The Playstation Vita: from Ashes

The PlayStation Vita: From Ashes

Reginald L. Butler

Strayer University

The PlayStation Vita has been in question of its identity in the market place since its conception. The lack of software titles and its lofty price have been heard by Sony. Sony’s chief executive, Kaz Hirai, has come to terms with the low sales of the PlayStation Vita but remains optimistic in its success. The company has not taken long to react. In an attempt to reclaim its position as the leader in innovative technology Sony chose to drop the price of its handheld console in its Japan market as a start. On February 28, 2013 the PlayStation Vita received a price drop of $215.00 for its WiFi model and $245 for the Wifi/3G model. Sony also decided to pack in a game, Phantasy star Online 2, along with a memory card at no extra cost. The drop in cost has resulted in out selling their competitor, the Nintendo 3DS, in the region last month. At the moment Sony has declined to say if there will be anymore price cuts with the PlayStation Vita this year although it is very telling that they will eventually try to replicate the success in the Japan market worldwide. The company is without question repositioning the handheld console to reach a broader demographic.

Sony has learned from its pass mistakes with the launch of the PlayStation Vita and indicating to the consumer that they care. With a price cut now implemented the barer for entry has lowered making the device more attractable and affordable. Sony’s dictation to providing content for the device has also played a big role in re-establishing itself among the hearts of its target market young and old. The offerings and services are much different today than at launch which has provided formidable product among its competitors on the market today. Although the price cut is a great move in the right direction the PlayStation Vita still has a long way to go on its journey to the top. Sony must not make the misfortune of being oblivious to the...