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SCEE: Vita “primarily a gaming device,” whereas PSP “ended up confusing consumers”

Tuesday, 29th November 2011 15:30 GMT By Stephany Nunneley

SCEE president and CEO Jim Ryan feels Sony made a mistake when marketing PSP as a multimedia device to consumers, and said the firm doesn’t plan on making the same mistake with Vita.

Speaking with OPM, Ryan said he believed consumers were confused as to PSP’s true purpose, especially since marketing efforts focused on the handheld’s multimedia functionality instead of it’s main function: a portable gaming machine.

“I think with PSP we tried to position it as a rather broad multimedia device,” he said. “We talked a lot in the early days of PSP about its video playback functionality its use as a music device and a host of other multimedia functionality that it had.

“I think this time we’ve realised that perhaps [it] ended up confusing consumers, and they weren’t quite sure what the device was really all about. So this time the Vita does all of that stuff that we talked about on PSP, and it does it a lot better.

“We’ve been a lot more single-minded and much more focused in our positioning of Vita. We’re saying that this is primarily a gaming device. It has been developed from the ground up as a gaming device. What it does best is play games.”

Ryan also said consumers didn’t “really appreciate” the fact that ports of PS2 and PS3 games could be played on PSP, preferring instead to play the games on Sony’s home consoles.

In order to combat this with Vita, Ryan said Sony had learned gaming experiences “need to be unique and differentiated” for gamers to be able to “get into them,” and the different interfaces available on Vita will make ported games more playable on the handheld.

Vita, which launches with 12 first-party titles plus various third-party offerings, will release in Japan and Asian territories on December and internationally on February 22.

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14 Comments

  1. G1GAHURTZ

    Just like the PS3?

    #1 3 years ago
  2. Goffee

    Yeah, because the YouTube app for the PSP really confused me… oh hang on, there wasn’t one…

    The comic, music and video stores happened years later – so well done for confusing consumers with non-existent services!

    #2 3 years ago
  3. chipvideo

    I think that they are going at it wrong. They need to market it as a multimedia device. Smartphones are not marketed as just phones. Times have changed. Do what apple does and you will succeed.

    #3 3 years ago
  4. Razor

    So, why are they positioning the PS3 as multimedia device?

    #4 3 years ago
  5. Deacon

    @3 agreed.

    They need to let people know that IN ADDITION to it being by far the most powerful handheld gaming device, you can also do all the things you do on your shitty overpriced iPhone (except the phone part).

    Things like Facebook, Twitter, video playback and music apps aren’t really going to confuse people in this day and age, are they?

    #5 3 years ago
  6. SuperGuyverUSA

    Doing the same thing as Apple is just asking not to have their system sell. If phones could do things better than the Vita, then I wouldn’t be saving my money for it. Though I think it should be a multimedia device because it can do almost everything. :D But then again, this device is to help the hand-held gaming market, not the multimedia market. Sony knows what they are doing most of the time.

    #6 3 years ago
  7. Erthazus

    I Disagree about confusing consumer with the multimedia device shit.

    Hello people. Gaming machine is for games. Want some social crap? Buy yourself a smartphone because there are plenty of multimedia that will do all that much better and there is a market for it with android or iOS.

    PS Vita is a freakin HANDHELD and thats how it should be and times didn’t changed. It’s a gaming machine that plays games and do that stuff better than anyone else. Thats how it should be. thats what Sony need to prove to consumers. If their machine have Great Games, not great social piece of dog … and so on.

    Everything in between fails and Gratz Sony to finally realizing this.

    PS Vita is only for games. Who want Social crap can GTFO right now. When i will buy this i won’t use youtube, twitter and other social crap. I won’t even touch these apps because i know they will work like crap and i don’t need it because i bought the system for Games. Nuff said.

    also, they already positioned Ps3 as a multimedia device. In the end it was not worth it and sales were crap because PS3 can’t do shit compared to MAC or PC. but when they finally introduced amazing games everyone started to buy that system.

    #7 3 years ago
  8. Quiiick

    “Vita primarily a gaming device, whereas PSP ended up confusing consumers”

    So this is why they don’t call it “PlayStation Portable” anymore, but “Vita” (which says absolutely nothing) instead.
    … LOL!

    #8 3 years ago
  9. Gheritt White

    @7: That’s “Mac” not “MAC”. Mac isn’t an acronymn.

    #9 3 years ago
  10. ASBI

    @8 I think it’s called PlaystationVita :D:D:D:D

    nice try

    #10 3 years ago
  11. Dannybuoy

    I’m sure Sony know what they’re doing. I think a few of you should apply for a job in their marketing department as you obviously know better.

    #11 3 years ago
  12. SuperGuyverUSA

    @7 Your right my friend, the PSVita is for gaming, but I think your missing the point to why Sony even has these social apps on their game machine. They might work like crap, they might not, who cares. The reason why they are on here is for a “just in case” moment. Like, let’s say you want to say something real fast on Facebook or you need a little walkthrough for a game, just go online with the Vita and bam, problem solved. But if anyone buys this with social apps as their main focus, then they are idiots. Just saying.

    #12 3 years ago
  13. ManuOtaku

    I think they are pretty spot on, now can we move for the pissing off consumers part too, and i mean it for the card prices, please.

    #13 3 years ago
  14. Lounds

    I’m pretty sure with a name like PSP people knew it was a playstation, and people knew it had better graphics than it’s competitors. SONY shouldn’t have tried the whole UMD it great, look you can buy UMD movies and music, which lower your batterie life buy half. They should of gone for the downloading business model like PSPGO from day one and had two models 4gb and 16gb to compete with ipod mini and classic (I know they aren’t gaming machines). Instead we got a stupid disc casset tape thing, looks cool, but seriously. On the bright side my PSP still works to this day, day one purchase, which I dropped in the sea and it still works, proving SONY make quality products.

    #14 3 years ago

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