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Sony considers dropping the price on its console... not

The Financial Times reported early on Thursday that Sony is reconsidering its pricing strategy for the PlayStation 3 in an effort to speed up sales in Japan and the US.

The story quotes Sony president Ryoji Chubachi saying, “We are re-examining our [PS3] budgeting process in terms of pricing and volume. Sales assumptions change and the market is competitive. We are in the midst of revisiting our strategy for the PS3.”

Shortly after Chubachi’s comments were recorded, news from Bloomberg quotes a Sony spokeswoman refuting the president’s words. “PS3 prices and shipment plans for the future should be determined by market trends and competition. Sony currently doesn't have any specific plan to cut the PlayStatio 3's price,” said company spokeswoman Mami Imada in Tokyo.

Chubachi’s comments were in reference to the relatively sluggish sales of the PlayStation 3 in the Japan and North American market, as Sony appears to be quite pleased with the console’s performance in Europe.

Although shares of Sony Corp. are up thanks to healthy sales of Bravia televisions, the once highly profitable SCEI is reporting disappointing financials in its division. With the PlayStation 3 hardware still being sold at a considerable loss even at its current price points, a change in pricing strategy appears to be financially difficult.

The very topic of price of Sony’s new console has appeared numerous times. In February, Sony senior VP Takao Yuhara said, “We may look at the price as part of our strategy to expand the market when the timing is right.” Later that month, Sony Worldwide boss Phil Harrison expressed that he feels “absolutely no pressure at all” to drop the PS3’s price.





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