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PlayStation 3 Delayed, Over $800?
Posted by
Zonk
on Sat Feb 18, 2006 03:52 PM
from the not-a-good-weekend-for-sony dept.
from the not-a-good-weekend-for-sony dept.
AWhiteFlame writes "Cnet is reporting that a research report issued by Merrill Lynch suggests that the Sony PlayStation 3's American release may be postponed until 2007. From the article: 'The analyst firm proposed the idea that high costs and Sony's decision to use an 'ambitious new processor architecture--the Cell' is making it look like the company might not be able to meet its goal of getting the PS3 out in the U.S. this year.' Sony did not immediately respond to a request for comment." The official report (pdf) would also seem to indicate that the console will be somewhere in the neighborhood of $900 when it launches.
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Sony Denies PS3 Delay 188 comments
Eurogamer reports that Sony is flatly denying the delay of the PlayStation 3. From the article: "Sakaguchi was responding to allegations made by Merrill Lynch analyst Joe Osha in a report published late last week, in which Osha claimed that the PS3 could launch in autumn in Japan, with a US launch possibly being delayed to early 2007. 'There is no change in our original plan to release the console in spring 2006," Sakaguchi told the press in Tokyo, referring to the company's only stated goal for the launch so far - namely that the console will appear in at least one territory, most likely Japan, this spring.' They have lots of opportunities at GDC and E3 to change the public perception that their next console is still very much a work in progress.
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PlayStation 3 Not So Much Delayed? 170 comments
Chris Morris, on the CNN Game Over column, points out that even if Merrill Lynch's suggestion that the delayed initial launch of the PS3 is true, that's unlikely to affect the U.S. launch of the console. From the article: "Logic sometimes isn't enough, though. To get additional perspective on the situation, I spoke with several of Sony's partners (who are in regular contact with the company) and competitors (who keep a close eye on the PS3's launch window) about the report. No one was willing to talk on the record for fear of reprisal, but the consensus was nearly universal. The promised spring launch (which was expected in Japan, but not North America) will likely be pushed back, they said. The North American launch, which was always expected to occur later this year (November is the consensus), is not expected to change. Europe may well not see the PS3 until next year." The price tag reported, though, is still probably accurate. C|Net has a breakdown of the PlayStation 3's components.
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Apple to Sony? (Score:5, Interesting)
Apple just did it with the Intel switch. First they've started releasing the stuff 6 months earlier than they said they would, and now their upgrading the processor clock speeds for free. Who wants to bet that wasn't in the writing already for the entire gestation of their Intel plans. If there were two companies I would compare hype-capabilities apple-to-apple (sorry), it would be Apple and Sony.
Re:Apple to Sony? (Score:3, Insightful)
Re:Apple to Sony? (Score:5, Informative)
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Re:Apple to Sony? (Score:5, Interesting)
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Re:Apple to Sony? (Score:4, Insightful)
This has always been Ken Kat strategy from day one. Hype the PS3 as a supercomputer and go on record that it will be "expensive." Then when all looks dire (and just in time for E3 '06) expose the true price point for $399 USD -- "Yes $399, to let it go at this price is killing us. Did I mention it's a supercomputer?"
If Sony knows one thing, it's how to hype a product.
Parent
Re:Apple to Sony? (Score:5, Insightful)
I think it's more accurate to say "If Kutaragi knows one thing, it's how to hype a product". Until Kutaragi came along, Sony was a very different company: very good industrial design, solid and sometimes innovative technology, understated marketing.
The PS line turned all that on its head, and given other changes which have loosened the company's traditional moorings (e.g. Sony's founder retiring), Sony itself seems to have drifted in that direction too. [It's hardly a sure thing -- apparently the "mainline" management at Sony loathes Kutaragi -- but I guess in the absence of a strong leader, they end up following the money in the end...]
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Obligatory RTFA. (Score:3, Insightful)
Re:Obligatory RTFA. (Score:3)
Re:Obligatory RTFA. (Score:5, Interesting)
Where as if he lets a hardcore gamer buy it, sales might be so brisk of games, that Sony decides they will eventually make a profit, keeps going.
So during the debut of the thing, it's entirely possible that him buying the machine could hurt them worse than not buying it (since he has no control to keep everyone from buying his unit). What you say only becomes true if he can convince others not to buy it either, an unlikely proposition.
Parent
Re:Obligatory RTFA. (Score:5, Insightful)
Given the fact that the usual margin for the console manufacturer on game sales is 20%, that makes only $12 for each $60 game. Simple maths says that in those conditions, sony would have to sell in average more than 30 games per customer to break even on the machines it sold with a so large discount.
And except for the rare hardcore gamer, how many people buy 30 games for a machine in one generation ?
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Re:Obligatory RTFA. (Score:5, Insightful)
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Re:Obligatory RTFA. (Score:4, Interesting)
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Re:Obligatory RTFA. (Score:4, Insightful)
Let's see...
Current gen lasted 5 years, that's 6 games per year, or a on average, a game every other month. How is that "hardcore"?
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Re:Obligatory RTFA. (Score:5, Informative)
Then someone, probably many someones, are smoking crack.
Explain to me how Sony is going to make up $400 per console on average if it costs them $900 and they sell for $500? A loss leader is not some magical thing where you sell a $900 item for half price and make a profit. The way it works is that you somehow manage to make more than the cost of the item through some other kind of sales. My question to you is: give me some kind of business model where Sony is going to make $400 bucks per console off some other kind of sales? Put another way, that's about 7 games. If the games cost nothing to make and Sony took home 100% of the profit, they'd have to sell 7 games for each console to break even.
Sony is participating in a mature business where it is the market leader. Market leaders don't give away very much in order to gain market share, because they already have market share. They're in the business to make a profit. They may, in fact make more of a profit off blades than razors, but they won't give away a razor that costs them more than they can make in blades.
That said, TFA is counting costs from a place that is not based in reality. As the IP owner and manufacturer of the Blue-Ray drive, it will not cost Sony anywhere clos to $350 to manufacture a drive and put itinto a Playstation. Their R&D and manufacturing facilities costs can not be put into a per-unit cost in the same way as if they were buying the drives from Toshiba. You can make any kind of argument you want here about 3-year right-offs and the like, but the fact is that those dollars are in reallity going into a whole industy and not just the PS3. Claiming the Blue-Ray drive as a $350 manufacturing cost of the PS3 is like claiming it costs $350 per unit to manufacture Windows Vista. You may be able to cook the numbers that way, but that kind of per-unit cost just isn't relevant to this particular kind of manufacturing.
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Re:Apple to Sony? (Score:5, Funny)
I think you're overestimating Microsoft's chances.
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No worries (Score:4, Funny)
Re:No worries (Score:4, Funny)
I hear by then they are supposed to have the Duke Nuke Em Forever port done as well.
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So.... (Score:4, Insightful)
Right. Remind me to call them nextx time I need random guesswork done.
This sounds... (Score:3, Insightful)
Re:This sounds... (Score:3, Informative)
$900? (Score:3, Funny)
Backseat fun? (Score:3, Funny)
At least (Score:4, Funny)
Parent
$900???? (Score:5, Interesting)
They should rename the console. (Score:5, Funny)
Re:They should rename the console. (Score:5, Funny)
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Before we all go nuts... (Score:5, Informative)
Having read the pdf file, the analysis seems quite reasonable, and well considered, and utltimately quite persuasive. Whether it persuades you is a different matter, but before you dismiss the report out of hand, remember that the authors spend a lot of time trying to understand and predict what Sony is going to do, and therefore are better qualified than most third parties to reach conlcusions about slippages and prices.
Re:Before we all go nuts... (Score:4, Insightful)
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Price (Score:3, Informative)
Somewhere in the neighborhood of $900 to build when it launches.
I doubt that price; Sony invested in IBMs Cell fab (Score:5, Informative)
Re:I doubt that price; Sony invested in IBMs Cell (Score:3, Interesting)
Re:I doubt that price; Sony invested in IBMs Cell (Score:4, Informative)
There are all kinds of things Cell could be used in. Note that a radiology workstation currently is usually a PC, often running Linux with some badly designed software on it that usually costs upwards of $100,000. LOTS of margin.
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Amazing (Score:3)
If this is true it will give MS and the 360 a huge advantage in the marketplace. Further, I don't think Cell is going to be significantly more powerful than the Xenon, even with single precision floating point (the vast majority of Cell die space). I think IBM and Sony really stumbled here, both from a technology perspective - and now from a manufacturing and quality control perspective.
Wow. Maybe Microsoft really has kicked both their asses. In everything, from new technology, manufacturing, and time to market. Sheesh!
Massive Inflation? (Score:5, Funny)
Good for Nintendo (Score:5, Insightful)
Cost estimates (Score:4, Insightful)
Of course, to stay competetive, Sony will never sell the PS3 for what it cost to build it, but this really does put a question mark on how low they can afford to go.
The report also speculates on the ramifications for other companies, such as Nvidia, ATI, EA and others. It's a good read.
Anything above 600$ will hurt (Score:5, Funny)
The $900 price estimate is awfully pessimistic (Score:3, Insightful)
Pot, Kettle, Black? (Score:4, Insightful)
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Re:The $900 price estimate is awfully pessimistic (Score:4, Insightful)
These $300 or $500 price estimates are nothing more than Sony's hype machine working overtime. A top of the line, brand new PC video card costs about $500 USD manufacturer recommended. The PS3 is expected to have a top of the line Blu-Ray player, the virtually experimental CELL processor and PS1 and PS2 backward compatibility all rolled up into one neat little package.
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Re:The $900 price estimate is awfully pessimistic (Score:4, Interesting)
Plus, everyone knows that the first people to buy something like that Samsung player is paying a large premium. I would be amazed if that player cost them over $500 to manufacture.
And of course, Sony will benefit from economies of scale on the PS3 faster than that Samsung player will.
The PS3 will be sold at a loss. But I bet it will be less than $200 per unit (I'm guessing at a $400 price point myself).
Parent
$900? Not a chance. (Score:3, Interesting)
The playstation is primarily a games machine. As such, it's parents buying them for their kids. Once you include a couple of initial release games, dropping $1000+ on the new console is not gonna happen. No matter how much little Johnny screams. $400-500, maybe. A grand? Not a chance.
My son is firmly entrenched in the playstation camp. PS1, PS2, PSP. Given the choice between a 360 now, or a PS3 later, he'd rather wait for the PS3. But for $1000? Tough luck, dude. Not happenin'.
(Yes, there are the fools who bought PS2 and 360 consoles for $1000+ on release day from some guy on eBay, but those are abberations.)
Merrill Lynch's prices just keep going up (Score:5, Funny)
Now Merrill Lynch says the PS3 will cost $900 to produce.
I can only conclude that the amount Merrill Lynch believes the PS3 will cost to produce approximately doubles every nine months. At this rate, by the end of 2006 Merrill Lynch will believe the PS3 costs $2000 to produce, and by the end of the PS3's lifespan Sony will be paying a full $4,551,111 per unit to manufacture the PS3.
Clearly, Sony has a serious problem here.
for starters, that column doesn't even add up... (Score:3, Interesting)
This report is way way off.
Additionally:
The only thing worse here than M-L's estimate of the price of the PS3 this year is their estimate of it in 3 years.
Let's start from this year.
$230 seems high for just the CPU. I couldn't say how much, but I can say that Sony wouldn't even bother to make their console if the CPU cost half over half of the expected selling price.
The Blu-Ray drive price is WAY too high. Philips is going to ship a Blu-Ray writer drive for $500 in May. That's $500, retail. That includes retail markup, and cost of shipping to retailer. Also, Philips pays Blu-Ray license fees to produce units and Sony doesn't. And did I mention the Philips writes and the PS3 only has to read? And I can buy a quality DVD-Writer for under $40 retail right now. A Blu-Ray reader drive is a little different, but not a lot. It cannot cost much over $100, and it'll be well below that by fall, when the PS3 production ramps up (or perhaps just begins in earnest, I dunno).
6 USB ports? It will not have that many. 4 tops (2 front, 2 back). And the connector cost seems high, I'd say $3 today for USB ports, maybe $2.
For 802.11g and ethernet, Sony is using IP from Marvell that is normally used as an 802.11 access point. So it has all 3 ethernet ports and the 802.11g (and an ethernet hub) in a single chip (or less, see below). I'd say $5 for the ethernet and 802.11g together, maybe a bit more if they really leave 3 connectors on the back.
If the $100 was for a hard drive, they're the dumbest people alive. I can get a 40GB 2.5" drive for well under $100 retail. The OEM price cannot be over $50, and they could always go to under 40GB if it saves money. I'll just assume they added wrong.
I think also M-L doesn't understand that when you make a custom chip you can put a lot of stuff on it. The link (brains) for the USB, 802.11 and ethernet are probably on the main chip in the unit, bringing the cost of them down to nearly free. The 802.11 PHY/radio will probably be a separate chip, but the USB PHY is certainly on board, maybe the gigE one too.
So M-L is well over the initial price here.
Now, let's look at the future prices.
$100 for an OEM Blu-Ray reader in 3 years? Unpossible. Blu-Ray would have to be the biggest flop in the world for this to happen. My guess is you'll be able to buy a Blu-Ray writer drive for less than $60 in 3 years at retail. Look at how DVD writer prices collapsed. Readers will probably be under $40 retail. OEM prices for either will be even lower. And again, Sony doesn't have to pay license fees, so that lowers their prices even further.
$60 for the main chip in 3 years seem high too. It'll be on 65nm or lower then, yields will be way up, chip size down, and they might even combine chips (like the GS and EE were combined into a single chip on PS2 in under 3 years). I couldn't say how high though. Maybe it'll be $50, but include the functions of some of the other chips in it.
$30 for 512MB of RAM 3 years from now. Seriously? That's way off. GDDR3 will not be special anymore, and Sony won't be paying much premium for XDR, since they'll have enough volume to make a market in it. Right now you can get 32M of mobile SDRAM for $4 in big quantities, 64M of mobile SDRAM for $5. And I'm to think 512MB of commodity RAM will be $30 in 3 years? Nope.
Again, they don't know the PS3 uses a single set of IP for Ethernet and WiFi, $7 between the two 3 years from now is way too high. I'd say $2 for the PHYs, links will certainly be on with another chip.
$5 for Bluetooth in 3 years? It won't drop at all? Smooth move.
These companies stink at estimating parts costs. Just remember, these are stock brokers, not engineers, not parts buyers. They just don't have any clue at all.
Merrill Lynch == Bullshit (Score:5, Insightful)
Is this the same Merrill Lynch that was accused of lying about the health of corporations such as Worldcom and Enron? The same Merrill Lynch that agreed to pay $100 million in fines? The same Merrill Lynch that may owe several billions of dollars to institutional shareholders and others for gross deception?
Remind me why I, you, or any news outlet for that matter, should have any faith in their statements?
First title for PS3 leaked (Score:5, Insightful)
The first game title to be released for the Sony PS3 will be titled "Wall Street Fighter". In this multiplayer game, players use a virtual "Internet" to discuss, predict and ultimately manipulate the retail price of unreleased video game consoles, amassing vast fortunes by buying and selling futures.
Re:just like xbox? (Score:3, Insightful)
Urban legend (Score:5, Informative)
Parent
Re:$900 Console? (Score:3, Interesting)
It 'aint $900 worth of special, though.
Re:$900 Console? (Score:3, Informative)