Sony pawns Microsoft and Nintendo

A survey comparing the three Electronic companies showed that Sony is well ahead of the pack. Forrester Research, the survey conductor, has published a new report that scrutinized the trust that American households put in PC and consumer electronics (CE) brands, including the brands of Microsoft, Nintendo and Sony (represented by the red dots).

Sony’s brand got the highest marks of the three companies. Microsoft, dragged down by low brand trust and Nintendo, pulled downwards by low brand potential and low brand adoption, got a whiff of Sony’s dusts.

The chart (shown), from Forrester, illustrates the margin between the three brands. While Sony and Nintendo are indeed together in the middle of the pack, Sony still enjoyed higher trust and higher potential. The low marks that Forrester gives Microsoft in the area of trust and potential, however, means that the company’s main challenge lies in trying to win consumers over to its CE and PC products.

Telling excerpts form the study are the following:

• “Microsoft faces big consumer defection risk. One measure of consumers’ dissatisfaction with Microsoft is seen in the 5.4 million households that give it a brand trust score of 1 [distrust a lot] or 2 [distrust a bit]. Compared with all Microsoft users, these at-risk users have higher income, are much more likely to be male, and are bigger online spenders.(see endnote 7) These households know they run Microsoft software but would be just as happy to leave it behind — if they could.”
• “Sony’s current customers are affluent, young, and more likely than the general population to stick with a brand they like. Sony’s prospects have a different profile: poorer than the general population, less brand loyal, and more likely to buy on price. To reach these 9.8 million households, Sony will have to tailor its marketing messages and retail presence to compete on price.”

Predicting that many will disagree with their findings, the research firm noted that their survey is based on broad attitudes towards these companies’ entire product lines. The relationship of these results to the gaming world is open to doubts and skepticism. 

A possible reason why Microsoft is ranked so low, is because it is still relatively new compared to the other two console makers. Taking that into consideration means that Microsoft is left behind in terms of developing and establishing trust within the gaming circuit. Based from Apple’s standing on the survey, they theorized that the company could be a strong force to reckon with if ever it ventured to handheld gaming, much like the iPod.

A survey comparing the three Electronic companies showed that Sony is well ahead of the pack. Forrester Research, the survey conductor, has published a new report that scrutinized the trust that American households put in PC and consumer electronics (CE) brands, including the brands of Microsoft, Nintendo and Sony (represented by the red dots).

Sony’s brand got the highest marks of the three companies. Microsoft, dragged down by low brand trust and Nintendo, pulled downwards by low brand potential and low brand adoption, got a whiff of Sony’s dusts.

The chart (shown), from Forrester, illustrates the margin between the three brands. While Sony and Nintendo are indeed together in the middle of the pack, Sony still enjoyed higher trust and higher potential. The low marks that Forrester gives Microsoft in the area of trust and potential, however, means that the company’s main challenge lies in trying to win consumers over to its CE and PC products.

Telling excerpts form the study are the following:

• “Microsoft faces big consumer defection risk. One measure of consumers’ dissatisfaction with Microsoft is seen in the 5.4 million households that give it a brand trust score of 1 [distrust a lot] or 2 [distrust a bit]. Compared with all Microsoft users, these at-risk users have higher income, are much more likely to be male, and are bigger online spenders.(see endnote 7) These households know they run Microsoft software but would be just as happy to leave it behind — if they could.”
• “Sony’s current customers are affluent, young, and more likely than the general population to stick with a brand they like. Sony’s prospects have a different profile: poorer than the general population, less brand loyal, and more likely to buy on price. To reach these 9.8 million households, Sony will have to tailor its marketing messages and retail presence to compete on price.”

Predicting that many will disagree with their findings, the research firm noted that their survey is based on broad attitudes towards these companies’ entire product lines. The relationship of these results to the gaming world is open to doubts and skepticism. 

A possible reason why Microsoft is ranked so low, is because it is still relatively new compared to the other two console makers. Taking that into consideration means that Microsoft is left behind in terms of developing and establishing trust within the gaming circuit. Based from Apple’s standing on the survey, they theorized that the company could be a strong force to reckon with if ever it ventured to handheld gaming, much like the iPod.