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A New Game: Sony's Digital Photo Frame Product Strategy

Published by: Market Intelligence & Consulting Institute

Published: Apr. 15, 2008 - 13 Pages


Table of Contents


Analysis of News Coverage on Sony Digital Photo Frames

Sony's Digital Photo Frame Product Strategy

Functionality and Pricing of S-Frame Digital Photo Frames

S-Frame Digital Photo Frame Value Net

MIC Perspective




List of Tables

Table 1 Sony S-Frame Digital Photo Frame Pricing by Function




List of Figures

Figure 1 Amount of News Coverage on Sony's Digital Photo Frames, 1998 - 2008

Figure 2 Sony Digital Photo Frame Products over Time

Figure 3 New Digital Photo Frame Products Unveiled by Sony at PMA 2008

Figure 4 Sony S-Frame Digital Photo Frame Accessories

Figure 5 Sony S-Frame Digital Photo Frame Display Modes

Figure 6 Transmission Models of Sony S-Frame Digital Photo Frames

Figure 7 Value Net Analysis of Sony S-Frame Digital Photo Frames

Figure 8 Pricing and Competitiveness of Major Digital Photo Frame Brands' Mainstream Products by Display Size

Abstract

Sony first launched its digital photo frame products back in 1999 but withdrew from the market in 2001 on poor sales performance. After a few years of inactivity, Sony once again tapped into the market and unveiled three S-Frame digital photo frames at PMA 2008. However, the current digital photo frame market, following years of development, features a high level of standardization and little entry barriers for newcomers. As a result, digital photo frame brands abound in the market, and price competition is fierce. This report looks into Sony's reentry into the market and the company's strategy to make a difference. Also, Sony's ways of shaping and positioning the S-Frame products will be analyzed as well.

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