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.

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gamesindustry.biz
Chronical6524d ago

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 Nye6524d ago

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.

Islandkiwi6524d ago

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.

slugg6524d ago

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.

achira6523d ago

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

joemutt6523d ago

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!

90°

10 Weirdest Video Games of All Time

Plenty of unforgettable games have completely messed up their players throughout the years, all the way back from the PS1 days to the dark recesses of the modern internet.

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culturedvultures.com
JonTheGod13h ago

Why are the Katamari games not on the list??

130°

70 percent of devs unsure of live-service games sustainability

With so many games fighting for players' attention and interest losing out over time, time sink games are at risk of eventually losing steam.

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gamedeveloper.com
thorstein1d 9h ago

It was worrisome to begin with.

It's a niche genre with only a handful of hits that can stand the test of time.

Cacabunga12h ago

I like the sound of that!! I will for sure never support these gaas games.
Sony must be shocked at gamer's reaction, making them cancel a few of these and hopefully go back to the good heavy hitters they had us used to..
now bring on that PSPro reveal and show us some SP 1st party awesomeness.

CrimsonWing691d 9h ago

What’s to be unsure of!? Look at the ratio of success to failure!

DarXyde16h ago

It's pretty ridiculous.

Imagine having a breadth of data at your disposal to see the statistically low success rate of these games, only to be laser focused on the exceptional case studies.

shinoff21831d 7h ago

Yes. Stop all the live service bs.

jznrpg1d 7h ago

Only a few will catch on. You need a perfect storm to be successful in GaaS and a bit of luck on top of that. But a potential cash cow will keep them trying and some will go out of business because of it.

MIDGETonSTILTS171d 7h ago

Helldivers 2 manages just fine…

Keep production costs low… don’t just make custscenes until the mechanics and enemies are perfected first.

Make so much content that you can drip extra content for years, and the game already feels complete without them.

Most importantly: make weapons, enemies, levels, and mechanics that will stand the test of 1000 hours. This might require more devs embracing procedurally generated leveled, which I think separates Helldivers 2 from Destiny’s repetitiveness.

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60°

The Battle Pass Is The Worst Thing To Happen To Modern Gaming

Nameer from eXputer: "Some exceptions aside, I don't think the battle pass is a net positive for gaming with how they're implemented in most live service titles."