Sony's Phil Harrison: "I don't think we're arrogant"

146 Comments by Conrad Quilty-Harper Jul 13th 2006 4:55PM
Filed under: Culture, Sony PlayStation 3, Interviews, Business

At the end of the final keynote of the Develop Conference in Brighton, Jennie and I walked up to Sony Computer Entertainment big boss Phil Harrison, with the intention of a) thrusting a Joystiq t-shirt into his hands and b), asking him two questions on the topic of the company's perceived arrogance. What he said is below, but the most interesting part for me was what he said off-tape.

What would you say to the suggestion that Sony is being arrogant?

There's always going to be a risk when you are market leader for ten years that we start to lose perspective; and we have to make sure that we don't lose perspective. But I don't think we're arrogant, I think we have to recognize that we're in a highly competitive industry and that anything that we say will be eternally editorialized by professionals and consumers alike. So we're always in the spotlight.

Would you say that recently Sony has been hurting its PlayStation brand? Recently we had someone say...

Jeff Minter?

Yes, who said that Sony is being arrogant. Is PR hurting Sony at the moment? You have things like notable Sony representatives saying that Microsoft copies Sony when in fact I'd say that they feed off each other equally. Do you think that's hurting Sony?

I think you can always take quotes out of context...

But [Kaz Hirai] specifically said "Microsoft is copying Sony".

Well, as I said, quotes can always be taken out of context. They can be put into a harsher light as a result, but that doesn't mean that the PR strategy is one of arrogance. So they're two separate things.

This is where I stopped recording: after the tape was turned off and I said, "that's it, thanks".

Phil then said something along the lines of "well those were positive questions", in a vaguely sarcastic tone.

This got me to thinking, does that mean Phil was expecting "nice" questions? Has the situation got so bad that executives are surprised when journalists ask questions that are hard to answer? If "the face of the PS3" is surprised when a blogger asks him a question that goes beyond "uh, so what's your game like?", then you have a very large, and worrying indicator that something, somewhere is going wrong in terms of the relationship between the press and video game companies. If anything, Phil should have been surprised if I wasn't asking tough questions!

Finally, and let me clear about this; Phil Harrison is absolutely not the primary instigator of this mentality amongst public figures in the games industry. We're talking "endemic" and "industry-wide" here folks.

Tags: Develop, develop06, Marketing, Phil, Phil Harrison, PhilHarrison, Playstation, PR, PS3, Sont, Sony

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(Page 1) Reader Comments

M.C. Hampster: Jul 13th 2006; 5:03PM

He sounds pretty arrogant.

vaylen: Jul 13th 2006; 5:05PM

I'd listen to Jeff Minter. I mean, if he can do for Sony's competition what he did for the Jaguar... Phil has a reason to be worried about Minter the Mutant Camel.

Insomnia Bob: Jul 13th 2006; 5:07PM

I especially liked where a direct quote was "out of context." Good work, but it would be nice if we could get a straigh answer out of these guys, instead of the usual PR crap. I'm sure if you asked 20 Sony execs the same questions, they'd give you the same answers.

And, one last thing...just because you don't THINK you're arrogant, doesn't mean you arn't. It just means your self-assured, as well.

LunarDuality: Jul 13th 2006; 5:09PM

Of course, can you blame the guy for being a bit snippy when he's trying to do damage control on a continuous stream of PR nightmares? (Kaz's games=expensive comments, MS copies Sony, the white PSP ad, UMD being dropped by Target, and now the IBM engineer on record saying the the yields on the Cell are between 10% and 20%.)

But it is a general problem in journalism and blogging that journalists/bloggers don't want to ask the tough questions. And as a result, people are upset when someone *does* ask them a tough question.

Keep asking Joystiq!

Tony: Jul 13th 2006; 5:10PM

MC Hampster, why did he sound arrogant? Because he was defending his company?

Phil never said that you were asking him hard questions. He was only pointing out that all your questions were negative towards Sony. Not surprising one bit that you didn't ask any positive questions, given the attitude of this site towards Sony. What would be surprising is if you asked Nintendo, "Have you considered that people may not be willing to adopt your radical new control setup?" Or, "Are you concerned that people may think your product is inferior because it doesn't have graphics that are as good as the other two systems?" You'll never see Joystiq ask Nintendo negative questions.

geekRECON: Jul 13th 2006; 5:10PM

He's dodging the question out of arrogance.

herman allen: Jul 13th 2006; 5:11PM

If you read between the lines he is saying "We've said some pretty dumb things, and in the future I hope we learn to either get our PR people on the same page or just keep certain people from talking".

DJ: Jul 13th 2006; 5:15PM

He looks overjoyed by the shirt you gave him. It'll probably be in the Sony dumpster by the end of the day.

The company I work for, works closely with all three game companies (MS, Sony, Nintendo). Truthfully, I have to say Sony IS the most arrogant.

Xander224: Jul 13th 2006; 5:15PM

He recognized you were a fanboy...

All your questions were demeaning and trying to put down the company he works for. What? Do you want him to thank you for suggesting his company is no good?

I find it funny that you were so deeply insulted that you felt the need to defend yourself. "I'm a reporter, I'm supposed to be mean!" You're pathetic.

PatO: Jul 13th 2006; 5:18PM

Good thing you got that photo this time, because after quoting him off the record like that, I doubt he'd be so gracious again ;)

Obviously people want to talk about the positive, not merely one blogger's view of recent PR (i.e. completely negative). A good interview would have been more balanced, and if Harrison was indicating that with his comment, it was more than justified IMO. He's done interviews before where he's been asked tough questions, but I doubt he's used to an interviewer solely dredging up the negative, so I think it was fair for him to express disappointment that you did.

Darth Pixel: Jul 13th 2006; 5:19PM

When it comes to arrogance, you can't beat this:

http://www.microsoft.com/presspass/exec/rbach/05-16-05E3.mspx

Yet, I think Sony needs to do a much better job in the PR department.

I didn't think so at first, but having cool guys and gals show up on MTV, cozying up with blogs and alternative media, wining and dining game developers, pouring money on buzzwords and popular trends...is more important that simply doing something you believe in.

IslandLife: Jul 13th 2006; 5:21PM

You know as much as I have liked Sony in the past I'm really glad that you were asking these types of questions and I only wish you had time to ask more. I remember not to long ago that EGM was getting hell from MS fanboys and others for sticking it to Peter Moore. I'm just tired of interviews consisting of fanboy "journalists" fawning over these people in the industry. You are the ones who are supposed to be relating our thoughts to them, not gushing over them. And even though I really don't care for Bill O'reilly, we could really use someone like him in this industry.

bv: Jul 13th 2006; 5:21PM

I kinda feel bad for the guy. I really respected him and his debut PS3 presentation at E3 '05. All of the demos he showed off were mesmerizing and executed so well. Remember him blowing up the gas station over and over with different light settings? Or the sweet leaves demo that showed off how powerful the cell was at rendering numerous complex objects simultaneously? Yea I was a complete Sony fanboy at the time and i looked up to Phil as the man who would bring in the next era of gaming. Unfortunately, a combination of the PS3's lack of info from E3 05 to March 15th 2006 and the delay of the console launch coaxed me into buying a 360 (which i don't regret at all). Being faithful to the PS3 was just to hard. It's like trying to date someone who won't tell you where they have been all night, who they've been talking to on the phone all day with, or what their plans are for the future. You build this fantastic image of what this person should be like, when in reality they are deceitful and greedy, demanding a person's money in exchange for false promises. A little heavy for being just a video game system, I know, but honestly, who hasn't felt betrayed by Sony as a result of this PS3 fiasco?

PatO: Jul 13th 2006; 5:22PM

Also, did he actually say anything interesting during the keynote itself? Any new or interesting comments on PS3? That's the kind of stuff that might be worth reporting on, asides from 'edgey' off-the-record exposes..

Conrad Quilty-Harper: Jul 13th 2006; 5:25PM

PatO, we have many many more posts on the subjects of the keynotes/seminars from Develop - unfortunately we missed the majority of Phil's presentation because we were in an interview at the time.

As I said, keep your eyes tuned to the 'stiq over the next couple of days- we'll be writing up as much as we can from the conf.

Stoli: Jul 13th 2006; 5:26PM

Funny, Tony. I think Nintendo's feeling pretty positive after E3. If asked the question you proposed, they'd probably just smile and point out that gigantic line at E3.

striderhayasa: Jul 13th 2006; 5:26PM

@ Tony, those questions were already put to Nintendo more than a few times. The reason why Nintendo is being given more credit than usual is because Nintendo said "you have to play the games to fully understand where we are coming from" E3 came, people played with the Wiimote and many people walked away believers.

Also, Sony's bad press is their own fault. These reports aren't bits that people are just making up. This is what the news is. Yes Kaz Hirai did say "Microsoft copies Sony." He was specific and he elaborated. Phil saying that it was taken out of context is his way of trying to do damage control. The reality is Kaz screwed up by running his mouth. Phil screwed up the same way more than once.

Sony has lost focus. The UMD debacle, the PSP's pathetic Library that has just started becoming "decent" and the lunacy behind the PS3 are all examples that Sony's lost focus. It is what it is, suck it up.

pandlcg: Jul 13th 2006; 5:27PM

"It's like trying to date someone who won't tell you where they have been all night, who they've been talking to on the phone all day with, or what their plans are for the future"

you sound like Calvin from the movie "Waiting..."

M.C. Hampster: Jul 13th 2006; 5:27PM

Tony: That was a joke. Sorry about that.

Insomnia Bob: You may want to look up the term "out of context". Any quote taken out of context is always a direct quote. However, you can take just a part of what someone says and quote it, but miss the surrounding discussion that puts it all into context. For example, I could say:

"I've heard some people say that Joystiq sucks, but I disagree."

And be quoted as:

M.C. Hampster says: "Joystiq sucks"

Jay: Jul 13th 2006; 5:32PM

Having my undergrad degree in journalism and my master's in PR, I'd have to make the following comments:

1) You can never be snippy, ever, when doing public relations for your company. It's your job to be in control -- and be honest, even if you can't answer every question.

2) The questions were fine, it was the response that was negative. If a journalist asks a question like the one's here, it's a fantastic opportunity for a company to express the company's POV -- and put a positive spin on things.

The questions weren't bad, the response was. Terrible PR and terrible communications are indicative of the current state of Sony's executives. When someone asks you if you're arrogant you don't whine, "But ... we're number 1." You say, "I'm sorry if we come across that way, we just believe deeply in what we're doing. We're excited about it!"

MosquitoControl: Jul 13th 2006; 5:34PM

"All your questions were demeaning and trying to put down the company he works for. What? Do you want him to thank you for suggesting his company is no good?"

Come again?

He's trying to be a reporter, not a PR extension.
He's supposed to ask the questions his readers want to hear. You know, the exact same questions posted on these very boards.

And he did that, by and large.
And whatshisname from Sony did a good job answering them. The "positive questions" remark comes across as bitter and, yes, arrogant (because Sony should expect these questions) but it's off the record so I won't hold it against him. That, and I wasn't there to hear the tone.

But Sony should get hard questions for acting like Kutaragi does.
All companies should get hard questions. Do you really want to hear them get asked easy questions and spew out PR lies or do you want to them to be called on it?

I'd kill for an interview with Kutaragi that calls him out on all the PS2 promises, from Toy Story graphics to the Emotion Engine. One that keeps beating him for the validity of the 2005 E3 demos. One that actually calls him out on all the crap he's been spewing.
But I'd love for one that does the same to Microsoft or Nintento, too. One that doesn't just set them up to promote and give PR quotes.

You never see that anymore. Anywhere.
The 70s were full of hard reporting. These days it's just fluff pieces, chances for companies to sell, and reporters trying to make themselves personalities.

Joe Coughlin: Jul 13th 2006; 5:34PM

Yeah, it's really odd that Sony is acting this way. Their specs may be great and everything, but things haven't been looking good for them. From the price bombshell and backlash to today's news about Blu-Ray diode and cell yields. It's looking more and more as like they'll have a shortage situation that would dwarf the 360 launch on their hands if they don't push the PS3 back again (which will tick off their 3rd party developer partners to no end if they miss Christmas).

So not only are they being arrogant, they're being arrogant with absolutely no basis in fact.

Maybe there'd be more positive questions to ask if there was positive news to base such questions on.

Darth Pixel: Jul 13th 2006; 5:35PM

@12

I admire you for your honesty.

Admitting that you asked him hard questions after you "missed the majority of Phil's presentation" must have been difficult.

I wonder how I would feel if a guy who prioritized some interview over my presentation asked me to confirm my employer is arrogant and smug.

dsub: Jul 13th 2006; 5:35PM

I think it's funny that he opened his statement with...

"There's always going to be a risk when you are market leader for ten years that we start to lose perspective; and we have to make sure that we don't lose perspective. But I don't think we're arrogant"

If you don't want to sound arrogant, why not try talking about your system a bit, and offering some selling points rather than reminding us for the umpteenth time that sony is the market leader. We know that, and your constant stating of the fact only makes you sound more and more arrogant.

Not to mention the "5 million will buy it if it doesn't even have games" statement.

gozirah: Jul 13th 2006; 5:35PM

"That's it, thanks"

No other pressing interview questions-- other than the one and half about arrogance? Even with baiting questions about arrogance, it sounds like you could have gotten more information out of him.

You don't need to be sunshine and daisies but you might have had some semblance of balance, so you could have written about something we didn't already know.

bloggers aren't journalists.. fine.

octorok: Jul 13th 2006; 5:36PM

Tony and Xander224: It is YOU in fact, who are acting like smart-ass, arrogant whiners.

1st of all, THE ENTIRE VIDEO GAME INDUSTRY has been critical of Nintendo's position regarding Wii. Graphics, new control scheme (which I tried at E3 and it rocked!), and especially the name "Wii". So, for you to proclaim that Nintendo has 'slipped through the PR minefield' without any tough criticism, is flat out wrong, obnoxiously ignorant, and shows the turpitude of your ridiculous partasinship, and your brazen fanboyism.

Sony has been dropping balls left and right regarding it's PS3. Im not happy about it, but that doesn't mean it's not happening.

I see a trend, especially on message boards, that when something bad happens to one's fanboy-console-choice, the fanboys immeidatly go on the offensive, bashing other consoles, crying foul, and being all-around 'snively'.

Its pathetic.

Joystiq is doing it's job. Come hell-or-highwater.

Spencer: Jul 13th 2006; 5:39PM

And here I expected the response to be "Of course we're not arrogant! We're perfect!"

However, I was encouraged by both sides of the interview.

Joystiq asked hard-hitting questions. Good. Just what journalists should do.

Phil Harrison stuck by his company and defended it without coming off as arrogant. Excellent job.

Could it be that Sony finally did something right?

Staticneuron: Jul 13th 2006; 5:41PM

"But [Kaz Hirai] specifically said "Microsoft is copying Sony".

Yes, that phrase can be taken out of context. Especially in terms of what he is refering to. It would seem arrogant if the phrase was stand alone, implying that MS copies Sony..... period. But that is not the case. I am of the mind that every company that is being followed has reps that know what they are saying but since Sony has been in a negative light it is easy to take what they say out of context and not many people will bat an eye because they "want" to believe that every Sony rep out there is being idiotic.

"I'm sure if you asked 20 Sony execs the same questions, they'd give you the same answers."

I wonder why?

KawF: Jul 13th 2006; 5:42PM

Taking qoutes out of context no matter what is not a good way to further ones own agenda. But then again, that's how you make a perfectly ordinary interview into a hostile interview that gets the sony-basher train chuging along again.

sam: Jul 13th 2006; 5:50PM

My beloved PS2 will be replaced with a 360 next time I buy a console. I guarantee it. :-P

neale: Jul 13th 2006; 5:51PM

next time you meet a sony guy, ask them where killzone was

Robert Summa: Jul 13th 2006; 5:52PM

Let's face it. It doesn't matter what Sony says, or for that matter, what the few of us here say. Every single one of us gamers out there will buy a PS3 as soon as each of us can afford one.

That is why Sony is arrogant -- to a point. They know you will buy it, no matter what. And they're right. You will.

It's not about what's said. If it were, millions wouldn't have bought the PS2. Yeah Sony made empty promises, but all of us own one. What matters is games. There will be games, and you will buy the PS3. Whether you want to admit it or not.

darryl: Jul 13th 2006; 5:56PM

I sincerly hope that Phil refuses to give anyone from Joystiq any of his time in the future. What an opportunity to ask serious questions... What do you guys ask? Questions about arrogance!? Seriously!

Too bad there wasn't just a little balance to this "interview". You didn't even listen to his presentation before asking for an interview... now that IS arrogant.

I guess it's true, bloggers are NOT journalists. Stop pretending... tsk, tsk.

mandarin: Jul 13th 2006; 5:56PM

He sure doesnt look happy holding the tshirt... Look at Miyamoto, he always looks happy. This guy looks like weasel.

Eric: Jul 13th 2006; 5:58PM

Harrison is the only one with a Joystiq T-shirt that isn't smiling...douche..

I'd say his "off-record" response to the questions reeks of arrogance! The fact that he expected you to kiss his ass with questions like "gee golly mr Harrison I do love Sony and the PS3 so; tell me more about the REAL next generation of games:)"

I hope one day, one or many highly respected industry journalists hold him down and force him, Kaz, and Kutaragi to really ANSWER to their PR blunders, the blunders that are SURELY going to affect them in the future.

Kevan: Jul 13th 2006; 6:00PM

If Sony hadn't got itself into this position, then these questions would never have been asked. I am sure the machine will still do very well at launch, but for the first time I will not be one of those purchasing a system. I couldn't be happier with my 360, and really don't see the point in spending a ridiculous sum of money on a Sony machine that fails to deliver content. That's not to say it won't, but I owned a PS2 (bought at launch) for a year before buying a PS2 game, and have just sold my PSP (also bought at launch) for again having no solid library to draw from.

The PS2 has had some great stuff over its production run, but for launch, being burnt twice is enough for me, thanks Sony. Good luck to you. I look forward to seeing the next Ico Team game in 2 years time!

Vader582: Jul 13th 2006; 6:01PM

WOW! It is a sad day for Sony when no fanbois show up to defend them! Not good Sony...not good at all. Consumers: 1; Sony: 0

Conrad Quilty-Harper: Jul 13th 2006; 6:02PM

Daryl, two things.

1) Our questions weren't on his keynote. Besides, why do I have to ask him about the keynote?!

2) Interviews are by their very definition unbalanced, usually in the favor of the person who is being interviewed. Would you prefer we patch in equal representatives from Microsoft and Nintendo via video phone so that they can have their say?

Baboon: Jul 13th 2006; 6:03PM

-Robert Summa

I don't know about every one else here, but I am not planning on buying a PS3. Hell, call me what you will, but I never bought a PS2 or PS. I know that I am in the minoraty, but I don't think the Play Station brand is as infaliable as you seem to think it is. Just like every other company in the world, they should be trying to trick us into buying one instead of assuming we will.

And remember, all generalizations are false. :P

Shaymus22: Jul 13th 2006; 6:03PM

HAHAHAHAHAHAHAHAHA
"NOT" arrogant?!
lmfao sony, lmfao

TK00: Jul 13th 2006; 6:05PM

Journalist huh? OK, well, if you're going to call yourself a journalist then you should show the person you interview some respect. When the tape recorder goes off, and you say "Thats it" that means you're done with the interview. You shouldn't be posting his post-interview comment. Don't be surprised when he ignores you next time.

Baboon: Jul 13th 2006; 6:05PM

I need to slow down and read what I type.

minoraty=minority

infaliable=infallible

Carry on.

GamerZero: Jul 13th 2006; 6:08PM

'Phil then said something along the lines of "well those were positive questions", in a vaguely sarcastic tone.'

Ending with a negative comment like that was stupidity on his part.Doesn't he expect any criticism?Why isn't Joystiq gushing over the PS3,well BIG duh Phil!
Well done Jostiq,you are not afraid to ask risky questions.I can't stand journalists pandering a company when there's so much bad press around them lately.

Masaki: Jul 13th 2006; 6:09PM

Well...it's like he's going to say "Yes! We are ARROGANT! Now move out of the way peasant!!"

They only think that...they don't say that...

The G: Jul 13th 2006; 6:09PM

Joystiq my problem with this site is that you have shown your bias against sony. And your questions were unfair and patronising, he did the best under the situation. Also for all those critising him, do you know the day he had? the situation he was in? whatever you dont care, as long as we get the regular sony bashing right?

You say he was rude/arrogant but you know what you put an interview above his press confrence, then you asked him questions critising the firm he works for. what should he have done. Lets be reasonable people. your questions were aggresive and you got slightly aggresive answers. Nice to see that even after the interview offcially ended you used what he said against him. well done.

Now lets look at other engadget/joystiq interviews

reggie
http://www.joystiq.com/2006/02/20/engadget-interviews-nintendos-reggie-fils-aime/

miyamoto
http://www.engadget.com/2005/10/03/the-engadget-amp-joystiq-interview-nintendos-shigeru/

nintendo pr women
http://www.engadget.com/2006/05/15/the-engadget-and-joystiq-interview-nintendos-perrin-kaplan/

Whats this? in every other interview you say hello and show courtesy, but with sony lets get straight to it right? cause we all know your journalists right?
here you had interviews with key nintendo employees, but you dint speak to them with such rude tones and ask them any critisizing questions. But hey. its all about wii right?

In the end of the day you had a chance to speak to a key sony employee but you decided to feed your nintendo fanboy readers. tho we all dont speak, you have sony/ms fans, and I like the way this site is presents information, just wish you didnt have to be so anti anyone.
What I dont get the most is this.
At one point your a blog, and its all about your opinoins, but next minute your journalist who have to ask 'hard hitting questions'. make up your minds, do you want to give us real news about games, or do u want to moan about some company that dosent do everything you like?

Masaki: Jul 13th 2006; 6:11PM

I mean't isn't

me bad :p

The G: Jul 13th 2006; 6:15PM

Sorry my reggie link was wrong. here it is
http://www.engadget.com/2006/02/20/the-engadget-interview-reggie-fils-aime-executive-vice-preside/

Masaki: Jul 13th 2006; 6:16PM

@ 45

Lol... so just because he had a long, bad day people should cut him some slack?

"Oh, looks like Phil had a bad day, instead of asking him about the ps3 problems, let's ask him what's his favorite song...yeah"

epobirs: Jul 13th 2006; 6:17PM

"I can't be conceited. I'm perfect!"

Darth Pixel: Jul 13th 2006; 6:18PM

No, again, read it, it's 100% pure arrogance:

http://www.microsoft.com/presspass/exec/rbach/05-16-05E3.mspx

An extract to wet your appetite:

---

ROBBIE BACH: Welcome to the future of gaming. We're here tonight to offer new ways to experience games and entertainment, to redefine what it means to have fun.

J ALLARD: Tonight I'm here to tell you about a new product that's inspired by the creative power of the individual and driven by the passion of a worldwide community. With Xbox 360 we've created technology that will enable people of every age and from every corner of the planet to gather together in new ways. It's a product that will bridge vast distances through shared stories and shared experiences, a product with games at its core, surrounded by limitless, connected digital entertainment.

PETER MOORE: And tonight I'm going to show you a world of games that are fueled by high-definition graphics and sound, a world powered by a new generation of video games inspired by human creativity and driven by human energy. It is a world where our partners will create unbelievable game experiences that will transform the very idea of entertainment.

ROBBIE BACH: Tonight, we stand on a watershed moment in the history of entertainment. We are here to celebrate the launch of the world's most powerful game platform, Xbox 360.

Xbox 360 is an entertainment experience that revolves around you and will take us all into the next generation. In the next generation, Xbox 360 will transform the way people play games and have fun.

---

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