Reeves: Sony has to suffer, go down in market share

Sony must simply take some pain with PS3, SCEE boss David Reeves has told the Guardian, but no matter how bad the fight is at the moment for the machine, the firm's still "fighting".

"We simply have to suffer a little," he said, "go down in market share and mind-share.

"It's like Ali v Foreman - go eight or nine rounds and let him punch himself out. We're still standing, we're still profitable and there's a lot of fight in us. I don't say we will land a knockout blow, but we're there and we're fighting."

Reeves was speaking after the release of dour PlayStation family sales figures for last year, in which both hardware and software sales declined against 2007.

"My objective is financial - to make a profit in our territory by the end of March, and we will," Reeves added.

"Our priority has always been the PS3; the forecast was 10 million at the beginning of the year and it's still 10 million. If we'd cut the price, lost another billion dollars, we might have had a huge Christmas but it would have been followed by a huge loss.

"The company could have thought: 'Hmm, I'm not sure I want to be in this business at all.' But we've shown Sony this is still a good business to have."

There's loads more through there. Well worth a read.