Sony Q & A
Brace yourselves for a long read. The following document is apparently an internal Q&A from E3. Most of the information we already know, but there are a few interesting snippets of information, including news that all PS3 games will be region free and up to 8 controllers will be supported.
The document doesn't throw up any revelations, but nevertheless it's an interesting read and sheds some light on Sony's marketing strategy. It's a PC not a computer system not a gaming console you know.
Playstation 3 / E3 2006 QA
- PS3 is a computer system
- PS3 is one product with different configuration
- PS3 launch date : Nov 11 (Japan), Nov 17 (US/Europe)
- PS3 price : 20GB : JPY 59,800, USD499, EUR499 (incl. VAT) / 60GB : JPY Open, USD599, EUR599 (incl. VAT)
PS3 Business Strategy
Q1. Why will you launch two models with different specs for PS3 ?
A1. PS3 is a computer system and as such, various configurations can be considered. In future, larger HDD may be required for larger content to be saved on PS3. Considering the fact that, nowadays, network connectivity is spreading within the homes, we have decided to introduce a configuration with basic ports. However, these ports, excluding HDMI, are expandable with adaptors available on the market.
Q2. How can users connect PS3 to TV without HDMI output ?
A2. PS3 supports most displays via the AV multi output. Visual quality through AV multi output is comparable to that through HDMI.
Q3. Do you have two color variations of black and silver for two different models ?
A3. This model comes in one color (clear black) only. There may be color variations in the future.
Q4. What is the initial launch quantity for PS3 ?
A4. 2 million units will be shipped worldwide at the launch timing (for the first 3 weeks), cumulative 4 million units by the end of December and cumulative 6 million by the end of March 2007 (we do not disclose the breakdown by region).
Q5. Will you launch the PS3 in the Asian region at the same timing ?
A5. Yes.
Q6. What is the breakdown of the production shipment figures for each model ?
A6. We will decide the breakdown according to the market situation.
Q7. Are you planning to launch another model which has different HDD or interface in the future ?
A7. Like PCs, other configuration with the different HDD capacity and I/O can be considered in the future.
Q8. Where will you start manufacturing PS3 ?
A8. We will start manufacturing in Japan and China simultaneously (we don't disclose the names of manufacturing companies).
Q9. When will you start manufacturing PS3 ?
A9. We will start assembly from summer. Manufacturing of the main semiconductors has already started.
Q10. MS's Xbox360 was launched a year ago and has a head start. How do you feel about it ?
A10. We have set the best launch timing for PS3.
Q11. How is the PS3 network service going to be ? Will you also start the service from day one ? What are the differences between Xbox Live and PS3 network services ?
A11. Apart from providing basic features and functions, the most important element is content and services. Downloading music in SingStar, purchasing or exchanging game data as we demonstrated at E3 press conference and many other new ways of enjoyment will be provided.
Q12. Will the network service be charged ?
A12. Basic services available free for current PCs will be free of charge but content and specific services will be charged from the beginning.
Q13. Are the specifications and design final ?
A13. Very close to final.
PS3 Price
Q14. Why did you set such a price for 20GB HDD model ?
A14. We have set this price so that many users can enjoy PS3.
Q15. Why is only 60GB model open price for Japan ?
A15. Each RHQ decides the price of PS3.
Q16. You have announced in April that more than 100 billion yen of operating loss will be caused from Game segment in FY06. Will the PS3 price have any impact on the forecast ? Was the introduction of two models factored in at the earnings announcement in April ?
A16. There is no change in forecast.
Q17. Won't having two models increase cost ? Can you expect the economy of scale with two models ?
A17. We don't have two different models. It is one model with different configuration just like with PCs. Therefore, economy of scale can be pursued.
Q18. When do you expect to start making profit with PS3 business ? It has been reported by Nikkei (dated May 1st) that the "PS3 business will make profit of over 100 billion yen in FY07." Is it true ?
A18. At the early stage after the launch, PS3 expects losses due to start-up cost, etc. However, there is no change in our business model to make profit from both hardware and software. As we have accomplished with PS2, we aim to make PS3 business profitable as soon as possible, by expanding the platform and continuing our cost down measures by reducing the number of components used in the hardware and cutting the cost of key components including semiconductors. However, it's too early to comment on the timing of the turnaround. We have never told Nikkei that "PS3 business will make profit of over 100 billion yen in FY07."
Hardware Functions
Q19. Are there any additional or modified features from E3 last year ?
A19. Please refer to the specification sheet for details.
Q20. You had previously announced that there would be two HDMI ports, but why does the PS3 with the 20GB HDD not have a HDMI port ? Can Blu-ray content be enjoyed in high quality graphics without HDMI ?
A20. High quality HD images can be enjoyed equally with the 20GB HDD product via the AV multi port (1080p output is also possible with the TV equipped with the D5 input). Analog output from BD will be supported until 2011 and all software published until they can be enjoyed. Standardization of visual image output via home network (e.g. DLNA) is also currently under way.
