Sony corporate executive officer Masaru Kato recently spoke with the company’s investors about the financial future of the company, and the struggling Vita was a hot topic. With Sony lowering sales projections for the Vita yet again, Kato conceded that the company has to do a better job of selling the system, but his words don’t inspire hope for a price cut any time soon. Instead, software is the name of the game.
There’s no denying that the Vita is in need of some more quality software, and the near future doesn’t look so good in that regard. Kato addressed this, stating that both first and third parties need to step up their game.
One thing clear for us that in terms of profitability – we have to do a better job in promoting the PlayStation Vita mobile product.
How do we do that? Well, gaming business software is the name of the game. So as a fundamental measure, we are putting a lot of resources, not just first party, but also asking third parties to put out more attractive software. That’s the basics.
The other things – marketing, pricing of the product etc, I cannot talk about pricing of this platform. But those are the things that we are looking into to improve our profitability in the mobile handheld gaming business.
While Kato doesn’t outright say no price cut is on the horizon, and Sony is “looking into” all the aspects of improving profitability, the company has given little indication that they intend to make the Vita more affordable.