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PS Vita price cut 'not on our radar,' says Sony UK

"Clearly, we'll have to view how consumers respond," says PlayStation boss

3DS required a hefty price cut only six months after launch to help drive sales, but Sony says a price drop for the just launched, £230 PS Vita is "not currently" on its radar.

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Speaking to CVG, Sony Computer Entertainment UK managing director Fergal Gara said: "It will take several years for this investment to pay back as it stands, so if we have to do more with the price... Clearly, we'll have to view how consumers respond - do they value the amount of technology packed into that box?

"One benchmark I would draw is that it is round about half of the price-point of an entry-level tablet, and considerably less than a high-end smartphone. So, what's the appropriate point of reference for its price? "We need to wait and see, but we believe it's a step-change in performance and a step-change in capabilities compared to what people could do before."

Gara continued: "Picking up on the Nintendo example, it's not for us to comment on their performance, but I would say that the strength of our software has been demonstrated very well, and that was on our to-do list early last year: to launch with strong software and to make sure the supply of quality software was maintained through the year and beyond. So we hope to start better, and that agenda will continue."

PS Vita released at midnight last night in the West. We were at official London launch event and snapped a few pictures - have a look.

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