In the week that SCE UK introduced the new SKU at £299 and revealed that the 60GB console is to be phased out, boss Maguire (pictured) stressed that Sony’s strategy was the result of industry pressure, falling production costs, and a desire to boost installed base as the industry moves into peak period.
“You’ve seen in the pages of MCV that most people want the price to come down – we have to take a more strategic view on when we do these things,” said Maguire. “We’re always mindful of price and installed base, but we’re also mindful that we have a sustainable business.
“We’ve been considering this since launch – this is all part of a very carefully thought-out plan.”
Maguire also hit out at the level of anti-Sony feeling on internet forums.
“If the product was too expensive, of course they’re going to feel ‘anti’, but now I imagine there will be some changing of attitudes,” he said.
“They don’t have sight of running the company and the financials involved. So they end up with internet information – and that is often based on a complete lack of understanding of the facts.”