There’s one question you’ve got to keep asking yourself if you’re Sony
corporate executive officer Masaru Kato and your handheld system is constantly being crushed by DS and 3DS sales; how do I sell more of these Vitas?  There’s certainly a lot of ways to incentivise sales, and with the super competitive market and the dwindling economy, it’s difficult to know exactly how to get that edge over your competitor.  Well, Kato went on record last Thursday to attempt to answer that question in particular.  His response?  See below.

One thing clear for us that in terms of profitability –
we have to do a better job in promoting the PlayStation Vita mobile
product.

How do we do that? Well, gaming business software is the name of the
game. So as a fundamental measure, we are putting a lot of resources,
not just first party, but also asking third parties to put out more
attractive software. That’s the basics.

The other things – marketing, pricing of the product etc, I cannot
talk about pricing of this platform. But those are the things that we
are looking into to improve our profitability in the mobile handheld
gaming business.

So it looks like Sony has looked at the
problem and considered two solutions; either lowering the price, or
making better games.  When faced with those two options, they’ve decided to try to make better games; and “ask third parties to put out more attractive [games]”.  So bad news if you were hoping to get a cheaper Vita.  This move should not be particularly surprising, however, given that just last September Sony perplexingly went on record about a possible PS3 price drop, saying, quote, “We’ve heard from our consumer, ‘Enough with all these weird price moves. What we really want is content and games and value.'”

But why not both, Sony?  Why can’t you drop the price on the system even a little bit as well as make better games?  And do you really think consumers don’t like it when you drop prices?  Since Sony seems to think this is the opinion of their consumers, it made me curious about the actual state of the gamers out there, and whether they really hate price drops.  If you have any opinions of your own, speak out in our comment section.

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Jack Sossman

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