The Handheld Gaming Industry Sony vs. Nintendo. Teddy Nickolov T 05 MBA Fellows Project
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1 The Handheld Gaming Industry Sony vs. Nintendo Teddy Nickolov T 05 MBA Fellows Project
2 The Handheld Gaming Industry: Sony vs Nintendo Teddy Nickolov April 20, 2005
3 Agenda Project overview Overview of handheld gaming industry Sony profile Nintendo profile Sony PSP vs. Nintendo DS Nintendo s strategy against Sony
4 Project background May 2003 Sony announces PSP PSP is most advanced handheld ever January 2004 Nintendo announces DS First handheld with touch-screen December 2004 PSP and DS launch in Japan April 2005 PSP launch in US
5 Agenda Project overview Overview of handheld gaming industry Sony profile Nintendo profile Sony PSP vs. Nintendo DS Nintendo s strategy against Sony
6 History of handheld gaming is history of Nintendo GameBoy Super Gameboy GameBoy Color GameBoy Advance GameBoy Advance SP Nintendo DS Microvision Atari Lynx TurboGrafx Pocket Pro WonderSwan NeoGeo Pocket Nokia N-Gage Sony PSP 4% Others 25% Nintendo 75% Nintendo 96%
7 Shift towards a more mature audience Others (28%) Others (16%) Adults (17%) Teens/ Juvenile (55%) Adults (35%) Teens/ Juvenile (49%) GameBoy Advance (2001) GameBoy Advance SP (2003)
8 Agenda Project overview Overview of handheld gaming industry Sony profile Nintendo profile Sony PSP vs. Nintendo DS Nintendo s strategy against Sony
9 Game group revenue is important for Sony Sony org chart Revenue breakdown (FY2004) Financial Services 8% Other 2% Pictures 10% Music 7% Game 10% Electronics 63%
10 Sony is about gaming consoles Sony creates the first tape recorder Sony partners with Nintendo to create the PlayStation The PS One is announced The PS Two is announced The PS3 is announced The first PlayStation is launched The PS2 is launched The PSX is announced PSP launched in March
11 Sony has a solid position in the gaming market Technology Sony was ahead with the PS, and then with the PS2 The PSP is two generations ahead of the DS Games A plethora of games New franchises Aimed at a new demographic compared to Nintendo (and even edgier than Sega) Relationship with game developers Freedom to develop any game they want (no age limit) Scale to have the games played on 100M consoles Tools to help developers create better games cheaper
12 Agenda Project overview Overview of handheld gaming industry Sony profile Nintendo profile Sony PSP vs. Nintendo DS Nintendo s strategy against Sony
13 Nintendo today at a glance Result in FY 2004 Revenue : $ 4.9 billions Operating margin : 10.3% Net margin : 6.5% Market share (Hardware) in FY 2004 Handheld : 99% Console : 7% Revenue break down (FY 2004) By product By platform By region Others (1%) Others (11%) Europe Software (23%) North Console (43%) Hardware America (27%) (57%) Handheld (49%) (62%) Japan (27%)
14 Nintendo is very profitable Nintendo Sony (Game segment) Industry (excluding Nintendo & Sony)
15 Nintendo also has many strengths Ability to generate large volume of software sales Strong internal development capabilities and excellent relationships with third-party developers Cost effective hardware strategy Use available, affordable technologies that are core to gaming experience only Focused business makes financial model efficient Most importantly, strong brand recognition among kids due to its famous characters Donkey Kong (since 1981) Super Mario (since 1985) PokeMon (since 1996)
16 Agenda Project overview Overview of handheld gaming industry Sony profile Nintendo profile Sony PSP vs. Nintendo DS Nintendo s strategy against Sony
17 VS
18 Sony PlayStation Portable (PSP) Strengths Weaknesses Most advanced handheld Short battery life PS2 port content Limited new content Strong 3 rd party support Untried storage format Multiple functionality Appeals to unproven mkt Sony capabilities Expensive?
19 Nintendo Dual-Screen (DS) Strengths Weaknesses Nintendo brand name Limited new content New functionality Unproven functionality Strong 1 st party content Shorter battery life: GBA Longer battery life Expensive? Backward-compatible
20 Market impact of Sony PSP introduction PSP appealing to a different audience market expansion 40% growth by 2007? PSP only $50 more than DS really strong competition More innovation? Nintendo in trouble? If analysts correct, PSP profit over $400m by 2007
21 Agenda Project overview Overview of handheld gaming industry Sony profile Nintendo profile Sony PSP vs. Nintendo DS Nintendo s strategy against Sony
22 Nintendo s short term response: Defend market share by differentiation Play on price Refine value proposition of DS Product segmentation/tiered offering Enhance 3 rd party support
23 Nintendo s long-term response: Expand revenue sources Create new winning franchises Diversify revenue sources Expand geographically: China, India Expand demographic base Partner to improve features
24 QUESTIONS?
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