reputation of being a

gaming system for serious gamers concerned about graphics and gameplay.

(14. PS4 Pro Vs.)

The PS4 Pro is developed by Sony which is a powerhouse in the

technological industry. Sony makes everything from Fridges to televisions

this allows them to have a huge production team with many assets and

resources. This allows Sony to take a loss on the sale of the PS4 Pro and still

have enough market share to justify the making of it to board members. (16.

Its the games)

Weaknesses

Weaknesses are areas of the product or the industry that the

competitors has an advantage in. Weaknesses are important for managers to

know so they can correct these issues, this decreases the likely hood of

competitors making a run at their market share. The PS4 Pro 1TB is a bulky

machine compared to competitors, this decreases their aesthetic appeal

compared to much smaller One S and Wii U. (13. Xbox One S Vs) Another

weakness is that the PS4 Pro does not include a Blu-ray player in the system

like the One S. So, the user of the PS4 must rely on streaming movies online
or purchasing through the PlayStation store. The PS4 Pro also has a lofty

price of $399. For reference, the One S rate is $269.99. (14. PS4 Pro vs)

Another weakness for the PS4 is the limited number of games. Microsoft has

purchased the rights of certain games which poses a problem for non-Xbox

users. Microsoft ensures users must acquire an Xbox to play the games. This

includes Gears of War and Halo, which are two of the most popular game

franchises. Another is Xbox uses have opportunities to get downloadable

game content released earlier than content the PS4. This includes map packs

released a month earlier on the One S than PS4. (13. Xbox Ones vs)

Opportunities

Opportunities has areas that the product has an ability to improve to

gain more market share. The PS4 Pro 1TB has many opportunities to

improve the console. The inclusion of a Blu-ray and 4K movie player.

Another opportunity would be to lower the market retail price by reducing

memory. This would cause it be more affordable to the average gamer.

Threats

The colossal threat to the PS4 is their competitors. Xbox has been

gaining brand loyalty in the younger generations as they are viewed as the

more affordable and basic. (13. Xbox One S vs) While the PS4 still has their

intense gamer market, more average gamers are looking for limited
advanced systems for the lower price. The price point has allowed many

gamers to start off on an Xbox which makes it extremely difficult for

PlayStation to attract those consumers. One of the threats facing the PS4 Pro

is hacking. In the past, the PS4 and PS3 have been hacked for personal

information. This has allowed competitors to market their products as more

secured. The PS4 was most recently hacked on Christmas Day resulting in

online servers being down for 5 days. While competitor threats are

inevitable the threat of government intervention is a lot less predictable. One

of governmental threats to the PS4 Pro is the ESRB (Entertainment Software

Rating Board). While game developers identify target market while

developing a game, the ESRB determines the rating potentially eliminating

or decreasing this target market.

Target Markets

The PS4 Pro 1Tb is a gaming console that appeals to many different

target markets due to its many features and graphics. Below is a summary of

the primary and alternative target markets for the PS4 Pro 1Tb and its

positioning.

Demographic

The demographic descriptors of the primary target market for the PS4

Pro 1 TB are male ages fifteen to thirty-five. (17. PlayStation 4 Ads) Most
purchasers of premium gaming systems are in the middle class. (17.

PlayStation 4 Ads) PS4 Pro is currently attempting to increase brand loyalty

of younger gamers (15 years of age) teen by developing more and more

games which appeal to this younger generation. They attract the older gamer

by having the best graphics card and processor in the market. With the PS4

Pro costing around $400, Sony is attempting to appeal to the middle and

upper classes who are more likely to have the financial means to purchase an

expensive non-necessity like an entertainment device.

Geographic

The primary target market resides in both rural areas and cities. The

connectivity of the PS4 Pro allows you to play online anywhere an internet

connection is available. The PS4 Pro 1TB allows you to play with people

from across the world.

Psychographic

The target lifestyle Sony is trying to reach is the tech-savvy market.

With all the enhanced features and increased speed and graphics, the PS4 is

not appealing and tends not to be enjoyable for those with little to no gaming

or tech experience. (18. Sony reveals) The PS4 Pro understands and utilizes

the gamer lifestyle and knows how to attract them. With all the

advancements contained within the PS4 Pro, the game system allows gamers
to feel what they cannot see, proving the PS4 Pro is truly a gamers system.

(17. PlayStation 4 ads)

Behavioral dimensions

The PS4 Pro 1TB primary target market is more interested in graphics

processing speed and overall gameplay than price. They want to feel like

they are at the pinnacle of todays gaming technology with everything it can

offer. The target market is not concerned with cost as much as the PS4 Pro

experience. (18. Sony reveals)

Secondary Market

With the PS4 Pro 1TB Sony has been generating an effort to target

more women who are interested in video games. With the popularity of

gaming in society more and more women are playing. (17. PlayStation 4

ads)

Product Position

When consumers hear the name PS4 Pro 1TB, they usually think of it

as the gaming system for the true gamers. Due to superior graphics, the PS4

Pro is the preferred gaming system for serious gamers. (18. Sony reveals)

Though the Xbox One has more of an all-in-one entertainment system

device, the PS4 Pro is for the truly hardcore gamers. When consumers are

deciding between the two main competitors, their thought process is, Do I
want a device that does everything I could possibly want?, or Do I want a

device that is purely made for the best gaming experience? (18. Sony

reveals)

Marketing Mix

The marketing mix is a set of actions a corporation utilizes to market

its brand and products. The marketing mix includes the product, price, place,

and promotion. The following is the marketing mix for the PS4 Pro 1Tb.

Product

The PS4 Pro 1TB is a consumer Product, consumers purchase the PS4

Pro for personal entertainment purposes. The PS4 Pro 1TB falls into the

PlayStation product line for Sony. Other products that fall into the

PlayStation line are the PS Vita, PlayStation VR, and the other generations

of the PlayStation. Sony has many product lines from Sony Vaio, Cybershot,

and Bravita which are all personal electronics. The original PlayStation was

created in 1991. (19. The history) The PS4 Pro is the 4th generation in the

PlayStation line. While the PS4 debut in November 2013 this is the 3rd

iteration of the PS4. (24. PS4 release date)

The PS4 Pro is currently in the maturity stage of the product life

cycle. The PS4 has sold more than 40 million units across all its iterations.

(20. PS4 sales) The sales revenues have increased by an average of 12

percent each year since the release. The life cycle has been in the maturity

stage for over a year due to the number of competitors with similar products

as in the Xbox one or Nintendo Wii. (20. PS4 Sales)

The PS4 Pro has immense brand loyalty developed at an early age of

consumers. Once most gamers start on one device the likelihood of them

switching is low. The PS4 Pro also has very high brand recognition. All over

the world the name PlayStation and PS4 is recognized. This is due to the

PS4 is currently sold in over 72 countries. (18. Sony Reveals) The PS4 Pro

1TB is an individual brand of the family brand Sony. The PS4 name was

trademarked in 2013 when the first iteration was released. (19. The history)

(See figure 1) The PS4 is packaged in a box with product information on the

back and sides. (See figure 2 and 3.)

Price

The retail market price for the PS4 Pro 1Tb is $399. The PS4 Pro is at

the average market price. The Xbox One S also sells for $400. (19. PS4

Sales) The PS4 is in a buyers market, due to many products being available

for purchase near the same price with the same entertainment functions. To

stay competitive Sony has dropped their prices and developed promotions.

These promotions bundles include a limited edition PS4 with certain games

and controllers.
 The PS4 price is elastic as the price of the PS4 fluctuates so does the

demand. Main motivation behind the price is competition oriented. The sale

of the PS4 only nets Sony a profit of $18 per unit sold. (23. AMD makes

more profit)

The pricing strategies of the PS4 are also competition based. The price

is strategically placed at $400 dollars to compete with Xbox and Nintendo.

The PS4 also utilizes other pricing strategies by having promotional deals.

The PS4 Pro 1Tb is offered in bundles which comes with games and a

limited edition PS4. PlayStation also uses complementary product pricing.

Figure1

(21. playstation.com)

Figure 2
(22. Heres what the)

Figure 3

(22. Heres what the)

Place
 The PS4 Pro 1Tb utilizes both indirect and direct distribution

channels. They accomplish direct distribution offering the capability to

purchase directly off the PlayStation website. Indirect channels are achieved

by distributing the PS4 Pro through retailers.

The exposure of the PS4 Pro is intensive. The PS4 Pro can be

purchased at most retailers. The PS4 Pro is currently being sold at the major

retailers of Walmart, Target and Amazon. The PS4 Pro utilizes many

channels of distribution and transportation. Sony utilizes trucks to distribute

their products from distribution centers to retailers. Sony also utilizes ships

(water) and planes (air) to transport the PS4 Pro around the world. The PS4

Pro is distributed in over 72 countries which allows for different modes of

distribution.

The carrying cost of the PS4 is storage space, security, personnel and

humidity control. Sony and channel members must secure the consoles to

eliminate threat and damage. The PS4 currently utilizes distribution centers,

this means after the product is manufactured it is shipped to a distribution

center for immediate shipment to retailers. Sony utilizes automated delivery

system of distribution.
Promotion

The PS4 Pro 1Tb utilizes two of the three types of communication,

uses mass selling and sales promotion. Sony is able utilize mass selling by

commercials on national television. There latest advertisement has the

slogan greatness awaits. (26. Sony marketing strategy) They also utilize

mass selling by encouraging previous PlayStation users to upgrade to the

PS4 by the way of ads review the history of PlayStation.

Sales promotion is accomplished with bundle packages. The current

PS4 Pro 1Tb bundle is the gaming system with either Uncharted 4 or Call of

Duty. This encourages consumers to purchase PS4 because a game is

included in the purchase of the system. Also, the system is a limited edition

which entails either a new look or new features. Sony also utilizes seasonal

discounts, during certain times of the year PS4 allows a percentage off of the

gaming system to encourage consumers to purchase the PS4. (26. Sony

marketing strategy)

Public Relations department for PlayStation was tasked with

minimizing the negative publicity from the online hacking of PS4 accounts.

This occurred during the 2016 Christmas holiday season. (25. PlayStation

Restored) While the hack did not generate national television news service,

many online news organizations covered it. The hack undermined their
system for over 50 hours. (25. PlayStation Restored) While the system was

rebooting the public relations department for Sony was attempting to

reassure consumers their systems would be up and running soon.

Sony also has promotional tools to include their target market. Sony

employs gaming competitions as a promotional tool. With these

competitions, competitors are sponsored by Sony and wear PS4 gear. Sony

has also created online tournament play, which allows the PS4 Pro players to

qualify for national competitions. (28. Sony launches PlayStation)

FAB, Value, Satisfaction

FAB (Features Advantages Benefits)

The consumers perspective of the PS4 Pro 1TB is, The ultimate

gaming experience available today. (29.PS4 pro vs.) This is due to the

features the PS4 Pro offers the competitors do not. These features allow

gamers to experience advantages from better gaming experience to more

capabilities. In this section, we are discussing what feature the PS4 Pro has

and what advantage it provides to the consumer. Then we will look at the

advantage and see what benefit this provides to the consumers.

FAB

a. Feature - capable of 4K gaming and video streaming

 b. Advantage - PS4 Pro is the only gaming system that offers the

4K gaming and video streaming

c. Benefit - better graphics in both video games which enhances

entertainment, less buffering for movies and TV shows while

streaming online (1. Which console should)

2. FAB

a. Feature - ability of virtual reality gaming

b. Advantage - PS4 Pro is the only gaming device to offer a virtual

reality headset to play games

c. Benefit - allows players to be immersed in the game (2. Which

console is right)

3. FAB

a. Feature - 1Tb hard drive

b. Advantage - PS4 Pro is the only system with the 1Tb hard drive

standard

c. Benefit - not only allows consumers more memory for games

and videos but saves money due to that an upgraded hard drive

for the Xbox One S will have to be bought after market

Value

To determine if a product is a good value consumers must receive

more benefits than costs. The PS4 Pro 1TBs benefits are presented in the

FAB section. This section discusses costs. While the PS4 Pro has a price of

$399-it is not the only costs associated with the PS4. The other essential cost

associated with the PS4 is the purchase of video games. The average cost of

a PS4 video game is $59.99, which entails an extra cost to consumers every

time they wish to play a new game. Another cost for the PS4 Pro 1Tb is the

access to the PlayStation online network. Consumers can either purchase for

$60 a year or $10 a month subscription. With upon the benefits outweighing

the costs listed above the PS4 pro is a good value. (30. Which console is

right)

Satisfaction

Consumers tend to be satisfied with the PS4 Pro 1Tb. In a study

conducted by gamespot only 2% of PS4 Pro users said they were dissatisfied

with their new systems. (3. PS4 owners more) This studied also revealed

39% of PS4 respondents answered with extremely satisfied which was 6%

higher than Xbox One. (31. PS4 owners more)

 Considerations

While there are various considerations which affect the success or

failure of a product for instance how a company utilizes its internal

operations, or how external factors can change market size and product life

cycle. Listed underneath are some social considerations for Sony and the

PS4 Pro 1 Tb.

Social Considerations

Sony is economically responsible by many different definitions. The

first, they have distributed dividends to stockholder the last three years. (32.

Dividend History) The second, Sony Corporation has increased its total

revenue every year since 2012 when it was at a low of $57.72 billion, today

it is at $72.06 billion. (33 Sony Revenue) Sony is a legally responsible

company. They have no outstanding highly publicized lawsuits pending.

Also, there is no record of any governmental regulation infractions by Sony

Corporations. In the eyes of the public the Sony Corporation acts as an

organization should. There has been no protest or any other forms public

disapproval. Sony Corporation is socially responsible and has the best

interest of the society.

 Over the last couple of decades, the social trends around the world

have changed dramatically and PlayStation is trying to capitalize. As the first

generation of video gamers are beginning to have kids, more kids are raised

in a family with video games. In 2012 56% of U.S households owned a

video game system, an increase of 6% in one year. (34. Nielsen 56%) While

the number of video game players increases with each year, the market size

for PlayStation also increases. Another social trend is age distribution. The

average age someone begins playing video games on a console is six-year-

old. (4. 91% of kids) A study in 2011 determined that 91% of kids 2-17 play

some type of video game. (4. 91% of kids) Another changing social trend is

more women are playing video games as of 2013 45% of video game players

were women. (36. Women make up) This has enticed Sony to begin

marketing and developing games specifically for women.

Special Considerations

As the streaming of movies and TV shows becomes more common

while cable subscriptions are decreasing daily. PlayStation is utilizing the

development of the PS Vue to develop a competency in the industry over

their competitors. PS Vue allows its subscribers not only access to TV shows

and movies on demand, but also live TV including sporting events.

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