PS Vita is likely to be a bust.
1) How can PS Vita be successful?
a. Game changer
· The iPad was a gamechanger because, until the iPad, no one realized the potential of a product solely based on luxury rather than necessity (i.e. one needs a PC/laptop but one does not "need" an iPad.)
· PS Vita is NOT a gamechanger because, at best, it is the epitome of handheld gaming to a discerning consumer. At worst, it just looks like a better version of 3DS (compare Kinect vs. Move vs. Wii).
b. Supremacy in face of competition
· For handheld gaming, the Vita trumps 3DS across every category/benchmark for both performance and variety of titles.
· Even if this is true, the Vita represents an evolution of handheld gaming. That's like saying one dinosaur is more evolved than another when all dinosaurs are becoming extinct.
c. Conclusion - At best, PS Vita becomes the best handheld device. Too little, too late because gaming is increasingly universal, expanding to demographics that previously would never play any videogames. (See below)
2) Why will PS Vita fail? - The demographic required for its success is becoming both smaller and more competitive than ever before.
a. Non-Gamers (Why are these Birds so Angry!!??)
· Let's face it, every single Vita customer has some experience with videogames.
· If you haven't played Angry Birds then you're not going to buy the PS Vita.
b. "Angry Bird" Gamers
· My parents epitomize this demographic. They play (and even excel at) Angry Birds but with two important caveats.
1) They became aware of Angry Birds only after I introduced it to them. Regardless of the appeal of Vita, if I don't show it then they won't know it.
2) They believe that their success/familiarity with Angry Birds lends credence to their technological savvy. (Hey, son! I'm hip and cool because I can play/beat Angry Birds!!!!)
· For PS Vita folks, this is dangerous because it means that Angry Birds is the exact opposite of a gateway drug.
- People buy Macs because they start by falling in love with their iPods. Here, Angry Birds means you've fulfilled the necessary requirement to being tech savvy.
c. Gamers outside the PS Ecosystem
· This is personal because, as a 360 owner, I've always wanted to enjoy Uncharted, GoW, MGS, and Little Big Planet. I would consider buying a PS Vita if I can experience 90% of the PS3 on a smaller screen.
· CON - The Vita costs $250 with $50/title MINUS Blu-Ray capability.
· But wait, Vita fanboys argue the prices will drop in a few years. The same holds true for PS3 and its games collections as MGS Sons of Liberty already (as of 12/2011) sell for around $20.
· Best Case - PS Vita is an undeniable alternative for on the go PS-exclusive games. Worst Case - Why buy Vita when I can buy PS3?
d. Members of the Playstation Community
· Members of this demographic will buy anything within the Playstation Family.
· CON - These members are not enough for the Vita to establish a sustainable foothold.
3) REMEMBER - For the Vita to succeed, it must court as many demographics as possible. I just have shown that, at best, it can only court one. You heard it here first...Top Ten Failure of 2012 will be the PS Vita.
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