"Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment. By ensuring synergy between businesses within the organisation, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products." (http://www.sony-europe.com/article/id/1178278971157) Sony's mission statement is to have a memorable experience through digital entertainment. With the hacking of their online services, and more than 24 million users having their information and accounts stolen as well as almost 77 million credit card numbers being obtained, how is any consumer to take this corporation seriously?
Sony is attempting to move forward in ways that may or may not help their company. Many consumers may be wondering if Sony will issue reimbursement for any damages incurred and, well... lets just say that doesn't appear to be in Sony's plans.
"We thank you for your patience as we complete our investigation of this incident, and we regret any inconvenience," Sony said. "Our teams are working around the clock on this, and services will be restored as soon as possible. Sony takes information protection very seriously and will continue to work to ensure that additional measures are taken to protect personally identifiable information." (http://www.pcmag.com/article2/0,2817,2384353,00.asp) Sony takes information protection so seriously that their mega-corporation servers were hacked and millions of users personal and financial information are now at risk. No, but really Sony is offering one year of identity protection to their at risk users. The protection includes "cyber monitoring with monthly identity status reports, access to privacy and identity theft specialists and a $1 million theft insurance policy per user." (http://www.washingtonpost.com/blogs/faster-forward/post/sony-ceo-stringer-apologizes-for-hacked-services-promises-id-theft-protection/2011/05/06/AFmAwu7F_blog.html)
The marketing department at Sony really needs to get their game into gear, and figure out a way to gain the trust of their current users as well as build the trust and support of those who currently are not Sony users. One way would be the obvious, by rebuilding a new secure network as well as a apologetic press release letting users know that they have rebuilt the network. Another way to reassure their users would possibly be giving a free trial of some sort, or a voucher for a free game, etc. They could persuade other consumers to become Sony users, by giving away something with the purchase of a new PS3, or a Sony TV. Regardless of what the Sony marketing department does, something needs to be done soon.
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