Sony will cut PS3 price 'when the time is right'
- Posted June 25th, 2009 at 13:21 EDT by Mike Harradence
- 51 Comments
Sony Europe boss Andrew House has declared that the platform holder will not lower the price of the PlayStation 3 until ‘the time is right,’ reiterating his belief that Europeans are not as sensitive to price as other regions.
Speaking to MCV, House said that the firm is currently focused on injecting profitability back into its PlayStation business, and a price cut will only be considered once these issues have been addressed.
“Not to harp on about it, but the PlayStation 3 has a ten-year life cycle and there are issues of cost and profitability,” said House. “We will make that move on price when all those factors are aligned.”
“Would people buy more when they are cheaper? Of course. But on the other hand there is an inherent marketing challenge. In Europe I think people do see the value of the machine, the Blu-Ray and network services and take that all into consideration instead of just focusing on price.”
“But we will look at price and will address it when the time is right,” he concluded.
Comments
-
-
-
-
-
-
Mo-green28 |
Mo-green28- 1:35pm BST - June 25th, 2009
- 6
@
#1
They just explained it to you. When cost and profitability are aligned. So whenever they start making money off of the PS3's instead of losing money they'll drop the price.
-
-
AaronSOLDIER |
AaronSOLDIER- 1:51pm BST - June 25th, 2009
- 8
Havent Sony said they have already broken even on the PS3 now? So they might be making a small profit. My guess is, they'll wait till they are profitting around $80, then cut the price by $50 later this year, and another $50 around May next year. Then later in the year, at E3 or TGS, they'll announce the slim at the same price point ($300) or maybe slightly less.
-
-
-
-
-
-
Morganator |
Hero_Nakamoura- 2:37pm BST - June 25th, 2009
- 14
So we can expect more complaining from the nooblets! I keep telling people a price cut is actually still a ways away! I truly don't expect one until the end of this year at the earliest and on maybe not until next E3. People better just buy the system and get it over with. The games have already spoken on behalf of the system anyway.
-
Staticneuron |
Staticneuron- 2:39pm BST - June 25th, 2009
- 15
Translation: We will drop the price when we can afford it, punks!
-
-
-
WickedOne
- 3:13pm BST - June 25th, 2009
- 18
@ 13; It's not so much that the ones complaining about the price cannot afford it or refuse to save their money. It's all about perceived value. Some people just don't think it's worth spending 400.00 on a gaming console, no matter how much it can do. In their eyes, it's still a just gaming console and 400.00 is too much to spend on one.
I have a friend who's really into bicycling. He spent over 2000.00 on his bike. Now he can explain to me all day long about the "value" behind the money he spent; durability, weight, aerodynamics, etc. But in my eyes it's still just "a bike" and not worth spending that much money.
-
-
1solidsnake |
solid1snake67- 3:34pm BST - June 25th, 2009
- 20
i think they need to cut the price when the psp go comes out. or awhile after holloween, so kids will tell their parents "i want a playstation 3" it would probably be there best holiday, if i waited this long for the ps3 price cut to go below 400 bucks, i think i'd give up. i bought one in 2007 november, used 60 gb from gamestop, it works great all the time and stays very cool. i like not paying online, wasting those cards and leaving them around is annoying for my 360 and putting in the code. I HOPE THEY LOWER THE PRICE SOON!" i feel like the ps3 is suffering because of the price.
-
GunTeng
- 3:35pm BST - June 25th, 2009
- 21
@4
Yes we do lol.
But we do appreciate the worth of the hardware. I would just suggest that companies (who ever they are) do not assume Europe are gullible where cost is concerned. They have a habit of not tolerating high prices in comparison to other regions, and will always make themselves heard eventually.
But then, this article is not stating anything new. Everyone knows the price will drop when SONY deem the time to be right. However there is an obvious problem.......the time. ¬ ¬ ( don't you just love it :p)
....now let the moaning continue.;)
-
-
Analyzer
- 3:43pm BST - June 25th, 2009
- 23
for Sony to make an impact this
The micro transaction going on through HOME, and the PSN Game and Video Store would also bring in more revenue and help make up for some of the losses
But if they wait any longer, the 360 and the Wii will have way too much of the market share for them to catch up
-
PsychoMantis |
KuruptX- 3:46pm BST - June 25th, 2009
- 24
"the right time" would have to be during the hoilday season so it might be during xmas.
-
Deusthousand09
- 3:50pm BST - June 25th, 2009
- 25
Im sure that it cost less to make the PSP gp than the PSP 3000 or lowers.I think that the money they will get from GO sales will cover most of the PS3 loss per unit sale.
-
-
-
Strudel |
Strudel- 4:26pm BST - June 25th, 2009
- 28
So basically they're not going to drop the price until either the purchases drops considerably or until they can manuafacture the console at a cost that result in a profit.
So thats probably in a few years I imagine, doesn't sound like the EU is going to get a price drop in 2009.
-
-
-
-
supamariobrotha |
supamariobrotha- 6:04pm BST - June 25th, 2009
- 32
drop it whenever you feel like it sony.
-
iSHENANIGANS
- 7:22pm BST - June 25th, 2009
- 33
if no 1 got it...... he ment that american$ r cheap A $ $ ba$tards n they don\'t de$erve a price cut
-
Sventax |
darkosmenoch- 7:29pm BST - June 25th, 2009
- 34
The time is there when EU makes enough profit for Sony to lower the price.
WhenThe growth rate in Japan exceeds their expectation.
When in the US the PS3 sells more then the Xbox360.
When the target volumes of games is reached.
When the PS2 sells only a 5k per week WW
When the Yen becomes weaker or the Dollar stronger (won't happen for the coming 1,5 year).
When their totatal strategy is enough to take the risk and bet on volumes to cover the their targeted financial expectation.
So many variables. IT is not easy.
Also MS and Nintendo can also drop the price. So drop it at the right time, so your effort may not fade udner the shadow of attention from competitors
-
-
-
-
-
-
marronthered |
MarrontheRed- 11:02pm BST - June 25th, 2009
- 40
No im afraid europe is sick of being ripped off and messed about by sony!
This shows how out of touch they are with europe. They have already lost to 360 in the uk if they dont drop the proce by xmas they may as well give up in europe!
-
Falanx13 |
Falanx13- 2:13am BST - June 26th, 2009
- 41
What does "When the time is right" mean? When the time is right for the consumer or Sony? I understand the whole 'gotta make a profit' thing, but seriously, everyone WANTS a PS3 but not everyone can afford it.
If Sony really wants to make a push they'd quick d1cking around with $99 PS2s and the Neutered/Overpriced PSP Go!. Drop the price by $50 but throw in an extra controller or something. Make some kind of effort, ya know?
-
-
-
shinnkun
- 10:00am BST - June 26th, 2009
- 44
I'll go on a limb and say that some people just don't get how a business works. Sony isn't making money off the PS3 right now even if they are breaking even. That being said it's only logical for them to drop the price when they are actually making money off the console. My personal opinion is that if someone really wants a PS3 they will save their money and get it. Like some guys said here, it is more likely to happen some time next year. If one cannot wait that long then save up and buy it now. Else patience is virtue...In order for the Xbox360 to have all the necessary addons (hdd,wifi etc) it's price increases significantly as well. So imo the real cheap console out there is the Wii.
-
-
PLAYSTATION_Cipher
- 9:07pm BST - June 26th, 2009
- 46
I remember seeing an article here on PSU, not long ago either and it said the cost of Blu-Ray going down by early 2010. Im predicting thats when Sony's making the move...
-
-
minddaze
- 3:58pm BST - June 27th, 2009
- 48
I will go on a kimb and say that people are incredibly stupid these days. Sony will cut the price when they are READY and are FINANCIALLY ABLE TO DO SO. They cannot cut the price and risj further losses unless the cost of production comes down.
If the economy is so bad right now, save your money for something that matters, like your survival for instance. I don't get the logic of some people...I really don't.
-
DSeco
- 11:47am BST - June 28th, 2009
- 49
The current PS3 pricing fits the value of the product. I would even say it is cheap.
The price here in Sweden is on average 3800 SEK = 475 US$ for the PS3 80Gb.- if you want to get the same package with any other unit you will be paying more.
# Blu-ray player = SEK 2400
# Game Consol = SEK 2000 (competitors xbox 360 and Wii)
# Online gaming = Free on the PSN. Competitors charge up to 600 SEK / year.
Just do the math!!
-
spectre_assassin
- 5:22pm BST - June 28th, 2009
- 50
The Sony Playstation division wouldn't be where they are today if they were making poor decisions. They know when the time is right and my thought is they won't do a price cut now in the immediate future as they are playing catch up with trying to make profits. It's a quality product and you get what you pay for... I don't want a cheap inferior product which is what happens when you price cut, corners are cut. Look at the 360 yeah it's cheaper but it's not all that reliable... I never hear stories of dodgy ps3's unlike the 360 i would be crapping myself everyday that i woke up hoping i don't see a red ring or apparent blue screen of death!! There marketing scheme is not intended to rip everyone off so i say what it costs is what it costs and who cares when they going to price cut, i'm proud to own a piece of state of the art home entertainment equipment.
Advertisement