wraggster
August 7th, 2011, 21:49
Sony Computer Entertainment is under "major pressure" to reduce the launch price of PlayStation Vita following a cost reduction announcement from Nintendo.
http://cdn.medialib.computerandvideogames.com/screens/screenshot_261985_thumb_wide300.jpg (http://www.computerandvideogames.com/viewer.php?mode=article&id=261985)That's according to Tokyo-based Ace Securities analyst Hideki Yasuda, who told Bloomberg the PlayStation firm risks "major failure" if it doesn't price its upcoming handheld - which is due out in Japan this year and in US and Europe in 2012 (http://www.computerandvideogames.com/314207/playstation-vita-release-date-is-2011-in-japan-2012-in-us-and-europe/) - competitively.
"Gamers are increasingly anticipating Sony to lower prices, especially after the 3DS cut," Yasuda told Bloomberg. "Sony is under major pressure to cut the price of the Vita or risk a major failure."
When it does launch in the UK, Vita will set you back £229 for the Wi-Fi model and £279 for the 3G version.
Sony chairman Kazuo Hirai signalled yesterday that the company won't engage in a price war with the Nintendo 3DS (http://www1.computerandvideogames.com/314251/sony-no-vita-price-cut-following-3ds-drop/), which is set to have its RRP slashed by a third (http://www.computerandvideogames.com/313358/3ds-price-slash-nintendo-chops-a-third-off-rrp/) later this month.
But not all Japanese analysts believe Sony should react to Nintendo's dramatic action. Nomura Holdings man Shiro Mikoshiba believes a higher price point for Vita fits with its target audience.
"The customers Sony is targeting with its Vita are those willing to spend a lot of money," he said. "That's a valid strategy even if the volume's low as long as it can sustain the higher price."
http://www.computerandvideogames.com/314401/sony-under-major-pressure-to-cut-ps-vita-price-risks-failure/
http://cdn.medialib.computerandvideogames.com/screens/screenshot_261985_thumb_wide300.jpg (http://www.computerandvideogames.com/viewer.php?mode=article&id=261985)That's according to Tokyo-based Ace Securities analyst Hideki Yasuda, who told Bloomberg the PlayStation firm risks "major failure" if it doesn't price its upcoming handheld - which is due out in Japan this year and in US and Europe in 2012 (http://www.computerandvideogames.com/314207/playstation-vita-release-date-is-2011-in-japan-2012-in-us-and-europe/) - competitively.
"Gamers are increasingly anticipating Sony to lower prices, especially after the 3DS cut," Yasuda told Bloomberg. "Sony is under major pressure to cut the price of the Vita or risk a major failure."
When it does launch in the UK, Vita will set you back £229 for the Wi-Fi model and £279 for the 3G version.
Sony chairman Kazuo Hirai signalled yesterday that the company won't engage in a price war with the Nintendo 3DS (http://www1.computerandvideogames.com/314251/sony-no-vita-price-cut-following-3ds-drop/), which is set to have its RRP slashed by a third (http://www.computerandvideogames.com/313358/3ds-price-slash-nintendo-chops-a-third-off-rrp/) later this month.
But not all Japanese analysts believe Sony should react to Nintendo's dramatic action. Nomura Holdings man Shiro Mikoshiba believes a higher price point for Vita fits with its target audience.
"The customers Sony is targeting with its Vita are those willing to spend a lot of money," he said. "That's a valid strategy even if the volume's low as long as it can sustain the higher price."
http://www.computerandvideogames.com/314401/sony-under-major-pressure-to-cut-ps-vita-price-risks-failure/