Sony CEO Howard Stringer Studying, Refining PS3 Price

Sir Howard Stringer commends Nintendo on Wii’s “cheaper” business model

The issue of the PlayStation 3’s price tag is one that refuses to go away, at least until it is on-par with a competing console.

Sony executives have had a couple different stances on the topic. In the western world, SCEA CEO Jack Tretton said that PS3 will be “difficult to cost reduce” due to its expensive components. Phil Harrison of Sony Computer Entertainment Worldwide Studios said that he was feeling “absolutely no pressure at all” to drop the price of the PlayStation 3.

In Japan, Sony Senior Vice President Takao Yuhara said the company may look at price as part of its strategy to “expand the market.” Sony president Ryoji Chubachi said in April that the company was “in the midst of revisiting our strategy for the PS3,” which he later reiterated again in another recorded statement during June.

Regardless of what the true near-future fate of the PS3’s price point, there is a clearly communicated sentiment from the Japanese side of the company that realizes a sensitive issue in the eyes of consumers.

The latest affirmation on Sony’s attention to the price of its latest console comes from the very top: Sir Howard Stringer, the chairman and CEO of Sony Corp. In an interview with the Financial Times, Stringer said of the PS3 price cuts, “That is what we are studying at the moment. That’s what we are trying to refine.”

While Stringer’s comments do not make any direct indication of a price drop, it signals that Sony is not blind to the views of its customers. Stringer also said he expected “energy [in PS3 sales] by Christmas, and then you will begin to see break-out games.”

Stringer also commended Nintendo on its successful business model, not only because of its controller, but because of its relatively affordable price point. “Nintendo Wii has been a successful enterprise, and a very good business model, compared with ours … because it’s cheaper,” Mr. Stringer said.

Written by:  DailyTech

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