Sony Exec Conservative On PS3 Projections - 29.1.07

A while back I wrote a Top 5 list of things I’d love to hear a Sony executive say in relation to its PlayStation 3 console. Desiring a way to see this giant of the gaming industry pull itself out of the hole it’s dug with the PS3, it was my thought a retooling of it public relations strategy might be in order.

I never published the list, but it does sound like at least one Sony exec is weighing statements carefully before making them. Rather than boast a huge impending victory in Australia, Sony’s Michael Ephraim, the regional director, is making cautious remarks.

“It will be a huge launch," Ephraim is quoted as saying, but "the launch is one of a number of highlights on the long trek that we will take the PlayStation 3 on over probably the next 10 years."

Ephraim went on to talk about the console’s overall entertainment value and seems pretty darn excited about the Blu-ray. He even admits the console is more likely to appeal initially to hard-core gamers with the home entertainment fans coming online later.

If Sony would only let Ephraim do all of its talking!

Since that’s not likely to be the case, here's my Top 5 list of things I'd love to hear Sony execs say in relation to the PS3, rather than the ridiculous boasts they've made in the past ("The next generation starts we say it does." Pish, I guess it hasn't started yet! I sincerely think a little honesty rather than ego would go a long way toward fixing some of what ails Sony as of late.)

5) "Backwards compatibility. OK, we know we promised it, but it's a little more time-consuming than we thought. We're sorry we underestimated this. Yes, we know 200 titles was a lot to miss at launch. We're working on it as quickly as we can."

4) "Blu-ray is great. It looks awesome. We know you'll love having it on your PS3 for a cheaper price than a free-standing player – as soon as we can figure out how to make the diode quickly and efficiently."

3) "Speaking of the Blu-ray diode, yes we know we should have figured out how to manufacture it quickly and efficiently before we launched."

2) "Oh yeah, in regard to the launch. We are sorry we promised the moon and the stars and delivered only North America and Japan. Perhaps we were a bit hasty in our statements.”

And the No. 1 thing I'd love to hear a Sony exec say:

"We promise to now allow a Sony exec, under penalty of flogging with a wet noodle, to even breath another word about a PlayStation 4 until we deliver on all our promises for the PlayStation 3. We understand the mere mention of making the not-quite-fully-launched PS3 obsolete is like a slap in the face to all of those in Europe an elsewhere who were ready to buy in November, but didn’t get the chance.”

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