Sega Exec Maeda Calls For PS3 Price Cut

Sega corporate director Masanao Maeda has become the latest industry executive to call for a price cut for the PlayStation 3, suggesting that price and marketing is becoming key to the success of a console in the face of the declining number of format exclusives. "Name brand, price and software are what count," said Maeda in an interview with the Reuters news agency. "Since it's getting difficult to make software availability a differentiating factor, superior marketing and pricing strategy will be the key for Sony.” Although Sony Group chairman and CEO Howard Stringer has recently appeared to hint at a price change for the PlayStation 3 before the Christmas gift giving season, no such cut has ever been confirmed by Sony Computer Entertainment. Maeda’s comments are not the first time a Sega executive has appeared to directly criticize a console manufacturer in recent weeks, with U.S. vice president of marketing Scott Steinberg recently questioning the potential long term future of the Wii. Also in the Reuters interview, Maeda suggested that the forthcoming Mario & Sonic at the Olympic Games co-production with Nintendo could sell “several million units” and rival other major Christmas releases such as Halo 3 on Xbox 360.