The following comments from David Reeves pretty much sumps up Sony's strategy in the upcoming year, and it's probably going to disappoint many fanboys:
"We simply have to suffer a little," Sony Europe honcho David Reeves tells The Guardian, "go down in market share and mind-share. It's like Ali vs. Foreman — go eight or nine rounds and let him punch himself out. We're still standing, we're still profitable and there's a lot of fight in us. I don't say we will land a knockout blow, but we're there and we're fighting."
Sony's not only fighting, but learning from its competitors. "We've learned from Nintendo how to grow the market and move from handheld device to device — they've done it brilliantly," Reeves says. "And we've learned an enormous amount from Microsoft, too."
As the economic climate worsens, Reeves concedes that customers will be shopping on price. Sony is thus continuing to make the PS3 competitive as a game console and as a multi-media device.
Reeves also tells The Guardian why Sony didn't offer a pre-holiday PS3 price cut: "If we'd cut the price, lost another billion dollars, we might have had a huge Christmas but it would have been followed by a huge loss. The company could have thought: 'Hmm, I'm not sure I want to be in this business at all.' But we've shown Sony this is still a good business to have."
Goal of Sony is to start making money off the ps3, not some bravado fanboy battle in a losing money game. Nintendo and M$ have more money, and great market shares, which translates to a losing game for Sony to try to wage this battle financially. If they can get the ps3's profitable and selling at a decent pop, that will mean the game will have a longer lifespan, and they can fight in the next gen...sorry fanboys.
"...You can't kill ideas with a sword, and you can't sink belief structures with a broadside. You defeat them by making them change..."
- From By Schism Rent Asunder