HTC and Valve are positioning their upcoming VR headset, Vive, as a premium product that will have price point higher than that of the competition.
HTC marketing boss Jeff Gattis spoke to MCV about the manufacturer’s approach to Vive.
“We want to deliver the most premium VR experience the world has seen. That’s not marketing speak, but more about where Vive is positioned in the market. This is at the high end,” he said.
“Starting with the premium experience, even if it has a slightly higher price point, is the right thing to do from a strategic point of view. The price can always come down as the market grows.
“We know there is some pent up demand there, so there’s not so much price sensitivity early on. But to get the broader consumer adoption we’re all hoping for, the industry will have to drive price down to make it more accessible.”
Vive is the only headset that’s confirmed for launch in 2015, so whatever price tag it ends up carrying will certainly set the stage for what we should expect Oculus Rift or Morpheus to cost. HTC is also looking at other mainstream applications for the headset, beyond gaming .