As rumours abound that a PS3 price cut is in the works, Sony Computer Entertainment America's senior VP of marketing, Peter Dille, is sounding suspiciously like he wants to make the rumours true.
Speaking in an interview with Game Daily, Dille said, "I think it's already well publicized that we have a very clear objective from our parent, Sony Corp., that we're to focus on a profit objective, and with those marching orders it limits the playbook when it comes to pricing and promotion". Note the wording. No 'we
really want to push profitability over selling lots of machines'. Nope, it's Sony Corp's fault.
He went on to discuss how Sony's strategy compares to the "competition" (by which he clearly means the Xbox 360, with no mention of the Wii). "Our competition had a very aggressive pricing strategy, but they also were packing two, three, four games in with the unit weekend to weekend with different retailers, and that cost a lot of money. So we had a profit goal and they had a market share goal."
Dille then reverted to the tired old 'apples to apples' line
. Did you know that the PS3 has Blu-ray, free online, free wi-fi and a hard drive in every machine? Yeah, us too. The sales figures seem to indicate that Sony's still waiting for the majority of gamers to start caring.
"One of the great things about the PS3 is that if you buy it today you can be confident it's going to be the centerpiece of your entertainment for the next 10 years. Economically, that's a great value", Dille went on. Wait a second, let's back up. We thought the PS3 was meant to have a 10 year life cycle. Surely that means, since the PS3 launched in late 2006, that it has eight years left? Whatever. We're sure Sony has a PR person with a suitably woolly explanation of 'life cycle' to explain that away...
Dille also reiterated the familiar line that, while times are financially tough, people will spend on quality products. We refer you back to the worldwide sales figures:
PS3: 21.3 million (as of
December 31st, 2008)
Xbox 360: 28 million (according to Aaron Greenberg on Jan 5th
Wii: 44.96 million (as of
December 31st, 2008)Source: Game Daily