Third parties, as well as Sony itself, must take responsibility for elevating the PlayStation Vita out of its current rut.
That's the opinion of Sony's CFO, executive VP and corporate executive officer Masaru Kato, who told investors (as reported by Seeking Alpha): One thing clear for us that in terms of profitability – we have to do a better job in promoting the PlayStation Vita mobile product.
How do we do that? Well, gaming business software is the name of the game. So as a fundamental measure, we are putting a lot of resources, not just first party, but also asking third parties to put out more attractive software. That's the basics.”
Kato remained coy on the notion of a price cut for the device, however, saying that while price will always be considered improving profitability in the mobile and handheld space is of paramount importance.
Added Kato: The other things – marketing, pricing of the product etc, I cannot talk about pricing of this platform. But those are the things that we are looking into to improve our profitability in the mobile handheld gaming business.”