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Sony: PlayStation Vita's Going on the Offensive in 2013

Posted by Sammy Barker

Platform holder has big plans for the handheld

Sony Computer Entertainment Japan president Hiroshi Kawano has admitted that the PlayStation Vita has failed to meet expectations in its home territory – but has promised that the platform holder will be on the offensive in 2013. The comments come days after Sony announced a significant price-drop for the maligned machine, which is set to go into effect on 28th February in the land of the rising sun.

"Certainly, at the present time, maybe we're a little behind the numbers we originally pictured," he told Famitsu magazine [via Polygon]. "I feel we have a ways to go in terms of getting across the good traits of the Vita, along with everything the software has to offer.”

During a surprise press conference on Monday morning, the manufacturer confirmed that it would be dropping both the Wi-Fi and 3G versions of its flagship handheld to just ¥19,980 ($214). Asked about the philosophy behind the shift, Kawano explained that it’s all about getting the system into consumers’ hands.

“What we [have] learned is that people who do own a Vita have tremendous satisfaction with it; it's the kind of platform where you get a feel for how good it is once you touch it,” he said. “But we found that the price was too big an initial hurdle for this, and this sparked a long internal debate within SCE."

With the price just ¥1,080 ($11) more than the Nintendo 3DS, there has been some speculation over how the change will impact the financially unstable Sony. Thankfully, Kawano doesn’t foresee it being a problem. “Maybe this will cut down on the revenue we get for selling hardware," he shrugged. "But the trend among Vita users is high connection rates and usage rates for the PlayStation Store. We believe that the more users we can get, the more that'll connect to revenues in the future.”

And as for the next 12 months, the executive was particularly bullish. “We have the new price down; now it's time for software," he said. "Just with what's been announced so far, we'll have more games coming out this year than last, and they're being launched on a regular basis throughout the year. I think that'll make users feel they're always getting enough, and we're prepared to push these titles as needed. We're going to be actively on the offensive in 2013.”

Let’s just hope that the executive’s determined attitude rubs off in the West, too.

[via polygon.com]

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User Comments (7)

FullbringIchigo

#1

FullbringIchigo said:

cheaper memory cards is all it needs the price of the system is fine but it's the price of the memory cards that put people off

3Above

#2

3Above said:

Yep, its the memory cards. But more games wont hurt either. Pls give us Gravity Rush 2!!

Sanquine

#3

Sanquine said:

LOL sony never maked any profit in hardware. Hardware is always a loss. Therefore a lot of software makes it turnaround. The vita owner buys a lot of games. I have 35 games on my vita. Plan to buy 3 more this week: Rocketbirds hardboiled chicken , dokuro , P4G ( Europe)

charlesnarles

#4

charlesnarles said:

I'll buy more software if they give me $10 lol. Good to hear, tho, I'm wanting to spend more game time on vita than I have nrrn

Valky

#5

Valky said:

@Sanquine
That's true, but this time around they have those proprietary memory cards, so while they can lower the price of the VITA (and I was expecting this), they can still earn a nice profit for every single memory card sold, even at the cost of being silly to their homeland people, who are still preferring a rather old system where you can use any 3rd party memory card.
VITA games are great, they will become even more, the handheld itself is state of art, but this comes at the cost that every game eats up the memory space, not mentioning additional downloads such as the apps or videos.
So it is not something based on the software alone.

Hopefully, those memory cards will become cheaper to produce and more capable, but I believe Sony will never allow 3rd parties.

Lionhart

#6

Lionhart said:

I definitely knew that a price cut was inevitable. However, the memory cards certainly need a slight price adjustment because that's holding a lot of people back from buying those.

BlueProxy

#7

BlueProxy said:

@Majin-Naruto

Yep, I'm constantly deleting and reinstalling games because I'm out of space. Waiting for memory card price to go down some. Could be a while, but can't bring myself to spend sooo much more, compared to the same size in SD format.

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