1. Description – Xbox

The Xbox is a home video game console and the first installment in the Xbox series of consoles manufactured by Microsoft. It was released on November 15, 2001, in North America, followed by Australia and Europe in 2002. It was Microsoft’s first foray into the gaming console market.

In November 2002, Microsoft launched Xbox Live, a fee-based online gaming service that enabled subscribers to download new content and connect with other players through a broadband connection.

Xbox’s successor, the Xbox 360, was launched in November 2005. The Xbox was soon discontinued beginning with Microsoft’s worst-performing market, Japan, in 2005. Other countries would follow suit in 2006.

On November 15, 2001, Xbox launched in North America and quickly sold out. Its launch in that region was successful, selling 1.53 million units three months after launch.

The Xbox has sold 24 million units worldwide as of May 10, 2006, according to Microsoft. This is divided out to 16 million units sold in North America, six million units in Europe, and just two million units sold in Asia, Australia, and New Zealand.

The Xbox was almost always behind the PlayStation 2 in terms of sales, although in April 2004, the Xbox outsold the PS2 in the U.S.Despite lagging far behind the PlayStation 2’s sales, the Xbox was overall a success (especially in North America), keeping a steady second place in the generation sales.

Despite a strong promotion in Japan,the country saw poor sales (450,000 as of November 2011). Some analysts already believed that the Xbox would have trouble competing with Sony and Nintendo before its Japanese launch, claiming that the Xbox would be competing against its local counterparts and that the console does not fit well with Japanese society (e.g., console size), as well as the lack of Japanese-appealing launch titles, such as role-playing games.

Despite Microsoft’s struggles, some Japanese-appealing games were released exclusively for the Xbox, such as Dead or Alive 3 or Ninja Gaiden, which hugely contributed to the sales of Xbox in Japan. Its successor Xbox 360 sold 1.6 million units as of February 2014.

Xbox use few channels like  Facebook, Twitter, Linked in, Instagram, YouTube to increase brand recognition, improved brand loyalty and communicate with users.

Target audience of this company are males, teenagers and games enthusiasts.

2. Justification

For my assignment I choose  Xbox because it is one of the most popular video games consoles.It is very well know worldwide and my family members and a lot of my friends use it therefore i wanted to know more about this console.

3.Description – PlayStation

The PlayStation  (officially abbreviated as PS, and commonly known as PS1 or PSX) is a home video game console developed and marketed by Sony Computer Entertainment. The console was released in Japan on December 3, 1994, and in North America and Europe in September 1995. The PlayStation is the first of the PlayStation series of consoles and handheld game devices. As part of the fifth generation of gaming, it primarily competed with the Nintendo 64 and the Sega Saturn. In 2000, a re-designed “slim” version called the PSone was released, replacing the original grey console and named appropriately to avoid confusion with its successor, the PlayStation 2.

The PlayStation is the first “computer entertainment platform” to ship 100 million units, which it had reached 9 years and 6 months after its initial launch.Reactions to the console upon launch were favorable; critics praised the console for the quality of its 3-dimensional graphics. Then Microsoft chairman, Bill Gates, preferred Sony’s console to the competition from Sega’s Saturn, saying “our game designer likes the Sony machine”.

PlayStation use few channels : Facebook, Twitter, Linked in, Instagram,YouTube to communicate with users, inform about news, actualization etc.

The target group are teenagers and adult game enthusiast.

4.Justification

I choose PlayStation as a competitor because consumers always struggle between those two consoles and argue which one is better as both consoles has its own advantages and disadvantages.

Both, Xbox and PlayStation, make similar products with similar functions for similar target group and both of them has its own fans. Customers compare design, size, price. Perceptual map just confirm big similarities between both consoles. Although PlayStation has more games available.

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5. Social media comparison

I decided to analyse Facebook fanpage and official websites of those two consoles as in my opinion that’s the most popular channels to communicate with their customers worldwide.

Likealyzer  XBOX: 

According to likealyzer Xbox fanpage has 23,125,551 likes. Engagement rate equals 0.12%. Xbox add 0,99 posts per day which are liked, commented and shared 843 times per post. Microsoft console’s posts in 66,7% are pictures and 33,3% are videos. Xbox is using hashtags on its fanpage therefore it’s easier to find it for their customers. Generally like rank is 66. Xbox fans seems to responding best to photos, especially the one posted between 21-24 (GMT). Unfortunately posting on their timeline is not available for everyone.

Likealyzer PlayStation :

According to likealyzer PlayStation fanpage has 37,617,139 likes. Engagement rate equals 0,1%. There are 2,58 posts per day which are liked, commented and shared 322 times per post.Only 8.3% of posts are pictures.  PlayStation is not using hashtags therefore it can be harder  for users to find posts and it makes post less popular and liked. Although PlayStation fanpage like rank is 59. Posting on PlayStation timeline is not available either.

In conclusion of this analysis, PlayStation fanpage is more popular on Facebook as it has 14,491,588 likes more. I think this is due to the fact that they post more per day which makes it more active than Xbox fanpage. Therefore PlayStation is more visible in News Feed but they both don’t use all potential of Facebook fanpage.

Alexa.com Xbox :

According to alexa.com global rank of Xbox website (http://www.xbox.com/) is 574 and 300 in United States of America.

Xbox website is well know worldwide although the most amount of visitors are from USA and they are 39.6% of all visitors of website. Second on list is United Kingdom with only 6.5% of all visitors. Third is Japan with 4.3%. Therefore we can notice big difference in popularity on three continents; North America – Europe/Asia.

Alexa PlayStation : 

According to alexa.com PlayStation website (https://www.playstation.com/) is 417 in global rank and 126 in Japan.

Japanese visitors are 24,2% of all of them. Second is USA with 22,4% visitors. Third is Russia with 4,9%.

Looking on Alexa.com results we can notice that PlayStation is very popular in Japan and USA.There is no big difference between popularity of its website in Asia and North America.

6.Recommendations

  • I think that Xbox and PlayStation should let people post on their timelines. It would be difficult but it would make both fanpages more popular. Additionally PlayStation should start using hashtags to make their post more popular and Xbox should post more on their Facebook fanpage to make it more popular. Contest with nice prizes ( like visiting the factory ) on Facebook and cross-promotion are also good idea.
  • PlayStation website is available in 73 countries in many languages which can make it more popular than Xbox website which has only  46 languages therefore to improve their global popularity they could provide more languages and adapt their website to more countries.
  • Both, PlayStation and Xbox, should focus on European market. Consoles are still very popular here but according to alexa.com results, percentage of visitors from Europe is quite low comparing to percentage of visitors from America and Asia. Therefore they could organize competition with nice prizes just for European countries or advertise their products and website more in European market.
  • Facebook has questionnaire option therefore they could communicate like that with they customers to get know better their needs and opinion about their products.
  • PlayStation and Xbox should show more details about products on fanpage, add some videos showing how products are made
  • Do not add useless, not interesting post. Adding posts is very good and make more ‘ movement’ on fanpage although after some time visitors can get annoyed and unlike “spamming” fanpage.

In conclusion, competition is very important for social media marketing as companies are still trying to innovate their products and improve social websites. It also good for consumers as they have more sources to find out news about their products and they get opportunity to choose who gets their money, time and attention. Although social media marketing can be always improved.

( 1410 words. )

References :
https://en.wikipedia.org/wiki/Xbox_(console)
http://www.mainstreamdata.com/content-marketing/xbox-reminds-us-that-target-audience-is-important/?doing_wp_cron=1453449745.6410059928894042968750
http://likealyzer.com/facebook/playstation
http://likealyzer.com/facebook/xbox
http://www.alexa.com/siteinfo/xbox.com
http://www.alexa.com/siteinfo/https%3A%2F%2Fwww.playstation.com
https://en.wikipedia.org/wiki/PlayStation_(console)
https://www.playstation.com/country-selector/
http://www.xbox.com/Shell/ChangeLocale
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