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Sony Eye Toy

Importance of the Eye Toy product for Sony

The Eye Toy was a revolutionary product because the underlying

technology to interpret incoming video signals was clearly the first in the market.

The case indicates that the Eye Toy Play appealed to a broad audience both in

terms of demographics as well as gaming experience. Based on the consolidated

income statements for Sony Corporation in Exhibit 2 of (Harvard Case 9-505-024

page 13) the game business segment accounted for 61.5% and 60.7% of operating

income in 2002 and 2003 respectively which was second only to electronics from

2001 to 2003 in total sales and operating revenue, and so the Eye Toy is

strategically important to Sony.

Role of the Eye Toy play within Sony Computer Entertainment Europe's strategic objectives

Sony Computer Entertainment Europe strategic objectives involve

developing games different from other third party game developers and they strive to

be the first or......


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Approximate Word Count: 881
Approximate Pages: 4 (250 words per double-spaced page)

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