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Executive Summary

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8 views6 pages

Executive Summary

Uploaded by

Jazmyn
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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PLAYSTATION – PS5

PRODUCT REPORT | PHASE 1

MGMT 443 | UBC


Arpit Deswal 9/22/24
Okanagan
EXECUTIVE SUMMARY
The PlayStation 5 (PS5), released by Sony in November 2020,
revolutionized the gaming industry with its next-generation performance,
cutting-edge design, and innovative controller technology. This report
explores the PS5’s history, design choices, target audience, market
positioning, and future potential. Despite initial challenges in the supply
chain, the PS5 has consistently outperformed competitors and remains a
highly sought-after gaming console. Looking ahead, Sony’s focus on
software updates, exclusive games, and potential hardware iterations will
ensure its continued dominance in the gaming industry.

HISTORY

PS 5, developed by Sony Interactive Entertainment, was released as the


successor to PS 4. It was designed to elevate the gaming experience by
addressing increasing demands for faster processing speeds, improved
graphics, and reduced loading times. Launched in November 2020, during
the height of the COVID-19 pandemic, it quickly became one of the most
desired gaming consoles. Such was the demand that it led widespread
shortage of the product worldwide. It was aimed to solve the limitations of
previous consoles in delivering ultra-high-speed gaming and immersive
experiences (Sony Interactive Entertainment, 2020).
DESIGN

There are several key talking points about the design behind PS 5, few of
the are listed below:

 Innovative Hardware: PS5 comes with a custom AMD processor


that can enable technologies such as ray tracing and 4K gaming at
60 frames per second, which mean that not only does the game run
smoothly, but the games also have sharper texture and higher
detail. Its custom SSD drastically
reduces loading times, enhancing the
fluidity of gameplay (Smith, 2021).
 Futuristic Design: This is probably
the first console that is oriented
vertically. The console’s large, sleek
design, characterized by a black and
white color scheme, stands out from
its competitors. This design allowed
for better heat dissipation, a critical
feature given its highly powerful internal
components (Nguyen, 2021).
 DualSense Controller: One of the most notable innovations, the
DualSense controller, offers haptic feedback and adaptive triggers,
providing players with tactile experiences that enhance immersion
(Parker, 2020).
 Testing & Evolution: While no major hardware changes have been
made since its launch, Sony has continuously improved system
stability through software updates. Early criticisms of the console’s
size and initial availability have been largely addressed over time
(Shilov, 2023).
TARGET CUSTOMERS

PS 5’s primary customer demographic is the following:

 Avid Gamers: Those seeking newer cutting-edge technology and


regular gamers make up a large part of the target audience. The
console’s ability to handle high-end games with minimal loading
times and immersive gameplay features is the primary seling point.
(Chapple, 2022).
 Casual Gamers: The PS5 also appeals to casual gamers and
families, thanks to its library of games that cater to a wide
demographic. (Gartenberg, 2020)
 Tech Enthusiasts: Those interested in the latest tech
advancements are drawn to the PS5 for its hardware innovations,
including faster processing speeds and DualSense controller which
enhance haptics. (Nguyen, 2021)
 Sony Loyalists: Some people definitely have brand loyalty towards
electronic brands and tend to stick to certain brands for most audio-
visual appliances. Many PS4 owners upgraded to the PS5 for
continuity in their gaming ecosystem, particularly for exclusive titles
like Spider-Man: Miles Morales and Horizon Forbidden West.
(Kuchera, 2021)
 Entertainment Consumers: Beyond gaming, the PS5 serves as a
multimedia hub, it’s not just restricted to gaming. It houses
streaming platforms such as Netflix, Amazon Prime, etc. Gamers can
also use the console to stream their gameplay live on platforms like
twitch. Lastly, PS5 also has the ability for Blu-Ray playback. (Webb,
2022)

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