CEO: Sony 'refining' PS3 price

Sir Howard Stringer pondering just how much he can afford to knock off the PS3's price tag to boost sales.

A price cut for the PlayStation 3 got closer to reality today. Sony chairman and CEO Sir Howard Stringer has told the Financial Times that he is aware that there is "no question" that consumers want a lower price tag.

Stringer praised the success of rival Nintendo's latest console, the Wii, saying that the company "has been a successful enterprise, and a very good business model compared with ours." However, he vehemently disagreed that the Wii was more fun to play. "No, no, no, no," the executive replied to the question. He also attributed much of the difference in sales between the two consoles as due to the fact that the Wii was significantly cheaper, and that the two systems were "complementary and supplementary," to each other, and not in direct competition.

In light of this, Stringer confirmed that Sony would be looking to cut the price of the PS3--he gave no specific amount, but indicated that the company was looking to make a decision about this before the holiday season. He said, "[The amount of the price cut] is what we are studying at the moment. That's what we are trying to define."

The Sony CEO said that he "was not worried" about the PS3 at all. He said, "While [it seems] people haven't bought as many PS3s, it is no different from the PlayStation 2 and PlayStation in terms of sales." Stringer pointed out that the PS3 was following the sales path of the previous two consoles, both of which over time ended up with market dominance.

Stringer added that current games for the console were using only 20 percent or so of the machine's capabilities. "Once they use the full bandwidth the games experience is stunning...it's dazzling."

1123 Comments

  • merch

    Posted Jun 27, 2007 11:57 am PT

    i predict sony making a upgraded ps3 with a 80 GB harddrive lol they already said something about this but they will sell that one for 600$ and this one will drop to 500$.

  • killerelijah

    Posted Jun 24, 2007 12:23 am PT

    I wish they could cut prices down by 50% LOL!!!!

  • Fire_of_Contee

    Posted Jun 22, 2007 9:05 pm PT

    MadMistrel, he's reffering to the bandwith of the transfer rate between the BR drive, the CPU and the RAM........ but i think he's streching it a little saying 20 percent it's more like 35

  • lsdrules

    Posted Jun 21, 2007 4:06 pm PT

    Shinkada
    "The reason everyone discounts the Wii is that it can barely be classed as a console at all. It's closer to a really expensive and popular version of those fancy digital kid's toys. I personally think that, regardless of people, waving your arms around like a dick is never fun."

    The key word here is it's what you 'personally' think. It's no different than sitting on your ass twiddling your thumbs around a controller, it's just a different way of playing a game.

    "But some people think it is; even THOSE people, however, get bored of the Wii once they realize they'll never be able to play anything normal on it."

    The Wii was never about playing anything 'normal'. It was meant to be a new way to play. If you've ever played Red Steel or Twilight Princess you'll know what I mean. They aren't 'normal', but they certainly can't be classified as minigames. Don't get me wrong, I've got a 360 too, and I'll probably get a PS3 in a couple of years, they've got their perks, but you can't just discount the Wii because it's playing style is a little unconventional. Obviously it has found a market.

  • GreenC4T

    Posted Jun 21, 2007 2:24 pm PT

    Sweet! Once that happens, I'll definitely buy one! (As if I wasn't planning to buy one!) heh. But a price cut would be greatly appreciated!

  • F0ZZY

    Posted Jun 21, 2007 1:10 pm PT

    Its about time! The PS3 might now make a comeback

  • MadMinstrel

    Posted Jun 21, 2007 12:58 pm PT

    "Full bandwidth"? Is there some kind of streaming technology in the PS3 that no one knows about yet? Pathetic. Not only is Stringer lying, he is also ignorant.

  • blindskatr156

    Posted Jun 21, 2007 11:58 am PT

    there are so many great games comin out for the ps3 this fall, so the ps3 will probably gain a lot of ground on the 360. sony should make more ps3 exclusive titles to make people more interested in the ps3 . . . AFTER they drop the price

  • malmeid2

    Posted Jun 19, 2007 10:08 am PT

    lol @ 20%. The power is almost at peak already and is never going to see this "fantasy 80%" simply due to the video card. Can anyone say very dated DX9 w/ 256mb and pathetic anti-aliasing? LOL. Sony is such a joke. And with their ENORMOUS price drop on the PSP only having been 15% ($200 ---> $170) I doubt that the PS3 drop will be more than that (they were never losing money on PSP but are still losing on PS3 which makes it harder to reduce). We'll be extremely lucky to see it go under $525. And we all know how Microsoft plays the game too. they will match or beat sony's price drop as soon as it happens.

  • King_Dodongo

    Posted Jun 19, 2007 8:24 am PT

    Dominance of the market? 20% power? Blu-ray? SIxaxis? Nice one, Sony. You always make me and millions laugh

  • Andonio

    Posted Jun 19, 2007 8:07 am PT

    I own a Wii, and plan to get a PS3 soon, and I completely agree that the consoles are: "complementary and supplementary to each other". Getting both consoles means that you get the best of both worlds. I also suspected that there would be a significant price drop, as the 20GB model was for the lower-end market, and now they have to accomodate for all markets due to its cancellation.

  • TTDog

    Posted Jun 19, 2007 1:43 am PT

    Love the way that the Sony fanboys claim the Wii is just a fad because of the Wiimote.... but then completely fail to spot any irony when they go and pick up the inferior Sixaxis controller.

  • azianai

    Posted Jun 18, 2007 11:10 pm PT

    carrierj, can't someone use the same argument you said about the Wii having non-Wii titles for being out a half a year for the PS3? Could've sworn they launched within 1 week of each other. I own both the Wii and the PS3, they both collect dust in the corner as i play my PS2 RPGs until Heavenly Sword in Sept and Metroid at the end of august.

  • carrierj1

    Posted Jun 18, 2007 7:24 pm PT

    "anyone who doesn't agree with this just needs to click on the "highest rated" tab between the wii, ps3, and 360. most of the "highest rated" games on the wii are from the VIRTUAL CONSOLE."

    That makes sense. The Wii's only been out for about 1/2 of a year. Three titles a week are released on the Virtual Console and usually they are proven hits. After two years most 360 titles are available on other consoles and PS3 is lacking in games in general.

    "I think that better graphics, physics and interatable enviroments are more next gen then a controller, but thats just my two cents."

    Like I said, it's like adding a faster graphics card. You should just buy a PC.

  • UltraWoody

    Posted Jun 18, 2007 6:31 pm PT

    I believe Blu-ray will help the PS3 tremendously if it does become the standard HD format, but in the end, consumers who purchase a gaming system will be for the games, not the movies. This HD gaming era is a bit too expensive, regardless what system you want/have. As soon as the PS3 and 360 come down to around $350/$200 respectively, then you'll see some systems fly.

  • Gezquester

    Posted Jun 18, 2007 5:58 pm PT

    At the end of the day Sony have the best selling console franchise and the overall sales prove that… The PS2 has shipped well over 100 million units since 2000, how many has the Xbox 360 sold? Like 22 million… Yeah PS3 sales are down at the moment but as soon as prices lower to around the same as the Wii or 360, sales will sky rocket…

  • motionxsickness

    Posted Jun 18, 2007 5:34 pm PT

    anyone who doesn't agree with this just needs to click on the "highest rated" tab between the wii, ps3, and 360. most of the "highest rated" games on the wii are from the VIRTUAL CONSOLE.

  • motionxsickness

    Posted Jun 18, 2007 5:28 pm PT

    to be honest, i don't think the wii appeals to the hardcore gamer at all; this is coming from someone that has owned almost every console, up until now. i do give props to nintendo however for attracting a wider market, but seriously, most of the wii games are MINDLESS and WAY TOO SIMPLE. i have had my hands on a wii controller and it's not nearly as responsive or precise as i hoped it would be. i can only think of one game being appealing and emersive to the hardcore gamer, which would be Twilight Princess. outside of this however, the wii has been a console that is WAY TOO saavy on the minigames, and although appealing to a wider market, has turned it's back on hardcore gamers. right now i feel as though it is the 360 that has been listening to it's core customers giving everything they have asked for, while nintendo has flat out said it is trying to appeal to "older people" and "women," whatever that may mean; not that there is anything wrong with this, but this shows how they have strayed from the HARDCORE. zelda will simply not suffice as wholey addressing the needs of those who have been in the "game" for years now. the 360 is awesome; the ps3 still needs time.

  • ShattyFattmas

    Posted Jun 18, 2007 4:54 pm PT

    "I think that the Wii is actually the only next gen console. It creates an entirely new way to play games. The 360 and the PS3 are basically PS2s and XBOXs with better sound and graphics cards."

    I think that better graphics, physics and interatable enviroments are more next gen then a controller, but thats just my two cents.

  • JoeSmith34

    Posted Jun 18, 2007 4:53 pm PT

    PS1 and PS2 sold almost all of their systems at pricepoints of $199 or lower. 75% of those systems were sold at less than $200.

    Playstation 3 is YEARS away from $200. So, it's pretty safe to say the PS3 is a sales failure, because by the time PS3 can get to $200, it will be time for a new system.

  • shadowblade99

    Posted Jun 18, 2007 4:14 pm PT

    Well if they actually drop the price I MAY think about buying a PS3.

  • carrierj1

    Posted Jun 18, 2007 2:46 pm PT

    "Also, the reason why the Wii isnt always talked about with the PS3/360 is becasue the Wii isnt a next gen system, its the last gen, with new controls."

    I think that the Wii is actually the only next gen console. It creates an entirely new way to play games. The 360 and the PS3 are basically PS2s and XBOXs with better sound and graphics cards.

  • BILLNYE6983

    Posted Jun 18, 2007 2:38 pm PT

    rexCo, "Not more fun to play? I bet he's never laid his hands on a Wii-mote. "Once they use the full bandwidth" things are amazing and dazzling? How would he know this if they've yet to do it? Plus he's the CEO. What does he know about the gaming experience?
    The Wii has sold more due to its price? Probably. But I still find it funny that despite it being so early in the 'console race', everyone anti-Nintendo is already saying that Wii's just a fad. All because it's leaving the 360/PS3 in the dust. I really hope, just to shut you all up, that the Wii wins this race, even though I really don't care. Nintendo deserves so much more respect than most of the gaming industry - especially gamers themselves - give them. [ps - I agree with carrierj1]"

    I'm glad your so ready to showcase his ignorance, in which case I will gladly show case yours. What the hell do you know about Howard Stringer... nothing... so don't act like you do, for all you know he could be the worlds biggest video game fan.

  • LivingDeadNinja

    Posted Jun 18, 2007 2:26 pm PT

    The PS3 hate is HUGE here! I do own all systems. Currently i play my 360 the most (not counting PS/PS2 games and DVD/Blu-Ray) but i'm sure in maybe 1-2 years from now the PS3 will be my main system.
    But really there's no denying the PS3 power and future. It's pretty obvious it won't end up lost behing the Wii and 360. Also obvious that games will truly ramp up with time. Stop hating and play the system you like.

  • Bored1ed

    Posted Jun 18, 2007 2:20 pm PT

    Two things... Didn't they say the same thing when the PS2 was first released? Basically saying we won't see the "real power" until later in the future. Then with a price drop coming in the future and those games that will show us the real power not being released until later, why buy a PS3?

    You know when a price drop happens all PS3 users will cry foul (like all the other system, not a Sony bash) because they purchased it at full price. So it comes down to this....WAIT if you actually plan on purchasing one. Right?

  • rexCo

    Posted Jun 18, 2007 2:00 pm PT

    Not more fun to play? I bet he's never laid his hands on a Wii-mote. "Once they use the full bandwidth" things are amazing and dazzling? How would he know this if they've yet to do it? Plus he's the CEO. What does he know about the gaming experience?
    The Wii has sold more due to its price? Probably. But I still find it funny that despite it being so early in the 'console race', everyone anti-Nintendo is already saying that Wii's just a fad. All because it's leaving the 360/PS3 in the dust. I really hope, just to shut you all up, that the Wii wins this race, even though I really don't care. Nintendo deserves so much more respect than most of the gaming industry - especially gamers themselves - give them. [ps - I agree with carrierj1]

  • ShattyFattmas

    Posted Jun 18, 2007 1:54 pm PT

    "I love how everyone completely discounts the Wii and spends all their time arguing about the differences between the PS3 and the Xbox. Have you noticed that the Wii is selling twice the number of units as the 360 and like four times that of the PS3? Apparently not. You can't find one."

    I dont know where most of you people live, but where I live it aint hard to find a wii. Nintendo fans are pushing the idea that the system is so hard to find, but I've yet to see a shortage here. Also, the reason why the Wii isnt always talked about with the PS3/360 is becasue the Wii isnt a next gen system, its the last gen, with new controls. Dont get me wrong, the Wii is pretty cool and innovative controls, but its a novelty console, the 360 and PS3 are the future.

  • carrierj1

    Posted Jun 18, 2007 1:39 pm PT

    I don't understand why people think the Wii has gimicky gameplay. If anything Nintendo has capitalized on gameplay better than any other system. They attract casual gamers with games like Wii Sports and Wii Play and they attract hard core gamers with games like Zelda, Metroid and Super Paper Mario. Now MS and Sony realize that they need casual gamers to compete. The control is revolutionary. I've played Zelda on the Wii and gamecube and the new Wii controls are much better. They make you get more involved in the gameplay. I haven't even really played any of the minigame type games yet. I have Wii Sports and still haven't played the boxing game. People who think Nintendo only has minigames are deluded. RE 4 comes out tomorrow, Metroid comes out in August, and Super Smash Brothers comes soon after that. Microsoft also has a pretty good lineup for the next few months, but Sony?

    The Wii is the perfect system for Nintendo. Nintendo has always had its fanbase who love Nintendo's style of games and systems. They're the only reason the 64 and Gamecube survived. The Wii introduces an entire new demographic not only to gaming but to Nintendo's IPs. How many new fans are going to support Nintendo systems from now on?

    Nintendo is the most innovative company in gaming. If they are doing so bad then why is Sony the one who's at dead last?

  • badguyslayer

    Posted Jun 18, 2007 1:26 pm PT

    "No matter what the Wii is going to lose. All thats left is between the PS3 and 360. It shall be close indeed. I have the Wii and all it is is a expensive childrens toy, a fad at most. The only thing I think the 360 has is the achievment points, which most think are stupid. The Achievment points make playing other games seem pointless seeing as there are no rewards or real goals besides beating it or doing good and owning noobs(boring)"

    I pity you, as you no longer enjoy gaming.

  • BigBoi_24

    Posted Jun 18, 2007 1:12 pm PT

    No matter what the Wii is going to lose. All thats left is between the PS3 and 360. It shall be close indeed. I have the Wii and all it is is a expensive childrens toy, a fad at most. The only thing I think the 360 has is the achievment points, which most think are stupid. The Achievment points make playing other games seem pointless seeing as there are no rewards or real goals besides beating it or doing good and owning noobs(boring)

  • gigabrowser12

    Posted Jun 18, 2007 1:08 pm PT

    20%? Well I have heared that it ocasionally lags on some games. I bet it's just the engine.

  • aspro73

    Posted Jun 18, 2007 1:06 pm PT

    That's surprises me given the price drop history of the PSP, I thought Sony would hold the line. Well hopefully it's a $50 drop and not just a $20 drop.

  • Albi4ever

    Posted Jun 18, 2007 12:57 pm PT

    Shinkada:

    what do you think of the DS? that was called a gimmick at launch... do you still think its a gimmick? what's to say the Wii isn't a gimmick? its just too early to tell. developers need to work with it. just like this "20%" garbage Stringer just made up.

    and the wiimote can be used as a normal controller just fine in games like metriod and zelda. those are normal games, yeah? then again... who wants to play normal games? id rather play something cool different and new.

    OT: why on earth is sony releasing games that only use "20%" of the machine's capabilities?! i understand that development gets more out the system over time... but only 20%? that's AWFULLY low. sounds like he just made up a number to me. and that extra 80% better give us something more than pretty graphics, or else we'll just all pass on it. the PS3 already has the best graphics and no one is buying... find a new bridge to sell us, Sony! or just come out with God of War 3, 4, 5, 5... and a God of War: Online, that'll do.

    did you know that 36% of the time, im right every time?

    yeah. percentages are fun.

  • SCARFACELP

    Posted Jun 18, 2007 12:55 pm PT

    20%? riiiiiiiiight, well i don't believe it. the technology behind xbox 360 and ps3 may be really different, but according to many developers they are roughly the same in terms of real world performance. Sony thinks too much of themselves and their system, Crytek has already said that Crysis can only be done properly on a pc. If the ps3 has only been used to 20% of its abilities then Crysis would have been no problem at all. If the ps3 can keep some of its best games exxclusives, then i will eventually get one once the price comes down , but Sony needs a wake up call pronto.

  • Unkillable

    Posted Jun 18, 2007 12:52 pm PT

    'Only 20%' eh?, Then how about that you make a game five times better than the rest of them, and lower the price to like 400 while you're at it

  • Yuck_Too

    Posted Jun 18, 2007 12:41 pm PT

    They will drop the price $50-100, the same time the drop they Emotion Chip from world wide production.

  • snakes2solid

    Posted Jun 18, 2007 12:37 pm PT

    drop the price by at least $100....over time they'll make it up as the parts become cheaper to make.... and in the meantime they'll gain ground and be at good sales figures....there's no way in hell they will do well unless the price drop is significant.....WhY???..... cause 360 is gonna have a price drop( as a counter measure against sony) when Sony does...but if Sony's price drop is 100 or more...sales will increase 10 fold!

    if they want to " jolt the market", they need to make a move before the Holiday season....

  • Shinkada

    Posted Jun 18, 2007 12:07 pm PT

    The reason everyone discounts the Wii is that it can barely be classed as a console at all. It's closer to a really expensive and popular version of those fancy digital kid's toys. I personally think that, regardless of people, waving your arms around like a dick is never fun. But some people think it is; even THOSE people, however, get bored of the Wii once they realize they'll never be able to play anything normal on it. Chances are no one will ever be able to make games for the PS3 above '20%' because the Cell is too bloody hard to develop games for. I believe that, given time, the PS3 could become a decent console, but right now, the only choice is Microsoft. Anyone who actually buys a PS3 now, before any kind of price drop, confirmation of capabilities or decent games library, is a fanboy. And even the most diehard Nintendo fan will probably be bored of the Wii in a couple of months, because it's, plain and simple, a gimmick. Sorry?

  • franky4fangr

    Posted Jun 18, 2007 11:59 am PT

    i have em both (ps3/wii) and to be honest the wii gets old after a while. it's alot more fun when i have more than 2 people over and we all play but otherwise i'll take graphics over cute factor anyday. dont get me wring there's nothing like tearin through games like golden axe doing the retro thang, i mean thats why i bought the wi anyway, but i can see in the not to distant future the wii and the 360 becoming novelty systems to the all mighty PS3 wich is gonna do amazing things to the world of gaming.

  • Boostd4

    Posted Jun 18, 2007 11:54 am PT

    20%? If you believe that then I have a bridge to sell you. I firmly believe that Sony is resting too much on it's past success and they have become a little too cocky with the market. I think that the price drop will help, but the lack of quality games will still keep sales pretty flat. IF, and this is a big IF, I buy a PS3 it will be solely for the Blu Ray player. Metal Gear or GT5 is definitely not enough incentive for me to pick one up for the games...

  • tayloramp609

    Posted Jun 18, 2007 11:24 am PT

    $399 baby. And if you're gonna have two SKUS then why not have one without backwards compatibility, which would take anywhere from 50 - 100 dollars off the price?

  • anamnawshad

    Posted Jun 18, 2007 11:17 am PT

    Drop the price Sony!!
    Then M$ will drop 360s price too and I'll get one.......

  • xcollector

    Posted Jun 18, 2007 11:12 am PT

    MS is waiting for Sony to drop the price. MS could have already dropped the price but why bother when your competition is still so much more. When sony drops the price I can so see MS dropping their core down to 199 and premium to 299 and sony will have a big fat $500 system.

  • 123coolgirl

    Posted Jun 18, 2007 11:06 am PT

    The first kid to get 80gb ps3 :
    http://ruliweb.empas.com/data/rulinews/read.htm?num=15482

    those chic are super hot from http://ruliweb.empas.com

  • barflytke401

    Posted Jun 18, 2007 11:05 am PT

    On a scale of 1 to 10

    Early Next Gen Console Wars
    Wii gets a 10
    PS3 gets a 0

    2 Year forecast models once more PS3s have started selling and the better games get released on PS3
    Wii gets a 4
    PS3 gets a 8

    Final sccores for this Gen
    Wii 6
    PS3 8

  • Crazy_Schizo

    Posted Jun 18, 2007 10:41 am PT

    I think Sony failed to do their homework on this when considering the features:price combination on the PS3. The history of the video game world is littered with consoles that were technologically superior to the offerings available at the time, but ultimately failed due to excessively high prices. The Neo-Geo, Jaguar, and 3DO all come to mind.

    Sony needs to become more price competitive in this generation. However, if the consoles are already being sold for a loss, they need to eliminate some features as well or else they will only generate larger sales at a greater loss per unit.

  • quincy0191

    Posted Jun 18, 2007 10:13 am PT

    I love how everyone completely discounts the Wii and spends all their time arguing about the differences between the PS3 and the Xbox. Have you noticed that the Wii is selling twice the number of units as the 360 and like four times that of the PS3? Apparently not. You can't find one. There aren't any in stores. And it's not like this is going to end. Pokemon Battle Revolution is coming out, and we've all seen what Diamond and Pearl did to game sales. Add in DS communication and look at DS sales figues and everyone who does not already have a Wii and DS will be buying one. Wii is half the price of the PS3 already, and Nintendo actually profits when they sell a console. This console war is already over, and Nintendo has clearly shown they know what they're doing.

    Plus, 20% of capacity? Don't believe it. And even if it's true, will you guys really be able to tell the difference? Unless your nose is touching the screen, and you're counting the pixels, I doubt it.

  • rouguesquadron

    Posted Jun 18, 2007 9:42 am PT

    How many people can just five good games that have come out for the PS3? Now how many good games can you thinks of that have come out for the Wii? Game, set, and match Sony. Better luck next gen.

  • nbs-predator

    Posted Jun 18, 2007 9:09 am PT

    that 20% is a load of rubbish i dont think its reached its peak yet but i dont think the games will start looking that much more better

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