Sony boss Howard Stringer has reiterated that the company understands consumers overwhelmingly would like the cost of the PS3 dropped, and said Sony is working on "refining" how far it can afford to drop the console's price.

According to his interview with the Financial Times, Stringer noted that "While people have not bought as many PlayStation 3s as it looks, it is no different from PS2 and PS1 in terms of percentage of sales...I think that the public would like the cost to be lower, there’s no question about that."

When the interviewer asked how much Sony could afford to cut the price, Stringer responded, "That’s what we’re studying at the moment; that’s what we’re trying to refine." Stringer also confided that the "refinement" would be done before Christmas and that he understood that the recent price cut of the Sony gaming handheld, PSP had sent sales "into an upward spiral".

"So I think PlayStation 3’s travails are usually solved by time. And it will have an instant gratification environment, not only in life but in the press as well as everything else. It’s a good story right now, 'Will PlayStation 3 get to Christmas?' And the answer is, of course it will get to Christmas."

Stringer also emphasized the fact that the system was not yet working at its full potential. "It takes a long time for producers, and more time because of the cost factor, to embrace the full bandwidth of PlayStation 3," he said.

"It’s only using 20 per cent of it right now. And producers will always wait to see how it’s going, and once they use the full bandwidth the games experience is stunning. Stringer added.


Source:
GI.biz