Stringer on Sony's difficult migration to digital tech

British-born CEO comments on creating a "software mentality" at electronics giant.

PlayStation 3 is part of a "new digital strategy to try and create a new software mentality" at Sony, according to the firm's CEO Sir Howard Stringer, who admits that the transition to digital has been tough for the firm.

Speaking to Walt Mossberg in an on-stage interview at the Wall Street Journal's D: All Things Digital conference, Stringer - the first westerner to become the head of Sony - gave some insight into the firm's broader strategy surrounding the console.

"The reason it's expensive [is that] instead of concentrating on just the games player, which would have been done in the past, PlayStation 3 is designed to go somewhere else, where it's the centre of the living room," he explained.

"It's part of the new digital strategy to try and create a new software mentality in Tokyo, because it's quite clear that we've been an analog company migrating to digital with some difficulty," concluded the Welsh-born executive.

Stringer also revealed that the PlayStation 3 is one of the devices which Sony has chosen to focus its efforts on, after significant cutbacks in terms of the number of projects which the firm has in development.

[COVER GIRL]

Sounds like Ken Kutargi...

[Chronical]

I quote "The reason it's expensive [is that] instead of concentrating on just the games player, which would have been done in the past, PlayStation 3 is designed to go somewhere else, where it's the centre of the living room," he explained.

"It's part of the new digital strategy to TRY and create a new software mentality in Tokyo"

Look what happend to the PSX. it did not do very well in Japan. and notice he said TRY and create. the thing is that they already did and it failed. the PS3 is now in the same situation and the out come might be the same.

[Bill Nye]

I thought the same thing. But PSX was more expensive: 79,800 yen and 99,800 yen. The PS3 in Japan is 62,790 yen and probably about 73,000 yen.

I think it's going to be tough to get people to view a PlayStation as more than a game console. So until they do change the general view on PS, they're also going to have a tough time selling it at the higher price.

[Islandkiwi]

In Japan the ps3 will be sold for market rate...as in merchants can charge what they want. That sounds ominous to me, especially early on.

[slugg]

Of more corporate backpedaling. Then, if they don't sell as many unit as the 360 or Wii, they can claim they are not in competition with such devices, because they are only game machines while the P$3 is so much more. Did Sony ask any of us million upon million PS2 owners if this is what we wanted? Hell no. They just assume we will buy it because it says "Playstation" on it.

[achira]

did sony say you you should buy it ??? obviously no so shut up. there are many other people who wants to buy it.

[joemutt]

And they also said you should work more hours to be able to afford one. You dont remember Ken's famous speech? And you call yourself a fanboy!