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Today I’d like to take another look at the report released by Sony detailing the performance of their Station Exchange in 2006.

Instead of examining how the report can help Unreal Estate Agents refine their businesse

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

s, I’d like instead to ponder how this report is likely to influence the other side of the tracks. What changes, if any are we likely to see in the gaming industry as a result of Sony’s experiment with legitimate exch

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ange of Unreal Estate for Real Money?

First thing we know is that Sony made a relatively small amount of money from running the Station Exchange for a year ($274,083). That probably doesn’t even cover the salary of m

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

ore than one board member. So at first glance this doesn’t look like something many other companies are likely to emulate. There isn’t a lot of money in it for them.

However, Sony did report that prior to the Station

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

Exchange 40% of the total time their customer service representatives spent on the phone involved virtual-goods transaction disputes and fraud. Station Exchange radically reduced this to a reported 10% of the total ti

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

me customer service representatives spent on the phone.

Let’s do some quick math. Suppose the average customer service representative (CSR) works a 40 hour week 50 weeks a year and is paid $7 an hour. (Just ball-park

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

ing here, I’m not getting these numbers from anywhere.) That means that at the 40% rate they’d be spending 800 hours a year resolving virtual-goods transaction disputes a year, to the tune of $5,600. At 10% this becom

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

es only 200 hours a year and $1,400 - a savings of $4,200.

So where am I going with this? Well look at the first number we considered; the $274,083 Sony made from the exchange. It cost them almost nothing in comparis

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

n to run the Exchange, but let’s say it was only about $200k of profit. Add to this the $4,200 per CSR that they effectively earn by having those employees performing more productive tasks. Suppose their CSR staff is

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

relatively small - perhaps only 75 total employees. That alone would represent 315,000 dollars being put to better use.

We also need to consider one point against: opening the Station Exchange had no discernible effe

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

ct on “illicit” Unreal Estate commerce on non-Exchange servers. Sony had hoped that opening a legitimate avenue would reduce the amount of unwanted virtual sales on other servers.

So if we assume that Sony’s primary

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

goal with opening the Exchange was to curtail the so-called illegal sale of virtual goods on non-Exchange servers we would have to also assume that Sony considers the Station Exchange a failure in this regard as no su

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

h reduction was noticed. However, it may not be entirely safe to make this assumption. After all it should be painfully obvious to anyone with a business degree that as long as a product or service remains illegal som

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

ewhere there will be those who choose to supply it there. Sure, a seller could move to an Exchange server and “go legit” but those servers also have a larger potential base for competition - after all, even the most u

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

nwary seller can function there with ease. On a non-Exchange server a seller has to be careful or they’ll wind up the proud owner of a banned account (or accounts). With this increased risk comes (presumably) an incre

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

ased potential for reward. And even if the rewards aren’t better that doesn’t mean every business owner is going to make the move to an Exchange server - after all the unknown is a strongly negative motivator.

So whi

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

e Sony undoubtedly hoped to curb the shadow exchange with the Station Exchange, it’s not likely they honestly believed that it would work as well as they hoped it would. It was an easy thing to experiment with, so the

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

re was little risk in trying.

My diagnosis? Station Exchange failed to hurt illegal Unreal Estate agents, but didn’t shock Sony by doing so. It doesn’t make them a lot of money, but it more than pays it’s rent and it

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

makes their CSR department run more efficiently. Therefore Sony is better with Station Exchange than without it and Station Exchange is here to stay. Furthermore, I’m betting that other gaming companies are going to

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

come to the same conclusion and strongly consider adding their own versions of this service. Whether or not they do so is impossible to say for sure, but I’d lay odds we’ll see this system emulated elsewhere, and soon

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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