Play Station Move PlayStation Move is a motion sensor game controller platform developed by Sony Computer Entertainment, Inc. It was first introduced for the PlayStation 3 (PS3) video game console. PlayStation Move comes with a PlayStation Move System, a handheld motion controller wand, PlayStation webcam (called as 'PlayStation Camera' for the PlayStation 4 and 'PlayStation Eye' for the PlayStation 3), PlayStation Move Navigation Controller, PlayStation Move Charging Station, and optional accessories like shooting game attachments, PlayStation Move racing wheel, and game bundles (Sony Computer Entertainment America LLC, 2013).

Launch and Target Market:

PlayStation Move was officially launched internationally during September and October, 2010. It was available in Europe, UK, North America, Australasia, and most of the Asian markets from 15th September, 2010 and in Japan from 21 stOctober, 2010 (Sony Computer Entertainment America LLC, 2013).PlayStation Move also won the Popular Science Award for the most immersive game controller in 2010 (Popular Science, 2010). With the introduction of this innovative product, the company aimed to target all kids, youngsters, and adults that want to make their home entertainment more exciting and amazing (Sony Computer Entertainment America LLC, 2013).

PlayStation Move was introduced asa competitive product for two market leaders: Wii Remote Plus (for Wii home console) and Kinect motion controller (for Xbox 360 home console). In 2013, Sony further improved its PlayStation Move by upgrading to a depth-sensing stereo camera for better tracking precision, accuracy, and motion smoothness (Sony Computer Entertainment America LLC, 2013).

Product Classification on the basis of Booz, Allen, and Hamilton Framework:

PlayStation Move was an innovative product launched for a specific target market only. Before the launch of this product, the company was developing many other types of game controllers. When Wii Remote Plus and Kinect motion controllerwere introduced by its biggest industry rivals, Song Computer Entertainment also brought innovation in its product and also introduced PlayStation Move in their competition. Therefore, on the basis of Booz, Allen, and Hamilton Framework, it can be said that PlayStation Move was a modified product to the existing game controller products. The human motion sensing devices made it possible for the game players to use their body movements to play virtually within the game (Sony Computer Entertainment America LLC, 2013).

PlayStation Move cannot be called a technological breakthrough or new to the world products because several similar products were already available in the market. Similarly, it cannot be classified as significant improvement because it has not made the existing button-based game controllers obsolete. However, Sony Computer Entertainment has repositioned this product to target a more specific class or group of consumers, i.e. those who belong to well-off families (the affordability factor) and are highly passionate towards innovative technology to improve their home entertainment experience (change in preference factor).

Product Attributes and Benefits:

i. Functionality and Compatibility:

PlayStation Move uses handheld motion controller wand and PlayStation camera in addition to the PlayStation 3 (PS3) system. All these components perform functions together, track the body movements of the game players, and put them virtually in the game being played. PlayStation Move is exclusively designed for PlayStation 3 system and is compatible with all the new and old models of this system; including the original launch unit and the latest small PS3 unit.

ii. Components:

The PlayStation Move can be purchased as a whole bundle (including PlayStation Move System, handheld motion controller wand, PlayStation Camera, PlayStation Move Navigation Controller, PlayStation Move Charging Station, and optional accessories like shooting game attachments, PlayStation Move racing wheel, and games), or each of the said components separately. A large variety of games are available for PlayStation 3 Move system; like action, arcade, racing, sports, social, family, party, shooting, etc. (Sony Computer Entertainment America LLC, 2013).

iii. Benefits:

The sphere on the edge of handheld motion controller wand sends signals to the PlayStation Eye camera so that it can precisely detect the motion of the game player and move the game character exactly according to that motion.The biggest benefit associated with the PlayStation Move is the virtual presence of the player in the game being played. He feels like he is physically present in the game. PlayStation Move makes the gaming experience look like real life adventure. Therefore, it is widely appreciated and demanded by youngsters and teenagers. Other benefits of PlayStation Move include exercise while playing, greater fun playing with the friends in multi-player games, innovative and easy to use motion controller that gives the best accuracy in motion sensing (Sony Computer Entertainment America LLC, 2013).

The Purpose behind developing PlayStation Move:

Sony...

The company switched from traditional button-based joysticks and game controllers to a motion sensing controller device; repositioned its new PS3 game for a new target market, while keeping the existing target market (for low-cost game controllers) intact. This innovative product was developed to modify the existing product line as well as maintaining the track of innovativeness and competitiveness of the firm in its challenging business environment.
The product was not launched as a test product for a specific target market -- it was an international launch and the company was quite confident that it will be a big hit in the gaming industry (Bolton, 2010). The major purpose of the company behind developing this product was to snatch the market share from Microsoft and Nintendo through innovative product offering as well as strengthening its image as an innovative and appreciated brand in the gaming industry.

Product fit with the Firm's Competencies and Market Opportunities:

Sony Computer Entertainment is one of the most competitive and largest firms in the gaming industry. It has always introduced innovative products that outclass the small competitors and effectively compete with the large scale market leaders. PlayStation Move is a big breakthrough in the company's existing product line; however, it was not a highly-appreciated technological innovation which could be called a 'wow product' by the customers.

As far as its 'Fit' with the firm's competencies is concerned, PlayStation Move was developed using the most advanced technology by this technological giant. The motion sensing device and eye motion camera were not very old in the gaming industry. However, Sony used this technology to make its products more enjoyable and astonishing for its customers so that they can improve their gaming experience and become more involved in its products (Lowe, 2010).

The gaming industry is highly concentrated with small and large scale games development firms that have introduced thousands of games for different gaming platforms like Xbox, PlayStation, Computers (Windows and Mac), and smart phones (Pride&Ferrell, 2006). PlayStation Move was a highly innovative product that had competencies and capabilities to outclass the competition and win the customers' appreciation in the world markets.

Key Reasons for PlayStation Move Failure in the Market:

i. Non-user Friendly Components Setup:

One major reason for PlayStation Move's failure was a non-user friendly components setup. The hardware used for PlayStation 3 (handheld wand, eye camera, and accessories) required the users to keep a good balance between their room environment and the game's requirements. Therefore, any type of distortion directly affects the accuracy and precision of the movements sent by the handheld motion controller and captured by the eye camera through digital signals (Hammerbacher, 2011).

ii. Low Acceptability:

Secondly, the PlayStation Move failed to make attractive sales revenues on consistent basis. Sony Computer Entertainment reported that more than 8.8 million units of its innovative PlayStation Move have been sold worldwide. But this attractive sales figure dropped suddenly when the customers stopped buying it. Analysts are of the view that customers rejected this product because Sony just introduced this product without giving sufficient games for them. That is, there were only few games that were available for the users to buy in bundle or in separate for their PlayStation Move system (Harradence, 2012).

iii. Failed to Outclass the Competition:

Thirdly, PlayStation Move failed to outclass the most competitive motion sensor gaming controllers: Wii Remote Plus home console and Kinect motion controller for Xbox 360 home console. These two market leaders have successfully attracted customers from all over the world with their superior hardware, greater system compatibility, and much larger variety of games available to purchase (Pride&Ferrell, 2006).

iv. Declining Sales:

Moreover, PlayStation Move failed to get positive reviews by the customers, analysts, and IT experts. There were no admiring mainstreams in the magazines or newspapers. The company also noted a gradual decline in the PlayStation Move's sales after one month of its launch in the world markets (Harradence, 2012).

Order of Importance:

Among the aforementioned reasons for the failure of PlayStation Move, the biggest reason is the compatibility and non-user friendly components of the system. The users felt disappointed when their gaming experience and fun was spoiled frequently due to distortions and poor precision shown by the eye camera and handheld wand. Secondly, the competitive forces made it harder for PlayStation Move to stand out in the market. They offered greater compatibility, more games, and superior hardware at very competitive pricing. At third place, the reason for failure was low gaming choice given by the company. The users had…