Will Sony engage in negative advertising -- attacking the competition (like saying you have over 100 titles right before a new console launches)?
- Peter Dille: "Our position hasn't changed. You generally see the number 2 guy be negative. But when you're the market leader, with 110 million PS2s sold, you act differently. People will come onto PS3 in their own time; that's not something people talk about, but we have a large rabid fan base. We'll communicate with gamers in a way that doesn't talk down to them by speaking to gamers' expertise."
- Peter Dille: "We're not blind to some of the tonal things out there. It's an ongoing education effort. We need to have people understand the value of the console with the technology that will drive the product for 10 years. We believe that we approach the product a little bit differently. We need to not be defensive about analysts or press reports, because they might not understand the business or where we're coming from."
- Tha' Dille: "For 10 years, we engaged the outside world in a certain way. There are some new faces in the management team; I left and came back, but I've brought a new approach to PR. We want to be more open, we want to share more, let them inside the tent and challenge us, and that didn't always happen. We kind of made our own bed. It can't be done overnight, but we want to tell the story. I think we've tried to change. We weren't always open, so it reflects a shift."
Great! What do you guys think, will the PS3 successfully market a decent comeback over the next year, or will they remain in a negative light? Will anyone want to get inside the tent with them? We'd like to think Dille is onto something... so we'll stroke our beards and mutter incomprehensible babble as we wait and see.