Kaz Hirai, president and chief executive of Sony Computer Entertainment America, said Wednesday that the company will stick with its planned price tags of $499 and $599 when the new PlayStation 3 consoles hit retailers' shelves in the United States on November 17.
"We are very comfortable with the pricing we have announced and have gotten tremendous support from retailers for that price point," Hirai said on the sidelines of the Dow Jones VentureWire Consumer Technology Conference. "So it is full steam ahead with the pricing of $499 and $599."
Sony will introduce the PS3 in Japan on November 11 with the North American launch to follow six days later. The two regions are the two biggest markets for consoles in the $30 billion video game market.
Hirai also said the company is sticking with its forecast of supplying 2 million units of the PS3 by December and another 4 million by March as planned.
"That is the goal we are working toward to deliver and hopefully exceed those numbers," he said.
But after several delays, the PS3 will have to play catch up to rival Microsoft's Xbox 360, which the company introduced last year.
Hirai, however, said he was confident the PS3 will make up lost ground because of features including a Blu-ray high-definition DVD player.
He also said the true test for the PS3, Xbox 360 and Nintendo's forthcoming Wii will be next year when the consoles are all available at retailers and consumers have a true choice.
"If you look back at the history of product launches we were never first," Hirai said at the conference. "The real test comes when any other products are available in abundance so the consumer can walk into any retailer and pick up whatever console they want."
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