Sega of America Inc is to launch an Internet link for its game consoles at the end of this month, but seems to think that asking customers to pay through the nose is the answer to its competitive failings. The American unit of Japan’s Sega Enterprises Ltd demonstrated the $200 device, called Net Link, at a trade show in June. Little more than an expensive modem – it costs about the same as the Sega Saturn itself – it does promise to open the games firm to the impending on-line games rush expected within the next 18 months. However, Sega users will not be able to play on-line games yet because Sega doesn’t yet have any multiplayer games. It is hoped that there will be something out by Christmas. The modem enables users to sign up for on-line services, browse the Web, and send and receive electronic mail using a Sega player plugged into a television screen. But typing will be difficult, if not impossible. Users will have to use arrow keys to move around letters on the screen. Sega pointed out that power users could buy a special Net Link package which comes with a keyboard and games – for an additional $450. Sega has been fighting a losing battle since Sony Corp launched the PlayStation. Ironically, after Sega had spent a successful decade pitching games away from the ‘nerd’, Sony managed to go one up on that and attracted the computer-loathing consumer by placing the PlayStation in bars and clubs. Since then, Sony has changed its position as top dog with Nintendo Co Lt d, which wowed the world with the N64 this summer (CI No 2,978). We’ve heard little from Sega since then. Analysts agree Sega is doing everything in its power to make Saturn more attractive in the consumer’s eyes, but its image is old, its market uncertain and it is still in the domain of the cartridge: more expensive to produce and copyright than CD-ROMs.
