Sony has dominated in
sales with over 5 million units sold. Their strategy was simple create a system
that innovates for years to come. Sony uses the relationship selling method to
create relationships with all its users. They do that with PlayStation Plus.
PlayStation Plus is a membership service sold to customers and is needed for
the PlayStation 4 in order to access the online features of the system. With online
gaming being the future and dominant force of gaming. Sony strives to enhance
their customer relationships by enhancing its online services to better suit
its consumers. 
The PlayStation 4 was designed for their loyal gamers. With that
in mind Sony made changes to not only the console but also the controller and
the interactivity of how the player can share experiences with friends and
other gamers online. With PlayStation Plus Sony gives the customer access to
free games monthly via downloads and also gives the player access to their
individual account to keep track of trophies ( milestone rewards earned when
progressing through games), and also keep track of their friends experiences as
well. The share button on the controller allows the player to do just that
enhancing the player relationship with Sony.
I would say Sony is customer centric because they beta tested
many controllers before deciding which model suited the player best. These beta
test continue with the newly announced PlayStation Now. PlayStation Now is another
service Sony provides that allows consumers to play any title in their vast
library of games via monthly membership. The beta testing has proven to be
successful and is going to be incorporated with the 2014 Sony Bravia model HDTV
when it is released in June. 
Sony
uses their website to gain feedback on services and products. These learning
techniques helps Sony better themselves as a company and use the information to
better their knowledge management. These touch points allow Sony to further
investigate any issues gamers have and improve them in due time via software
updates. Software updates update games and the overall system to fix bugs and
other issues players received when playing the console. An example of that is
the Day 1 update. The day 1 update was an update on the day the console was
released which was a bit time consuming but enhanced gameplay and the system for
better use.
Sony uses its retail sellers to help with point of sale
interactions making kiosks available to possible customers to get their hands
on the system and test out games via demos (short levels from games available
for the console). Making these kiosks available in places like Best Buy,
GameStop, and Toys R’US allows Sony to keep it customer relationships tight. It
also allows retailers to promote product and give out further information about
the console and its features further influencing sales of more consoles to new
customers. Sony also uses these retailers to offer exclusives game extras via
pre ordering of new games. Companies releasing games for the PlayStation 4
offer exclusive bonus content to customers who pre order games. Walmart and
GameStop are most famous for utilizing this selling technique and has been very
successful to date.
Retailers have trained associates and managers who are able
to promote and sell Sony products or any other gaming device. Like any retail
establishment the stores build customer first relationships with consumers
providing extensive information before the purchase is made and also enhances
the customers experience by making them feel welcomed so the return again.
Sony is an international company so they did not need much
referrals to promote PlayStation 4 because consumers where just waiting for the
announcement. However when Sony announced PlayStation 4 they used social media
and their website to promote the upcoming system to its consumers. They announced
at the E3 convention in 2013 and the convention was viewed virally throughout
the world and loyal and new customers were able to see first-hand what Sony had
planned for next generation gaming. The E3 convention is held every year and every year Sony has a panel and announces new products for their consoles as well as new games they have been working on with different studios. At the convention this is where Sony addresses its need s assessment and also shows their selling presentation for their products. This is their form of negotiation because at the convention players get hands on demos to play and experience first before the game are released. The follow up to that is Sony announces release dates for products and the bonuses players can receive from pre ordering their products. Through this technique Sony has been successful because they released a dominate console and has well exceeded their quota in sales. This is only going to continue for years to come.
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