Dille: Sony’s more prominent in consumer’s “consideration zone” than ever

Friday, 2nd April 2010 15:17 GMT By Stephany Nunneley


Sony’s Peter Dille had revealed that thanks not only to the price-cut of PS3, but HD televisions, Blu-ray and the upcoming Move; Sony is now more prominent in the consumer’s “consideration zone” than ever before.

Speaking with the Financial Times following his M16 presentation yesterday, Dille feels that Sony’s new PS3 advertising campaign hits home to folks who were a bit skeptical in the beginning of a convergence device and opted instead for something simpler, like Wii.

“Five years ago [when Wii was released], it was harder. A convergence device was tough [to sell]..but I do think the consumer is ready for it, it seems like the time is right for this and this is probably the most-researched campaign I’ve ever been part of,” said Dille.

“We had a lot of folks in America who it was news to them that the PS3 has a Blu-ray player. Part of this is that if you’re not in the market yet for something, you don’t pay attention and I think when our price-point was at $600, it wasn’t in reach for a lot of Americans because of the economy and so they just tuned it out.

“But all of a sudden, once the PS3 came down to $299, it’s in the consideration zone for many more people than previously and all of a sudden it’s like: we’re getting a hi-def TV, we’re going to need to connect..and you need to feed the beast. The best way to do it from our perspective is the PS3 where you’ve got Blu-ray, the internet connection and you’ve got games.

“That was maybe something we were very conscious we had to solve, which is why we had an [advertising] spot about Blu-ray movies”.

All this is part of Sony’s plan to redefine the virtual living room, which Dille said proves that Sony’s not “just a gaming company”.

More through the links.



  1. Erthazus

    I think that stuff like a *Media device* hurts all Playstation devices.

    for example PSP is not selling well because for a consumer its a media device and why he need to buy it if you can buy netbook that is better? Or if i will buy PSP i will just use it for movies, animes and comics and i will find a way to burn games on it for free.

    Or Ps3 for example. People will just buy it for movies and thats it.

    I think Sony need to stop creating a media device for its product and make it clear: Guys, its a gaming machine to play games.
    Xbox 360 is for that and Wii is for that too (Gaming machine to play casual games for everyone or machine for fat moms.)

    Just my two cents.

    #1 5 years ago
  2. Syrok

    But then again any device bought as a movie player can potentially turn into a games device. Once you are in the consumers house he may at any time become tempted to use its other features as well, so it’s a win-win situation. If they buy it for movies Sony gets money, if they buy it for games Sony gets money.

    PS: Ah, it’s M16, I read it as Mi6 all the time. :)

    #2 5 years ago
  3. David

    Its still not in my price range yet so I’ll pass.

    #3 5 years ago
  4. DaMan


    #4 5 years ago
  5. 2plus2equals5

    Peter presented a machine gun?!?!LOL

    #5 5 years ago
  6. polygem

    how i hate this marketing crap. so tired of it. a shitty job these guys have, must be boring as hell. i agree with numero uno…and that´s why i prefer the 360 – because it´s a gaming machine and does not pretend to do everything. it can also play movies though. what´s so special on a ps3??? blu ray? don´t get me wrong, i think the ps3 is a great gaming machine (with an extremely weak controller), but when i turn on the 360 it´s like: all right – game on! when i turn on the ps3 it´s like: oh yea – this is kind of cool – i guess – yawn

    #6 5 years ago

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