Sony's Marketing SVP Peter Dille gets grille-d
by Kevin Kelly 
{ Nov 6th 2006 at 7:45PM }
Engadget has posted an interview with Sony Computer Entertainment's SVP of Marketing, Peter Dille. He's only been back with Sony for the past six months, coming aboard right at the start of E3, the equivalent of being dropped behind enemy lines without a map.They don't pull any punches with the questions, asking him about the declining PS3 launch numbers (Dille fails to nail down a figure), the UMD format, and the never-ending saga of "true HD." While a lot of his answers are standard PR responses (hey, he's a PR guy -- he probably talks like that at home), he's also honest about the things he knows about, and what he's unsure of. Of particular note is that the PS3 will upscale DVDs to 1080p, something that Microsoft had announced the HD-DVD player would do for non-native HD DVDs.
He also addresses the lack of rumble in the SIXAXIS controller, saying "I was talking to Phil Harrison about recently is the weight of the controller is now so much lighter that you almost forget that you have it. And again, it's bringing you one step closer to the game." What, by making you forget you're holding a controller? While the PS3 controller is definitely light, it's not like a feather resting in your hands.
On the issue of not including an HD cable with the PS3, he claims that's to give "flexibility and choice, based on how they want to use the system in their home." Not to make us have to buy one more thing from Sony? Color us suspect. As much as they push 1080p, Blu-Ray, and "true HD," you think they'd be handing the cables out like candy. We want to be able to go HD right out of the box. As far as having a VGA cable with the PS3? "I have to get back with you on that one. Not sure."
We applaud his honest answers (although we would have liked more info about the Lik-Sang litigation) and feel for the guy. They're trying to get this lumbering beast off the ground and not get stuck with a Spruce Goose.
Get a WordPress.com Blog
Reader Comments (Page 1 of 1)
irshliquor @ Nov 6th 2006 7:50PM
ZOGDOR!!!!!!
FatOprah @ Nov 6th 2006 7:54PM
He looks like a wrestler.
daver @ Nov 6th 2006 7:57PM
he looks like the missing link !
Deth @ Nov 6th 2006 8:06PM
He also addresses the lack of rumble in the SIXAXIS controller, saying "I was talking to Phil Harrison about recently is the weight of the controller is now so much lighter that you almost forget that you have it. And again, it's bringing you one step closer to the game."
Wow... what a spin. But that is what Sony does best...
Cheers!
Tony @ Nov 6th 2006 8:06PM
Some interviewer really needs to get into this whole "DS is aiming for kids, so we don't care" thing.
Nintendo and other companies manage to get numbers out saying this many women bought that or this many old people bought this. We would be naive to believe Sony does not tally this in any way.
So where are the numbers detailing the "fact" that their system goes strictly after an older crowd? I want them to put their money where there mouth is and show us the numbers. I'm tired of this comment bandied out in every single one of their interviews about the PSP.
It's particularly of note when Nintendo in particular has made such a big deal about going after older gamers and non-gamers... a ploy they claim is working. Maybe it is and maybe it isn't, but at least every once in a while I see some sort of percentage or number about how many of this demographic bought whatever Nintendo product in question... from whatever country it might be.
Some writer just has to put an end to this already. It's so tiresome.
Lou @ Nov 7th 2006 1:31AM
Flexibility and Choice! Hey, Sony, here is my choice, chop $200 off the price and kill the Blu-Ray on mine. I'm just exercising my right to choose.
Also, I choose a controller with rumble.
Finally, I just chose Xbox360 last week.
I was waiting for a PS3, but I finally got so fed up with pricing, rumbleless controllers, delays, games, etc.
Lekko @ Nov 6th 2006 8:39PM
I just bought a $7 HDMI to DVI cable so I can play on my monitor in 720p at 60 fps. yay me!
Edge of Blade @ Nov 6th 2006 8:52PM
Know whats funny? Microsoft talks about "choice" and it makes sense. Yeah, the hard drive, too. Then Sony talks about it and they look completely hokey. Your HD system without HD cables. Full. of. Shit.
Lex @ Nov 6th 2006 8:56PM
How long are people going to keep crying about $15 dollar cables.
If you can afford a $600 dollar console like the PS3 you aren't exactly going to break your bank account spending an extra $15 before leaving the store.
Revo @ Nov 6th 2006 9:13PM
Lex: "If you can afford a $600 dollar console like the PS3 you aren't exactly going to break your bank account spending an extra $15 before leaving the store."
It's not a big deal in practice, but it's a minor outrage in principle. If Sony is touting the PS3's "True HD" capability so aggressively, there's just no reason the cables shouldn't be included.
From the interview: "What it is we're trying to do had never been done before. Has still never been done: a global simultaneous launch. So, who, other than a market leader should aspire to do something like that? I think it was a great goal, and it didn't work out."
Wow, that's some great spin. He's describing a plan that ended in total failure as some kind of noble dream that they strove valiantly for but couldn't quite attain.
Tacoman @ Nov 6th 2006 9:47PM
"We feel like we've got a better solution [than Nintendo] in the access motion control works. It's an evolution very familiar formfactor and design, but the ability to put that SIXAXIS control into the players' hands puts them that much closer to the game...and we're looking to move forward and not continue down the path that we did down before."
So a "very familiar" design (the sixaxis looks exactly like a dual shock) is moving down a new path? Touting a more powerful system and a new proprietary format instead of true innovation is different from the previous consoles? And he believes the controller is more immersive and offers better motion control than the Wii remote.
Whatever this guy is smoking, I want some. Maybe he got it in Egypt when he was in denial.
dolemite @ Nov 6th 2006 10:10PM
Since the PS3 is 500, and you all say Blue ray is adding 200 to the price, then why is the 360 still 400 bucks? without Blue ray the PS3 would be 300 with a hard drive. So why is the 360 so high?
nick @ Nov 6th 2006 10:16PM
If HDMI cables are so inexpensive, why can't Sony include the cable with the PS3? You think it's be cheaper than whatever retail is charging for them.
Dax @ Nov 6th 2006 10:17PM
I do hope that Mr. Dille isn't a compulsive sweater, or he'd have been drenched by the time the interview was over.
I felt embarassed for him - he was the very definition of 'clueless.'
When he got sick of answering every question with 'I don't know,' he started making things up and adding disassociated factoids to pad out his non-answers. "Huh? VGA cables? Yes, USB keyboards and mice should work right out of the box!"
dsub @ Nov 6th 2006 10:42PM
"flexibility and choice, based on how they want to use the system in their home."
I don't think so pal. Flexibility and choice would have been packaging in a cable that has both HD and SD input options like the XBOX 360. What you are doing is purposely not including a certain accessory because you KNOW that 8/10 folks who buy a PS3 will need to buy the cable as well. Sure, it may be smart business, but it's also called buttfucking your loyal fan base.
Lex @ Nov 6th 2006 10:55PM
With Sony eating so much of cost upfront is really have to spend an extra 15 bucks going to make you poor and cause you to sell your tv?
People need to stop being such emo fanboys and look at the situation more objectively.
P.S. not everyone put off by a 600 dollar price tag considering blu ray players cost so much stand alone.
ncxcstud @ Nov 6th 2006 10:56PM
Doesn't the PS3 come out on the 17th? Why does Peter say that he's looking forward to November 18th...
That kind of just caught me off guard...typo by engadget, or does Mr. Dille, really forget what day his companies most important product to date was releasing...??
ncxcstud @ Nov 6th 2006 11:02PM
and to all the people spouting off about 'HDMI cables are 15 dollars blah blah' do you really think that someone at eb/gs/bestbuy/circuit city/etc...are going to say to their customers
"Now, since you just bought this nice 1080p television to go along with yoru brand new PS3, you'll need a HDMI cable, so go on ahead to your computer at home and buy a 15 dollar cable. No worries, just helping you out man."
no, they're goign to say "Dude, you're goign to need an AWESOME hdmi cable to go with that new 1080p set you mentioned that you got for the PS3. Here's the 'best' on the market right here...a 4-foot MONSTER HDMI cable, only set you back only 149.99...it's worth it dude. No one has a better price..."
and Joe Six pack will then go "Hot damn that's expensive, but...if it's the only way...."
Deez Nutz @ Nov 6th 2006 11:19PM
"17. With Sony eating so much of cost upfront is really have to spend an extra 15 bucks going to make you poor and cause you to sell your tv?
People need to stop being such emo fanboys and look at the situation more objectively."
Listen to yourself man!! You make it sound like Sony's doing you a favor by "eating so much" on their $600 console. For that kind of bread, I don't think a selection of cables in the box is too much to ask really.
MetaHuman @ Nov 6th 2006 11:29PM
Isn't that cuuuuuuuute... Sony's trying to pull a Reggie. :P
When can we expect to see the Ultimate Showdown between the two?
Aex @ Nov 7th 2006 12:24AM
@ncxcstud
Let me get this straight. You are complaining about the PS3 because joe six pack is going to pay $135 more than someone that does their research for HDMI cables and this is Sony's fault? Seriously dude, worry about yourself. HDMI cables are worth $5-$15, because someone pays more than that its not Sony's, Toshiba's, Samsung's, etc.. etc..'s fault.
Do I think some people will pay $150 for it? Yes I'm sure they will. Here is the important question? Am I goign to pay more than $15 for it? Nope. Lastly, Do I care if someone other than I overpays for HDMI cables without doing research? Nope!
All technology purchases require research, if you don't research what you are getting and what you need it for, expect to get ripped off by people looking to make a large amount of profit on your lack of knowledge.
Revo @ Nov 7th 2006 12:38AM
"With Sony eating so much of cost upfront is really have to spend an extra 15 bucks going to make you poor and cause you to sell your tv?"
Way to completely ignore what I said. The price of the cables isn't the issue. Make the PS3 $515/$615 for all I care. The issue is the fact that they go on and on about the wonders of "True HD", yet they don't include the cables that would actually enable it.
Aex @ Nov 7th 2006 1:29AM
@Revo
Yes, it sucks, get over it. I agree with you, pretty much everyone does. Yet, you still feel it necessary to bring up the same point many people have made over and over and over and over and over and over and over again. No matter how much you whine they aren't putting the cables in the box.
paralipsis @ Nov 7th 2006 2:14AM
"[...] the weight of the controller is now so much lighter that you almost forget that you have it. And again, it's bringing you one step closer to the game."
I just can't see how making a controller lighter brings me in any way "one step closer to the game". I don't see a controller as a barrier between me and a game, it is an integral part of my connection to a game. To say that the removal of rumble for the sake of weight can bring me closer just seems like a pretty pathetic attempt at PR spin to me. I don't even care too much about rumble to tell you the truth, I just can't stand it when I have to read such obvious BS.
James @ Nov 7th 2006 7:48AM
The Guy is pure douche when he talks about the DS. The friggin thing is KILLING the PSP in EVERY age group. It's now easily doubled the PSP's sales worldwide, and do you really think kids are buying Brain Training, Metroid and Phoenix Wright etc?
It's funny watching these lying F#$%s squirm when they've been defeated. They've not known defeat before (in this field), so they're reading from the 'we just won' script without realising that it makes then look even more stupid then they already are for failing.
Steddyman @ Nov 7th 2006 8:24AM
The Xbox 360 will upscale DVD's to 1080p WITHOUT buying the HD-DVD addon. The only limitation is that it must be connected via the VGA cable, not Component.
Upscaling was actually added in early 2006, and the latest update has added 1080p support to the dash.
John Lucas @ Nov 7th 2006 9:19AM
To put it in a Mortal Kombat analogy:
DS was the 'Toasty!' uppercut that summoned the "Finish Him".
Wii is the "Fatality" that bludgeons Sony beyond recognition.
And sad thing is I don't think Sony has any more quarters to Kontinue...
John Lucas
Todd @ Nov 7th 2006 9:38AM
He looks like Frankenstein. Just place some bolts on his neck and a scar running down the forehead.
I refuse to buy a PS3 if no HD cable is included with the system. That's just insane!!!
Ryan @ Nov 7th 2006 10:39AM
I worked in A/V retail for 10 years, and the only reason ANY manufacturers include cables with dvd players is to save people a return trip to the store. They increase the price (incrementally) to make up for the cost. Should they include a cheapo component cable? Definitely - I know I'd want one.
The problem is, that would increase the retail price of the unit (by say, $15) and a number of people would end up throwing it out and opting for a different connection anyway. The people that DO want component video may also want a higher quality cable, and will end up tossing the included one.
You can't satisfy everyone with one box.
Moogle @ Nov 7th 2006 11:01AM
So I know they don't, but if HDMI cables cost sony $15, and they sell 2 million consoles by the end of their financial year, that's $30 million for something that maybe 5% of all users, and maybe 25% max of all HDTV owners can use. HDMI's only 2 years old, remember. HDTV has been around for 15, and people don't buy new sets often. HDMI cables would be an utter waste.
Shiro @ Nov 7th 2006 11:53AM
So they got Arnie here after E3?
Sony: "Damn, that Reggie guy kicks ass and takes names. We should get a big PR guy too!"
Revo @ Nov 7th 2006 7:12PM
Aex: "Yes, it sucks, get over it. I agree with you, pretty much everyone does. Yet, you still feel it necessary to bring up the same point many people have made over and over and over and over and over and over and over again. No matter how much you whine they aren't putting the cables in the box."
Lex to seemed to think I was complaining about the price of the cables, and I was simply setting the record straight. I realize it's been said before, but it had to be repeated because the guy was still missing the point.