In May Sony announced that they plan to keep PlayStation Vue. This announcement came after some analysts called for the service to be shut down. Sony also clearly said in their presentation that the “market and future business model (for PlayStation Vue) remains uncertain.”
Now there are renewed calls for Sony to walk away from PlayStation Vue as reports come out that PlayStation Vue has only 500,000 subscribers and is still losing money.
So, what can save PlayStation Vue from analysts pushing for its shut down? We have three ideas that we think could help Sony turn PlayStation Vue into a powerhouse.
This is the number one issue with PlayStation Vue. Over the last three years, we have received many emails from potential subscribers who would like PlayStation Vue but don’t own a PlayStation. Some of the emails even ask what is the next best service available on the Roku, Fire TV, or Apple TV.
While PlayStation Vue is available on all these devices, many people don’t know it. Sony has spent a ton on marketing in the last year pushing the idea that you don’t need a PlayStation to use the PlayStation Vue, but it seems to be failing.
If Sony is serious about growing PlayStation Vue, they need to change the name. Vue TV and Sony Vue would be two great names that would maintain the Vue branding without the confusing and unnecessary PlayStation name.
Sadly, Sony seems determined to use the PlayStation Vue name. As long as they stick with PlayStation in the name Sony’s live TV streaming service will never be as big as it could be.
Of all the live TV streaming services on the market right now Sony has one of the worst marketing campaigns. There are no dedicated social media accounts and marketing often confuses the PlayStation Vue issue. Take their long-used slogan Game the System. Using words like game and pushing PlayStation in the ads are likely one of the main reasons people think they must use a PlayStation to watch PlayStation Vue.
Sony also needs to do a better job at PR. They often do great things by launching new features and rolling out updates. Yet they rarely reach out to newsgroups to promote their service. Compare that to other services that issue almost weekly press releases and it’s clear why others get more press than Sony.
Reaching Out to Non-Gamers
If you want to follow PlayStation Vue on Twitter you need to Follow @PlayStation. There you will find most of the tweets are for PlayStation the gaming system. From time to time you may find a random tweet about their live TV streaming service.
Most of their past ads used gaming terminology and promoted the PlayStation consoles with only limited mentions of other options.
Sony needs to move away from gamers to target the far larger group of Americans who would love PlayStation Vue but have no idea the service is even out there. Sony needs to focus on promoting their live TV service.
There you go. Three things Sony can do to save PlayStation Vue. What would you add to this list? Leave a comment below and let us know.
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