Here we go again... Analyst Colin Sebastian believes Sony's forecasts will only be achievable if they cut the price of the PS3 console by $100.
He noted Sony's outlook supports expectations for a PS3 price reduction this year, likely to be some point between E3 and end of the summer.
To quote: Analyst Colin Sebastian claims Sony's forward forecasts can only come into fruition if PS3 price falls by $100.
Sony yesterday predicted that PS3 unit sales would increase by 3m (30 per cent) in the next 12 months - a figure that Lazard Capital Markets' Colin Sebastian says can only be achieved via a $100 price cut to the machine.
"PS3 guidance suggests pending price reduction - timing and amount uncertain," Sebastian explained in an investor guidance statement.
"We believe Sony's outlook supports expectations for a PS3 price reduction this year, likely at some point between the E3 industry conference in June and the end of the summer, as Sony is able to reduce PS3 production costs.
"A significant price cut could provide the PS3 with a needed shot in the arm. In addition to a $100 price reduction, which would put the PS3 in easier reach of a mass-market audience, we note that Sony has a healthy lineup of upcoming first-party video games planned over the next year, including inFAMOUS, God of War III, Heavy Rain, Uncharted 2 and Gran Turismo 5.
"A price cut would also be positive on the margin for software publishers and GameStop, given lackluster sell-through thus far of the PS3 and the potential for price cuts to generate additional consumer interest in the platform and PS3 software.
"We also believe the sweet spot for console sales is below $300; thus, a price cut of less than $100 would likely be perceived negatively by the market.
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