Interviews// Exclusive: PlayStation President, Kaz Hirai

Posted 28 Sep 2007 12:45 by Stefan Walters

SPOnG recently managed to catch up with President and Group Chief Operating Officer of Sony Computer Entertainment Incorporated (SCEI) Kaz Hirai. This is the man charged with taking the biggest gaming brand on the planet through its most difficult period since PlayStation was unleashed upon the world over a decade ago.

Hirai’s task was made all the more difficult by dint of the fact that he took over from “Father of PlayStation”, Ken Kutaragi, just two weeks after the PlayStation 3’s launch in November 2006.

In this exclusive interview, Hirai - in a frank and honest manner - discusses the kind of topics usually airbrushed out of the picture.

Hirai’s in-depth media-training is evident during the first answer - though stick with the interview for a more meaningful insight into the inner workings of SCEI.

SPOnG:: How are you dealing with your new place in the wider games industry? Sony was the clear leader in videogames, and recently you’ve been thrown back into the mix with the other guys. How does that feel?

Kaz Hirai:: We have three platforms we are in business with. The PlayStation 2, clearly still the leader, with the largest installed base and still leads ‘the pack’. We’re very excited about the PSP, a new model of which we have just announced and for which we got great feedback – for how light it is, how thin it is and also for the video-out capabilities it has and it has a great line-up of software titles – 140 just in the US.

And the PlayStation 3, we’re very excited about this holiday season, moving into the new fiscal year. We’ll have 200 titles worldwide, 120 of which will be available in the North American market, so we go into the holidays, we’re really going to be cooking on all cylinders with all three platforms and we’re really excited about going into the holiday season. I almost wish the holiday season was here now so we can really get in there.

SPOnG:: That’s a very partisan answer, if you’ll forgive me for saying so. We were really wondering where your comfort zone is right now. The environment in which Sony operates has changed and your position in the market has shifted. How are you adapting to this?

Kaz Hirai:: I’m not entirely sure what metrics you would use to say that…

SPOnG:: The metrics of the…

Kaz Hirai:: (Interrupts) Let me put it this way. When we started this business, we started from zero. We were a nobody. We had a zero installed base with the original PlayStation and we worked our way up from there. When we launched the PS2, the Dreamcast had a head-start and they had an installed base and we had to ensure we caught up and surpassed.

We’re in a position where we’re having to play catch-up here. The PS3 has been on the market less than a year in the US and Japan and, what is it, less than that in Europe? It’s difficult right now to say who’s where. Five years from now, ten years from now, you look back and can see what kind of business you’ve generated. So, clearly we’ve never started from a position of strength and we’ve always had to catch up with every generation of hardware that we’ve brought into the market.

-1- 2 next >>

Companies: SCEI
People: Kaz Hirai Ken Kutaragi
Games: Gran Turismo 5 Prologue Gran Turismo 4 Mobile (PSP)

Comments

Showing the 20 most recent comments. Read all 23.

deleted 30 Sep 2007 13:38

4/23

smoothn00dle wrote:

haritori, who are u kidding with? Sony has over 500 games in developments. U expect Kirai to know every single one of them?!?! That is not even his area of speciality. It is common practice in interview to give out the questions to the interviewee. If Hirai knows those were his Qs, I will be surprise he even show up.

Every human should be treated with respect, even interviewee. Not to mention, Kirai is the CEO of one of the most successful company. He did good in PS and PS2 era. Ask him a question, the interviewer know he didn't know. That's cheap shot. If is Bill clinton, he would have Stefan Walters for breakfast.

no Sony does not have 500 titles in development, Sony have far less that 500 includes 3rd party devs, he should know all Sony Development titles. and if Hirai took the decision to continue interveiw without knowing what the questions were that was his choice, but isuppose your right cos you say so?

smoothn00dle 1 Oct 2007 06:37

5/23

Sony has 250 games coming to PS3. Majorities are first party game. It has three hardware platforms, PS2, PSP and PS3. Sony has first party development on all three platforms plus PSN. Can u tell me how many games Sony has in development right now?

Hirai's job is balance strategies, resources between Sony's different divisions. Another top responsibility is building Alliance. He rarely do interviews. What are wasting of opportunities here!

The question I would want to know:
1 What do Hirai think about competitors' weakness and strength?
2 How does Sony response to Xbox360's multi-platform strategy?
3 What is Sony's pricing strategy for 2007?
4 How Blu-ray strategy fit into PS3 without isolating 3rd party developers?
5 How is Sony's home strategy work with video download services?
6 How much is PS3 cost to make now?

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tyrion 1 Oct 2007 07:49

6/23

smoothn00dle wrote:

The question I would want to know:

Let me answer them for you, I have seen enough interviews with shareholder-concerned executives to give a 90% accurate guess at how your questions would be answered.

smoothn00dle wrote:

1 What do Hirai think about competitors' weakness and strength?

Kaz: Non-committal answer that basically says that Nintendo is doing it's own thing and doesn't worry us and that Microsoft is a worthy adversary but will lose in the end. Plus, we have our own game plan and aren't influenced by the competition.

smoothn00dle wrote:

2 How does Sony response to Xbox360's multi-platform strategy?

Kaz: Non-committal answer that points to UT3 mod exchanging between PS3 and PC. Plus, we have our own game plan and aren't influenced by the competition. Have you seen Home? It has website integration.

smoothn00dle wrote:

3 What is Sony's pricing strategy for 2007?

Kaz: Non-committal answer that states that even though I can't discuss that with you, we do have one and we're happy with how things are going right now.

smoothn00dle wrote:

4 How Blu-ray strategy fit into PS3 without isolating 3rd party developers?

Kaz: Non-committal answer that says that Blu-ray gives much more room for artistic expression, sly dig at last gen DVD format.

smoothn00dle wrote:

5 How is Sony's home strategy work with video download services?

Kaz: Non-committal answer that states that Sony has a movie studio and that SCEE is investigating the licensing issues. We may all be called Sony, but we're different departments you know! :-)

smoothn00dle wrote:

6 How much is PS3 cost to make now?

Kaz: Non-committal answer that states that even though I can't discuss that with you, we are making improvements in efficiencies and will be passing those savings on to the consumers at the appropriate time.

Honestly, these guys are so well trained that the only way you will get an honest answer out of them is if you ask a question related to what they are pushing at the time or if you go all Casino Royale on their man-parts (to use a Spam euphemism) and torture it out of them.

TimSpong 1 Oct 2007 09:07

7/23

smoothn00dle wrote:

This is poorly done interview! The question isn't balance, irrelevant and focus on one side only, the bad side. GT5 and PSP Qs? This question should be for Philip Harrison, the head of Sony first party development. Hirai is the head of Sony Computer Entertainment, focus on Strategic issues like Pricing, Marketing, production and management. How did he find time to know every single game development? The interviewer didn't do his homework.

This is ambush interview see "Bill Clinton interview with Fox". Why the hell Hirai except an interview with those guys? Poor judgment call.

Hi, I've got to say that being compared to Fox News is one of the greatest insults I've ever received - so thanks for that - I am beaming.

Now for some context: our interviewer managed to get a very, very brief few minutes with Hirai-san, quite unexpectedly. In the time allowed, the idea was to ask questions (on the fly and without preparation as it goes) that would receive answers and not simply be met with media-trained blandness.

Rather than the Clinton vs Fox (or vice versa) situation whereby Clinton was prepared for an interview that didn't eventuate, but which was always going to come via the Fox agenda, our interview was - until a few moments before - not even expected by us!

As for our bias - we're multi-platform as you can see from the recent set of review scores for both Sony and Microsoft.

This was a case of grabbing an opportunity as it arose - more like Hunter Thompson and Nixon in the limousine in the lead up to the 1968 election. I guess, you'd be slamming Thompson for only interviewing Nixon about football rather than Bobby Kennedy.

The idea of not asking the head of a division about one of the biggest franchises that division has, strikes me as strange in itself.

As for the 'question isn't balance' - that's simply nonsense; it's also a classic confusion of 'balance' with 'positive'. We do not set out to ask, "Hi, why is everything going so brilliantly?", "Why are you so great?"

Cheers

Tim - Bill O'Reilly - Smith

I jest of course...

TimSpong 1 Oct 2007 09:33

8/23

smoothn00dle wrote:

Sweet gods above - have none of you ever heard of "using your initiative"? Sure it's common practice in to 'get approval' on questions - it's a pain in the backside, but it's been the case since Brutus was interviewed about house-plants shortly after murdering Caesar. It's the game play out between media and subject. But it is not always the case.

Every so often a moment occurs when you just do the bloody interview because a potential interviewer is there in front of you, standing in the corridor, looking bored. Or maybe you've managed to get into an interview room with other hacks and pose a few questions that they haven't - and that haven't previously been prepped.

Sometimes large companies in our industry aren't so totally paranoid or distrustful of their senior executives that they demand to see questions in advance. Thank heavens for that - and well done.

If we don't grasp opportunities like that - hell, you all might as well just subscribe to press release lists. And I am not only talking about Sony here - it's the whole industry - it's all industry.

smoothn00dle wrote:

Every human should be treated with respect, even interviewee. Not to mention, Kirai is the CEO of one of the most successful company. He did good in PS and PS2 era. Ask him a question, the interviewer know he didn't know. That's cheap shot. If is Bill clinton, he would have Stefan Walters for breakfast.

Well, if you're going to treat him with respect - then at least get his name right before pontificating about respect. Or are you confusing Hirai with Kutaragi? Either way, at no point do we even imply that he didn't do well.

What you're saying here is that we should only ask questions that we already know that the interviewer has a pat response to? Brilliant strategy.

So, I shouldn't ask William Clay Ford, Jr about the Ford Taurus safety rating because Billy is simply head of the company and that's probably too detailed for him? Rubbish. If he doesn't know, all he has to do is to say, "Wow, that's a bit too granular for me, I'll get someone to get back to you", and then follow up - showing respect for his consumers (and potential consumers) via the medium of... well... the media.

Read Hirai-san's answers once again. The things he can answer, he does. Those he can't, he doesn't. He is polite, unruffled and refreshingly frank when he can be.

As for Clinton having Stefan for breakfast - firstly I'm not contending with that image on a Monday morning. Secondly, if Clinton honestly didn't realise that he was going to get a hard time on Fox, then you've got to wonder about his judgement generally.

Cheers

Tim

TimSpong 1 Oct 2007 09:45

9/23

smoothn00dle wrote:

The question I would want to know:
1 What do Hirai think about competitors' weakness and strength?
2 How does Sony response to Xbox360's multi-platform strategy?
3 What is Sony's pricing strategy for 2007?
4 How Blu-ray strategy fit into PS3 without isolating 3rd party developers?
5 How is Sony's home strategy work with video download services?
6 How much is PS3 cost to make now?

Good stuff. There's an industry journalist budding away. Please feel free to email personally with any more thoughts.

Cheers

Tim@spong.com

Joji 1 Oct 2007 14:27

10/23

Interesting interview, but I understand where the interviewer stands. Its not easy to interview within five minutes of an elevator ride or something.

There's questions I'd like to ask them.

What's the deal with Sixaxis and how did it come into PS3s plan?
Was it in responce to Wii, as many say?
What happens to Sixaxis once Dual Shock 3 is out?
Why do Sony react so badly to gamers importing games, when piracy is a worse non paying evil?
Payment for import games or free games, which is better?
Do they think their decision against Lik Sang help or hindered them this gen?
Why does PS3 have such bizarrely priced skus, when compared to 360?
On PS3 backward compatibility, why can't your Sony consoles run every game while Nintendo's Wii can GC games?
What happens to Sony's future console development, if PS3 goes out like Betamax?
What have you best learned from the competition to your benefit?

Thanks foolz.

PreciousRoi 1 Oct 2007 23:03

11/23

[quote-Tim Smith]Hi, I've got to say that being compared to Fox News is one of the greatest insults I've ever received - so thanks for that - I am beaming.

Its also terribly unoriginal...I did it first...and best.

tyrion 2 Oct 2007 07:41

12/23

PreciousRoi wrote:

Tim Smith wrote:

Hi, I've got to say that being compared to Fox News is one of the greatest insults I've ever received - so thanks for that - I am beaming.

Its also terribly unoriginal...I did it first...and best.

To me, if I remember correctly. I was equally insulted. :-)

TimSpong 2 Oct 2007 08:19

13/23

PreciousRoi wrote:

[quote-Tim Smith]Hi, I've got to say that being compared to Fox News is one of the greatest insults I've ever received - so thanks for that - I am beaming.

Its also terribly unoriginal...I did it first...and best.

Roi! What can I say? I apologies for not being insulted by you first. Jeez, I feel as bad as Bill O'Reilly at a "Be Human" convention.

Cheers

Tim

schnide 2 Oct 2007 08:56

14/23

PreciousRoi wrote:

Tim Smith wrote:

Hi, I've got to say that being compared to Fox News is one of the greatest insults I've ever received - so thanks for that - I am beaming.

Its also terribly unoriginal...I did it first...and best.

Of course! You didn't even need to tell us - we all remember that, right guys!

Right guys..?

Guys..?

(Fade out)

hollywooda 2 Oct 2007 09:25

15/23

"haritori, who are u kidding with? Sony has over 500 games in developments. U expect Kirai to know every single one of them?!?! That is not even his area of speciality. It is common practice in interview to give out the questions to the interviewee. If Hirai knows those were his Qs, I will be surprise he even show up.

Every human should be treated with respect, even interviewee. Not to mention, Kirai is the CEO of one of the most successful company. He did good in PS and PS2 era. Ask him a question, the interviewer know he didn't know. That's cheap shot. If is Bill clinton, he would have Stefan Walters for breakfast."

Man, you couldn't get anymore of that guys cock in your mouth if you tried??!!! haha.

i thought Spong done a good job of Giving sony the sharp end of the stick & highlighting the fact that...
things are looking pretty dark..

TimSpong 2 Oct 2007 11:07

16/23

hollywooda wrote:

i thought Spong done a good job of Giving sony the sharp end of the stick & highlighting the fact that...things are looking pretty dark..

It's amazing how different people read the same thing. I see Hirai-san saying some good stuff about his predecessor; standing by the price point; and maybe being a little off-beam with the fine detail of GT (but up on his Polyphony game - pun intended). I see him using supporting history to maintain that Sony has always had a fight on its hands - even from Day One vs Nintendo and SEGA - it's been able to achieve sales. I don't see that we've highlighted "things are looking pretty dark".

For example, there's insight in there about Kutaragi and Kazunori that no other interviewer's managed to extract yet.

What we're trying to achieve - and it's a battle and a half (can you have half a battle?) - is to ask questions that make the interviewee and readers think a little more than, "Tell us why the competition is thick and lame" or "Tell us why Game X is great / s**t " or "Why are you rubbish and Y is so brilliant?"

I guess all this goes back to the famous quote: "There's no such thing as a dirty book - it's just the way you read it" - (The Sensational) Alex Harvey (bless him).

deleted 2 Oct 2007 11:25

17/23

Tim Smith wrote:

What we're trying to achieve - and it's a battle and a half (can you have half a battle?) -

I believe you can but i think it involves Batley Townswomens' Guild & the Battle of Pearl Harbor

TimSpong 2 Oct 2007 11:38

18/23

haritori wrote:

Tim Smith wrote:

What we're trying to achieve - and it's a battle and a half (can you have half a battle?) -

I believe you can but i think it involves Batley Townswomens' Guild & the Battle of Pearl Harbor

No! No! The (semi) horror! The (semi) horror. Not the BTG again.

Damn them! Damn them all to hell.

PreciousRoi 3 Oct 2007 04:00

19/23

I know, the fanboys on each side of the ball need to retire to neutral corners, and some more mixed sports metaphors and suchlike. They're agreeing on something, and thats never a good sign.

Much Ado About (almost) Nothing.

tyr, nice answers by the way, at this point I might make some comment about the job waiting for you at Sony PR...but that joke is old and tired and only funny when I use it. :P

vault 13 31 Oct 2007 06:11

20/23

I would of asked him three questions:

1)How do feel about Microsoft's current market share and future plans about console dominance?
2)What kind of underwear do you have on right now?
3)Will you be upset if they get soiled if Microsoft destroys them like they did Sega?

TimSpong 31 Oct 2007 11:41

21/23

vault 13 wrote:

2)What kind of underwear do you have on right now?
3)Will you be upset if they get soiled if Microsoft destroys them like they did Sega?

Microsoft destroyed SEGA's underpants? That is some damned underhanded business dealing!

Tim

Roderick 14 Aug 2009 21:26

22/23

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With best wishes :-), Roderick.

Kasia 5 Sep 2009 13:01

23/23

Hello everyone. He will always be a slave who does not know how to live upon a little.
I am from Peru and learning to speak English, tell me right I wrote the following sentence: "Also also a music sexuality, due oi!"

With respect :D, Kasia.

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