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Sony to emphasize Blu-ray in Christmas PS3 marketing

Posted on September 21st, 2007 at 16:48 EDT

Sony has stated that it aims to increase its marketing endeavours for the PlayStation 3 this Christmas, by placing emphasis on the consoles additional functionality as a Blu-ray player.

Speaking with FT.com, Sony Computer Entertainment President, Kaz Hirai, commented: "The PS3 is first and foremost a videogames machine but we want to say – by the way, it's a great Blu-ray player as well.”

Hirai explained that the company would be working closely with Sony Pictures and Sony Entertainment, conceding that it was a “balancing act” to market the console as both a videogames machine and multimedia entertainment device.

Finally, he reiterated that there are currently no plans to lower the price of the machine, adding, "Going aggressive only on price without being able to back it up with content doesn't make a whole lot of sense to me.”

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posted 4:54pm EDT - September 21st, 2007
1

i think they should lower the price of the ps3. they will get a lot more sales that way

posted 4:55pm EDT - September 21st, 2007
2

That $400 SKU announcement would have really helped out this holiday season for them.  And one thing I have a problem with as far as advertising the PS3 goes is that from what I've mostly seen, they've been advertising it more so as a Blu-Ray player than a gaming console :?

posted 5:04pm EDT - September 21st, 2007
3

There are alot of politics behind PS3 right now and why its not doing well, compared to how it could be doing at least.  This bothers me that one, they arent lowering the price proving Blu Ray, in the eyes of a normal everyday joe customer, is the MOST expensive format, regardless of how much better it is in terms of quality and capacity then HD-DVD, secondly, there are a couple of things Sony needs to focus on before branding PS3 as a BD player in my opinion.  1.) Finalize the profiles, none of this Profile 1.1, 2.0 business, this should already be done. 2.) Where is DTS-HD Master Audio decoding?  Studios are using this codec in the masses and it would be nice to say the PS3 can decode it and output it, same goes for TrueHD.  The PS3 can decode it but not output it.  Its these techincal inconsistancies that kill the format and keep it held back.  So in my opinion, the PS3 should have been more focused on in terms of gaming and not as a Blu Ray Disc player or a hybrid between the two.  It should be, The PS3 is the Ultimate gaming machine and oh yeah, it also plays Blu Ray discs.  But Sonys priority is really to push Blu Ray disc as the next gen disc for Home video usage.  The royalties alone would be in the billions for Sony if Blu Ray wins the format war.  So that is why the studios exclusively backing Blu Ray are on board, well , most of them at least.  They figured the PS3 would be THE trojan horse into homes for the new and VERY expensive format. 

 

FOCUS ON GAMING AND LOWER THE PRICE SONY.

posted 5:09pm EDT - September 21st, 2007
4

They can start with better advertising.  Tell people what it can do!

posted 5:11pm EDT - September 21st, 2007
5

they should advertise more, I wanna see some ps3 commercials on stations like espn and cbs, etc...

posted 5:16pm EDT - September 21st, 2007
6

@supra....its easier said then done. You have stated good points which will further push the outcome of blu-ray to the positive side. The problem is it is easier said then done. If the ps3 price is dropped ONCE AGAIN they will just end up like microsoft but microsoft has deep pockets. Microsoft never gained revenue from the 360 and sony will not end up like them or atleast tryting not to end up like them. They are doing what they can at this moment and then later on they will escalate their tactics. With time everything will be sorted out.

posted 5:32pm EDT - September 21st, 2007
7

theyll never meet their marketing goals for the ps3 without making a reasonable price for it.

posted 6:38pm EDT - September 21st, 2007
8

psn id: gingo.... this should have been their marketing ploy all along becasue it is a great blu ray player

posted 8:02pm EDT - September 21st, 2007
9

The first thing they can do is to educate people as to WHY bluray is good, then they can start getting people to realize that the price is actually logical. Yeah it's expensive as a game system but as a Game system that plays incredibly clean and high detail movies especially when Bluray is starting to really smash HDdvd is a smarter move. If you defeat HDdvd fully then people have no other choice but to buy Bluray when they're truely ready to move into HD and the PS3 will be the better value.

posted 8:15pm EDT - September 21st, 2007
10

We've heard too much about it as a bluray player and have not been seeing it enough as a video games machine. I'd suggest Kaz pull his dik out of his new boyfreinds bum long enough to do his job and deliver the 380 exciting PS3 games he fluffed about 10 months ago. So where are they? It is near year end and my local store says nothing was added to the release schedule. Kaz is a frikken wanker.

 

Drop the price, bundle in rumble, and get some games out - pretty easy strategy. Even a dumb poof like Kaz should be able to see it. "Play" station get it Kaz? Play as in games - dooh! Now advertise that.

 

Guys not enough people want a Bluray & HD TV with HDMI and a surround sound amp with HDMI to play a small range of movies that cost more. In comparison lots & lots of people want a games console - the market just grew to US$45 Billion - more than all movies on all formats including the ticket box combined! Sony have lost the plot here. PS3 should be killing Wii & X360 with games power - thats why I think I purchased it. Awesome games. We are still waiting Kaz.

 

Once PS3 has sold 20 million consoles sure start pushing people to buy bluray movies - and they will, but until then put the frikken horse before the cart - games and console sales #1 priority...

posted 8:46pm EDT - September 21st, 2007
11

ok, ok people.... what's a resaonalble price?... the closest thing i've seen to the PS3's power, was a $5,000 alienware PC...yeah, exaclty, $600 is more than fair....plus the 360 will cost you about $1,090, to do what the PS3 does right out of the box... wireless internet, medium HDD, extra batteries/charger, HD-dvd add on...etc...quit falling for microsofts bullsh!t $400 console... IT COST MORE THAN A PS3!!! trust me!!! internet alone will buy you a PS3 after 2 years.... i have both.... you kids need to get a calculator... to think my(and your parrents) taxes went towards your education... yet you can't do math....im not naming names.... cuz you know who you are.... quit hording pennies...

posted 9:46pm EDT - September 21st, 2007
12

Yes indeed and what a beautiful blu-ray player it is!

posted 9:48pm EDT - September 21st, 2007
13

Aratacus - I agree that "We" all think its worth (in my case $1200) but to those who don't own a PS3 they obviously dont see value in PS3. Its about perceived value. I would not pay $50,000 for a solid gold toilet seat even though the gold might be worth more than that. I just would not use it and would preferr lots of other things for $50,000.

 

Fact is the majority of people are buying other consoles - so why? If they wanted a cheap High Def movie player they would all be buying the $299 Toshiba HD-DVD with 5 free movies. Its cheaper. People are buying game consoles however and they are buying Wii in a big way because its being marketed as "fun" and the price fits that message. They are buying XBox 360 because they advertyise a big range of games & online community (no other reason). People are buying  PC titles because it has a reasurgent  game community with a convincing line up and  titles are cheaper and larger than console versions and you can run apps on them - IE it's recognised as a "computer" and people are obviously happy paying computer prices.

 

PS3 is kind of lost - its expensive as a console but cant run applications like a computer. It hasnt got the fun image anymore its gone all serious, and it doesnt have the range of games as Xbox360... So right now its being continually pushed as a US$600 movie "bluray" player - which has limited appeal.

 

Drop the price of the 80GB model with rumble to US$399 now, and put back the backward compatibility to PS2 then advertise some killer games. They need backward compatibility so they can release some high profile titles with unlockable levels / features / content - whatever if played on PS3 - IE start  rewarding PS2 owners to upgrade to PS3 rather than loose them to the  competitors.

posted 1:14am EDT - September 22nd, 2007
14

NO NO NO....don't say its a great blue ray player. Focus on the PS3 as a console. Also, that last comment about content doesn't sound like they are happy with their hoilday releases nor do they think its enough to move console.......which is a bit dishearting. Actually, I also its a VAILD reason to drop the price.

posted 4:05am EDT - September 22nd, 2007
15

the fact that it can use the blue ray format is far more important for gaming then it is for watching vidoes. xbox 360 is on its last strian why? becuase they choose to make it so games were only avalible as dvd format not even hd dvd becase an xbox from its box cannot play a hd dvd and there would be consumer outrage if new games were transfered to hd dvd only. xbox 360 games alredy are having to cut out large featuers of their games becuase of this. while some games on blue ray also have to cut out some less noticable content such as sound quality in heavnly sword at least we have breathing space hopefully for the life of our product.

posted 8:27am EDT - September 22nd, 2007
16
it is worrying that i cant remeber the last time a saw any marketing for ps3, whilst last night i heard the radio saying heres a chance to win the best game availible on the best console, halo 3 on the elite-(complete s**t), but i got admit halo 3 will be a huge blow to ps3 this holiday season! so whats sony got up there sleaves? coz its about time the ps3 started to live up to what its capable of! its either gotta be the release of great games or a significant price drop.
posted 1:22pm EDT - September 22nd, 2007
17

Guys look at the effect of Crisis Core on PSP. No Bluray movie is going to do that for PS3. Only games. When someone walks into a shop to buy a console - they are going in to buy the console that has all the great games and the online community where they can hook up with their mates. No way is someone going to stop at the counter and suddenly think ...Maybe I should pay more and get the PS3 instead....yes it doesn't have the games or the online stuff and none of my freinds have one but ...but...but PS3 has this Bluray that has two layers each of 25GB and I can watch a movie intstead of playing with my freinds and it has HDMI ports too... but even though my TV doesnt have HDMI I guess its still cool so yes I had better buy a PS3 instead... No way. I cant see it.

 

I purchased my PS3 the day after release night because I thought how Ace Combat might look on PS3, I want all the latest Final Fantasy, Silent Hill, Res Evil, Devil May Cry, GTA, God of War, MGS and Burnout games with excellent graphics and sound... Reality is most of those are no longer Playstation exclusives anymore. So Sony needs to work extra hard and deliver some great games (like Ratchet, like Jak & Daxter, like GT5 etc...) and advertise those. Promote those and dont waste time educating people on HDMI and HD-TV & Blurays and Cell SPE's - because they dont care.

posted 7:52am EDT - September 23rd, 2007
18

The price reduction is the only thing lackin on PS3 besides the good games.

posted 1:55pm EDT - September 23rd, 2007
19

You've got it all wrong Sony. Market it as a console that can fit Halo 1, 2, 3, Bioshock, and Gears of War, ALL on 1 Blu-ray disc.  Tell me that won't make consumers think of what is better. It would shut up the 360 fanboys for a bit if nothing else.

P.S. Watch out for spamming tomorrow night (I can't wait to see how many Red Rings happen.) Halo 3=360 Killer. Literally.

posted 4:31pm EDT - September 23rd, 2007
20
Blockbuster and Netflix should too have a bigger variety of Blu-Ray movies.
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