SCEA's Peter Dille has roared that the July sales data as yet to be released by NPD will fully show the effect that the PS3 price cut has had on sales of the system. Dille promoted Sony as being very wise when it comes to pricing cutting, claiming unlike MS, they have a history of knowing how to cost reeduce products over time and miniaturize them.

“We’re confident. One of the things that Sony does very well is eek out consistent manufacturing efficiencies in its products,” Dille says. “At the end of the day we are a manufacturer of consumer electronics, unlike our competitor on the Microsoft side. So we know how to do this. We cost-reduce products over time. We miniaturize them.

“The whole world will be able to see the results when the July [NPD] charts come out."“Look at what the PlayStation 1 became and then look at how we reduced the PlayStation 2. Look at the PSP for that matter. This is something that Sony is very, very good at doing. With the ramp up of manufacturing, one of the things that’s happening is we’re able to cost reduce PlayStation 3 and as Blu-ray becomes more prevalent and appears in multiple devices, the cost of all these components start coming down.

“There’s not one contributing factor, but if we take a hit, at the same time we’re able to pass some of the savings on to consumers from the manufacturing side. It’s a business decision to say we need to grow the installed base as quickly as possible. That’s really the primary objective when you’re selling a platform. Price is one of the levers that you can pull and we felt that this was a good time in this territory to make a price move for PlayStation 3. I think a couple days into it we’re seeing the results that we’re hoping for.”