- Sony's David Reeves
has bluntly stated that Sony has no plans to reduce the price of the PS3 now or either in the spring time - absolutely not. He added Sony is taking a value added approach rather than just cutting the cost of the system.
To quote: Does that mean once you've broken even you will reduce the price of the hardware to stimulate more sales?
No, we are not going to go down in price on PS3 - neither are we going to go down in price on PS3 in spring time either. Absolutely not, whatever you might have heard to the contrary. Our strategy is very much value added.
That doesn't mean we are going to add pieces of software - we might add original ideas to the machine. What we want is to make the machine value for money.
The long-term objective of the company is the growth of the industry. During the 12 to 13 years we have been in the market, the handheld and static console market has grown by over 350 per cent, which is hugely dramatic. Software has gone up even more, and our objective is to grow the industry to bring it into credibility.