Sony 2007 Annual Report Download - page 21

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18
Sony United
We will further enhance PS3’s software lineup, while
offering new services and forms of entertainment, including
game software downloads via the network and online
communities.
PlayStation®2 (PS2) and PSP® performed
well
How did the PS2 and PSP® businesses perform?
Although eight years have passed since the launch of PS2,
it continues to perform extremely well around the world.
We have shipped PlayStation hardware worldwide for
about 10 years now, but we anticipate an even longer life
span for PS2. We plan for a production shipment of over
10 million units in the fiscal year ending March 31, 2008,
and believe that the PS2 platform could continue to grow
through further cost reduction measures, reinforcement
of its software lineup and market expansion.
PSP® recorded its first million-seller hit title in the Japanese
market, MONSTER HUNTER PORTABLE 2nd by CAPCOM
Co., Ltd., which was released in February 2007, and market
penetration for the platform continues to accelerate. A wide
range of color variations and special limited-edition models
have also been well received in Japan.
In addition, the PSP® platform generated million-seller
hit titles in the European and North American markets.
Thanks to a variety of attractive software titles and sales
promotion plans, the PSP® platform has been enjoying
favorable sales in these markets. We plan to release many
new software titles from SCE WWS and third-party
developers in the fiscal year ending March 31, 2008. We
will continue promoting the PSP® platform by enhancing
linkage with PS3 as well as collaborating with retailers and
Sony Group companies.
PS3: A symbol of Sony United
Can you give us concrete examples of the Sony Group’s
“Sony United” initiatives as they are being implemented in
your business?
I think that PS3 symbolizes Sony United. PS3 was created
through the cooperative efforts of more than 50
departments throughout the Sony Group. It represents the
coming together of state-of-the-art technologies and know-
how. Let me give you a few examples of successful
collaborations.
•Supply of key devices
PS3 contains more than 20 key devices employing
leading-edge Sony technologies. These include the main
chips for PS3, including Cell Broadband Engine™ (Cell/
B.E.) and RSX™, as well as Blu-ray Disc pickups.
•Coordination of retail displays
As one of Sony’s “HD World” products, PS3 is on display
not only in the gaming section of retail stores, but also
in BRAVIA LCD television sections, together with other
consumer electronics products such as Cyber-shot
digital cameras.
•Market penetration of the Blu-ray Disc format
SCE is also conducting cross-promotions with other
Sony Group companies, including Sony Pictures
Entertainment Inc. (SPE), in order to expand the Blu-ray
Disc format. For instance, when PS3 was launched in
North America and Europe, we distributed Talladega
Nights: The Ballad of Ricky Bobby and Casino Royale
on Blu-ray Disc to purchasers of PS3 and registrants
on PSN.
•Promotional marketing
Collaboration with SONY BMG MUSIC ENTERTAINMENT
made artists’ latest songs and promotional videos
available for download to PS3 via PSN. High-quality movie
trailers offered online by SPE can also be downloaded.
•Development of PSN
Collaboration with SPE subsidiary Sony Online
Entertainment facilitated the development of the
backbone of PS3’s network business infrastructure,
including an electronic payment system.