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商品編號： 9-505-024 出版日期： 2004/07/28 作者姓名： Elberse, Anita;Moon, Youngme 商品類別： Marketing 商品規格： 23p 再版日期： 2007/03/08 地域： Europe 產業： Games 個案年度： 2004 - 2004
商品敘述：
In early 2004, less than a year after its launch, Sony''s EyeToy, a unique video gaming concept, had become a tremendous success across Europe. Developed for use with Sony''s PlayStation 2 console, the revolutionary technology allowed users standing in front of a small camera to interact with game objects appearing on a television screen just by moving their bodies. Sales for the first EyeToy product (""Play""), a bundle of the camera and software, exceeded all expectations. However, sales for the second product (""Groove"") were disappointing. Was it time for the EyeToy team to rethink its product development and marketing strategy? How could the team sustain EyeToy''s initial success and prove that the concept was not a fad?
涵蓋領域：
Communication strategy;Innovation;Consumer marketing;Marketing strategy;Market positioning;Market segmentation;Product development;Brand management
相關資料：
Case Teaching Note, (5-505-074), 19p, by Youngme Moon, Anita Elberse
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