Sony Computer Entertainment president Kaz Hirai once again confirmed that Playstation 3 won't get price cuts any time soon and that it will keep its current price point through the Christmas.
"The answer is yes, if you're asking, 'Are these the prices we're going with this Christmas?'" he said. "When you really compare apples to apples, then I think we have a very good value proposition."
Playstation 3 indeed is more technically advanced than both of its competitors, but it still suffers from the lack of exclusive blockbuster as well as the higher price of the hardware. A recent price cut lowered the prices of Xbox 360 SKUs to the point that you can get both a Wii and an Xbox 360 Arcade almost for the price of a Playstation 3.
Playstation 3 sales are clearly lagging behind Wii and Xbox 360 both in the American and international markets. The worldwide economy is in a crisis and most analysts believe that entertainment business is at a greater financial risk than any other business, but Mr. Hirai believes otherwise. "As long as we can generate excitement, then we will be less affected than other industries," he said, before conceding that "we're getting to the point where price becomes more important".
