Analyst Believes Sony Must Lower Vita Price “or Risk a Major Failure”

With the recent announcement that Nintendo is slashing the price of their handheld by $80, analysts have begun to speak out on how this will affect the upcoming PlayStation Vita. According to one analyst, Hideki Yasuda of Tokyo-based Ace Securities, the future of Sony’s handheld is not looking too bright – at the current price anyway.


Yasuda said:

Gamers are increasingly anticipating Sony to lower prices, especially after the 3DS cut. Sony is under major pressure to cut the price of the Vita or risk a major failure.

While the 3DS price cut will no doubt make things a bit more difficult for Sony, lowering the price may not necessarily be the answer. Shiro Mikoshiba of Nomura Holdings told Bloomberg he doesn’t believe that the higher price point of Sony’s portable is anything to worry about.

The customers Sony is targeting with its Vita are those willing to spend a lot of money. That’s a valid strategy even if the volume’s low as long as it can sustain the higher price.

In addition, Sony chairman Kazuo Hirai spoke out yesterday proclaiming that Sony has no intention of getting into a price battle with Nintendo.