With and RRP of £199, PS3 is primed for the mass market boom seen by its predecessors. And the better price will help Sony beef up its UK market share, according to SCEE head Jim Ryan.

Speaking to MCV at Gamescom last week, the new SCEE president and CEO told us that the fresh bargain price for PS3 – which can already be found for £179 at some retailers – can set it on course to outsell the competition.

“This is something we have been planning for a while,” said Ryan. “Getting to £199 is fantastic in the UK. It’s a real milestone. UK is one of the territories where we have to do better.

“Whether you approach the UK from the perspective of our momentum, or the perspective of the competitive landscape, for us the UK is more like US than continental Europe. If you look across the PAL territory, where typically we outsell our competitors by around 50 per cent on a weekly basis, it’s inverted in the UK.

“That is something we want to address.”

Ryan refused to shirk the blame for PS3’s weaker UK performance on the current state of the economy or retail’s own struggles. “It’s somewhat the case but I wouldn’t seek to lay it all at the door of those problems. We have similarly challenged economies in other territories in the world where our business is particularly vibrant.”

Historically previous Sony PlayStation home consoles have hit a mass market turning point once they went below the £200 mark, Ryan added.

“History has shown us that once you get to £199 you hit lift off. We can do some serious business and this kick-starts that. Getting to £199 was a defining moment for the PSone and PS2 – this will be no different.“

PS2 across our territory went well over 50m units. We’re at 22m on PS3. So there’s lots of life in that still to come.”

http://www.mcvuk.com/news/read/sony-we-have-to-do-better-in-uk/083709

Please!! UK is the strongest market for the PS3 in Europe.. >_>

Somewhere off in the distance yout can hear Ethomaz laughing.

Yeah 28m is a big way to go Sony!

It's obvious that the UK is the European market with the biggest room for improvement for Sony. You could say it's their weakest market.

Bullshit. He actually means

'We need to beat X360'

Which doesn't translate into weak at all.

“History has shown us that once you get to £199 you hit lift off. We can do some serious business and this kick-starts that. Getting to £199 was a defining moment for the PSone and PS2 – this will be no different.“

Except the PS1 and PS2 were dominant consoles, the PS3 isn't, and won't beat the 360 this holiday.

well £190 should sell a few more,i was in the shops the other day and hmv had the 320gb + move and 3 games for £265 i think still quite a bit of cash but a good deal if you want a PS3

I don't want to enter an argument about whether it's their weakest market or not (I didn't participate in the dabate in the other thread). But weak is just context-based.

It's their strongest market when compared to other european markets. It's their weakest when compared to their competition in a particular market.

That's about it. No need to take it too seriously.

I think kowenicki should educate him a bit on proper bussiness strategies ;D

I get the context, it's still stupid though. There is a threshold and just because the competitors are at a certain level, doesn't mean they even have the opportunity to get to that level.