During Sony’s financial conference call for Japanese investors and analysts, Chief Financial officer Kenichiro Yoshida talked about pricing policies for PlayStation Platforms.
According to Yoshida-san, PS3 sales have suffered from a substantial drop and this trend is clearly different from the generation before it. After launcing PS2, PS1 continued to sell for a considerable amount of time, and the final price was $49.
After launching PS3, PS2 also survived for a considerable amount of time and the final price was $99.
In the case of PS3, the cost of its chips is very high, while with PS4 it’s “very difficult to divide the market in terms of price range” (meaning that it’s problematic to assign different prices to different markets), which in turn causes a considerable impact of fluctuations in the exchange rates between different currencies.
Yoshida-san continued by explaining that with other segments of the business a price-related action to compensate could be possible. For the gaming segment, action on volume and cost is possible, but actions on pricing are something the company “should be very cautions about.”
Basically, for what concerns consoles, Sony is able to act on production costs and sales volume, but is very cautious in applying changes to the final price to costumers.