Innovation Audit, Porter's Generic Strategy, Innovative Processes, Blue ocean Strategy, Lock-in Strategy, Kolb's Learning Cycle on Sony Playstation models.
Citation preview
1. I N N O V A T I O N A U D I T SONY THE GAME BEGINS IN 3 2
1
2. SONY Press Start ... May 7, 1946 and is headquartered in
Minato-Ku,Japan. Operates three business units- Electronics,
Entertainment and Financial Services. Major products -Televisions,
Digital imaging, Semiconductors, Electronic components,
Professional solutions, Medical Staff Strength of 168,200 183
countries. Mission: "To experience the joy of advancing and
applying technology for the benefit of the public. Brand Message:
Make. Believe.
3. SONY Core Competencies Brand Name Networking Global Market
Position Design Development Manufacture MINIATURIZAT ION
4. SONY Innovative Organisation Restructuring in its
organizational structure. The quest to be innovative is one of
reasons for the restructuring. Latest Restructuring was on April
1st, 2012. Divisionalised and Adhocracy.
5. SONY Innovative Organisation
6. SONY Innovative Organisation Visionary-Top-down
identification. President Kazuo Hirai, Sony switches to a new
management structure with gaming - core pillar. New structure -
Revitalization and Growth of Electronics Businesses and Deliver
Compelling User Experiences as One Sony. Three core pillars:
digital imaging, game and mobile.
7. SONY Initiatives to promote innovation Lunch time learning
aimed at encouraging creativity and managing stress Sony University
at nurturing talents anywhere in the world High Potential
Programme-Progresses the core skills of Super Sony Folk Work
Smart-Designed to enhance an individual's body, mind, emotions
8. SONY Diffusion of Innovation Diagram Nintendo Entertainment
system (62 million units sold) 1972 Nintendo N64 (33 million units
sold) Nintendo Super Famicon (49 million units sold) Odyssey,
Magnavox (330,000 units sold) Innovators Sony Play station (125
million units sold) 1983 Nintendo, Color TV game6 (3 millions units
sold, in Japan) Nintendo Game Boy (118 million units sold) Early
Adopters Early Majority Source :
http://dotpixelgames.com/wp-content/uploads/2010/04/video-game-timeline.jpeg
Sony PS 2 (138 million units sold) Sony PSP (76 million units sold)
Nintendo DS (154 million units sold) Xbox (24 millions unit sold)
late Majority X Box 360 (76 million units sold) Laggards Sony PS 3
(77million units sold)
9. SONY Innovative Timeline Introducing New disc format Blu-ray
in its new PS3, internet gaming Conflict with Nintendo, Entering
Game Console Industry 1983 1994 2005 2013 2000 Introducing
Dual-Analog Technology, Shift in User Experience Persuading Game
developer to work under their new platform, CD-ROM Introducing PS4,
Game Sharing, Face Tracking. More?
10. SONY Porters Generic Strategy Lower Cost Differentiation
SONY Broad Target Cost Differentiation Leadership SONY Narrow
Target Focus Focus Generic Strategy (Porter, 1980)
11. SONY Blue Ocean Diagram
12. SONY Response to threats and Opportunities
13. SONY SONY Technology Lock-In Strategy Technically
differentiate product (incompatible with rival, so zero sum game)
Introduce better quality products Form strategic alliances
(catch-up) Develop more effective process technologies Price Target
marketing in leading magazines and media Cross-leverage installed
user bases in related markets Understand heterogeneous demand
(distinct user groups) Build brand image amongst key socio-economic
groups Improve / exploit distribution channels Exploit better
organisational resources Exploit better access to key
resources
14. SONY Processes Search Select Implement Capture Process is
top-down Senior management search and select Middle to lower level
management deal with Implementation Capture is determined as
success or failure by the whole organisation
15. SONY Top management commitment and visible support for
innovation Time based strategies Carry-over strategy Linkages
CONTINUOUS INNOVATION AS A MULTI ACTOR PROCESS Research design and
commitment Integration within the firm, Extensive networking
Incremental development strategy, Upstream with suppliers
Manufacturing strategy Process MARKET SUCCESS Implementation and
launch, Downstream with demanding customers
16. SONY Linkages Collaborations: IBM & Toshiba Unity
Technology Ustream Acquisitions: Psygnosis Verant Interactive
Partnerships: Nintendo FIFA
17. SONY UEFA Champion League Tomorrows Hottest Titles
Sponsorship Ozzfest Vans Warped Tour Dont mess with Zohan
18. SONY Learning: Kolbs experiential learning cycle Experience
Honest capture of experiences (even costly failure) thus having raw
materials to reflect Reflection what happened, what worked well,
what went wrong etc.. Experience Experiment Reflection
Conceptualizing capturing and codifying the lessons learned into
framework and eventually procedures to build on lessons learned.
Concept Experimentation the willingness to try and manage things
differently next time, to see if the lessons learned are
valid.
19. SONY Learning Capturing and re-using past experiences: -
SCE in 1993 - Nintendo project - Collaboration - SMEs R&D &
Business Development - Incentives to third-party software
developers - Indirect knowledge sharing Experimentation: - Using
CDs . - Using DVDs in PS2. - High price and still sales. - High
speed core processor Cell in PS3 - Promoting independent game
developers
20. SONY Learning Conceptualizing: - Releasing PS4 - lower
price - Utilization of all Sonys resources (intelligence and
information). Learning and Adaptability - Main strength - Cutting
edge technologies into PSs hardware. - Improvising on the product
even after its release there by finding new ways for price
reduction. - Reasonably pricing of PS4. - Enabling offline mode in
PS4. - Encouraging independent game developers.
21. SONY Strategy 7 6 5 4 3 Innovative Organization Learning 2
1 0 Process Linkages I N N O V A T I O N A U D I T