Kaz Hirai - The Current King Of Sony Computer Entertainment.

Sony are embarking on one of their most aggressive holiday seasons since perhaps the original Playstation launched.

With the PS3 Slim and massive marketing planned, Sony are really taking the fight to the competition. But with lower costing system, there are simple business concerns. Namely is that system making any money? Kaz Hirai told the Times Online the answer to that question, quite simply no.

"If you look at the growth of the installed base, it is slower than the PS2 was but it's pretty much on track with the growth that we had with the original PlayStation," Hirai said. Responding to the issue of selling the redesigned PS3 at a loss, Hirai explained, "I don't actually know that that's the true nature of the business that we're all in, whether it's PlayStation, Xbox or the Wii. I think the better indicator is to look at the business as a whole platform, to ask: are you profitable in terms of the hardware, software and peripherals. And the answer to that question is yes on a gross profit level since the last fiscal year."

Maybe one day Sony will be able to talk about profits on their systems too. Maybe.