Sony “risks failiure”; “under major pressure” to cut Vita’s price- Japanese analyst

Posted By | On 05th, Aug. 2011

Tokyo-based Ace Securities analyst Hideki Yasuda said, while talking to Bloomberg, that Sony was under a lot of pressure to cut PS Vita’s price after the recent price cut announcement of the 3DS, and that they risk huge failure.

“Gamers are increasingly anticipating Sony to lower prices, especially after the 3DS cut,”  Yasuda said. “”Sony is under major pressure to cut the price of the Vita or risk a major failure.”

The PS Vita is supposed to launch at a price point of $249 (the Wi-fi model) and $299 (3G model). The 3DS also launched at $249, but Nintendo will be cutting its price down to $169 starting August 12th in the US and one day prior in Europe and Japan. It would be pretty understandable if fans are expecting Sony to announce a price cut too.

Another analyst, Nomura Holdings’ Shiro Mikoshiba disagrees with Yasuda, saying the price is perfectly fitting for the Vita, considering its target audience.

“The customers Sony is targeting with its Vita are those willing to spend a lot of money,” he said. “That’s a valid strategy even if the volume’s low as long as it can sustain the higher price.”

Recently, Kaz Hirai said that there’s no need for a Vita price cut just because Nintendo did the same with the 3DS.


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