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Brendan
09 Jul, 2009

PS3 price-cut doesn't fit 'long-term' plans

PS3 News | Sony is looking to steadily grow the user base over ten years, see.
Sony head honcho Jack Tretton has said that those constantly looking for a PS3 price-cut just aren't thinking long-term.

"People are always wanting you to lower your price on hardware," said Tretton in an interview with Fast Company (via Eurogamer). "We could've come out with a PlayStation 2.5 for USD $299 or less, and in the first two or three years it would sell extremely well.

"But there would be a point where people would be going, 'I am not really seeing the incremental leap.' We feel that we're sacrificing the short term to pay dividends in the long term."

Instead, Tretton suggested that people should think like Sony are - that is, that the company will get the user base it wants slowly but surely over the PS3's ten-year lifecycle.

"People are having short-term thinking--the platform is not even three years old. It was USD $599; it's now USD $399. The focus on pricing is something we appreciate, but you have to have the conviction and the confidence that you are on the right path for the long term and ultimately you'll get all the consumers you want. You won't get them all day one, but we're looking to get them over a ten-year period."

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91 Comments
2 years ago
Wow that's a nice spin Trent. This is why your console is distant third.
2 years ago
See, the way I see it, if you sell a lot more consoles more quickly, you can start selling **** loads of software, which is where the real money is. But, I'm not a marketing guru, what do I know?
2 years ago
Oh LeonJ. You're thinking so short term! icon_razz.gif

Eh. This is the same stuff they've been saying since launch. At least they've finally said "nah, no price cuts for now" so now the blogs can maybe STFU.

Also, good point sobriquet835
2 years ago
I guess their long term plan doesn't involve 'Become profitable'.
2 years ago
I reckon the next generation of consoles will outsell the PS3 before it gets to what they want.
2 years ago
Tretton dearie, you arrogant bastard, you can't simply forget the existence of your competition. There isn't much room for the PS3 to grow in the 'long term', since by then surely we'll have two 360s for every person and a Wii on every television.

Sony must be hurting a lot on the money they lose with each PS3 sold right now if they're still holding back on a price drop. Meanwhile, last time I checked, they also had the lowest attach rate. Quite an unfortunate combination.

In all honesty I think this is pretty much it for Sony with this gen. I can't see the PS3 clawing its way from last place in worldwide sales. I can't see the damn machine ever turning a profit at this rate either. This will go down as one of the greatest failures in videogame history, how a company that literally had it all (as in a console that had sold 100+ million units, outselling its nearest rival by some 80 million) managed to end up dead last and drowning in debt by the next generation.
2 years ago
oh god... with sony still churning out lines like these by the end of the generation they'll be looking to go the way of SEGA... probably shortly after releasing some kind of horrible last ditch marketting campaign...




Johnny Turbo to the rescue?
2 years ago
bluejay wrote
probably shortly after releasing some kind of horrible last ditch marketting campaign...
Have you forgotten about their "keeping gaming simple" chart already? icon_lol.gif

Sony has built up alot of arrogance after winning the previous 2 generations, they always dismiss the notion that they have competition and the competition is beating them.

The reason a price cut is important is because people wanted PS3's but they either couldnt afford it or couldn't justify the price. Some are holding out while others went to the 360 because you could get most of the same games for a cheaper console.

As for the margin the PS2 dominated at? Most of that was the casual audience which I think is too late for Sony to play catch up there, they are buying Wii's and collecting dust inbetween Wii Sports parties.
2 years ago
It would be sad if Sony did fail with this Gen, as I have all consols (I used to be a X360 fan boy) and I by far believe the PS3 is 'easily' the best overall consol.
Any game that is now multiplatform I buy for the PS3 which I also use for my media centre to upscale AVIs, play cds, dvds and lastly blurays. I know not all people would use these functions but I certainly don't regret at all spending the money I did buying it. My 360 I can't say the same for as I'm now on my second consol after the first red ringed several times and the Wii is just gathering dust.
Personally I believe because we live in a time where new electronics have massively reduced in cost rapidly in a short space of time due to high asian imports etc. and then upon release into the market 'almost all' get a price drop within weeks (generally because by the time it hits the shelves there is a newer version available) we now expect 'ALL' equipment to typically follow suite.
Consols don't need to follow this trend as there aren't new iterations being released week after week, nor are there new competitors entering the market every week such as other electronics ranges.
At the end of the day the price is what it is and it's up to the consumer to decide what bang they want for their buck.
2 years ago
Hey sony!! stop digging!! that hole your in is getting really deep....

They will have to drop the price eventually, if the slimline is indeed coming out would it be cheaper??
2 years ago
I still think a slim is coming but anyone whinging is a cheapskate. $700 is not much when you consider most of us have blown a lot more than $700 on a Wii and it's dust gathering games and accessories or have a 360 with a wireless network adapter, battery packs and Xbox Live subscription fees.

The PS3 is the best value console out there if you intend to ever use it as:
- a bluray player ($400 seperately),
- wirelessly connect online (+$150 for 360 add-on),
- you never need to worry about batteries for the controllers (bluetooth FTW),
- media functions like music, photo's, downloaded videos etc,
- free online service ($100 a year for 360),
- out of the box web browser and keyboard, mouse support,
- plus a huge feature for most Aussie gamers (due to lack of on time releases...) is the region free games you can buy from anywhere in the world.

Plus other smaller but cool features like free Home, ability to create your own XMB themes, similar to the region free thing - ease of buying PSN money/cards for overseas stores and unreleased PSN titles, Linux OS support, remote play to PSP, Vidzone for music videos and soon to be released Play TV addon to make your PS3 a DVR.
2 years ago
But for someone who is just a mere gamer and cares jack all about a blu-ray player or advanced features or Home, which in my opinion is a crappy version of Second Life and I was a Second Life whore (Second Life had Midgar, Australia to lol at, Great Wall, Japanese Hot Spring at least!!!), PS3 is still the most expensive for a gaming console.

A sony fanbooy could argue about online service being $60-$80 a year but how would that be any different to getting DLC at a more expensive price than the 360? especially if you buy heaps in one year, the money will be around the price of 12 month subscription anyway (if you do buy at the rate my bf does for GH/RB/Singstar/Buzz).

I think its weak for Sony to leave that around $400 gap from the other 2 consoles. To budget conscience people, it is a lot. Even if it isn't, you better made sure the PS3 is worth that extra $400.

Sorry Sony, PS2 was better, learn from it.
2 years ago
I totally agree with you AlphaDark.

I mean people say that PS3 is the most expensive console, which it is. But keep in mind that you get what you pay for. It has extra features the other consoles don't have, eg Blu Ray etc, which I use and really like. It also has alot less break downs too. Free online, Media features etc and a great line up of games.

Sure the 360 might be more affordable for some, but look at Microsoft's track record. They released a console riddled with problems, mostly red ring of death, just to be the first next gen system out and its taken them about 2-3 years to fix most of the issues around the red rings. Thats unacceptable IMO.

Sure Sony might be last this gen, but atleast they make the more realible system and I know they need a price drop, but I'm so tired of hearing people whining about the price of the PS3. If you really wanted one you would save up for one. Its not that hard. I think alot of people just like complaining about what Sony does.
2 years ago
You know how in primary school at the athletics carnival, there's always at least one really uncoordinated kid who is bad at everything, yet is really enthusiastic and goes into every single event but comes last? Then the teachers feel so sorry for him, they humour him by saying "oh well, at least you tried - better luck next year!".

Sony reminds me of that kid.
2 years ago
And Yellow Light of Death, mostly launch consoles, is acceptable for Sony? Even though it takes 2-3 years for a console to have Yellow Light, I don't think its as acceptable as the Red Ring. At least Microsoft extends the warranty for the Red Ring for 3 years, Sony looks like it denies the existance of it.

Even a search in Youtube for me recently for Yellow Light came up with comments "Yellow Light doesn't exists, its a MS fanboy prank" type comments and that was very common.
2 years ago
The whole thing that underpins the arugment is you can pick up a 360 with is graphically the same as the PS3 with a difference of $400. $300 vs $700. Big difference.

So this is why games generally sell a lot stronger ont he 360. More people can afford an entry level 360 and go play games like COD (referring to the Activision comments).

That's all that really matters. Value for money is irrelevant. Blu-ray is nice but is as popular as it was when it launched. Media settings on both the 360 and PS3 are average without having to convert your file types.

RRoD is now also irrelvant. I love it how people bring it up as the reason they don't buy a console. It was the day they annouced the 3 years warrenty, who cares anymore. If it breaks, you spent it back and back playing within a week.

PS3 seems to be dodgy as well. Seems to be common place that it breaks as well. At least you are covered with M$ for 3 years.

End of the day Sony still seem to see themselves as the premium console (same as their **** TVs which also have manufacturing flaws) when in reality there isn't anything premium about it at all. I wish they'd get of this 'we tell you what you want' attitude they've had since the PS3 was launched.
2 years ago
Look, I have a PS3 and have thought about buying a 360 numerous times yet haven't due to me being perfectly happy with the PS3. It's got everything I need and when your setup (TV and surround) is top notch, I find the PS3 really does start to shine.

Another thing I look at, and yes, i'll get negged for this, but chances are i'll have 2 360's over the lifecycle of my PS3, and in the long run, thats going to me cost more.

So yeah, the way I see it, I purchased a 60gb for $1000 when they came out, but I still believe it has saved me more money than owning a 360. Saying that, my flat mate has a 360, but that doesn't get used as much as the PS3.
2 years ago
Only 360 fanboys would be stupid enough to call the PS3 unreliable. The whole yellow light thing is hilarious.

It started from a bunch of official PS3 forum goers, who had 1 post to their name trying to make them feel better while their 360 was in for their 3rd repair. F-ing hilarious.

My PS3 (bought on day 1) has been fine and so has the one we use in store for 8 hours a day.

And in Australia, games like COD, RE4 and Guitar Hero actually sell more on PS3 which is funny given that there are less PS3 consoles. Probably means that the total sales figures for 360 consoles here are just doubled because of everyone buying a second one after the first failed.
2 years ago
^^Here we go again......

Everyone just hold onto your thoughts for a minute im going to heat up a pie and make a milkshake....

or wait maybe I'll save the pie and say that this is going to be another senseless discussion about which console is better and my dad could beat up your dad......

Leave it yah?
2 years ago
This is a rather doom and gloom thread that has attracted a heck of a lot of xbots. I don't see what the big problem is.

Granted, I've already bought my PS3, but I have not blinked twice at how much it set me back (though I did hold off till the first price drop).

I'd be in the category of those people who weren't able to justify it at $1000, but at $700 it was definitely within my ballpark. I mean, when you buy an Xbox with an nearly-there feature set, it's going to cost you the same amount. Oops, I forgot, HD-DVD got pulled, so you don't need to grab that anymore.

Just go and buy yourselves a blu-ray player instead. Remember Blue Ray guys? It's now the only "next-gen" hi-def format. And only PS3 owners of all the formats have it.

All these comparisons to the Xbox are a moot point, because sony don't have a modular pull-apart system with 10 iterations selling all at once, so they don't have the console designed to meet various price points. I can actually respect the fact that this generation, Sony hasn't really even tried to capture the casual market, but they're still cranking out great games that us hardcore gamers give a damn about.

Xbox's attempts to capture the casuals will fall flat, as the Wii's dominance over that market, a market with a low per-customer spend rate on games in general, is pretty much already secured.

One other thing, I don't know about you guys, but I actually like the fact that my PS3 has never, ever had a problem, and maybe this can be attributed to their design decision to produce one staple model at a time. So they built a reliable machine with a hotswappable hard drive (this is what distinguishes their products), and they paid for it at the start with higher production costs which did hurt their early sales.

Coming out of E3 now though, Sony doesn't seem to be staggering along, do they? Indeed, if you look at first party titles, they seem to be only gaining momentum. And there is no sign of that momentum stilting- and this can be said of all the consoles.

But I guess that's how the "console" war each generation works. There has to be a winner and a loser, and it usually turns on one set of figures, despite the quality of the respective consoles and what they individually have to offer.

By all accounts, Sony hasn't been losing more money from what I remember. In fact, as parts become cheaper to produce, that line between meeting cost and making profit is blurring. So I still have high hopes that Sony will come good.

I certainly don't think there's cause for concern, or all the naysaying going on here. Bit melodramatic, guys?
2 years ago
I like pie.
2 years ago
LeonJ wrote
I like pie.
That's it! Scrap my dad, my dog is coming to beat up your dog...

ps pie is awesome.
2 years ago
PALGN wrote
"People are always wanting you to lower your price on hardware," said Tretton in an interview with Fast Company (via Eurogamer). "We could've come out with a PlayStation 2.5 for $299 or less, and in the first two or three years it would sell extremely well.
THEN THATS WHAT YOU SHOULD HAVE DONE MR LOST MY AAA CREDIT RATING
2 years ago
The problem is not the PS3 as a hardware platform, nor even the price (considering what you get), it is how Sony market the system and their company.
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