You don’t have to be a tech guru to know that the Apple Iphone has been one of most commercially successful products of 2007 while the Sony PS3 has struglled to perpetuate Sony’s strangle hold on the video game console market. As owners of both products I wanted to bring some perspective for why the discrepancy between two products that I both adore.
First off I wanted to say that I don’t think pricing is the key reason why the PS3 has stumbled, as 1.5 million people have purchased Iphones despite cheaper alternatives. To me its 100% marketing execution. Check out this video below which mocks Sony’s marketing efforts in a song called “How to kill a Brand”
The Iphone and PS3 are actually very similar. Both initially launched at $500 and play videos, music, photos, with ability to browse the internet. Both offer extensive functionality besides its key use as either a gaming console or cell phone, justifying their high price tag for the devices. However Apple took it upon itself to really show off the Iphone’s robust functionality and user friendly interface. Sadly Sony didn’t, thus it was up toconsumers to hit stores and the internet to learn more about the expensive gaming console. Interest never matriculated in the PS3, but it sure did in the Wii as typical non gamers were now taking a hard look at this fun new product.
Below are 2 examples of how Apple has taken it upon themselves to educate consumers on their product and 2 examples of Sony missing the mark with their initial ad campaigns.
http://www.youtube.com/watch?v=bhhbaaWBgnk&hl=en&fs=1
Apple has since refreshed/reinforced these ads with a new round of advertisements with Iphone owners describing various success stories with their Iphones in front of a black screen.
Here are Sony’s first ads for the PS3. Notice that not only do you not learn jack about the product, but also how its creepy and more likely to make you change the channel.
Essentially Sony was unsuccessful in creating any consumer buzz. Although PS3 shortages were documented all over the country, it became apparent that the PS3 hype lacked longevity mainly due to a marketing campaign that failed to differentiate their product as was as educate the main stream market of the value and benefits of the PS3. Its really a shame too as countless friends of man have marveled at how cool of a product it is.
