Thu, Apr 01, 2010 | 23:08 BST
Peter Dille details how Sony plans on “redefining the digital living room”
During today’s M16 Marketing Conference, Sony’s Peter Dille revealed that the company wants the public to see its products as more than just a way to game.
Instead, he wants customers to think of PS3 as a way to “redefine” their digital living rooms.
One of the ways Sony is doing this, said Dille, was by pushing original content to make PSN the default destination for users. To help that come to fruition, it created Pulse, the reality show The Tester, and offered films for rent and purchase as well as NetFlix.
On top of that, online gaming was another example of how Sony is redefining the PS3 experience with players being able to jump online and socialize with another as much they log in to to play games.
“We’re very proud of our gaming heritage. But we don’t see ourselves as just a gaming company,” Dille said.
“For us, the living room is not a physical space. It’s a seamless and personalized entertainment experience without walls. It’s the ability to deliver information and entertainment value to consumers where and when they want it.”
However, Dille did not just chat about what Sony feels it does well, but also admitted that it needs to improve the way it presents itself to consumers, citing the different functions of PSPgo as one example.
After his presentation, Dille was asked what went afoul with PSPgo users thinking it was going to replace the UMD PSP, and what Sony is doing to counteract it.
“We’ve always said the majority of our business will be done on the PSP-3000,” said Dille, before relaying that Sony needs to continue to push PSPgo and better communicate to retailers that he product still needs t be carried and advertised in stores – even when there won’t be any software sold for it.