Jack Tretton talks about being “below your competition, as opposed to above it”.
In order to combat the rise of smartphones and tablets, Sony’s Jack Tretton highlighted the announced $399 pricing for the PlayStation 4. He also called the idea that the introduction of new platforms for the market being harmful is “what people who aren’t really into gaming think is happening.”
Speaking to AllThingsD, Tretton stated that, “Turn to anyone, any of the gamers here in this crowd [at E3] and ask them if they’re turning to smartphones and tablets over consoles. And then run.”
Of course, Microsoft now pricing their console as more expensive to Sony’s isn’t lost on Tretton. “You always like to be below your competition, as opposed to above it. Frankly, we executed our strategy… and regardless of what Microsoft would have announced, our price was our price. Look, being at a price premium is a challenge, one that we certainly haven’t enjoyed.”
Then again, price cuts can and do happen. As time wears on, different features will also be subject to change, ideally for the better. “As the install base grows and the manufacturing price comes down, the price comes down. And so, while I can’t guarantee that’s going to happen down the road, if it didn’t that would be the first time that’s happened. And at the same time, the machines progress.
“They actually get better than they are at day one.”
Hope for the Xbox One in that case?