Sony on PS Vita: 'Its a marathon, not a sprint'

Marketing manager John Koller says new portable is a "good, solid platform"; no immediate price cut planned.

365 Comments

Sony is confident that its PlayStation Vita hardware line will have success. Speaking to GamesIndustry International, Sony marketing manager John Koller said he is pleased with the device's price positioning amidst a market stuffed with competition from Nintendo's 3DS, as well as smartphones and tablets.

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He would not comment on the possibility of a price cut in the immediate future, adding that Sony is in it for the long haul with regards to the PS Vita.

"I don't want to get into anything specifically, but I do want to say, as we've said multiple times, it's a marathon, not a sprint," he said. "And it's certainly going to be a marathon for Vita. It's going to be a very good, solid platform for us, one that performs very well."

In August, Sony Worldwide Studios boss Shuhei Yoshida said 2012 was "too early" for a PS Vita price cut, confirming that no reduction was planned for the year. The PS Vita launched in February 2012 with a Wi-Fi-only version at $249 and a Wi-Fi/3G model retailing for $299. Sales of the portable are nearly in line with company expectations, according to Sony CEO Kaz Hirai.

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Avatar image for Anema1986
Anema1986

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wanna finish this marathon??

give users good games, not inferior versions of the console games, they didnt learn with the PSP??

if they just save all the crappy multimedia and stuff that any smartphone has and focus on games and gameplay, the vita sales could be improved

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snova9308

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its a marathon?

sounds like just another excuse for not pushing the hardware, and just leaving it to die.

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cannondude

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There is just no games for it or not enough

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ccanfield1

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This seems like just a repeat of the earlier article "Sony: PS Vita sales nearly in line with expectations".

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dr_jashugan

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It's going to be a LONG LONG marathon that is supported by a lousy 4 hour battery. 8-\

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TTDog

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In this particular marathon Sony seem stuck at the back of the field with the "Fun runners" and idiots in Big Bird costumes as opposed to leading the way with the Eilte Athletes.

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leeveeu

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Somebody should tell Sony that not everybody finishes marathons, or they don't finish very well.

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istuffedsunny

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Why do people even bother asking these people if there's a price cut planned? When have they ever said yes? Sometimes there's a price cut like a month after the interview, which will be the case here.

And I don't care what anyone says, when the Vita is under $200 *with* a memory card they *will* buy it. It's in Sony's best interest to lower the price ASAP. Until they get a bigger install base you're only going to see crummy PS3 ports.

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snova9308

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@istuffedsunny

good point.

i remember nintendo saying there will be no more 3DS versions, and a week after that interview, they released the 3DS XL ha.

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Someguy1212

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Yet another round of Nintendo going undefeated in the handheld market IT created. Why would I pay $249.99 + tax BASE + $19.99 + tax (Smallest memory card) + $29.99 + tax (game) when I can pay $179.99 + tax + $39.99 + tax (game) for a well made system with great games. the vita was dead before it even hit the ground. Also just wanna throw this in.

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leviathanwing

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@Someguy1212 nintendo made the mistake of releasing it at 250 and changed it while sony didnt so your point though valid is only from just recently onward. prior to that it was cheaper to own a ps vita and a game.

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svaubel

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So youre saying you will start supporting it in two years while it's still dragging its feet.

Meanwhile the 3DS continues to outsell it globally by 8:1 or more. And Sony is happy with how slow it is progressing?

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Dom_Hawk_basic

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** WARNING SMALL WALL OF TEXT**

"it's a marathon not a sprint" That's marketing spin for we're in this for the long haul... in other words like the PS3 it'll get good after the first three years, and then most of the games released for it will be upmakes/remakes of psp or other sony system franchises. Look I own a PS3, I'm one of the fools that paid the 599 for the 60GB model back in the day and I would love to get the new slimmer, but lets call a spade a spade, sony will not adequately support this thing like they failed to adequately support the PSP. The thing may be a great system, but lets see what the hackers can do i with it

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Avatar image for deactivated-59c9f869491d9
deactivated-59c9f869491d9

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I enjoy the vita, but there's still the issue were most of developers try to re-create PS3 Franchises, they should start thinking that it's more like a PS2.

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orbit79

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I'm really enjoying my vita. I'm happy with the games I have, even if the library isn't yet huge, I think there are some quality games in there. I actually prefer Little Big Planet on vita to the PS3, suggesting that, in this case, the touch controls actually add something to the experience, rather than just being gimmicky.

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cubachino

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LOL! That's a good one Sony. Even in a marathon if you don't gain momentum you may never get that number one spot.

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Hvac0120

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@cubachino in business it doesn't matter if you're number 1 as long as you are successful.

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Ledah

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The Vita is really impressive piece of hardware, altought I wish the price could drop a bit, and maybe a better library would be nice too. Sony's just kinda lost in here.

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bubba_1988

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Edited By bubba_1988

I've said it before and I'll say it again, Sony is a bloated company and needs to cut costs an shed some dead weight. Drop all PC/laptop/tablet/eReader lines, drop cell phones, drop mp3 players, digital clocks, ipod docks, car stereos, all speakers in general. They need to focus on what made them popular in the first place, Tvs, video games, cameras/camcorders and headphones(im biased towards headphones, they can drop those too).

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obsequies

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Edited By obsequies

@bubba_1988 radios are where they got popular...not video games or tvs...the markets have changed, you're little business strategy you scratched with that crayon is a joke compared to the millions they spend on research and development nevermind the trained professionals that are at hand...everyone likes to think they have a simple answer to something that the source already knew about just like how everyone is a critic, publisher or designer but not a developer. What pays off for a company that is known for quality products is when technology increases and fancy things like flat screen tv's are standards which cheap companys can replicate the same as expensive ones like sony they need to find a reason why people would justify spending more or change the range of products the make to something that can't be replicated...why do you think apple did so well..because they had an open market and it took years for other devices like android to catch up in terms of quality and abilities. Sony should have scooped the android market right when apple created the iphone, ditching phones would be ridiculous now and obviously sony thinks so too as they purchased the other half of Ericsson

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bubba_1988

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@obsequies All I'm saying is they need to stop making a lot of the products that you don't equate with Sony. They can shit all of their R&D from that to the brands and devices they were popular for making. Their Entertainment division (music/vids/movies) is the only division that is making a profit for the company. They do make quality products, some of the best in my opinion. Shame they have forgot how to innovate. As far a business strategy, hardly, just an opinion. The company needs some major restructuring or maybe just some common sense. They own a movie studio and several subdivisions when's the last time you saw a Sony Vaio laptop in a movie?

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decoy1978

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Edited By decoy1978

As a runner of 10k and 1/2 marathons I can say that yeah as long as you finish the race you can be proud of your accomplishments. But deep down... every runner wants to be #1 -_-. You don't run a marathon for the sheer fun of it... you run for the accolades. I wish Sony would fire their marketing department and do more Kevin Butler commercials.

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leviathanwing

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Edited By leviathanwing

@decoy1978 he plays wii games now apparently

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super_voltron

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i want it a blue one

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Hvac0120

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I want a PS Vita. I just know I'll never play it.

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starfish75

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@Hvac0120 I have a vita and rarely play it. Saying that I'm off to get assassins creed today

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GamespotSux_IKR

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Hopefully when GT6 comes out on PS3, polyphony will have a portable version of Gran Turismo to go with it.

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obsequies

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@GamespotSux_IKR hopefully they spend the time needed for each version this time

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XtC86

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That's fine by me but at least cut the prices for the memory sticks and make more great AAA games for it :)

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raphaelcoelho15

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Edited By raphaelcoelho15

@XtC86 Those memory sticks really suck.

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XtC86

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Edited By XtC86

@raphaelcoelho15 Very true :P

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XtC86

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@bubba_1988 @raphaelcoelho15 Yeah good point there o.O

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bubba_1988

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Edited By bubba_1988

@XtC86 @raphaelcoelho15 Going back to the marketing, they own a movie studio and record label. Why not blatantly place Sony products in movies and music videos. It's shameful but FREE advertising.

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shadowhunter0

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Edited By shadowhunter0

@XtC86 and advertise it

seriously Sony needs to fire their marketing team and hire ones that would actually do their job

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XtC86

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@shadowhunter0 Agreed bro :)

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hitman047m4

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@shadowhunter0 @XtC86 Not trying to be rude to your opinion, but maybe Sony can't afford "now" to make a huge marketing campaign a la Kevin Butler or a la Marcus the PSP kid. Hopefully, they will have one marketing campaign (clever one I hope) close to the end of the year to entice more gamers to buy Sony's system.

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XtC86

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@hitman047m4 @shadowhunter0 Yeah maybe, hard to tell with Sony these days o.O

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shadowhunter0

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I just love all of this vita hate from people who don't have one and are never planning on getting one

everyone that I have talk to that owns one loves it and say it is worth every penny

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abHS4L88

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Edited By abHS4L88

@shadowhunter0

Indeed, it's dumb to hate on a system that you don't even own. Most consoles now (home and handheld) provide experiences that only owners will see and understand which is why it's hard for those who don't own it have a hard time understanding why we love the systems we own.

When I first got a 3DS, I didn't think much of StreetPass and apps like SwapNote but those are two of my favorite things on the 3DS aside from the games.

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TheZeroPercent

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Edited By TheZeroPercent

@shadowhunter0

i was waiting for the liberation review

i swear

if that game hadda scored a 9 or 10

i was gonna jump on the liberation vita bundle

i swear dude

i had been planning that move for weeks

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shadowhunter0

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@TheZeroPercent why don't I believe you

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JayUK

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Since it's a marathon I'll just wait untill the the 20-mile mark where the Vita hits 'the wall' where every breath is agony and trying to ignore the lactic acid build up in it's legs. In other words, just knock £100 off the current price Sony and I might be interested.

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