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.