Sony 2007 Annual Report Download - page 22

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19
As these examples illustrate, the PlayStation business
will continue to evolve through collaboration with Sony
Group companies worldwide based on “United” electronics
technology and content.
Accelerate cost reductions and market
expansion for PS3
Can you touch upon your plans to ensure profitability and
expand the market for PS3? What are your medium-term
growth strategies?
We set a strategic price point for PS3 that was lower than
its production cost during the introductory period, in order
to promote the rapid establishment of the PS3 platform.
We are making every effort—not only within SCE but also
with the Sony Group—to achieve cost reductions as quickly
as possible.
The key to our growth is to accelerate the expansion of
the PS3 platform. To achieve this, enhancing our lineup of
attractive game software will be crucial. In the fiscal year
ending March 31, 2008, in addition to the existing global
lineup of approximately 100 packaged game titles, we plan
to release over 200 packaged game titles and more than
180 downloadable titles.
Moreover, users will also be able to download
approximately 250 additional titles from “Game Archives”
to enjoy them on their PSPs and PS3s.
To facilitate the enhancement of our software lineup, we
will provide even greater support to software creators and
programmers. We have already organized specialized
teams in Japan, North America and Europe, and plan to
further expand our support to make the game development
process run more smoothly.
A wide variety of downloadable new game demos and
trailers are available at PSN for promotional purposes. We
are also increasing demonstration spaces at storefronts,
where PS3 game software can be played on large-screen
televisions.
As a developer of this platform, SCE will accelerate the
expansion of the PS3 platform by enriching the software
titles library and pursuing its own promotional activities as
well as collaborating with Sony Group companies.
Interactive entertainment creates new
businesses
Can you tell us about further potential of PS3 that will drive
future growth?
PS3 features an advanced computer system and a top-
quality AV system. The overwhelming performance of PS3’s
Cell/B.E. enables users to enjoy HD digital content in
addition to game software, all in real time.
PS3 will also support game software development into
the future, allowing developers to fully exercise their
creativity.
The most important feature of PS3, however, is that it
delivers truly interactive entertainment thanks to network
capabilities, which means that users are not limited to
enjoying content, but can, for example, participate in online
communities. Users from around the world can gather over
the network to exchange information, play trial versions of
new games and express their opinions and ideas. In other
words, PS3 enables users to play a role in game
development itself. We look forward to building new
business models (income streams) around the many
possibilities inherent in PS3.