Sony Computer Entertainment of America (SCEA) president Jack Tretton admitted in a recent interview with Fast Company that they had a hard time in fiscal 2008, but all signs point to a better showing for the PS3 this year.

"Hopefully last year is as bad as it gets. I think all indicators are that 2009 is going better than 2008," said Tretton. He also pointed out that that they still hit their targets, presumably because people are starting to appreciate the PS3's true value.

"I think the fact we were successful in that says people are getting the message, that you get tremendous value when you buy a PlayStation product. Yes there are cheaper machines out there, but not ones that deliver the degree of value for the money that ours does."

As for a price cut, well, Tretton says unlike those who only think of short 5-year console cycles, Sony is looking at the long term for the PS3.

"We could've come out with a PlayStation 2.5 for US$ 299 or less, and in the first two or three years it would sell extremely well. But there would be a point where people would be going, 'I am not really seeing the incremental leap,'" he said.

"We feel that we're sacrificing the short term to pay dividends in the long term. People are having short-term thinking - the platform is not even three years old. It was US$ 599; it's now US$ 399. The focus on pricing is something we appreciate, but you have to have the conviction and the confidence that you are on the right path for the long term and ultimately you'll get all the consumers you want. You won't get them all day one, but we're looking to get them over a ten year period. It's going to take different things to get different consumers."

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