Recently, Sony have come out and said the price of PS3 will not go down in forseeable future. Now, Sony Senior Vice President Takao Yuhara has told reporters the price cut is possible. Yuhara has said, ?Pricing is among the factors Sony Corp. is studying as it expects to break even in its money-losing gaming business next fiscal year.? Sony is currently losing around $300 USD per PS3 units it sells. With the price cut, Sony will lose more money per PS3 sales. The only way for them to break even is to crank out marquee title or bring down the cost of PS3 manufacturing. However, the refinement of manufacturing process does not come immediately after the launch of new system. In short term, best strategy seems to be to have high market penetration followed by killer title.

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