Jack Tretton admits Sony's underestimation
- Posted December 8th, 2007 at 20:25 EDT by
- 18 Comments
Jack Tretton celebrates his first full year as the CEO of Sony Computer Entertainment of America where he has helped improve the PlayStation brand in various ways. In some fractions, Tretton believes that more could have been done, primarily in regards to the marketing of the PS3.
In a move that might send Tretton towards the contradiction corner, he emphasized the notion that they did not do a quality job at educating the consumers about the various features of the PS3 hardware.
“We are on our fourth platform introduction, and this business is never easy. There is always formidable competition. There is always education that needs to go on with consumers. But the honest answer is that while we knew price would be a challenge for the PS3, we underestimated the education process and the fact that there is a lot of information for consumers to absorb about PS3 given its advanced technology. This will be an ongoing challenge, but we think we've made great strides over the past year.”
By saying that they underestimated the consumer education process, this contradicts what Tretton said just a few days earlier when he mentioned, “But I think the challenge of educating consumers on the technology is something that — I don’t know that we underestimated, but it remains a formidable goal.”
Sony has made some recent moves by acquiring a new advertising agency to handle the PlayStation brands. Through this, hopefully the PlayStation 3 will receive a better rounded marketing campaign that hits on all aspects of the hardware, not just games. Furthermore he stated that the PSN services is find just the way it is, and that it does not need to exaggerate to compete with Xbox Live and promised that Home will be “like nothing seen before”.
- 3:27pm EST - December 8th, 2007
i know what he means some of my friends believe ps3 games were still on dvd! just push the blu-ray component and we'll all be fine
- 5:06pm EST - December 8th, 2007
psn id: gingo... sony really needed to teach people about the features of the ps3 and i'm glad they have finally realised becasue just now people are looking at it like jus the most expensive games console
- 5:17pm EST - December 8th, 2007
Never underestimate how dumb people truly are.
- 5:20pm EST - December 8th, 2007
GINGO VERY TRUE =] ppl think its just the most expencive... aqnd they still do even when its been brought down to 399 like the xbox......... wow
- 5:26pm EST - December 8th, 2007
Well at least he's coming forward, not many people have what it takes
They're heading in the right direction so you can't hold that against them
Bringin it home
- 5:49pm EST - December 8th, 2007
Yeah, I convinced a guy the other day to take back his HD-DVD player because he had just bought it and a PS3. He bought the HD-DVD because he didnt know that the PS3 up-converted DVDs.....score another one for the BD camp lol. He also noticed that the 300 HD-DVD looked a lot worse than the 300 BD......I had just bought a copy before I went, and he bought it when he bought his player. Most dont know that its a very good media server either.
- 6:52pm EST - December 8th, 2007
How can you know about the PS3's technology and its features and then underestimate the eduacation process? I think the real reason is that there is that much to tell that it will just confuse the consumer all what was just said. For many of us in here we educated ourselves all about what the PS3 is because we've gone out of our way to do so and we understand what we read. So when we all turned and operated our PS3's for the first time, we navigated the xmb with ease and understood its options and media features. Try explaining all you know about the PS3 to your parents and you'll make their heads explode. You can try showing them but it's going to take a while to know how to do some of the things on the PS3. How Sony is going to educate these type of people I'll never know.
PS3 has blu-ray, movies in hi-def. What does all that mean to someone who hasn't a clue. It's not just the PS3 that people need to be educated on but todays technology itself. Technology is changing much faster than people are adapting to it and undestanding it. So many don't even know what mp3 is and how mp3 players work without discs.
I has one banned word but I didn't know what this so called banned word was which took me ages to find. They should be highlighted or underlined.
- 6:52pm EST - December 8th, 2007
most people are amazed when I tell them how I wirelessly stream media via Tversity.
- 6:53pm EST - December 8th, 2007
Found the banned word, it was the word h£ll, why is that banned?
- 1:11am EST - December 9th, 2007
Educated about the features as well as complementary marketing is a very important thing for Sony as of now.
- 1:14am EST - December 9th, 2007
- 6:04am EST - December 9th, 2007
They also need to point out that you get more stuff up front for your maney. I own both a PS3 and a 360 Elite. I found it annoying to have to buy a seperate Rechargable battery, wireless adapter, xbox live membership, and if I wanted it a HD-DVD add-on. All of this stuff costs about 800.00. So the original price of my 60GB PS3 looked to pack more value. PS3 is a great console with great amounts of yet untapped potential. They need to show people they get more for there money and get a stronger system.
- 8:30am EST - December 9th, 2007
Fine just the way it is? Way to be a winner....I'm in love with PSN, and after Home is released I personally believe it will be better than XBL, but "fine jus the way it is" isn't the attitude I've come to expect from Sony...
- 8:44am EST - December 9th, 2007
I was educated about the PS3 here on PSU way before it came out. Fallowing the anouncements of the features that it would have e.g. Blue Tooth, wireless controllers, SIXAXIS, and of course Blu-Ray player. As so, I was educated on the system and that bought me over to buy a PS3. I already knew what the 360 came with out of the box. It plays game, and it has XBL, that's pretty much it. The PS3 is getting better with firmware updates, like the ability to enable media streaming with Tversity.
- 4:51pm EST - December 9th, 2007
It's not so much a contradiction if he's honestly saying he that he NOW thinks it was a factor.
- 5:34pm EST - December 9th, 2007
I really didnt care for Sonys begining comercials but I do like the new one that shows all the cool first party titles they have out. Now all they need to do is show what else you can do with your PS3. I will have to say at least he has the balls to come out and say they messed up.
- 11:56am EST - December 10th, 2007
I think Paker's comment above sums up the situation pretty well, lol!
- 12:18pm EST - December 10th, 2007
Sony should go for Microsoft's throat and be pushing the console failure-rates and return statistics between the PS3 and the 360.
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